How local marketing software can strengthen your own business

A full 46 percent of all searches on Google are so-called “nearby” or local queries. And not only online, but also in general, local marketing, i.e. the local marketing of small businesses and branches of larger companies, is becoming increasingly important. In addition to online trade, despite globalization, many people still rely on local business, which is now also found via digital and online channels. In order to address these local customers, businesses focused on increased local marketing, in which the various components of the marketing mix become important. Here, too, it is important to advertise in as diverse and varied a way as possible and to address customers on social media as well as in person or via traditional media, newsletters or blogs.

Challenges in local marketing

Many local businesses have the problem that they don't have the same tools and software support as large businesses. As a result, marketing results are often not sufficient or can only be measured imprecisely. In addition, local customers often have a different customer journey than the general target group of companies. Although online platforms are also becoming increasingly important, the business's own website is barely visited and advertising is being increasingly promoted in the local environment through personal contact in the branch or at regional events and trade fairs. In addition, local businesses are faced with the challenge of digitally targeting their advertising measures and articles in order to reach the right people and not waste unnecessary money and resources from SEO or social media.

The right tools for effective local marketing

With the right local marketing software, you can offer all employees in the company an important tool in local marketing and strengthen your own business in the long term. The versatile marketing tools that are currently on the market support local companies in the various areas of marketing, which are represented not only online but also in classic offline marketing.

1. Local listings

Especially in local marketing, it is important to be listed in countless digital industry directories. These so-called local listings lead to being found more quickly and ranked better (SEO) on search engines such as Google and to generate more hits on your own website. In addition, consistent and complete information has a professional and convincing effect on customers. Local Listings Tools offer the opportunity to fill and update all directories collectively. In addition, reviews and evaluations can be addressed and general monitoring can be carried out. This means that no more new reviews are overlooked and, in some cases, you can answer them directly.

2. Digital advertising

Local marketing tools also offer support in booking and creating online advertisements, for example on search engines such as Google or on any website. Targeting and booking can be carried out directly in the tool. This ensures that the right target group is reached not only personally but also digitally. Through A/B testing, you can find out which ads are successful for your own business.

3. Social media

Local marketing software not only makes it possible to use classic ads on social media for local marketing, but also makes it easier to share your own contributions. Especially for a small business or company with a minimal or no marketing department, it can often be overwhelming and labor-intensive to fill up the various social media channels and your own website and log on to the platforms regularly. In this way, local marketing tools help you fill out everything at a glance and plan contributions. Comments, answers and reviews on social media platforms can also be directly monitored here.

4. Public relations and local media

Customers can be addressed not only digitally, but also using traditional media with local marketing software. By maintaining media contacts and sending mailings directly, not only can advertising material or articles be sent, but local media can also be provided with information. Tools therefore not only help in traditional marketing, but also for any PR activities.

5. Search engine optimization (SEO)

As already mentioned, search engines (e.g. Google) are particularly important in local marketing. This is where potential customers search for branches and stores in the area. Through the right SEO of the website and in conjunction with the local listings, a local marketing tool can help make the website easier to find on Google and Co.

Find the right local marketing tool for your own business

In order to be able to work as effectively as possible and not start directly with all marketing channels at the same time, it is advisable to find out which channels are important for your own local customers. In this way, the software can also be tailored and adapted to your own needs and preferences. Ideally, the chosen tool should combine all required forms of marketing to prevent employees from using different platforms and creating more work effort again. Software systems that have a modular structure (social media, SEO, advertising, local listings, PR, etc.) and can therefore also be expanded to include other marketing areas of local marketing in the future are particularly recommended.