So you have set up your own business, perhaps it’s a bricks and mortar business or perhaps you travel to your clients. Either way you are, to begin with anyway, focused on building your customers and clients within in a relatively small local area. Getting new clients and customers is obviously key to growing your business, and one of the biggest frustrations new business owners often talk about. So follow this simple guide for marketing a local business to make sure you have a consistent flow of new customers.
Use this short guide to make sure you hitting all areas and finding your ideal clients.
This is NOT absolutely everything that you should/could be doing. It is however a great starting point, and will have your local business generating leads in no time at all.
STEP 1 – DO THIS FIRST – Who is your ideal client?
Before you go any further with your marketing, you need to do this exercise. Otherwise you will be pouring money down the drain, and you will think marketing doesn’t work.
Know your ideal client
And I mean, know them know them. You should know everything about them and have an exact picture in your mind of them. Here are a few things to get your mind started on this….
- House Value
- Household Income
- What do they spend their money on?
Why did I make you do this exercise first? Well read on and find out…
So how to market a local business?
Facebook Ads For A Local Business
This is one of the quickest and easiest ways to get marketing up and running. Also you know that profile of your ideal client you just created? You can input all those criteria when making an ad, so that only those people see it. Why is that good? Because you are only spending your money on the people that you know want and need your service. You don’t waste money on everyone else.
EVERYONE is on facebook. And I mean everyone. Don’t assume that your clientele are not on there. Remember that exercise I made you do a minute ago, finding out everything about your ideal client? Now is the time to bring that in to play. Go on Facebook, set up an ad, and set your search parameters to find your client. They are there. Lets say your business offers a product to mums who’s children are between 3 and 6 years old, who work at home, who are married. You can create an ad that is served directly to those exact people. That gives your marketing some extreme power.
Google Adwords For A Local Business
Being on the first page of google is essential, in fact let me rephrase that… Dominating the first page of google is key.
The psychology of the buyer is very different on Google than Facebook. On Facebook, you are interrupting their day, they weren’t looking for you, you were just there. On Google, they have searched “Your Service in Your Town”. E.g., Mobile Hairdresser in Guildford. The prospect is actively looking for you.
When they do search that, I promise you they very rarely go past the first page of Google. In fact they normally click on one of the top 4 sites. With Google Adwords you can make sure your site comes up in the top 3.
So I highly recommend setting up Google Adwords for your key search terms in your area.
Networking For A Local Business:
Whether you are B2B or B2C, networking is so important. You can’t just hide behind a computer and hope the phone rings. You have got to get out there, and make sure everyone, and I mean everyone, knows about you.
There are a load of networking groups, and I prefer the ones the require a joining fee, and weekly meetings. Why? Because you know that everyone in the group is committed to making it work. They are there to generate referrals for both themselves and for everyone in the room.
BNI is one that I reccommend but there are loads of others. Go along to your local group as a visitor, check out the vibe, have a chat with the members. You have got to make sure that you will get on with them, otherwise you won’t want to go.
Building Strategic Alliances With Other Local Businesses:
One of the best ways to grow your client base is through other local businesses that serve your ideal client. I don’t mean heading straight into your competitions shop and stealing their customers, that’s not cool.
What I mean is working with businesses in different industries who serve your client.
A hairdresser could link up with a beauty salon. Why? Because I can guarantee that anyone who is spending hundreds of pounds each month on various beauty treatments is also going to be having their hair done regularly.
How could you link up? Often business owners have never thought of this idea, so its up to you to educate them on how you could both benefit by linking up. You have to go into these conversations with a, “What’s in it for them?” mindset. How will they benefit out of this relationship? E.g., More clients as you refer to them, a financial benefit from each client you gain from them, marketing in your store for them. There are loads of ways you can connect. Get creative and have a think.
Another quick example,
Golf Professional – link up with a personal trainer or chiropractor. Why? All golfers are struggling with movement, or aches and pains. If the personal trainer can get the person moving better, then they will be able to hit the ball further and more consistent. The golf pro gets the credit, and the recommendation to many more golfers.
It does not matter which industry you are in. There are other people serving your ideal clients, who you can link up with.
Why is this so powerful? Because when you are a recommendation from a source they already trust, and invest in, they come to you ready to buy, and spend more money that a cold lead does.
Blog Writing For A Local Business
Writing a blog can be time consuming and hard work, especially if you aren’t a writer. BUT it is an essential part of your marketing strategy, for several reasons.
- Google loves content, and regularly updated sites. The more a site a is updated with good content the higher up the rankings you go. Want to appear when people search for you, then make sure you are blogging about topics in your industry. If writing isn’t your thing, then get on video, and upload it to youtube, Facebook and your webpage too.
- It puts you as the expert. If people are regularly seeing your content, information from you on a particular subject then when the time comes that they decide they need or want what you offer then the obvious choice is you.
How often should you blog? I recommend once a week to begin with. This keeps it at a manageable level whilst still get the benefits from doing it.
That gives you plenty to be getting on with!
So get going!
If you have any questions feel free to ask them in the comments section below!