As we have already seen in the previous two posts, the big corporations have certainly cottoned on to the importance of online sales, and have the resources to corner the market when it comes to PPC, SEO, and, increasingly, social media. While there used to be areas in which a nifty small business could nip in and make quick wins, the landscape is now very different.
One area in which the small business still has dominance, though, is the local search. Many small businesses by their very nature can only service a narrow geographical area, and this limitation can become a benefit.
You might choose to optimize, for example, for the specific area of your town in which you operate. It is unlikely that the national and multi-national companies will have drilled down to that level, but you will scoop up all the searches of anyone looking for your type of business in your specific area.
Don’t forget Google’s increasing moves towards local search tied in with the user’s geographic location, too. We’ve discussed before how having an updated profile on Google Maps can pay big dividends, especially when it comes to users who are within a couple of miles of your business. Include photos, videos, and even special offers coupons, all at no cost to yourself, and see your local profile improve.
Then there’s the tailored, local use of social media. Increasingly, businesses are discovering locality-based cliques on Twitter which are easy to break into. No full-on marketing strategy is required: it’s enough simply to be available and communicative, and you’ll find your business becoming entrenched in users’ everyday perceptions of your town.
These are just a few ideas of how to think local, and beat the big boys at their own game. We’d be happy to tailor strategies for your own specific small business: just drop us a line or give us a call.