Local online marketing is only used by a few companies today. Of course, it seems as if classical advertising possibilities are easier to set up in a regional environment: no excessive technical understanding is necessary for billboards, newspaper articles or flyers. But these advertising formats are usually rather cumbersome to book and in addition you do not always address the desired target group exactly. Added to this are phenomena such as the ROPO effect, where more and more people first inform themselves about products online, but then buy them offline on the spot. But how exactly do smaller companies manage to place effective local online marketing?
Local Online Marketing #1: Find your target group
As soon as you enter the online and social media marketing field, you should be clear about where to find your target group. All in all: for many companies the answer will be Facebook or Instagram. Only if your target group is very old or very young, you might want to switch to other platforms. For the sake of simplicity, we will start with these two platforms and then go on to discuss local Google marketing.
Local online marketing #2: Your first local campaign
Now log in to your Facebook Business Manager and the corresponding ad account.
- In the first step you select the target of your campaign. You can choose between different goals: decide whether you want to generate awareness for your brand or whether you want to focus on consideration or conversion.
- In the next step you determine who should see your ad. In the target group settings you should first enter the address of your store and then define the radius around your store. Now you have the opportunity to address your target group in a more defined way. How old is your target group, what interests does they have and what language do they speak? You have these and many more options when choosing your target group.
- In the third step, you determine where your ad will be played out or where it will be placed. Facebook, Instagram and the Audience Network offer almost 20 different placement options. Again, think about where the majority of your target group is represented. If your product or service is aimed at people over 55, your ad might be better off on Facebook than on Instagram.
- Now you can choose your budget. You have several options: If you choose the lifetime budget, you can schedule your ad, i.e. give it a schedule so that it is not played 24 hours a day, but only during your opening hours, for example. This means that the potential buyer has the opportunity to make a purchase immediately after seeing the ad. This significantly increases the probability of a conversion.
- In the next step you define the format of your ad. Depending on the campaign goal you have defined at the beginning, you can choose from different formats.
- Now we finally come to the creative part. Choose a creative (=image(s) or video(s)) and enter the URL to which the interested parties should be redirected. When choosing a creative, please note that users who see an ad are not used to being able to buy the product directly on site. So please make sure that this is possible and that the prospective customer is located in the immediate vicinity of your shop! Please note, however, that Facebook discriminates against creatives who see more than 20% text and gives you less reach. If necessary, adjust your Creative until Facebook no longer restricts its reach.
- Now it’s time for the last step: monitoring. Define the KPIs you want to monitor and follow their progress regularly to be able to intervene at short notice in case of difficulties.
Local online marketing #3: Google
The first and most important in your regional online marketing strategy via Google is the establishment of a Google My Business Account. Here you can manage all your information in one central place. Name, address, telephone number (NAP for short) or opening hours can be kept constantly up to date. Once entered, they are made available for all Google services, such as search or maps.
Google My Business also offers a number of options for interacting with potential customers. This is especially important with the following background: People who search locally are potential, but above all motivated customers. On our blog you will find more information on how to optimize your Google Business entry and how Local SEO helps you to be found on Google.
Powerful local online marketing
If you have a large number of stores, creating individual campaigns can be time consuming and personnel intensive. Because manually creating campaigns at more than 30 locations is not a process that can be integrated into the daily work routine. We have the solution for this. With LocalUp we offer automated processes for efficient, simple and effective regional online advertising.
- Hyperlocal algorithms to reach interested visitors in the direct environment
- Display of the business address within the advertisement and direct navigation options
- Individualisation of the advertising message, tailored to your location
- LocalUp supports independent, single sites as well as large retail chains and brands
With just a few clicks you can book your local advertising campaign independently via LocalUp. Example Facebook:
All variables (image, text, radius, location etc.) are automatically adjusted to the respective ad, so that individual ads can be easily implemented even in a uniform corporate design. For further information, please contact us.