Top 10 Local Business Advertising Strategies for Success

Navigating local business advertising can feel like wading your way through a bustling marketplace—there are countless options and strategies to consider. But don’t worry, we’ve got you covered. 

In this blog, we’ll explore ten effective local business advertising strategies that can help your business stand out, attract more customers, and thrive. From understanding your market to mastering both digital and traditional advertising techniques, we’ll break down everything you need to know to make your business the talk of the town!

Understanding Your Local Market

Before diving into specific advertising strategies, it’s important to understand your local market. Market research helps you get to know the community, identify your target audience, and tailor your advertising efforts to their preferences and needs.

Tools for Market Research

Surveys and Polls

Tools like Google Forms or SurveyMonkey are great for collecting direct feedback from potential customers. Consider asking questions about shopping preferences, what local events they attend, or what they look for in a local business.

Local Demographics Data

Websites for small businesses like the U.S. Census Bureau or local government portals offer valuable demographic information. This data can help you understand age distribution, average income, and other key factors that influence purchasing decisions.

Pro Tip: Another surprising place you can look? Realtor.com. They have a lot of important demographic information broken down neighborhood by neighborhood.

Example: A local bakery might find that a large portion of the community is interested in organic or gluten-free products. This insight can guide their product offerings and marketing messages.

Top 7 Digital Local Business Advertising Strategies

1. Local SEO

Local SEO (Search Engine Optimization) is all about optimizing your online presence to attract more business from relevant local searches. It’s an essential strategy for businesses that serve specific geographical areas. Let’s break it down:

Google Business Profile (GBP)

Start by claiming and verifying your GBP listing. Ensure that your business name, address, phone number, and operating hours are accurate. From there, we recommend using high-quality photos to showcase your products or services, and regularly update posts to keep your audience engaged.

Did you know? Online reviews in places like GBP can greatly impact your SEO (both good and bad). Find out more in our post about how online reviews boost your SEO.

Local Keyword Targeting

Use tools like Google’s Keyword Planner to find keywords relevant to your location. For example, a dentist in Seattle might use keywords like “Seattle dental clinic” or “emergency dentist Seattle.”

Building Local Backlinks

Partner with other local businesses or blogs to get backlinks to your site. This not only boosts your SEO but also fosters a sense of community because you are supporting other local businesses at the same time.

Example: A local florist could write guest posts for a popular wedding blog, including links back to their site.

2. Social Media Advertising

Now, it’s time to learn how to use social media for small business to connect with your customers and grow your brand. It’s safe to say that social media is not going anywhere anytime soon. With billions of users across the globe, social media platforms are powerful tools for local advertising. 

They allow you to target ads specifically to people in your area, ensuring your message reaches the right audience. Let’s take a closer look:

Facebook and Instagram Local Awareness Ads

These platforms offer robust targeting options, including age, gender, interests, and location. You can create ads that promote special events, discounts, or even new products.

Example: A local gym could use Instagram ads to promote a “Join for $1” campaign, targeting residents within a 10-mile radius.

X Geotargeting

X’s location-based targeting allows you to reach users within a specific radius of your business. This is particularly useful for promoting time-sensitive offers or events.

LinkedIn Ads for B2B Local Businesses

If your business targets other businesses, LinkedIn is an excellent platform to have at your disposal. You can use Sponsored Content or InMail to reach professionals in your area. 

3. Pay-Per-Click (PPC) Advertising

PPC advertising is an effective way to drive targeted traffic to your website. Google Ads and Bing Ads both offer local targeting options, allowing you to reach potential customers in your area.

Google Ads Local Campaigns

These campaigns are designed to drive visits to your physical location. Use ad extensions like location, call, and site links to provide users with all the information they need.

Bing Ads Local Targeting

Similar to Google, Bing Ads allows you to target specific regions. It’s worth considering as it often has lower competition and cost-per-click.

Retargeting Strategies

Use retargeting ads to re-engage visitors who have previously interacted with your site but haven’t made a purchase. This is a great way to remind them of your business and encourage them to return.

Example: A pet store could use PPC ads to promote a sale on pet supplies, targeting local pet owners who have visited their website.

4. Mobile Advertising

With the majority of internet users accessing the web via mobile devices these days, mobile advertising is the best way to reach a wider audience.

Location-Based Mobile Ads

These ads appear when users are near your business location. You can use platforms like Google Ads or Facebook to set up geofencing campaigns.

SMS Marketing Campaigns

Send targeted text messages to promote special offers, events, or new products. Be sure to comply with local regulations regarding SMS marketing to ensure you stay on the right side of the law.

Mobile App Advertising

If you have a mobile app, consider running ads within other apps. This can help you reach a broader audience and drive app downloads.

Example: A restaurant could use SMS marketing to send a lunchtime discount code to nearby office workers.

5. Leveraging Online Directories and Review Sites

Using the right local SEO tools can make it easier for your business to be found online by local customers. One of these assets you should be leveraging is online directories and review sites. They not only help customers find you but also build your online reputation. 

Here’s what you need to know to get started:

Claiming and Optimizing Business Listings

Using business review sites to acquire new customers can help your business gain trust and attract new customers. So, make sure your business is listed on popular directories like Yelp, TripAdvisor, and the Better Business Bureau. Fill out all the details and add photos to make your listing more appealing.

Struggling to manage a flood of customer reviews? Our Reputation Management tool simplifies review handling so you can focus on growing your business without the stress.

Encouraging and Managing Customer Reviews

Encourage satisfied customers to leave positive reviews, and don’t forget to respond to reviews—both positive and negative—in a professional manner. This shows that you care about customer feedback and are willing to improve.

Pro Tip: Responding to reviews can be tricky, especially negative reviews. To keep your responses professional and on-brand, it’s a smart move to leverage templates. Use these customer service email templates to make communicating with your customers quick and easy.

Responding to Reviews

Addressing negative reviews promptly and professionally can turn a bad situation into a positive one. It shows potential customers that you value feedback and are committed to providing excellent service. 

Did you know that social media can be a great way to help your customers too? Here are 3 ways to use social media to improve customer service.

6. Content Marketing for Local Businesses

Content marketing tools for small business involves creating and sharing valuable content to attract and retain customers. It’s a great way to establish your business as a local authority and engage with your community.

Creating Locally-Focused Blog Content

Frequently write about topics that are relevant to your local community. This could include local events, news, or tips related to your industry. Keeping your website regularly updated with new content is important, for example, at Broadly, we post new blogs to our website twice a week! 

Still on the fence? Here are 5 reasons fresh content is essential for your website.

Developing Location-Specific Landing Pages

Create pages on your website dedicated to different aspects of your business that are location-specific. For instance, a real estate agency could have landing pages for different neighborhoods. Check out our guide on local SEO optimization to help your business show up better in local search results.

Using Video Content

Videos are highly engaging and can showcase your local presence. Consider creating video tours of your business, interviews with local personalities, or behind-the-scenes looks at your operations.

Sick and tired of not showing up in local searches? Don’t let your competition outshine you! Our local SEO tool can help you rise in local rankings by helping you keep track of top keywords and search interactions on Google.

7. Email Marketing for Local Customers

Email marketing for local customers remains one of the most cost-effective ways to reach your customers, but it is only successful if you know how to do email marketing effectively. By segmenting your email list, you can send targeted messages that resonate with different groups of subscribers. Here’s what you need to do:

Building a Local Email List

Collect email addresses through in-store sign-ups, your website, and social media marketing for small business. Be sure to offer an incentive, like a discount, for signing up.

Need a business email? Our guide on how to create a business email will help you get started.

Segmenting Subscribers by Location

If you have multiple locations or service areas, segment your list to send relevant offers and news to each group.

Creating Personalized Email Campaigns

Use personalization tokens to address subscribers by name and tailor the content to their specific interests or location.

Example: A boutique clothing store in San Francisco could send personalized emails featuring new arrivals that are popular in The Bay Area.

Top 3 Traditional Local Advertising Methods

1. Print Advertising

Print advertising may seem old-fashioned, but it can still be very effective, especially for local businesses. It offers a tangible way to reach customers and can complement your digital efforts. Let’s dive into it:

Local Newspapers and Magazines

Place ads in local publications that your target audience reads. Consider special editions or themed issues that align with your business.

Direct Mail Campaigns

Send postcards, flyers, or brochures directly to households in your area. This can be particularly effective for promoting special events or sales.

Flyers and Brochures

Distribute these in high-traffic areas, like community centers, bus terminals, or other local businesses (with their consent, of course). They can also be left at your store for customers to take.

Example: A local café could run a coupon ad in a neighborhood magazine, offering a free coffee with any purchase.

2. Broadcast Advertising

Broadcast advertising, including radio and TV, can help you reach a broad audience quickly. While it may require a higher budget, it’s a powerful way to build brand awareness.

Local Radio Spots

Radio ads are cost-effective and can target specific demographics. Consider sponsoring a popular local show or segment.

Example: A local car dealership could sponsor a traffic and weather update segment on a popular morning radio show.

Community Television Commercials

Local TV ads can be effective for businesses with a broad customer base, like HVAC companies or auto repair shops. What’s great about them is the fact they allow you to visually showcase your products or services.

Podcast Sponsorships

With the rise of podcasts, sponsoring a local podcast can be a great way to reach a niche audience.

3. Outdoor Advertising

Outdoor advertising, like billboards and transit ads, offers high visibility and can make a strong impression on potential customers.

Billboards and Signage

These are ideal for high-traffic areas where they can reach thousands of people daily. The key here is to use eye-catching designs and clear messages.

Transit Ads

Ads on buses, benches, and at transit stations are seen by commuters and can be very effective in urban areas.

Local Event Sponsorships

Sponsor local events, such as festivals, sports games, or charity runs. This not only provides advertising opportunities but also shows community support.

Example: A local fitness center could sponsor a community 5K race, providing water bottles with their branding.

Measuring and Analyzing Local Advertising Efforts

To ensure your advertising efforts are paying off, it’s important to track key performance indicators (KPIs) and adjust your strategies as needed. Here’s what we mean:

Tracking KPIs

Monitor metrics like website traffic, sales, phone inquiries, and social media engagement. Use tools like Google Analytics and social media insights to gather useful data.

Analyzing Data

Now that you have the data, it’s time to make sense of it. Look for patterns and trends in your data. For example, if a particular type of ad consistently drives more traffic, consider investing more in that area.

Adjusting Strategies

Be willing to tweak your campaigns based on performance. If a certain strategy isn’t delivering results, try a different approach or adjust your messaging.

Example: A local bookstore might find that social media ads are more effective than print ads and decide to allocate more budget to online advertising.

Integrating Online and Offline Local Advertising

Creating a seamless experience across online and offline channels can enhance your marketing efforts and provide a consistent message to your audience.

Cross-Channel Campaigns

Coordinate your online and offline campaigns for the biggest impact. For instance, promote a print ad campaign on your social media channels to increase reach.

Using QR Codes

Add QR codes to print ads, flyers, and in-store signage to direct customers to your website or specific landing pages. This bridges the gap between offline and online marketing.

Pro Tip: If you are not sure how to create a QR code, free design tools like Canva are a safe bet. Here’s a step-by-step guide on how to create a QR code.

Collaborating with Local Influencers

Partner with local influencers or bloggers to reach a wider audience. They can help promote your business both online and offline.

Budget Allocation and ROI Optimization

Allocating your budget effectively is the ticket to maximizing your return on investment (ROI). Consider the strengths and weaknesses of each advertising channel and adjust your spending accordingly. Here’s how to get started:

Determining Your Budget

Start by setting clear goals for your advertising campaigns. Allocate a percentage of your revenue towards marketing, and divide it between digital and traditional channels based on your target audience and previous results.

Balancing Traditional and Digital Ad Spend

While digital advertising often offers more precise targeting and measurable results, traditional methods can still be highly effective for local businesses. It’s always best to strive for a balanced approach.

Calculating ROI

Regularly assess the ROI of your advertising efforts. This involves comparing the revenue generated from each campaign to the amount spent.

Here is the general formula to calculate ROI:

(Source, Investopedia)

To help you wrap your head around ROI, here’s a simple ROI calculation example for a small bakery advertising campaign:

Scenario: A local bakery spends $500 on a social media advertising campaign.

Results: The campaign generates $2,000 in additional sales.

ROI Calculation:

• Calculate the Net Profit:
  Net Profit = Total Value of Investment – Cost of Investment
  Net Profit = $2,000 (sales) – $500 (cost) = $1,500

• Calculate ROI:
  ROI = (Net Profit / Cost of Campaign) x 100
  ROI = ($1,500 / $500) x 100 = 300%

Conclusion: The bakery’s social media campaign resulted in a 300% ROI, meaning they earned $3 for every $1 spent on advertising. Not a bad chunk of change if you ask us!

From there, you can use this data to inform future budgeting decisions. It could look something like this:

Sample Budget Breakdown:

• Digital Ads: 40%
• Print Ads: 20%
• Social Media: 20%
• Outdoor Advertising: 10%
• Miscellaneous (Events, Sponsorships): 10%

For example, that same bakery we talked about earlier might allocate more budget to digital ads during the holiday season when online orders increase and more to print ads in local newspapers for promoting new store openings.

Broadly: Your Local Business Advertising Experts

By using these strategies, your local business can attract more customers and better succeed in a competitive market. Just remember, the key to successful local advertising is understanding your audience, using the right channels, and continuously measuring your efforts. 

Ready to get out there and make your business shine? Enlist the help of the experts at Broadly for comprehensive local business advertising reporting that works. Get your demo now.