Whether you’re a local business or a larger company looking to break into a local market, digital marketing can be a powerful tool. Of course, there is still a place for traditional marketing like direct mail and billboards when you’re going after a local audience, but those tactics are tough to track. With enhanced targeting, data, analytics and reporting, you can make a big impression on a small area with local digital advertising.
Let's explore 6 proven strategies to help you grow visibility, engage your local community and drive business success.
Strategy 1: Google PMax Campaigns for Local Search Success
Appearing in the Google Maps section of Search Engine Results Pages (SERPs) is a helpful strategy to enhance visibility in local searches. Google Pay-Per-Click (PPC) ads, and specifically Google Performance Max (PMax for short) campaigns, show ads in Google Maps search results, increasing the likelihood of being discovered by local customers doing “near me” searches.
To set up a Google Maps PMax campaign, you’ll need to complete the following steps:
- Go to Google Ads and click “Create”
- Select your campaign
- Choose a campaign objective (“Local store visit and promotions” is a good choice for local ads)
- Select “Performance Max” as the campaign type
- Confirm your conversion goals
- Select the business listing to promote
- Choose a bidding strategy
- Create your ad
- Review and publish
- Monitor results
Strategy 2: Local Social Media Ad Targeting
Social media is still one of the top channels to get in front of audiences where they’re already spending time. The more someone sees your brand in their feed, the more they’ll start to align with your products and services on a more personal level – especially if you’re local. Here are some tips to get the most out of social advertising:
- Social media platforms like Meta (Facebook and Instagram) have location targeting options to make sure you’re only showing up for audiences in the right areas.
- Remarketing allows you to stay in front of audiences who have already visited your site and shown interest in your brand.
- Test ad creative with phone number CTAs, local storefront imagery and original employee photos to see what personal, local touch performs best.
Strategy 3: Create Optimized Landing Pages for Each Campaign
A great, targeted, local ad can only get you so far. Once a user clicks through to your landing page, make sure you’re greeting them with a local, tailored message that encourages them to convert. Be careful not to fall into the trap of local keyword stuffing. A human touch will be essential to give a real, authentic, local experience on your landing pages.
Strategy 4: Don’t Discount the Power of Local SEO
While digital advertising opportunities have great potential for quick wins, it’s important not to lose sight of the long-term value of local SEO. These are just a few of the reasons to continue investing in your SEO strategy:
- Better organic rankings: Show up higher in search engine results and strengthen your domain authority
- More traffic and leads: Bring qualified users to your site who have actual purchase intent
- Improved brand visibility: Get in front of local audiences who may not know your brand
- Become an authority: Demonstrate your brand as an industry authority and thought leader
SEO doesn’t just apply to your website either. Make sure all your company profiles, including your social media pages, are optimized with local keywords to give them the best chance of showing up organically for local users.
Strategy 5: Foster Engagement Through User-Generated Content
Once you have a solid advertising and SEO strategy, layering on a UGC (user-generated content) plan can help take your efforts to the next level. Encourage customers to share their experiences on platforms like Google My Business, Yelp and social media sites to amplify brand credibility and trust. Because it is an authentic testimonial, user-generated content enhances brand reputation and fosters community engagement.
Strategy 6: Strategic Partnerships and Influencer Collaborations
If you want to get aggressive with your local advertising approach, influencer outreach is a great strategy to explore. Partnering with local influencers can generate mutually beneficial relationships that drive brand awareness and lead generation. Here are a few opportunities to consider:
- Partnerships with local schools and sports teams
- Local bloggers and social media micro-influencers
- Public figures who align with your brand
- HOAs and neighborhood publications
To get started with a local advertising strategy, talk to the team at TKG. We’ll dig into your business, your audiences and your market to craft a local advertising plan to support your marketing goals.
