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It's easy to get caught up in the latest and greatest marketing techniques as more and more come our way, but it's always important to take a step back and make sure that you have a good foundation in place and none of your previous tactics are slipping. In local marketing, businesses put a lot of effort at the start and then let it fall by the wayside as the year moves on. Local SEO means you're optimizing your website for the local web search so that your business shows up in a location-specific query. As Google prioritizes local listings and puts them at the top of the search engine results page (SERP), it's an excellent way to gain visibility.
When it comes to local search, there is less competition because you're only dealing with your competitors in the area. Google's research on understanding consumer's local search behavior reveals a great information for small business owners. 50 percent of mobile users and 34 percent of tablet or computer users visit a store within a day of their local search.
It's a big topic, but it mainly has to do with making sure you have local accounts on all of the major search engines (Bing, Yahoo!, and Google) and use of right local keywords for the target audience and area. Social networks aren't always the first thing companies think while building local marketing strategies, but Facebook advertising is an exception. Reviews are becoming the "must-have" in 2016 for all companies, particularly, who focus on local search marketing. Get your products listed on all of the major reviews sites -- notably Yelp, TripAdvisor, OpenTable, Consumer Reports, Amazon and more -- and then make sure that you're managing those websites. In other words, keep your information up to date and completed, and always be ready to tackle the negative reviews in a healthy way. Although you aren't allowed to offer any gift for an excellent review, build more confidence by working hard on your product's improvement. By putting a "Review Us" link on your homepage, talking with your loyal customers, and urging your social community to get involved, you can help increase your numbers over and over again.
It's tough to work with your competition when it comes to local marketing, but you can build your online empire with complementary companies.
For example, a content marketing agency in the area may want to team up with a web design company, a dog treat company may want to team up with a dog groomer, or even a lawyer may find it beneficial to partner with a personal finance accountant. Join your local Chamber of Commerce and event committees to get involved and get your business out there. If you're the type of company that can create memorabilia for your business, hosting your local events or setting up a booth at other events is the perfect place to make this happen and, hopefully, see some free exposure in the future. In an evaluation of 13 marketing leaders who work for multi-location brands, Forrester found that although a local approach to search marketing is inherent to the nature of these leaders’ businesses, the approaches taken are, more often than not, incomplete or nonexistent.
At Wordplay, we can verify this statement as fact based on our 11 years of work in the local search marketing arena. Most of the clients we work with lack expertise, knowledge of what local search is, and resources to get the job done. Most of the clients we work with understand that a local search strategy may benefit them, only a handful realize that local search is critical.
The companies who have a local search strategy developed by us DO realize tremendous benefit.

The moral of this story is if you don’t have a local search strategy you need to get one. Be Aggressive. If your company has a large local presence and  your audience uses mobile aggressively, then local is critical to your marketing effort.
Be Progressive. If your company has a large local presence OR an active mobile audience, you have a strong local search opportunity but don’t face an immediate demand from customers. Wordplay Integrated Marketing Communications can help you decide whether you need to be aggressive, progressive, or moderate. Finding new customers has become more complex due to the explosion of communication channel options. You might think that any company which is targeting a strictly local audience with its promotional campaigns will not be able to utilise online marketing techniques in the process but you would be mistaken. The changes that Google has made to its search engine ranking algorithm in recent years with regard to the location of the people that conduct searches means that local businesses can use websites in much the same way as international conglomerates do to attract new customers and raise public awareness of their organisations.
If the town or city in which your small business is located happens to be home to another company that has already established an effective online presence, placing banner ads on the website of the company in question could be a very good way to drive traffic to your corporate website. Web directories have been touted as the path to instant SEO success in the past and whilst this is certainly not the case, they are very useful tools for companies that are trying to attract customers in a particular geographical area. Whether you are only interested in selling to local customers or you supply products that could conceivably be sent to any country in the world for a reasonable cost, an e-commerce site will make it much easier for you to convert interested visitors to your site into actual sales. You can make sure that your site is more appealing to your target audience by organising prize draws with a very local focus for those that register to receive your corporate newsletter via email. Whatever your goals as a small business owner, it would be a mistake to ignore the enormous marketing potential of Internet marketing.
Matthew Hobbs writes on a freelance basis for WickedWeb digital marketing agency, a company in the UK with 3 office locations, a growing number of accolades and awards, and a team of 50 strong experts. Join My Awesome Newsletter !!Get all the tips, tricks and suggestions directly to your inbox and thats too for free..!! These things may be a little tricky to those of you who have never dealt with code like this before. If you are stuck on anything and need help, you are more than welcome to drop by the support forum at any time and ask around. If your business is not thriving online, you are missing a huge opportunity.  We enjoy showing Utah small businesses that there is a better way to promote their services and products. We offer a wide variety of services to help businesses take control of their online presence and overtake their competitors.  Our formula to surge businesses ahead in their local market includes a strong mix of developing keyword-rich domain names into optimized websites, creating local business profiles on the most popular websites including Google and Facebook, and planning and executing pay per click advertising campaigns. Let us show you how your business can thrive on the internet.  Contact us for an informative free consultation.
For example, "Laundromats near me" or "best coffee in New York City" would both be considered local searches.
Even if you're a national company, or you work only online, local SEO can still make an enormous difference in your business. Like Google, Facebook also knows buying and click patterns of all their one billion plus users. According to a BrightLocal study, 88% of consumers trust online reviews as much as personal recommendations.

Nearly every one of the 13 marketers spoken to realizes that local search is critical to their ability to stay connected with their customers. The marketers we interviewed who have a local search strategy implemented reported various benefits, including improved brand awareness and lead quality. Local search still matters to companies with a small local presence and a semi active mobile audience. But you should spend your time and budget building a foundation for local search, rather than blindly executing local programs. Once your position is established you can then move forward and start benefiting from local search marketing. There are many ways in which small business owners can leverage the power of the Internet to attract new customers and increase turnover, the most useful of which I have listed below. As long as you are clear about the areas in which your firm offers its services, your site should naturally appear higher in the results of searches that are initiated by local consumers. Whilst it may be possible to increase the visibility of your site by organic means, it could take some time. Make sure that your firm has entries in all the directories that cover your area to maximise the chances of local consumers or potential business customers being able to find your website. If you are operating on a strictly local basis and have no desire to expand, you could offer a cash on delivery service for the goods that you provide. For example, you could get together with a cafe or restaurant in your town or city to offer a free meal for two as a prize, or perhaps a night in a local hotel. Take advantage of everything that digital world has to offer and make sure you are not left behind by more Internet-savvy competitors.
As Google and consumers like to see companies with strong reviews, get ready for more sales. Advertise in the local papers, and even host your event to get people excited about a product launch or simply bring the community together.
They have limited local expertise, consensus around what local search is, and resources to help execute local programs.
Given the fact that so many people use the Internet to find local service providers nowadays it makes sense for small business owners to develop and maintain an online presence. With this in mind, many entrepreneurs prefer to ride on the coattails of established local companies when they first set up shop in a new location.
In order to encourage as many people as possible to click on links to your website, each entry should be informative and to the point. However, if you wish to sell to people all over the country, or indeed the world, you will need to set up a secure online facility that enables your firm to accept credit and debit card payments with ease. By ensuring that only those people who live in the area will find it easy to claim their prizes, you will be able to avoid wasting money on promoting your business to consumers who are highly unlikely to become loyal customers in the future.
If you can negotiate a reciprocal agreement rather than paying cash for such advertising, so much the better.

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