How to drive traffic to your local business - Lavish Life Agency
As a business owner, you're no doubt keenly aware that your client base is the lifeblood of your company. A steady stream of new customers allows you to grow your business and fulfill your company vision.
Every business wants to grow and expand, increasing sales year-over-year and staying viable and relevant in the market.
The advent of the Internet has increased ways by which a company can reach customers and maintain a presence in the marketplace. Getting people to a company website, however, is not always easy. Creative use of new tools and old-fashioned advertising is the best way to get more people to your site and increase business overall.
Like it or not, people are spending more time online. Now, you can complain about how the Internet is driving people away from physical stores, or you can use the web to your advantage.
So, have an ecommerce presence. Set up a website that showcases your catalog and allows people to browse and buy. Doing so not only gives you more chances to generate sales, but it can lift brand awareness and foot traffic.
Target local keywords
In Google Keyword Planner, you can easily target keywords based on what locals search for. Even a small search volume can mean more customers for your business since these are customers who are interested in a local business. Even keywords with 10-100 searches a month can represent thousands of dollars of sales for your business.
Research has found that 50% of consumers on smartphones and 34% of consumers on tablets or computers who conducted a local search visited a store within a day. Look specifically for keywords mentioning your city, as these are likely to be typed in as well.
Build in-depth articles focused around these keywords, and include the name of your city a few times. While you ultimately want to drive sales, the premise of content marketing is to provide value and information to build trust.
Write articles on these topics without explicitly recommending your brand. For example, an article on the keyword “fast flower delivery Boise Idaho” might be “How to guarantee fast flower delivery in Boise, Idaho.” In this article, you could explain the factors that lead to the speed of the delivery. Does the website have good reviews? Is your location based downtown? This kind of detailed local information will be invaluable to potential customers, and the trust you build is likely to convert them into buyers.
Identify Your Ideal Client
It’s easier to look for customers if you know the type of consumers you seek. Without a composite of your ideal customer, you probably wouldn’t know where to start looking.
“Have a crystal clear picture in your head of exactly who you're targeting,” Think about what makes those types of people happy, sad, scared, relieved, and then think about how you can make their lives a little easier.
Narrow down the focus of your ideal client and avoid making broad target market statements, such as every woman, every man or all baby boomers. Few products appeal to that vast of a group of people, and overstating your market will prevent you from developing viable targeted strategies for attracting clients.
Discover Where Your Customer Lives
With your targeted customers in mind, identify those places where they are likely to be found (media, online, offline, mail, etc.), and then create messages for them. Where you look for customers will depend on the nature of your business.
Some good online locations include forums and social media pages, including your own and those of similar or complementary businesses. Offline, you can meet plenty of potential customers at conferences and conventions in your industry.
Try Direct Response Marketing
Your best bet for reaching out and touching customers is to use tactics to encourage them to complete a specific action, such as opt into your email list or request more information.
Create messages directed at your target market, suggests Motter. “Learn to create ads that attract your ideal clients by giving them something of value for free to get them started in your funnel. Learn all you can about direct response marketing practices, because they will teach you to focus on results that matter. Create compelling messages that tell your ideal audience why they'd have to be a fool not to work with you. Show them you understand their pain, and can make it go away faster and cheaper than they could without you.”
Sites such as Facebook and Twitter are part of what is called “Web 2.0,” which refers to a use of the Internet by individuals to have information delivered to them, on platforms of their choosing, with a social and interactive component built in.
With more than 750 million users on Facebook, companies have access to a huge market, and by creating a widget or app, joining social groups and interacting directly with “fans,” you can drive more traffic to your website. Twitter allows you to interact with fans in real-time, announcing specials and deals and new products as they occur.
This first-in-line benefit will get more followers to your Twitter account, allowing you to send more traffic to your site and increase sales. In addition, you can team up with popular sites such as Living Social and Groupon to increase your exposure to wider audiences, while offering promotions that will bring in first-time customers.
Every region has different needs for each season. By writing one guide for each season, you can get year-round traffic that’s interested in what you have to offer. Just a quick update each year can ensure that the guide stays fresh and relevant for new audiences.
Create a comprehensive guide for each season, but don’t just focus on the weather.
Depending on your industry, you can include different sections. But there are some staples you need to include in each guide.
Make sure your content contains:
Cultural events. What live music venues should people look out for? Are there concerts or lively drama programs at the local theatre?
Experiences. Is there a special winter hike that your city is known for? Is summer the best time to visit nearby caves?
Eateries and bars. Where are the best places for a meal or a drink during the season? Are there must-visit restaurants with a unique fall menu?
As you drive traffic to the page, you can increase the number of customers who choose to do business with you.
You can also choose to create a guide specific to your industry with helpful tips for the season.
Use local social media advertising.
A common complaint I hear from local business owners is a lack of relevance of where your followers are actually located. If you own a pizza shop in downtown Cleveland, having 10,000 followers from Guam or Australia won't really help boost your pizza sales.
Lucky for everyone though, the ability to geotarget on social media exists. If you haven't done so already, take advantage of geotargeting available in Facebook Ads, Twitter Ads, LinkedIn Ads and more to restrict your ad to your local area.
Implement email marketing
Do you have any in-store promotions going on? Got an event coming up? Keep your customers posted via email. Mention the perks of showing up in-store, such as exclusive offers that can only be redeemed on-site.
For best results, target your posts based on your customers’ demographic information, location, and purchase history. For instance, if you’re having an event at your San Francisco store, then only send out an email to people in that area; otherwise, you risk alienating your other customers.
Encourage email subscribers to swing by your shop by showing them where your nearest locations are.
Theses tips will help you drive more traffic to your local business.
Lavish Life Agency