Module 5 – Get noticed locally
Marketing to the locals
So what do we mean by local, exactly? We’re talking about businesses with a shop on the street. But we’re also talking about a service area business that goes out to meet with customers like a plumber for example. These businesses usually sell products and services to people who live nearby… and people who are visiting from other places.
So how does a local search work?
Local online presence
First and foremost, be sure your location details are on your website. If you have a shop, be sure to include your address, and maybe even an interactive map so a customer can get directions, plus your telephone number, and your working hours. And if you have a service area business, be sure your website explains what areas you serve, and how people can get in touch with you. Finally, make sure your site looks good on mobile devices because their GPS function can detect where they are and direct them to your store.
Now that you know what to list, it’s time to find out where to list it. You should explore options on major local directories, social networks and review sites, and some of these might be industry specific.
Online directories
Another very important step is to be listed in online directories like Google My Business, Bing Local and Yahoo Local. Local businesses need to be seen by searchers in the neighborhood, on any device. Someone looking to buy in a specific location is usually ready to pull out his wallet—and you want to be his go-to shop. Every online directories has its own registration and verification process, but most work essentially the same way.
Don’t forget that many searchers are on the go, looking for local results on smartphones. If your website can be found in the mobile search results it can be an important way to connect with customers. For more information about the installation of Google My Business, go to this module.
