Highly efficient Online Marketing for hyper locale service providers
5 practical tips for you on how to do marketing the right way for locale service providers like lawyers, insurance agents or developers that serve them.
What is hyperlocal marketing?
Hyperlocal marketing is about targeting customers in a highly specific geographically restriceted area. Especially for locale service providers this is super important because they online provide service to customers in the same city or maybe even just in a few blocks around them. Hyperlocal marketing is aiming to target people searching for services in the “near me” section of google. Especially aiming for users with a mobile device.
Google emphasizes locale buisnesses in their search. So if you search for lawyers it’s going to show you the best 3 results of lawyers that are near you right above the first real results. As we all know most people will probably go for one of the first results so you want to be up there.
This is why I’d like to give five tips for ranking better on your locale search and provide you with resources to learn more about this topic. Ultimately the goal is driving customers to your website and getting them to use your service.
1. Get your Google Business account
You can create an account at https://www.google.com/business/. If you like some help with whats important there just use https://blog.hubspot.com/marketing/google-my-business and their guide to set it up and whats really important.
Giving google your correct data is key. You need to provide your service hours, your address, and give customers the ability to give feedback.
Also to get to know what is really important about googles local search and how it works in depth head over to Dan Shewans awesome article.
2. Make it easy for customers to give you feedback
You need to provide your customers some way to give you feedback this is where google business, facebook and instagram will come in place. If you did a good job you should ask them to give you a review on google or the other platforms so others can see it. It’s really important and as you can see in the screenshot above it doesn’t take a lot of reviews to get you to the top of your locale search.
If you have an marketing agency that recommends you to buy those, just fire them because cheating won’t get you far in the long run.
3. Have a highly optimized website
We all know those websites. Either it’s impossible to find any relevant information on the website or it takes a long time to really get what you want. Users stay usually around 15 seconds on your website. So you have 15 seconds to convince your customer that you are the right one for them. But what does that mean?
There are a couple of things you need to pay attention to that are extremely important:
A call to action at the beginning of the page! — What do you like to accomplish with the website? Make the customer book a meeting, sign up for a newsletter or get them to come to your office/store for example? Add a call to action for them to do exactly that at the beginning of the page.
Mobile friendly — It should be a no brainer but sadly it isn’t. Most websites are not optimized for phones. In the US 63% of users use their smartphone so if your website is not optimized you’re loosing a lot of potential customers. Also around 53% of your users will bounce because your page does load longer than 3 seconds . So reduce loading times by croping pictures to the right size, reducing the code to load and use modern technologies to enhance your mobile performance.
User friendly — Make the information on your website easily available. If you have lots of content, implement search function to navigate through it. Find a way to fulfill your users goal in the least amount of time.
SEO — You need to know who your customer is and what they are searching for. So your websites needs to provide them exactly what they are searching for. Because this is a very complex topic here is another article that will give you the knowledge you need to know https://optinmonster.com/ultimate-seo-guide/
4. Use Facebook Ads and a facebookpixel on your website
Another no brainer but most people don’t know about it. With facebook you can advertise your service extremely cheap. Forget about flyers, TV or a freaking plane that is flying around. Not only can you extremely specify who is seeing your ad but also if you have a facebook pixel on your website you can take people that where on your website and retarget them on facebook or build a “look a like” audience from there information. You are a divorce lawyer and somebody was looking on your website and reading about you service but bounced off of the the contact form? Usually you need 6–7 touch points before people turn into customers. So you just retarget them on facebook showing them ads to help them with their divorce.
For more information on facebook pixels go to https://blog.hootsuite.com/facebook-pixel/.
5. Be an expert , build a brand
Facebook, Instagram and Youtube give you the opportunity to build your brand and it has never been easier. Giving out valuable information to your potential customers for free will show them that you’re an expert in your field and next time they thinking about using a service like yours (they need a lawyer, the like to attend a workshop, they want to shop a healthy vegan meal) they are immediately thinking about using your service because you already gave them something valuable.
Have a clear message that you put into the world.
If you’d like to build a community on instagram you can head over to my other article for some practical tips.
These are just a few tips for you to get your locale marketing on the next level but there are many more things to pay attention to. I just want you to know that this kind of marketing is no sorcery. If you provide a good service it should be easy for you to be found way better online. Focus on going from the offline referral to switch to a better measurable online marketing strategy combined with getting your happy customers to refer you online and provide them with quality content on social media and your website.