[Part 4] The A,B,C's of Local Marketing
-- Part 4 of 7 Series on Local Marketing --
Already at part 4 of this series! How exciting! Just before moving forward, I want to stop any new readers for a moment. If this is your first glance at this series, I would greatly recommend taking a peek back at the first 3 parts of the series first. You can find those posts here (Part 1), here (Part 2), and here (Part 3).
To give you a quick review on the incredible progress you’ve made by following along with me in the last 3 parts of this series, you may remember yourself at day one of reading part 1 and starting by ‘looking within’. This was the phrase that I used to coin step 1 of the local business marketing process, where you have to look at yourself, your business and your product/service to make sure that you are able to support whatever kind of marketing plan or strategy you are able to implement.
Once you verified through the ‘look within’ process that you are ready to take the leap into the deep end of local marketing, you read a bit about the basics of marketing, starting with word of mouth marketing where you leverage existing business to bring upon new business. Moving forward, we then reviewed some of the basics of brand awareness, including content marketing, facebook advertising & google adwords, and the booking of offline advertising through local & affordable signage (easily purchasable through the Aadly platform, just saying). That brought us into part 3’s topic of email marketing where you educated yourself a bit on email segmentation and many other do’s and don’ts of email marketing.
That leads us into part 4 of local marketing, where we will be covering today’s two new local marketing tactics - Retargeting & Reviews.
Step 5 - Retargeting
Despite the concept of retargeting being around now for a few years, very few local businesses take advantage of this incredible marketing tactic. There are a few ways of doing retargeting, however to keep it relatively simple and easy to understand, I will cover just Facebook retargeting.
If you are building a facebook advertising campaign, you actually have the ability to use existing data in order to give you a better chance at connecting with your local audience. What do I mean?
You can take people that have either visited your website (or even specific pages on your website) and specifically target them in your facebook advertising strategy. Why is this super cool?
Because, rather than spending a lot of money on an awareness campaign through Facebook to your local community, you can actually leverage your own existing data of people that were interested in your product/service through your website already, and target them specifically in a new advertising campaign. The chance of them converting to a paying customer and coming to your storefront exponentially grow by using this method.
There are a couple other alternatives of targeting options you can select on Facebook for choosing the right audience to advertise to. Maybe you have a large customer file (email subscriber database) but don’t have your website data, OR maybe you don’t have a website and don’t have an email database, but are fairly active in your Facebook profile and have earned many likes. Well, the good news, is you can ALSO leverage both of these as well.
You can upload your customer file (database of email subscribers) to Facebook, and they will basically take these email addresses, read them and browse Facebook to see if those users exist, and then create what’s called a “lookalike audience” based on the user’s data. This lookalike audience will be generated automatically by Facebook and is intended to reach a larger audience than just visitors of your website or Facebook page. Its primary focus is to take Facebook’s data of online/offline behavior of these Facebook users to turn that into larger audiences that act and behave similarly to those users and should react similarly to your product/service.
Lastly, another option that you have is to leverage your existing Facebook engagers, which include anyone who has engaged with your Facebook content. This is especially powerful, if you created a survey or giveaway facebook campaign, and now want to further push your product/service to the people that heavily responded in that campaign. Remember - no one wants to feel pushed, especially when they’re browsing their news feed, so you have to do it in a very careful, and friendly way when building the campaign creative.
Ultimately, Facebook’s retargeting tool has enabled many marketers of all sized companies save a ton of money and further target the right people at the right place at the right time. This undoubtedly helps Facebook’s platform as well, because other than the revenue it earns in advertising dollars, it also helps keep to keep users more satisfied, since they’re receiving promotions and campaigns that are actually more relevant to them.
Step 6 - Reviews
Reviews, reviews, reviews...what the heck am I talking about?
Did you know that people that came to your business, tried calling your business, or just plain interacted with your business, have written an online review about you?
Do a little homework, browse the internet, and in most cases, you will find someone who said SOMETHING about your company.
A few of the most popular places where online reviews will show up are:
Google My Business
Yahoo! Local Listings
Better Business Bureau
Facebook Ratings & Reviews
Your Own Website!
Go and take a look through all of those sites. If you cannot find anything about you, don’t be disappointed. That actually could be a fantastic opportunity. You can open accounts and profiles on each of those websites (of course, other than your own website), and recommend existing customers to your business to provide you with positive reviews.
Alternatively, if you are finding reviews in those websites about you, the best action that you can take at that point would be to respond to those reviews. By showing a direct presence to people interacting with you on these review websites, you are taking a competitive step above other local businesses within your category.
An antique shop owner who is highly active on social media, and responds in a timely fashion to every online review about his business is much more likely to encourage online explorers to come visit their antique shop, since they’re giving the locals a feeling that there is a real person behind the business.
So, put in a few words, if you’re not already active and responding to online reviews, both positive and negative, then go and get on it! You’ll be surprised what kind of impact the small time investment can have on your bottom line. Yeah that’s right! Bottom line! MONEY!
This is the fourth post from a seven-part series on the A,BC’s of local marketing. Make sure to follow along this series by subscribing to the newsletter below.