Engage with local customers
Building a brand in a certain locality often encompasses getting involved in the local community to some degree. By communicating with locals via social media or direct means you can build word-of-mouth marketing, which improves the chances of your brand being mentioned online or gaining reviews.
Maintain traditional offline marketing efforts
Traditional offline marketing helps to build brand awareness, leading to improved online engagement, social interaction, and so on. Plus, events are often published online, with independent write ups. Examples include:
- Sponsor local sports (and other) teams (tip: search for “city inurl:sponsor”)
- Collaborate with schools, colleges, universities, businesses, or non-profit organisations to promote a certain activity, event, charity or cause
- Offer discounts/promotions to local school or university alumni, or teachers (which are often listed on university alumni portals)
- Invest in a scholarship with a local college or university
- Sponsor or organise local community events such as ‘litter collection day’, ‘old clothes collection’, ‘the local fete’, etc.
- Organise local conferences/seminars
- Set up local industry meetings
- Organise local workshops
- Get involved in networking events
- Have a regular presence at local tradeshows
- Invest in traditional newspaper, radio and paper (banners/posters) advertising
- Donate to local causes
- Connect with local influencers and prominent people (potentially in a ‘brand ambassador’ type of role, but not necessarily)
- Sponsor local social meet-ups such as those focusing on popular topics like housing, road-safety, education, local amenities or even dating
Regularly update your Google My Business page
Publicise information, such as:
- Blog posts (or republish older, informative posts (especially those with previously high engagement)
- Changes to your stock/product line
- Staff changes/developments
- Upcoming events
- Industry news
Clearly the red puzzle pieces should be prioritised, however, many of the orange ‘medium priority’ points are also quite important. Many of these points go further towards improving ‘click-through rate’ than organic rankings. Some have zero effect on organic rankings, but do provide a higher chance of appearing in the 3-pack of local results. We’ve deliberately avoided explaining this, as to do so would add further technicality to an already confusing topic for many people.
If your time or budget is limited, concentrate on getting the fundamentals of your website finalised first, then begin looking to external ‘signals’, such as citations and links.
As mentioned at the beginning, while this list is indeed extensive there’s always going to be more to add. Please let us know on social media if you have any more tips to add to the list (we’ll accredit all additions).
If you’d like help with implementing these modifications to your website, fire us over an email and we’d be happy to assist.