For brick and mortar shops, local mobile advertising can be a profitable way to reach your customers. Instead of hoping that a local customer happens upon your shop or social media, you can target them at the right moment in hopes of increasing your sales.
Unfortunately, local marketing strategies can be challenging to do alone. You may start out thinking, “I’ll just Google local advertising,” but often, that isn’t enough. Neither is hiring a local advertising agency.
Stop worrying about how to do your local advertising; we’ve got you covered. Keep reading to learn precisely how to target your local customers and increase business – without having to obtain a marketing degree.
The data behind advertising to local consumers
When you market your company, the last thing you want to do is pay for someone who will never become a customer. Let’s say you’re a brick and mortar shop based in Texas. What you don’t want to do is pay to advertise to people in California. Not only will it waste your money, it also means your marketing is too broad.
However, many businesses get stuck in this rut when trying to advertise. They see that they have tons of clicks and impressions based on their analytic data, but those aren’t generating results. Local mobile advertising may give you fewer clicks and impressions when you’re starting, but in the long run, it’s much better for your business.
The reason is that 76% of people searching for a nearby business go and visit within a day. Then, 28% of those searches convert to a sale, which is a much higher conversion rate than random individuals in another state. Plus, local advertising revenue is a market of more than $19 billion dollars – the third-largest marketing avenue.
The more people in your area you’re advertising to, the more customers you’ll have come into your store. That’s where local mobile advertising comes in. Whether it’s local TV advertising or local website advertising, there are different tactics you can do to secure better business. Let’s explore this form of marketing just a bit more.
The data behind advertising to local consumers
Local mobile advertising comes in a few different forms. Considering the fact that most people are using their phones for search and entertainment purposes, you can use this to your business’s advantage. Let’s look at a few different scenarios.
Let’s say someone near your business is searching for lunch. That person checks out Yelp, Google, and may even type “food near me” to try to figure out what to eat. As they do this, they see your targeted business ad that says they’ll get a 20% discount on lunch. Seeing as they’re hungry, your restaurant is just a few steps away, and it comes with a discount, it’s the obvious choice. You just secured a new customer.
Or, let’s say a person is looking for men’s clothes. As they type this into the search engine with “near me,” an ad comes up explaining the benefits of your specialized men’s clothing.
There are plenty of ways to use this to your advantage, but basically, any targeted ad that people are viewing on their phones is considered local Internet marketing. Whether it’s a discount code, a video explaining more about your business, or just an ad saying your business is nearby, this local advertising helps to increase your sales.
Who needs local online advertising?
Both small and large businesses can benefit from local online advertising, but small businesses are especially likely to benefit. With so many different options of local companies to choose from, potential customers are often overwhelmed. It’s called choice overload.
Imagine that you’re scrolling on your phone for a specific product. Within a mile, there are 500 businesses to choose that sell the product you are searching for. Overwhelming, right? So, you decide to go with some company you know and love. Bad news for business owners because it’s often a big company that you’re familiar with and trust. If there’s no push to choose something different, it’s much easier to stick with the old.
However, by advertising to these people scrolling through their phones, and even giving them an incentive to choose something different, they can become your customers. So, while any business can benefit from this local online marketing, small businesses are especially likely to gain more business.
Geotargeting vs. Geofencing
Two terms you should be familiar with before we dive into the meat of local online advertising are geotargeting and geofencing. Geotargeting is a fairly broad term that encompasses all targeted location madrketing. Geotargeting is found using the zip code that belongs to an IP address or device ID.
This is great for advertising to people on their computers and laptops. However, geotargeting is less effective when it comes to mobile users because it often isn’t very accurate. This leaves you paying for ads when the person may not even be in your area.
That’s where geofencing comes in. Geofencing uses a device’s GPS to set a “fence” around the user’s location. Using this information, your customers could get a notification on their app or get targeted ads when searching on a search engine. This is very useful to those who have a storefront.
Geofencing and local online marketing
If you have a storefront, you need to be doing local small business marketing in the form of geofencing. Considering that there are 3.8+ billion Google searches a day, and over half of those are done with a mobile device, your business could be falling behind competitors if you aren’t using geofencing.
What geofencing does is take a small area and send messages to possible customers. With an app, they may get a notification once they walk within a block of your store. Without an app, the potential customer must search for something like “food near me” for your restaurant to then pop up. This is where hyperlocal marketing comes in.
Hyperlocal marketing is what every small to mid-size business should be practicing. You can work with a local advertising company or online store to create a marketing campaign that focuses solely on hyperlocal marketing. The goal of this local search marketing is to target specific customers in the area.
So, let’s say you own a women’s boutique in Tampa, Florida. You would target women in the 30-50 age range within, say, one or so miles from your shop. Hyperlocal marketing is specific, focused, and isn’t as overwhelming as a massive marketing campaign targeting everyone.
This way, you can focus on a smaller customer base that wants to see your business rather than one who isn’t interested. Because of this, you need to focus on a small area. This may mean a neighborhood, town, or just a few blocks that surround your business. If you focus on too broad of a range, you’re stepping away from hyperlocal marketing.
What are the benefits of mobile marketing?
Here’s the thing . . . “near me” searches on Google have grown by 150%. Local mobile advertising is fairly new, but it proves that businesses don’t have to spend money on large campaigns for people to come into their stores. Smaller, more targeted campaigns can work even better, which is why every small business needs to do them. Plus, mobile marketing has so many benefits when compared to traditional marketing.
Keep in mind that:
- Mobile searches are incredibly important – 78% of them lead to offline purchases.
- Mobile marketing allows for more people to see your business since everyone has a phone – not everyone has a computer or laptop.
- It’s often more affordable to do mobile marketing.
- You become relevant because they are already searching for a business like yours at that exact moment.
- Local mobile advertising targets the right people, so you aren’t wasting money.
- You can change local mobile ads easily, and it allows the advertisements to feel personal.
- There’s less competition for ads on a mobile interface when compared to local television advertising or local website advertising.
How to start your local advertising
The time is now! Mobile marketing is far more affordable than the other options currently out there, so it’s time to experiment with it before the prices rise. However, as a small business owner, it can be a bit overwhelming. Where do you start? Do you call a local digital marketing agency? Do you look at local marketing firms? Do you go with an online marketing company? Or, could you do it yourself?
While it may be a challenge to try and market your own business, it’s a good idea to be familiar with your campaign. Before you start your marketing, consider these five things to target local customers and increase your business:
Where are your customers?
When figuring out your “target” for targeting ads, your customers are probably right around you. However, that’s not always the case. It also depends on your business. If you’re a restaurant, you’ll need to target those buildings and skyrises around you. If you’re a car repair shop, you can focus on an area much further than your business into the suburbs and neighborhoods where people own cars.
Hopefully, you’ll have some idea where your customers currently reside and work. If you aren’t sure, you need to find this out before you hire a marketing agency or do local mobile advertising yourself.
What are your action points?
The goal of your marketing campaign is to have your customers take action. While it’s great to get your name out there in the form of ads, it doesn’t help much if it doesn’t convert into a sale. You need business, not recognition. And while these two things can often go hand-in-hand, that’s not always the case.
Find out what your action and conversion points are. This means your customers are taking action on your ads. Whether they’re clicking it, downloading the offer, contacting you, or visiting you in-store, those are all points of action. You want customers to interact with your ad, so find out how your customers can do that.
Make everything mobile-friendly.
You can’t have a mobile advertising campaign without everything being mobile-friendly. However, many businesses struggle with this! Make sure that everything you put out looks good on a mobile page. Develop a mobile landing page that is easy to navigate and interact with. Make sure to have your address listed with a map so customers can easily find you.
Create an actionable banner
Banner design for your ad is especially essential. Not only does it need to look good, it also needs to be user-friendly. This user-friendly banner means potential customers should be able to interact with the mobile banner. You’ll probably need someone to design this for you, but a good banner allows users to:
- Map themselves to your business
- Call your business
- Easily claim coupons or offers
Get familiar with search phrases
A car dealership shouldn’t be targeting customers searching for “food near me.” To successfully plan your marketing campaign, you need to know what your customers are searching for on Google. For this, you’ll likely need a digital marketing consultant or team to help you figure out the exact phrases your customers are using.
However, to get yourself started, you can check out Google Ads. Using this will allow you to choose the best search phrases that will be beneficial to your campaign.
Online local digital marketing
Local mobile advertising can be a little overwhelming if you’re not used to all the different terms and ways to do it. Thankfully, you don’t have to feel like you’re outside your comfort zone. LiftIntent can help you with your campaign goals. As an online marketing company, we specialize in local mobile advertising for all kinds of businesses.
If you’re interested in learning more about our local mobile advertising services and how they can benefit your business, contact LiftIntent today. We’ll discuss everything you need to know to grow your business with targeted marketing.