It’s a new year and therefore it’s time for a new set of marketing projects. If you have been following my blog for any time now, you may know that thus far I have wavered between social media and local marketing, and even gone as far as to take on a client for local.
Because of this, I have decided to take this blog in a new direction as well as my career. To kick it off, I thought it would be cool to make a case study to better show you all what local marketing is about, and why I have decided to start doing it instead.
This case study is about a company located in Nashville, Tennessee that was referred to me.
Before I got my hands on their web presence, they were really lagging behind in comparison to their competition, and boy is there a lot of competition. In a city like Nashville, companies certainly need to apply online local marketing in order to just compete, let alone bring in any of the share of customers that are searching online for the service. So what did I do to help them? Well, let me enlighten you!
5 Steps to Local Marketing Success
I’m about to list for you the basic foundation of a successful online marketing campaign. In a city like Nashville, some of these steps should be implemented in greater quantities because of the city size. Generally, the bigger the city which means more competition, which means you need to do more than the others to get to the top and stay there.
Step #1: Get a basic listing on both Google and Bing
Along with Yahoo, Google and Bing and the most used search engines by consumers. Get one on both sites, and be sure to optimize each description to include keywords related to the service/product and location. i.e. Nashville, tree service, limo rental, rug cleaning, etc…
Step #2: Build Citations to match Google and Bing listings
Your Google and Bing listings will count as what’s referred to in local marketing as a citation, which is the listing of it’s name, address, and phone number all over the web. The more citations a business has, the more likely it is to be listed in the map listings when people search for local services.
Step #3: Optimize the website to make it easy for customers and search engines to locate it
To make a website easier to find, it needs to be optimized for both search engines and customers to find. This means it needs to have the words and phrases on it that customers are using to search for a service so that the search engines know where to place it in the results. If people can’t find your company, you probably aren’t going to make many sales online.
Step #4: Make it obvious for customers to want to utilize the service or product they are searching for
Just because people can find a website though, doesn’t mean they will stick around. Your website needs to have contact information to make it easy for you to be contacted, contain informative content that answers questions, and help people in some way. Everything needs to be simple to digest or else that back button will get clicked often.
Step #5: Acquire local and relevant links
Links are what power websites and basically give them a vote. When you earn a link from a website it serves as a vote, which sends a signal to search engines like Google and Bing that your website is a good source for it’s niche. If enough websites that are relevant to the industry and location are linking to a website, it’s a good sign to the search engines that it is credible and one of the best options for a result.
Nashville Case Study Conclusion
After applying these basic steps, this Nashville business increased it’s bottom line and the amount of interest it generated online each month in comparison to the competition. It’s amazing what a process like this can do for a local company, and especially one that has no idea what they are doing when it comes to marketing online.
If you like this case study let me know and I will do what I can to bring you more content like it. I myself like case studies and feel that they are a great way to learn more about a topic. Talk later.