LOCAL MARKETING5 Ways to Build Your Brand
L I N K N O W M E D I A | W W W . L I N K N O W M E D I A . B I Z
01Your guide to local.
Whether you realize it or not, your businessis probably already online on one platformor another. Google, Yelp, and many othersites automatically generate profiles forlocal businesses, which you can/shouldclaim.
After claiming every profile you can find,it's important to audit and correct theinformation on the profile.
Most importantly, make sure your NAP—business name, address, and phonenumber—is correct and consistent.Consistent references are crucial forestablishing trust with search engines.
L O C A L M A R K E T I N G .
C L A IM E X I S T I N GP RO F I L E S
02Your guide to local.
Online citations to a business are kind oflike references to a job applicant: the morepositive, believable ones you have, themore trustworthy you seem.
Search engines learn to trust awebsite/brand over time through theaddition of positive, accurate citations fromaround the web. Citations are any piece ofcontent on the web that mentions yourbusiness name, with or without a link(though a link to your company site ispreferable, obviously.)
It's important to build up as many of thesecitations as possible. Mentions in localonline media outlets or popular blogs areespecially important for local search.
L O C A L M A R K E T I N G .
BU I L D PO S I T I V EC I T A T I ON S
03Your guide to local.
According to Google, 94% of smartphoneusers search for local information on their mobile devices, and 90% haven't made uptheir minds about which brand to buywhen they start looking.
Even better, one out of three smartphoneusers ends up buying from a differentcompany or brand than they planned to,meaning mobile is a huge opportunity foracquiring new customers.
People also interact differently with mobilethan they do desktop. On average,consumers spend spend 18% less time onmobile sites. This means your site needs toload quickly, get straight to the point, andbe easy to navigate, all from a mobiledevice.
L O C A L M A R K E T I N G .
OP T IM I Z E F O RMOB I L E
04Your guide to local.
According to research from AmericanExpress OPEN Small Business Monitor,70% of entrepreneurs say they purchase andsource goods and services from other smallbusinesses, and almost all (96%) smallbusinesses are committed to supportingtheir local communities through differentactivities, such as donating to local causes(70%) and participating in communityprojects (49%).”
If you want to be discoverable as a localbusiness, you need to be involved in thelocal community.
L O C A L M A R K E T I N G .
UT I L I Z E O TH E RLOCA L B U S I N E S S E S
05Your guide to local.
Instead of trying to compete with thelargest companies in the world for searchterms like "running shoes," find out whatyour target audience is looking forspecifically.
The better you know what your targetcustomers are searching for, the better youcan identify “long tail keywords” in yourpaid advertising. Long tail keywords aremore specific and tend to be phrasessearchers use when they are closer tomaking a purchase.
Because long tail keywords are morespecific, not only is there less competition,but your product/service is more likely tobe an exact fit for what the customer islooking for.
L O C A L M A R K E T I N G .
LONG T A I LK E YWORD S
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L E A RN MOR E A BOUT L O CA LMARK E T I NG A T L I N KNOWMED I A . B I Z
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