Small businesses have had a rough go of it over the last year. But if your organization managed to survive 2020, you’ll now need to figure out how to thrive in our post-pandemic world.

Many local businesses made it through thanks, in part, to community support. However, that support won’t be there for you if you aren’t able to successfully reach your intended audience. 

Instead of marketing services to the masses, you may want to focus on customers within your own community. Local marketing strategies can often be more effective, as they’re geared towards a more specific audience (and one that tends to be ready to buy). 

But which tactics should you try to bolster your local marketing efforts? Here are just three tips you may want to follow to maximize your success.

Optimize Your Site For Nearby Customers

Even if your business partially depends on physical foot traffic, you need to meet your customers where they are. And in most cases, that means going online. 

The reality is that most local customers are going to perform a Google search for nearby solutions before they ever leave the house. Because everyone wants fast solutions (and no one wants to waste their time), consumers will do some quick research on the businesses closest to them — often on their smartphones — prior to visiting a shop in person.

As such, you’ll want to make it as easy as possible for your customers to find the information they’re looking for. One of the best ways to accomplish that is to optimize your website with local web searches in mind.

That all starts with keyword research. Consider using a keyword planner to zero in on local keywords with adequate search volume. You can also find out what kinds of search terms your competitors are using. Then, you can select the ones that are most relevant to your business and include them throughout your website. You’ll want to optimize individual landing pages, page titles and headings, meta descriptions, and blog content. 

Don’t forget to ensure your web design is mobile friendly! This will make your site more accessible to local searchers and may even improve your site rankings.

Concentrate on Your Online Reviews

Today’s customers consider online reviews from strangers to be just as valuable as personal recommendations from friends and family. 

You’ll find it much harder to build trust and improve your brand perception if you have no online reviews to speak of; instead of taking a chance on your products or services, customers will opt to buy from a competitor that can provide more of a guarantee.

Even local businesses with a decent reputation need to concentrate on building and managing reviews. In fact, it may be even more important for local businesses to take this step. Whether you’re operating in a small town or a large city, word travels fast. Having too many negative reviews (or too few reviews in general) can drive prospective customers away.

Unless they’ve had a poor experience, customers will usually forget to leave a review — even if they’ve been loyal to your business for years. But the simple act of asking can do a lot! You can ask for reviews in person, over the phone, in email blasts, or on social media. Make it easy for customers to find the right platform for reviews (like Facebook, Google My Business, Yelp, and others) and let them know how much their support means to your organization.

Be sure to regularly monitor the reviews you receive, as well. Resist the urge to respond out of defensiveness, as this will hurt more than help. Whether the feedback is positive or negative, reply with graciousness and make sure the reviewer feels heard. Seize the opportunity to show off your customer service skills and you may be rewarded with sales and positive buzz.

Get Involved in Local Events and Influencers

Digital marketing is a must for local businesses, but in-person events are still a great way to get the word out. And in a post-COVID world, customers will be eager to get out and support nearby organizations — so you’ll want to take advantage of the opportunities that arise.

You might consider vending at a festival or flea market, partnering with a few other businesses to sponsor a ticketed affair, or working with a local charity to better your community. These kinds of events can raise your profile (both online and off) while allowing you to make connections with both consumers and companies in your area. 

It may also be advisable to get in touch with some local influencers. Instead of targeting online personalities with millions of followers, look for influencers (or even micro-influencers) with a decent following of highly engaged people in your area. Make sure their content aligns with what your business offers and develop a partnership program that would be beneficial to everyone involved. Many local influencers will be happy to support a local business in exchange for free or discounted products or services, though you should be prepared to offer a modest budget for their efforts and their content — especially if you intend to use it to market your business. 

Using local events and connecting with influential people aren’t exactly new methods of promotion. But by using digital marketing techniques to supplement your efforts, you’ll increase your brand visibility and will get more for your money.

These days, it’s not enough to have a great product or service. You need to know how to market your brand and reach customers within your area. With these local marketing tips in mind, you’ll be in a better position to promote your small business in 2021 and beyond.