It’s Saturday morning. You woke up craving Banana Nut Pancakes from your favorite breakfast joint, Flapjacks. Pulling out your phone, you open Google Maps and search “best pancakes near me.” Flapjacks pop up immediately, with 4.5 stars and a bunch of mouthwatering photos. Reading the reviews confirms it – their pancakes are as fluffy and delicious as you remember. Decision made – you’re going to Flapjacks!
We’ve all been there. When a craving hits, you grab your phone to see what’s nearby that can satisfy it. This real-life scenario shows how integral online visibility and engagement are for local businesses nowadays. Unlike major chains and e-retailers, smaller brick-and-mortar shops rely on foot traffic from their community. So, having a digital presence where locals search, review, and interact online is key.
This post will explore how customers find and engage with hyperlocal businesses through online content. You’ll discover tips for building an effective local content marketing strategy to attract qualified customers, increase loyalty, and reinforce your brand as a go-to neighborhood staple. Let’s dive in!
Understanding the Local Customer Journey
Think of the last time you needed to hire a plumber or find a yoga studio in your area. How did you go about it? You most likely pulled out your phone and turned to Google Search, Yelp, Facebook, or other online platforms.
This exemplifies how the local customer journey now heavily revolves around digital touchpoints. While location and word-of-mouth still matter, local consumers increasingly discover and research hyperlocal businesses online before purchasing.
Here are some key ways local customers find and engage with your business digitally:
Search Engines
Google Search is often the first destination for locals looking for businesses nearby. Ranking high for relevant searches like “Thai restaurant Seattle” or “dog grooming Portland” is critical for visibility. Location-based keywords can drive geotargeted traffic.
Online Review Sites
92% of consumers read online reviews for local businesses. Sites like Yelp and Google My Business allow customers to rate and recommend local companies, influencing purchase decisions publicly.
Social Media
Social platforms like Facebook and Instagram are hubs for discovering and interacting with neighborhood establishments. Many consumers check-in, share photos, or follow their favorite local spots.
Local Directories & Maps
Resources like Google Maps, Yellow Pages, and industry-specific directories maximize exposure. Completing and optimizing all listings helps locals find you more easily.
Email, SMS & Direct Mail
Don’t underestimate traditional outreach. Locals are often receptive to opt-in communications like emails, texts, and postcards informing them of updates, special offers, and events.
The takeaway? Local customers search for businesses like yours daily on the Internet and their phones. An active presence where they look is key to driving real-world traffic and sales.
Building a Local Content Marketing Strategy
Now that we’ve explored local customers’ digital paths to find businesses let’s discuss how to develop an effective local content marketing strategy. This will help you attract qualified prospects, convert them to customers, and build lasting relationships within your community.
Defining Your Target Audience
First, get crystal clear on who your ideal local customers are. Dive into their needs, interests, frustrations, and goals beyond basic demographics. What motivates them to seek out a business like yours? What online behaviors and search patterns can you leverage in your content?
Local Keyword Research
Conduct keyword research to uncover your audience’s specific terms and phrases to find local businesses. Tools like Google Keyword Planner, SEMrush, and Moz can help identify high-value location-based keywords to target.
Creating Locally Relevant Content
Next, develop content tailored to your geo-targeted keywords and designed to resonate locally. Here are some formats that work:
- Local event coverage (sponsorships, involvement, etc)
- Neighborhood guides and “best of” lists
- Customer spotlights featuring local residents
- Behind-the-scenes content showcasing community ties
- Hyperlocal news relevant to your products/services
- Location pages using geo-focused keywords
Optimizing for Local SEO
When creating content, ensure it’s optimized for local SEO best practices. Thoroughly complete and update local business listings across directories and review sites and maps. Include schema markup for address, location, and contacts. Use keywords in titles, URLs, alt text, and content. Link out to neighborhood resources.
Now that we’ve covered some key elements of a local content strategy let’s focus on specific online platforms.
Engaging with the Local Community Online
In addition to creating relevant local content, actively engaging with your community on digital platforms is key. This lets you connect directly with customers, nurture relationships, and build loyalty. Let’s explore some top online venues to focus on.
Social Media Marketing
Social platforms provide a hub for locals to discover and interact with neighborhood businesses. Some effective tactics include:
- Engaging with Facebook Groups, Subreddits, and Nextdoor Networks related to your location
- Running local promotions and contests to drive engagement
- Interacting meaningfully with reviews, comments, and DMs
- Partnering with local micro-influencers and ambassadors
- Using geotargeting to reach customers in your vicinity
- Participating in local hashtags like #SupportSmallBiz
Online Reviews & Reputation Management
Positive online reviews can make or break local purchases. Proactively manage your reputation by:
- Responding promptly and politely to all reviews
- Incentivizing happy customers to leave reviews
- Resolving issues quickly and transparently
- Promoting standout reviews on social media
- Analyzing review trends to improve weak points
Email & Direct Mail Marketing
Take advantage of tried-and-true outreach like emails and postcards. Use them to inform locals about the following:
- New products, services, or inventory
- Upcoming events, classes, and workshops
- Limited-time sales and promotions
- Seasonal marketing, like holiday deals
- Customer appreciation days and exclusives
The key is engaging proactively wherever your customers spend time online. This fosters lasting local relationships.
Measuring Your Success
Implementing a local content strategy takes time and effort. So, how do you know if it’s working? Measure the effectiveness by tracking key metrics:
Website Traffic
Analyze site traffic data to identify:
- Increases in organic traffic from local SEO keywords
- Higher conversions from landing pages and contact forms
- Changes in website visitors’ geographical locations
Online Reviews
Monitor online reviews across various platforms:
- Review volume indicates local awareness and engagement
- Improving average ratings shows enhanced sentiment
- Review content provides feedback to act on
Social Media Engagement
Evaluate engagement levels across social media:
- Follower growth, comments, shares, check-ins and tags
- Click-through rates on ads and posts
- Audience demographic and location data
Foot Traffic
Correlate web analytics to real-world visits:
- Install on-site tracking like wi-fi heatmaps
- Compare foot traffic to web traffic by geography
- Survey customers on purchasing motivators
By regularly assessing these metrics, you can refine approaches and double down on what’s working. Over time, the data will reveal local content marketing’s impact on lead generation, customer acquisition, and overall sales.
Local Content Marketing FAQs
Still, have some questions about effectively leveraging content to reach local customers? Here are answers to some frequently asked questions:
How often should I publish local content?
Aim to publish fresh, original local content at least 1-2 times monthly. This provides new reasons for locals to visit your site and helps with search engine visibility. Mix recurring evergreen content with seasonal or news-based pieces.
What content formats work best?
Variety is key! Combine blog posts with videos, social posts, review roundups, location pages, email newsletters, and digital and print ads. Test different mediums to see what resonates most.
How do I get content ideas?
Look to local current events, holidays, change-making in your community, customer questions, industry trends, and topics your competitors haven’t covered. Surveys and social media listening also reveal content needs.
Should I promote my content?
Yes, maximizing the reach of your local content is key. Promote new pieces organically on social media, via email lists, through partnerships, and by repurposing content across platforms. Consider paid promotion through ads or influencers.
Should I include physical business info in online content?
Absolutely. Consistently include basic info like full address, phone number, and hours in online content and profiles. This makes it easy for nearby searchers to visit your location. Embed maps to provide directions.
How can I encourage customers to leave reviews?
Politely ask satisfied customers to leave an online review after appointments. Or, email customers who opted in with a review request, including a direct link to simplify the process. Offer an incentive, like a discount.
What pitfalls should I avoid in local content?
Steer clear of broad claims you can’t substantiate, discount gimmicks, and use geo-keywords inaccurately. Avoid overly self-promotional content and focus on providing value. Also, beware of outdated information like business hours.
Conclusion
In today’s digital era, implementing a strategic local content marketing approach is no longer optional for brick-and-mortar businesses – it’s essential.
As we’ve explored, consumers turn to the internet to research and engage with hyperlocal brands. Ranking high on search engines, building social media buzz, encouraging online reviews, and actively participating in community conversations can pay dividends and significantly expand your visibility and reach.
Creating locally optimized, high-value content and interacting with customers across digital channels attracts qualified prospects already interested in your products or services. You build meaningful community connections that drive loyalty and lasting relationships with residents.
While it takes time and effort, a thoughtful local content strategy provides an invaluable edge over competitors. Your business becomes a recognized fixture that locals rely on to fulfill their needs.
Want to learn more about local content marketing? Contact our team for a complimentary consultation on developing a customized strategy tailored to your business goals and community. Discover how we can help build your brand, connect with local customers, and drive real-world traffic and sales.
