Getting Local Results With Digital Marketing

The digital marketing landscape in 2020 is more crowded now than ever, and you can probably guess why. As more small businesses across Wyoming are getting into e-commerce, entrepreneurs are finding that they have to pierce through a lot more noise in order to reach their current customers — let alone new customers. If your digital marketing isn’t performing as expected, these strategies should help.

Before we get Technical…

If you’re just getting started, you’ll first want to make sure you’ve tried your hand with some of the following beginner digital marketing strategies:

Also, make sure you are avoiding these three digital marketing mistakes.

Is Your SEO Local?

You should already be tinkering with your website’s Search Engine Optimization (SEO), especially if you’ve received a website analysis from our market researchers. Competing against local and national businesses for the top spot in search engine results can be a daunting task. However, if you’re a small business trying to recapture some of those local clients who aren’t visiting you in-store anymore, there’s more you can do that will actually give you an edge over national corporations.

What is Local SEO?

Focusing on local SEO means your community can more easily find your business online, especially when they have a high intent to purchase. Consider search queries such as “plumbing emergency Cheyenne WY” or “steak dinner near me.” These searches are entered by people who know what they want and they want it now (not after waiting for two-day shipping).

Is Local SEO Really Worth It?

Recent circumstances have definitely affected the trends we have seen over the past two years, but these stats still speak for themselves:

Almost 33% of online consumers search for local businesses online every day. (Source)
Mobile searches for “[store name] open near me” have grown by over 250% in the last two years. (Source)
“Where to buy” + “near me” mobile queries have grown by over 200% in the past two years. (Source)
Mobile searches for “on sale” + “near me” have grown by over 250% YOY in the last two years. (Source)

So if you want to win back those local customers, consider beefing up your local SEO.

Getting Started

Claim Your Google Business Listing

The first and most important step is to claim your business’ listing on Google. We hold multiple webinars each year that cover how to do this, but you can also set up a meeting with your local Wyoming SBDC Network advisor at any time for a walkthrough.

Put Your Business Information Out There

Next, you’ll want to make sure your business’ name, address, phone number, and website URL appear together in other locations online. For example, you’ll want this information on your website, your social media pages, industry-specific directories, Yelp, and more. Google uses these other listings to confirm that your business is local and also to determine your business’ ranking on the local listing results page.

Bonus Tip: To rank even higher on Google local listings results pages, aim for a high number of positive Google Reviews from your customers.

Local Digital Marketing Assistance is Available at no Cost

There are more steps you can take to improve your local SEO — such as having other local businesses link to your page, appearing in local news stories, etc. — but the above tips are a great place to start.

Whether you are ready for more advanced digital marketing strategies or you need help getting your first online campaign started, you can always receive no-cost, confidential assistance by reaching out to your local Wyoming SBDC Network advisor.

About the Author: Jake spent 12 years working in television news before crossing to the other side of media as Director of Public Relations for Idaho State University’s health care programs — which make up one third of the university. Since 2017, he has overseen the statewide marketing efforts for the Wyoming SBDC Network. When he’s not in the office Jake enjoys road trips with his wife and daughter, going to the movies and tackling new home renovation projects.