Delivering your message to as many potential customers as you can is the key to online marketing. Local businesses have a huge advantage over others - they know WHERE their customers are. They are near the business. Let's talk about how you can easily reach the people that are or will be around your business with a little help from online advertising.
Leverage geotargeting! Local businesses obviously tend to serve people who are from their neighborhoods, basically, people who are within a radius of up to 10 miles. And those are the people who:
Talking about geotargeting, we should highlight the money saving advantage. Targeting only those that are nearby means that the budget for ads doesn't have to be huge. There won't be hundreds of thousands of people to deliver the message to, so it will be easier for you to reach your potential customers and use the money to reach them several times. Yaaay!
Platforms simply allow you to target people according to their geographic locations. You can sort your audience broadly or very specifically. That means you can target the whole country, state or region, city, zip/postal code, and if you have a store, you can use the option for your very own business address that can be set on your account.
By defining your goal, you make sure that you can eventually validate that your campaign was successful. Thanks to the tons of data every platform gathers, you can optimize your campaign based on your goal. Thus, you reach far better results, because the platform will only target the people that are most likely to complete the action you defined as your goal.
That means that if you want to get more people to your website, the platform will show your ads to people who tend to click on and visit web pages. As a local business owner, you will probably choose one of these goals:
1. Get more people to your website - Do you want people to check your website for any reason? Then, it makes sense for you to drive traffic there.
2. Get your (brand) name out there - Do you have a special message e.g. special offers that you want to show to as many potential customers as you can?
3. Get more reactions to your post - Do you want your posts to get more likes and comments? If so, your goal is to increase the content engagement.
4. Get more direct contacts - This one is priceless for those professionals who sell face to face or phone to phone e.g. business consultants.
Each of the goals should be run on it's own campaign, nevertheless, you can (and should) combine them and run several campaigns at once.
If you were to run a campaign today, what would your marketing goal be?
But how do you tell if your posts are successful? There are some commonly used metrics that help you measure your effectiveness and success. One of them is the organic reach. It represents the ratio between the number of people you reached with your posts and the total number of followers. The more followers you have, the more people can see your social media posts.
Unfortunately, for businesses, the organic reach tends to be lower across all platforms. Therefore, it is important to build your audience. And the easiest and most effective way to do this is by investing in ads. Of course, this is what the platforms want you to do. Nevertheless, it can bring you amazing results.
You can boost the posts you already shared or you can create so-called “ghost posts”. These posts are the ones that do not appear on your page or profile, but they do appear on your followers' or anyone's (who is in your target audience) feed.
Ads help you reach an audience that has not been in touch with you previously. While increasing your reach, you can also search for new customers.
There are lots of situations in which you can use paid ads. We recommend that you run your campaigns continuously to keep up your brand awareness. But just to make this more clear, let's uncover some examples.
Imagine you have a ton of lettuce and vegetables in stock and you need to sell them quickly so they don't get all slimy. You need to get the word out about your amazing salad, and you have to get people to your bistro ASAP. So you come up with a visually appealing ad. In a few minutes the people living, working or traveling to your area will know that you have a delicious salad as your daily special and if done correctly, there should be more people eating at your bistro than usual. If someone new is satisfied, a customer has just been added to your list.
Using Before & After images or videos. One of the most powerful tools you have is the end product of your work and a customer's response to it. Using a time-lapse video to capture a person’s transformation allows potential customers to see the process from start to finish.
Tell people you have a promotion! Lure them to your store to buy that amazing cheese and salami and tell them what dish to prepare for their evening.
Ask your trainers and customers to record a video for you so that you can put up some short stories full of happy faces. It works the same as the barber shop example, you can promote with before and after shots as well as images of new equipment or classes.
The following results are for either a Facebook or an Instagram platform. We have used a 10 miles radius, 3 day campaign and a total of 10 USD for our examples.
This is the result for targeting yoga lovers in Omaha, pretty amazing, huh?
Do you want more tourists in your restaurant? See how many steak lovers travelling to Miami you can reach!
Running a hair salon? There are plenty of women interested in hair extensions out there. You can show them your amazing work!
Do you have fun toys for kids? See how easy it is to target parents of preschoolers in Baltimore with our results below.
It's amazing, isn't it? The combination of a well targeted ad and a compelling message with a nice image or video is the key to your success. Mix your own online marketing potion and enjoy the results!
Are you interested in placing your business in a local Google search? Check this article and see how to dominate this marketing sector for as little as $6.
There are plenty of platforms and each of them is relevant when working with different types of audiences and businesses and their goals. Mastering the online advertising on any of them is time consuming and a bit overwhelming for a marketing newbie. You might use some tools e.g. groost to advertise your business easily.
What makes up an attractive and interesting ad and what should it contain? Are there any handy tools to help you with this kind of content creation? That's something we will talk about in the next chapter. 😎