It has always been essential for small businesses to connect with their local communities, not least to ensure a steady stream of business year-round.
Regardless of your sector or location, engaging those who live in your area is key to survival. As new business opportunities are increasingly moving online, the temptation has been to appeal to the masses. However, it is important not to forget local customers.
Location, location, location
Local directories are a key source of potential customers for businesses. At Yell, we have been organising local business information for more than 40 years. And whilst we started with our famous yellow-paged directories we have changed with the times, moving online and developing an app to help businesses stay connected with their customers.
Online local and sector-specific directories are a great way of building your internet profile. Take the time to research where potential customers might find you and build a profile accordingly.
Look to take ownership of your Google Places page. These free listings help people to find your business on Google Maps and can boost your online profile.
Video presents an ideal opportunity to connect with customers online in the same way that you would in everyday life
Lights, camera, action!
Whilst location is a key consideration, many people choose local businesses because they enjoy working with independent companies that are packed full of personality. Video can help you to unlock this crucial selling point online.
Although you might think that there is little more to online video than ‘You’ve Been Framed’ style clips, it is actually one of the fastest growing marketing tools for businesses.
A video is 53 times more likely to appear in the first page of an online search than ordinary web content, and more than a third of web traffic now comes from online video.* In fact, experts are even predicting that by as early as next year major search engines may not even list a site if it does not include video.**
Video presents an ideal opportunity to connect with customers online in the same way that you would in everyday life. Whether you showcase your staff, yourself, or your expertise, using video can build trust with potential customers and can help to capture the personal touch that sets your business apart from the crowd.
The social network
Social media sites, such as Facebook and Twitter, are a massive phenomenon and an important marketing tool for small businesses. They offer a great way to interact with people in your area. Facebook allows you to focus advertising locally, as well as engaging your
target customer network. Give some thought to how you could use it effectively – perhaps run a competition where customers post photos of themselves using your product or give away a discount voucher to your 1000th ‘friend’.
Getting customers involved and providing interesting, worthwhile content and advice will help generate business leads. Don’t be a social media pedestrian!
Used properly, Twitter is also a great tool to start a dialogue with your customers.
Tweeting about your business, key events and news stories in your area using relevant hashtags is a great way to get involved in online discussions and is likely to boost your local ‘follower’ count.
By presenting yourself as a local business on social media sites, staffed by knowledgeable local people you will distinguish your business from larger, impersonal corporations.
The local factor
It is important not to lose your business's personality online. The qualities that make you stand out as a local business should be prominent on your website and social media profiles.
By investing your time and money wisely and keeping up to date with new and exciting digital marketing techniques, you can make sure your business is best placed to compete online, helping you to localise the world wide web.
* Spotreels.com 2010
** Spotreels.com 2010
