Statistics show that 97% of the people searching the web on their phones are looking for products or services near them. In fact, even when you're not specifically searching for a service provider near you or a product in your local market, search engines will still show you local results anyway.
As a business owner in Miami, this presents a wonderful opportunity to put your brand in front of a wider local audience that is more likely to support and buy from you soon.
However, how can you make sure that your business appears first whenever users search the web for the products and services you offer?
Given how competitive the local market is, you’re not just competing against other local companies, but also against corporate giants in your area. So, it’s really important to step up your game and bolster your business’ presence in the local market.
This is where local SEO in Miami comes into the picture.
Aside from reaching locals by ranking high, it’s also essential to develop local marketing strategies that will enable you to effectively convert local traffic into sales.
In this article, we are going to share with you our top local marketing strategies that are guaranteed to increase your conversions. But, before we jump into that, let’s first discuss what local marketing is and why it’s necessary.
Local marketing, also known as location-based marketing, involves optimizing your website and digital marketing efforts to boost its visibility for local search.
It aims to target potential customers in your local community to drive brand awareness and get them to visit your physical store.
It involves using local keywords in your website, localizing your content, claiming your business on Google My Business, sending automated messages to customers within a specific mile radius from your physical store, and many more.
Google’s algorithm takes into consideration a user’s location when serving up relevant search results. That’s why – whether you indicate it or not - Google will show you relevant businesses nearest to you that offer products or services you're looking for.
Since Google is already giving you the chance to reach new audiences in your local community by getting rid of your non-local competitors, your job is to take advantage and ensure your company shows up in the search results.
By optimizing your website for local SEO in Miami and implementing local marketing tactics, you can specifically target the community in your area and convert them into customers.
What makes local marketing stand out is the fact that you can take a more targeted approach and serve highly-personalized experiences to your audience. This means you can develop more meaningful and deeper connections with your customers.
Now that you know what local marketing is and its significance, let’s discuss the different ways to make it work for your local business.
Given the vast number of channels and tactics you can use today to market your local business, we know it can be tempting to dip your toes in all of them.
But, because local businesses tend to have fewer resources, it’s crucial to be smart about where you invest your time, money, and effort.
If you ask us, we think you should focus on a few key areas that already work for your business.
Then, once you feel like you’re ready to take on more responsibilities, such as starting a business podcast or organizing a local fair, you want to experiment first to see what your audience’s response is on those channels or activities before officially doing it.
If you try to do everything at once, chances are, you’ll end up sacrificing the quality of your output. And, we’re not just talking about how you manage your local business, but also with how you deal with your customers and make sure that things are up-to-date with your online presence.
Tapping into a digital marketing agency in Miami is also a smart move. We suggest that you consider hiring one to handle the marketing side of your business.
Did you know that 70% of Americans shop from small businesses? A survey conducted by Mintlife found that 57% of people shop local because they like to keep their money circulating within their local areas, while 38% say that they do it to feel connected with their community.
Since the majority of people already like to shop local, you should focus on appealing to them by localizing your website and its content.
Gone are the days when people instinctively look through the yellow pages to look for a service provider or shop near them. Today, consumers use their phones to browse the web and find what they're looking for.
To increase the possibilities of your website showing up on your target audience’s local search results, you can target people within your area and attract impulse purchases.
So, how can you optimize your business for local SEO in Miami? Here’s how:
Content plays a critical role in your local marketing strategy.
By posting the right images, blog posts, articles, videos, and whatnot, you can connect with your local audience on a personal level, engage them, and convince them to give your business a try.
When you’re beginning to localize content, you need to consider the fact that customers will likely follow the customer lifecycle model: Awareness, engagement, evaluation, purchase, post-purchase, and advocacy. So, produce localized content for each stage of the customer lifecycle.
Here are several types of localized content you should be posting for each stage:
Here’s another tip to keep in mind: When localizing your content, always consider your local community’s ideologies and traditions. Being aware of them and implementing them in your content will help your blog posts, articles, and social media posts feel familiar.
The goal is to create a seamless and consistent experience for your local customers. By localizing your content, you can provide added value to your target audience and delight them at every stage so that they can make a final purchase decision faster.
This year, users are predicted to spend an average of 100 minutes per day watching videos online. 84% of consumers admit to buying after watching a brand’s video. This makes video an indispensable tool for businesses that want to generate more leads and make more sales.
Videos are more memorable compared to other forms of content. With the right storyline, you can make your business appear relatable and elicit positive emotions from your viewers. This is why video is more engaging and extremely effective at getting through to your local audience.
The best part about videos is that there’s no special equipment required to create something your audience will love. All you need is good lighting, a phone, ideas, and you can start shooting!
Modern consumers want authenticity from brands, so rest assured that your behind-the-scenes type of videos will appeal to your audience as much as highly polished video ads would.
With short-form videos and live videos being the trends right now, you should definitely try doing some live selling and making TikTok-style videos.
Below are four ways you can use video to boost your local marketing strategy:
Email remains to be relevant and necessary even in this modern world. For some reason, people still prefer to receive emails from brands and businesses they support.
To keep in touch with your local customers and put your business at the top of their minds, send them highly personalized emails consistently.
Depending on how often they want to hear from you, see to it that you're sending them relevant newsletters, promotions, and updates regularly. Over time, they'll get used to your schedule and look forward to receiving emails from you. Just be sure to only provide them with the most relevant information they want. Otherwise, your emails will go directly to spam.
Facebook is no longer the same. Ever since its algorithm has changed, it’s becoming harder and harder to grow an audience organically on the platform. It probably has something to do with their shift in focus towards increasing ad revenues.
But, despite this change, Facebook continues to help small and local businesses boost their visibility online and reach their ideal customers.
Since Facebook’s organic reach is decreasing, it’s best to invest in social ads to put your business in front of a broader local audience.
Unlike running ads on Google where you need a bigger budget just to see results, you can run FB ads on a relatively smaller budget. So, don’t be afraid to explore this option.
Some things to remember when creating an effective social media ad copy are:
By optimizing your website for local SEO in Miami and using local marketing strategies, you can reach a broader local audience and bolster your presence in your community.
Today, it’s no longer enough that you show up at the top of the local search results. If you want our local business to truly succeed, you have to find ways to engage your audience, keep your brand at the top of their minds, build a solid relationship, and provide a seamless, customized experience both online and in person.
If your local business is struggling to drive local foot traffic to your store or traffic to your website, we can help!
At Digital Resource, our team of SEO experts and digital marketing specialists will work together to create a custom solution made specifically to help you achieve both your marketing and business goals.
Fill out this form to get a free consultation and find out how our agency can help you succeed.