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Local digital marketing: 5 ways to increase your visibility

local digital marketing

Being present on the web is good but being visible is better.Local digital marketing is ideal for companies with physical outlets. For fear of being crushed by their competitors, many small businesses give up and don’t see the point of taking care of their web presence. Just because you’re small doesn’t mean you don’t have a place on the web. On the contrary, there is less competition on the web, so focusing on targeted and local marketing could help you increase your visibility.

What is local digital marketing?

Local digital marketing is ideal for companies with physical outlets. As its name suggests, it allows you to target your prospects locally according to a specific geographical area. There is no need to reach everyone, the important thing is to reach the right person, at the right time and in the right place. So, before you start, you need to know your personas perfectly: who are they? What do they do? And most importantly, where are they?

With the geolocation system present on all our smartphones, a local customer may end up being a passing customer. Local digital marketing does not stop at the inhabitants of a city or a region. Martine who lives in Lyon could very well be targeted by one of your ads when she is in Creuse.

5 ways to increase your visibility and attract local prospects

1. The essential Google My Business for local digital marketing

Did you know that? According to Google, 4 out of 5 users use a search engine to do their local research. Google My Business is therefore the essential platform on which your company must be present. It allows both large and small businesses to stand out on the Google search engine. It’s simple and it’s free. All you must do is create your company profile and fill in your contact information, your business sector, your hours of operation and some photos. Fill in each field carefully because this form will be the online showcase of your business. Even if Google is the most popular, you can also create a listing on Bing Places for Business, the equivalent of GMB, but on Bing.

2. Online directories and listings

We can’t tell you enough, the more you are present on the Web, the better your natural referencing will be. So, increase your chances of being visible by being present on online directories such as TripAdvisor, Yelp or the Yellow Pages. Fill in at least the name of your company, your address, a phone number, and the URL of your website on each of these sites.

3. Geolocation on social media

For your posts to reach people close to your business, you have the option to share your location. Whether on Facebook or Instagram, posts and stories can be geotagged. For example, let’s say you publish an Instagram story mentioning the location of Lyon. It will be accessible and could be viewed by people interested in content from that city.

To expand your reach and reach new local prospects, think about hashtags. On the social network Instagram, many city-specific hashtags are viewed and followed. By using strategic hashtags, you increase your chances of being visible to your desired target audience. For example, if you have a store in Bristol, it’s in your best interest to use the city’s popular hashtags like:

#choosebristol #bristoldifferent #madeinbristol #wearebristol

4. Local influencers and partners

We advise you to favour local micro-influencers because their audience is often much more qualified and engaged than influencers with large accounts. Firstly, the financial compensation of micro-influencers is less important. Second, micro-influencers are closer to their followers. Third, they have a talent for activating word of mouth 2.0 in a matter of minutes!

Even if the goal is to get people talking about you and gain visibility, think about partnerships with local businesses and associations. 

5. Ads to increase traffic at the point of sale

To encourage Internet users to visit your store, we advise you to set up Facebook ads with a “point of sale traffic” objective. Very easily, you will be able to target people close to your point of sale. The call to action “find the route” is very effective to encourage people in the vicinity to go to the store.

You now have all the keys in hand to boost your visibility on the Web. Even small businesses can benefit from local marketing. Need a helping hand to develop your strategy?

Make an appointment with our experts to discuss it.

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