To someone who’s already run a local business for some time or someone who doesn’t need the know-how of online marketing yet, it might seem it’s not important to get involved with internet advertising, but that’s not entirely true anymore. Approximately 6 out of 10 people search for local businesses online at least once per week. Search engines have a vast database and almost every business is promoted online. There isn’t a simple answer to the question of what’s the best way to promote a local business online. It largely depends on the kind of business. Not every online channel will help every business thrive.
It’s important to focus on the ideal customer. Who is your business targeting? Is your product valuable for women, men or both? Are teenagers more likely to visit your facility than elderly people? Knowing your customers is the first step to choosing the best online channels to utilize for your business’s promotion.
The one online channel that most people know even before they start learning anything about online marketing is Google. Having your business listed in Google is always worth it, because when people search something on the internet, this is where they usually start. In July 2019, Google had a market share of 88.61%, compared to Bing with only 4.98% or Yahoo! with 2.72%.
Your Google listing should include all of your most important information such as the address, phone number, website link, and possibly, the opening hours and directions. Both, you and your customers, will be able to add photos and they’ll have the possibility to write reviews that are a crucial component to the overall success of your Google listing, as well as the star rating. If you register your business with Google Places, that’ll make it easier for people to find it. For monitoring how people talk about your business, there are Google Alerts. It’s a notification service that can be set up to send you emails whenever your business is being mentioned online. These tools aren’t the only ones Google offers. This smart platform is definitely one of the best solutions for online business promotion.
"Having your business listed in Google is always worth it, because when people search something on the internet, this is where they usually start."
Is e-mailing still effective and could it really help a local business? YES! For example Gmail has currently around 1.5 billion active users worldwide. People still read e-mails every day and if you use it right, it can be very profitable. Making the e-mails attractive and responsive is key.
These are some of the most effective strategies in terms of e-mail marketing:
Just like any other marketing strategy, e-mailing can work well. Although, whether or not it’s the way to go for you relies on the compatibility of e-mailing with your business and customers.
Social media is an enormous space full of great opportunities and inspiration. And when I say enormous I mean all of the 2.82 billion social media users. How can that help your business?
Establishing an active presence on multiple social media platforms is almost essential today. Being on Facebook is good, but it’s not enough. Platforms like Instagram, YouTube, Twitter or even LinkedIn are used by more and more companies and small businesses every year. But in order to get the best results and not waste your time, it should be efficient. Learn about your audience and what they might want to see on your social media.
For example If you’re a café, managing an active Instagram account with nice pictures of the interior, food and drinks offered, it will get more traffic, and therefore likely more customers, than if you had an account which was inactive, with only a few pictures that don’t really flatter the establishment. However, if you want to spread ideas or stories, it might be more useful to have a Twitter account and share your words in tweets or even record videos and share them on YouTube. It’s all about your business’s philosophy. There are also great tools that can help with social media management.
These days, one of the social media trends is live video. YouTube, Facebook, Twitter and Instagram are all platforms that use it. Live videos allow you to communicate and get real time feedback from your customers.
Having a website isn’t that crucial anymore but it can be useful. It can be even more useful, when you encourage users to register in it. This helps you monitor their habits, so that you can make the communication with customers more personal and give them special offers according to their browsing pattern or previous purchases.
Whatever the size of your brand, a local business is playing in a narrow sphere and if it the aim is to be successful, it has to answer the needs of a local community. What are the things people might look for in your business? What services that you provide they should, but might not know about? Talking about all of this on your website and including some extra information and resources (such as a local event calendar or lists of “best (…) in your local area”) linked with the product you’re selling could increase your traffic rapidly.
When choosing the best online channel to promote a local business, keep in mind that there isn’t just one. It’s also necessary to stay focused on what and who you’re trying to sell to, whether it’s a product people should see in pictures, read about, or a service you can talk about in a video. Make it easy for people to find you. Provide as much information as they’ll need to understand what you’re offering and always speak simply.
We have all been there- investing into an ad that simply does not convert! We spend hours trying to figure out where the pain point lies and NOT being able to get it right… Your goal, as a business owner or marketer, is to get the most out of the investment that you put into any marketing campaign, right? Marketers call it the ROAS – return on ad spend. We are lucky to cooperate with many businesses that continually generate revenue on Facebook and, thus, grow their business. Thanks to this valuable data, we are able to bring you the 7 Key Reasons Why Your Facebook Ads Don't Convert. Let's dive in!
Do you run your Instagram account, but see it is not as successful as other businesses' profiles?
Building up a community on Instagram is really difficult and it takes a long time to gain followers who are engaging with your content. To find your followers, it is crucial to maintain content that is relevant, entertaining, consistent and frequent. Once you master this, you can start to build a larger following of Instagram users for your profile.
So what can you do to get more followers?
Having a local business essentially means that there is a hyper-focus in your marketing activities. You can use greater precision to find your customers. When it comes to marketing, the key is to get the most out of any channel that gathers your customers. Today, we'll speak about Google search ads. And not only that. We'll introduce easy tactics to dominate a search engine for just as little as 6 bucks.
Yes, that's correct. Even a small marketing budget can be used for business growth. Online is not only for the big fish. Especially when it comes to search listings.
Say you have a local business, such as a yoga studio, barber shop, restaurant or a coffee shop. The odds are that people probably already search for businesses like yours. Let's look at what shows up when people search terms related to “yoga in New Orleans.”
If you have a yoga studio in New Orleans, guess what... You want your website or social media to pop up when people search for a term like this. Google search ads help display your website or social media page at the top of the search – with the “Ad” label.
Before we jump into concrete details of what you can achieve for such a small budget, let's summarise what has to be done first:
Say you run a bakery shop in London. After you check the data in the Google Keyword Planner, you'll find out that the term “bakery near me” is searched more than 12,000 times per month. That's pretty huge, right? Moreover, the competition is low, which positively influences the unit cost – cost per click – of your ad. Look at the results we got when we ran such a campaign.
In other words, we showed the ad to people who searched for “bakery near me” and were in London at that exact time.
What you see above is the Google Ads interface. The campaign spent less than $6 and ran throughout the whole month.
Here are some of the main metrics we got:
Interested in seeing another example of such an ad? Here you go.
In January 2020, we ran a campaign to promote a yoga studio that lies in the heart of Prague. The campaign ran for a whole month and got our client some astonishing results. Again, the investment was 910 CZK which is equal to around $36.
To sum it up, here is what our client got:
Your case might be slightly different according to your budget options, but one thing remains clear. You can easily promote your local business on Google without having to spend thousands of dollars on marketing.
💡 Such campaigns that promote your brand should run continuously, not only for a limited period of time. You can, of course, adjust them based on your timely limited offers.
The key is, of course, to inspire website or social media visitors to take a desired action: your store visit. That's closely related to what your website or social media profile looks like and is, therefore, a completely different story. But the fact that you showed your business name and outlined your unique selling propositions – things that make you better than others – to more than 1,000 people counts too and will, eventually, transfer into dollars in your pocket.
We introduced one of our Google campaigns that worked well for a local business. We found out that people already search for what our client offers and easily leveraged that fact through a Google ad. You can do the same. With as little as a few dollars a day and, thanks to our tool. And you can do this all with very little marketing knowledge. So what stops you from getting started now?
Do you want to squeeze more out of online marketing? That's always a good idea. Bear in mind these faults so your effort will not come in vain.
Instagram, one of the most famous social media platforms based mainly on visuals, is currently used by more than one billion users and the number is only growing. That, needless to say, represents a great opportunity to reach the audience you haven't reached yet. One of your marketing goals might be to generate quality leads and Instagram may be the channel you want to use. Now the key question is how to effectively leverage this platform so that you generate valuable leads at a reasonable cost. There are ways.
First of all, you need to consider if Instagram is a channel for you and your type of business. If you can't think of a way to showcase your products or services, show your personal story or share something from “behind the scenes” in a VISUAL way, Instagram may not be a good fit for you. Similarly, if your audience is not present on Instagram, consider other channels for your communication mix. Try to look deeper into LinkedIn or Facebook which represent opportunities to generate leads too.
On the other hand, if you figure out a way to leverage its visual style, Instagram is a great fit for connecting your potential customers with your brand. 62% of people say they have become more interested in a brand or product after seeing it in Stories. That's just one placement. If you effectively leverage all of what Instagram offers, people will love you (and your brand).
Let's finally jump straight into ways to effectively generate more quality leads through Instagram!
It is well-known that visual content is the basis of success on social networks. It’s easier for users to consume pictures and videos, than text. It’s also more visible in a mess of other content. According to some studies, tweets with pictures receive up to 150% more retweets than plain text posts without pictures. So, it is clear that the importance of visual content is steadily increasing and you definitely shouldn't ignore it.
You don't have to worry, you don't need to hire expensive agencies right away. You don't even have to learn to work with complicated and expensive tools, like Photoshop. Fortunately, today there are plenty of free online and mobile apps available to create visual content in just a few clicks.
In this article we will introduce you to 40+ tools that are available on the internet for free. We use these tools on a daily basis, so we can highly recommend them.
By far the most famous online tool for creating all kinds of visuals, and not just for social media. Canva allows you to create literally everything you can think of — from nice Facebook covers to Instagram Stories to beautiful Infographics. You can choose from dozens of templates and it all works for web browsers or mobile apps.
Whether you need a simple pie chart or a complex business graphic, Vizzlo's portfolio offers you a broad range of different visualization choices. It works for browsers and it is easy to use. You can enter your data using the simple sidebar, and then choose to import spreadsheets from Excel or Google Sheets. Add the result to your slides and documents or directly share it on all your social media channels.
An endless collection of various templates, fonts, logos, flyers and much more. Graphicriver is where you can find ready-made graphic designs for almost any digital content. You don't need to hire an expensive agency and create all visuals and graphics from scratch. It is often enough to modify existing templates. This saves you not only a bunch of time, but also money, because the prices of the templates are very low.
Tip: If you are not familiar with editing graphics, try to outsource it via Fivver.
Size matters! At least when it comes to social media. Landscape has hundreds of recommended dimensions, sizes and ratios across different platforms and devices. It is easy to get lost in these constantly changing numbers. So try to use Landscape by Sprout, it helps you resize multiple images for your profiles automatically.