Small Local Business Marketing: A Comprehensive Guide
Breaking into the world of online marketing can seem like a daunting task, especially for local businesses. In this article, we'll simplify the process, providing a roadmap for local businesses eager to make their mark online.
Key Components of Local Business Marketing
Before diving deep, let’s outline the main elements and their significance:
Brand: 5% importance
Website: 10% importance
Google Reviews: 85% importance
1. Branding: Simplifying the Message
For local businesses, global recognition isn’t the primary aim. While branding matters, it's the solutions you offer to customers that resonate more. For small local business marketing, clarity in communication trumps extensive branding.
2. Websites: A Long-Term Asset
While indispensable in the long run, websites don’t guarantee immediate results, especially considering search engine ranking durations. Their primary role? Assisting customers in making informed decisions once your business has cemented its trustworthiness.
3. Harnessing Social Proof
In the world of online marketing, the voice of your customers often speaks louder than your own. It’s this principle of 'social proof' that local businesses should lean into. The core message? Prioritize and promote what others are saying about your business.
4. Google Reviews: The Local Business Powerhouse
Given Google Chrome's widespread usage and its integration with Google Maps and local search, Google Reviews become pivotal. A treasure trove for online visibility, cultivating a robust review portfolio should be a top priority for local businesses.
Leveraging the Review Strategy
Engage and Encourage: A straightforward strategy—request satisfied customers to share their positive experiences in the form of reviews.
Smart Feedback Filtering: Guide happy customers towards leaving reviews while directing unhappy ones to your customer service. This dual strategy maintains a balanced online reputation.
The Card Strategy: When customers make a purchase or avail of a service, hand them a two-sided card. One side urges satisfied customers to leave a Google review; the other provides contact details for any grievances, aiming to preemptively capture negative feedback before it becomes public.
Handling Online Feedback:
Addressing Negative Feedback: Always approach negative reviews with professionalism and genuine concern. Responding with empathy can turn the narrative in your favor. Remember to take a moment before responding to ensure a calm, measured approach.
Tips for Online Product Businesses: For those shipping products, including the dual-sided feedback card in packages can streamline feedback collection, ensuring that issues are addressed promptly and positive experiences are shared.
Weaving Reviews into Your Brand Narrative:
Once you've established a solid base of reviews, weave them into your brand's story and website. Highlighting these testimonials underscores a commitment to customer satisfaction, bolstering trust. In the dynamic landscape of online marketing, this strategy provides local businesses with a steady foundation to grow and thrive.