How to Create Effective Local Digital Marketing Campaigns

The digital world is so broad that it can be easy to make marketing efforts that feel global or widespread. However, this might not always be the best course of action for all businesses. For in-person, physical storefronts or service providers, it’s more important to capture an audience that exists nearby. That’s where local digital marketing comes in. 

Digital marketing for local businesses requires a different approach from that used by companies looking to capture eCommerce clients worldwide. It’s important to use techniques like localised landing pages, utilisation of “local map packs” and more, all of which we will cover in this article.

Localise your landing pages

People looking for local services will be using localised search terms. That’s why your landing pages need to be optimised with these terms. Don’t aim for the general audience; target the people who are actually going to be able to visit your business. You can take this to the next level if you create individual landing pages for every specific service area you operate in. 

Top tip. Use the phrase “near me” as voice search metadata to ensure quick searches lead to you. 

Optimise your Google Business Profile

Before you start investing in paid ads, you need to make sure your Google Business Profile (GBP) is optimised for local search.

• Include your Name, Address and Phone Number in your GBP, and ensure it’s identical across every facet of your online presence. 
• Ask customers to be specific about location and service in reviews. “Best plumbing services in Manchester” is more valuable than “great service”.
• Post weekly from your Google account as the engine will prioritise actively engaging businesses. 
• Make sure that “get directions” and phone number buttons are optimised. 

This is the “local map pack” that every relevant business needs to prioritise. 

Paid ad optimisation

Approaching PPC and social media ads should be highly specific for local digital marketing. Target customers at a street or landmark level, using tight radii for your Google and Meta Ads. You can even exclude areas where your service isn’t as relevant, such as regions with significantly more competition. 

It’s also essential to incorporate intent-based search terms. People often search for things when they need them or really want them, so make sure your local SEO utilises these sorts of principles. 

Utilising social proof & reviews

Local marketing is generally built on trust, which requires engagement with your local community. That’s why you need to offer value and actively work with your audience. 

• Partner with a local personality, such as a micro-influencer, to connect with the local audience. 
• Create blogs and posts that draw attention to local happenings. 
• Make sure that reviews are encouraged from every customer, using tools like QR codes and SMS follow-ups. 

Work to be seen as a pillar in your community, not just a business. 

Outsourcing local digital marketing services 

Working with a local digital marketing agency is a great way to streamline your efforts to work within your time budget. For example, a Manchester SEO agency, like our team at Digital Next, can do wonders for businesses in the North West (and beyond), allowing you to focus more on your daily operations.

For more insights into the world of digital marketing, both in a local and global context, check out our blog today.