Local businesses often face a choice between traditional marketing methods and online marketing strategies, both of which can be effective in their own right.
However, to maximize your business potential, it’s crucial to understand one key principle: ‘Clients are everywhere.‘
Even if you are a brick-and-mortar business, focusing on both traditional and digital marketing strategies is essential for growth and success.
Digital marketing has many benefits.
For instance, nearly all shoppers begin their search for products or services online. Additionally, digital marketing strategies are often significantly more cost-effective than traditional marketing methods.
For instance, a car dealership that adopts social media marketing can save up to 90% on its overall marketing costs.
This approach can be equally beneficial for your local business.
If you’re new to online marketing, let’s explore what local marketing means and how effective it can be for your small business.
By ‘local marketing,’ I mean promoting your business within your community or geographic area to drive customers to your physical store.
For example, if you’re a small business in New York, you can leverage online platforms to advertise your products or services specifically to local customers. This includes utilizing strategies like social media marketing, search engine optimization (SEO), search engine marketing (SEM), blogs, vlogs, and local listing services to connect with potential customers right in your area.
The great news about digital marketing is that many tactics can be cost-effective or even free.
We will discuss a variety of strategies to promote your business online, many of which require little to no budget. So, your little effort can drive more customers to your local business.
Let’s dive into the best cost-effective local business online marketing strategies that can help you reach and engage with your target audience effectively!
On this page
Free online marketing for local businesses using Google and Bing:
People search for everything on Google or Bing. So appearing on Google and Bing is essential for any business. If your business isn’t on Google, you’re missing out on countless opportunities to attract free traffic.
Consider this: what do you do when you’re in an unfamiliar area and searching for a great restaurant? Chances are, you pull out your phone and Google ‘restaurants near me,’ right?
Based on search volume data, tens of thousands of people search for local businesses on Google every day. It’s often the first place potential customers look when seeking services in their area.
Here is another example:
This behavior is the same for your potential customers.
Whether you run a laundromat, a car dealership, or any other type of brick-and-mortar business, people are actively searching for services like yours every day.
In short, if your business isn’t listed on Google, you’re missing out on a pool of potential customers who could easily choose your services if you invest a little time in local SEO.
The good news is that getting your business to appear on Google is easy.
We have a comprehensive guide that outlines the steps to optimize your local business for Google search. By following these steps, you can secure prominent positions on Google and connect with customers in your area.
List your business on GMB:
Google offers business owners the ability to list their businesses for free on Google My Business (GMB). These free GMB listings often appear at the top of local search results, giving your business prime visibility.
If you’ve ever searched for local services, you’ve likely seen GMB listings ranking at the top. Your business can be one of them, driving more local traffic and customers.
Adding your business to Google My Business (GMB) is simple. Follow these easy steps to list your business on your GMB profile and start boosting your local search visibility.
List your business on Google Maps:
Another essential and free way to market your small business online is by adding your location to Google Maps. With over 118 million people using Google Maps in the United States, it’s a powerful tool for local visibility.
When potential customers search for a local business, like a gas station, they often rely on Maps to find it. Getting your business listed on Google Maps is simple. Follow these easy steps to add your local business to Google Maps and increase your visibility.
List your business on Bing Maps:
Over 32% of people use Bing in the United States. That’s a considerable number. So if you are missing Bing, you are missing 32% of the free customers.
The most exciting thing is that it’s pretty easy to add your business on BingPlaces.com; you can follow the following steps.
- Open BingPlaces
- Click on New User
- Complete your listing profile
- Verify your listing
And you are done.
Market your local business on search engines:
One of the most powerful tools to promote your business online is search engine marketing (SEM).
Here’s why SEM is one of the best online marketing strategies available today. Research shows that over 85% of shoppers start their buying journey by searching online, primarily using search engines like Google, Bing, Perplexity, Brave, Yahoo, and even local platforms like Baidu and Yandex.
To capture these potential customers, you have two key options:
- Search engine advertising (SEA also known as PPC) – Pay to have your ads displayed at the top of search results.
- Search engine optimization (SEO) – Optimize your website to rank higher organically in search results. Learn more about SEO here.
- Optimize for ChatGPT: People are now using ChatGPT for recommendations, so it’s important to create unique assets that ChatGPT can trust and present to its audience as a brand.
Social media marketing (SMM) for local businesses:
Billions of people actively use social media platforms like Facebook, Instagram, and YouTube, while millions engage daily on Twitter, LinkedIn, and Pinterest.
These platforms are a goldmine for attracting the right customers to your local business.
Let’s explore the key platforms you must be active on. The best part? Running business profiles on these platforms is completely free and you can also build brands with appropriate brand positioning.
With over 3.065 billion users, Facebook is a powerhouse for local businesses.
Studies show that 9 out of 10 adults use Facebook, meaning nearly all your potential customers are on the platform. And all of them consume content. If you produce engaging content it can be a great resource for brand awareness.
Other than running paid ads, Facebook offers three primary ways for free business engagement:
- Facebook Business Page
- Facebook Groups related to your industry
- Facebook Marketplace
Each of these methods can effectively drive traffic if managed well.
Though Facebook Ads require a budget, you can build a strong presence without spending a dime.
For instance, take the example of The Wiener’s Circle (Chicago Hot Dog Stand).
This local hot dog stand is famous not just for its food but for its quirky and aggressive banter between staff and customers. During the pandemic, when their physical store faced closure, they launched a series of humorous Facebook Live events that involved a “drive-thru roast.”
Customers could visit and get roasted by the staff, with the interactions broadcast live on Facebook.
This campaign attracted attention, went viral, and led to a significant increase in customer engagement and foot traffic once they reopened. By leveraging their unique brand persona on Facebook, they were able to maintain interest during a challenging time and create a memorable customer experience.
YouTube
As the second-largest search engine in the world, YouTube is a game-changer for local businesses. Visual content helps build brand trust and convert viewers into customers. If you’re not leveraging YouTube, you’re missing out on a vast audience.
The best part? YouTube is free, and you can set up a business channel within a day.
You just need to create engaging content and present your business as an authoritative brand.
Instagram is a must for any local business, and here’s why:
- Over 1 billion active users engage with photos and videos.
- It’s free to interact with your target audience.
Instagram allows you to build a strong visual brand presence. While running ads can provide exceptional results, building an organic presence costs nothing but time and effort.
Take a look at this restaurant, and how they are engaging over 116K followers on Instagram. This is inspiring for all local businesses.
Collaborate with local online influencers:
One of the most powerful online marketing strategies is collaborating with local online influencers.
This unique marketing strategy helps you tap into their established trust and credibility with their audience, which can significantly boost your business’s visibility and reputation.
For instance, imagine you’re a car dealer in your area. By partnering with a local automotive enthusiast who has a strong following on YouTube, you can showcase your latest models through a dedicated review or test drive video.
This influencer’s genuine insights can attract potential buyers who trust their opinion.
Similarly, in the fashion industry, local fashion influencers on Instagram can help brands by modeling their latest collections.
For example, a boutique owner can send a few outfits to a local influencer known for their style. The influencer can then share posts or stories featuring those outfits, introducing their followers to the boutique and driving traffic to the store or website.
These influencers often have dedicated audiences who value their recommendations, making it easier for businesses to build trust.
When consumers see familiar faces endorsing your products or services, they are more likely to consider making a purchase.
Local business directories:
Many customers still rely on local business directories to find services in their area, making them an essential component of local business online marketing. Platforms like Yelp, Yellow Pages, and Angie’s List serve as valuable resources for potential customers searching for businesses like yours.
Additionally, listings in these business directories often appear prominently in search engine results.
This means optimizing your presence on these platforms can significantly enhance your online visibility and attract local customers.
Using local business directories not only helps improve your search engine ranking but also boosts your credibility. Customers are more likely to trust a business that has a presence in reputable directories.
Here are the top directories to market your local business online, helping you reach your target audience effectively:
- Google My Business (GMB)
- Yelp
- Yellow Pages
- Angie’s List
- Bing Places for Business
- TripAdvisor
- Foursquare
- Manta
By utilizing these directories, you can maximize your chances of being discovered by customers actively looking for local businesses.
Local communities:
Millions of individuals engage in online communities and forums regularly. While there are many local communities in your area, platforms like Quora and Reddit have gained global popularity and can be powerful marketing tools for your business.
For instance, I’ve successfully leveraged Reddit to promote one of my sites and sell products. The key to success on Reddit is sincerity; users appreciate genuine help and advice.
Reddit’s user base values authentic interaction, and when you contribute meaningful insights, you can build trust and attract potential customers.
However, it’s crucial to maintain originality in your interactions.
Redditors are known for being discerning, and any insincerity or spammy behavior can quickly tarnish your reputation.
This works for all communities you join. Engaging authentically will not only help you connect with your audience but also position your business as a trusted resource within the community.
For example, a B2B local business, such as an IT service provider, can utilize these platforms to answer tech-related questions relevant to communities and forums.
By sharing valuable insights about software solutions or cybersecurity tips, they can showcase their expertise. Additionally, they can participate in local business forums or Facebook groups to offer advice or solutions relevant to small businesses in their area.
This not only helps build their brand as an industry authority but also connects them directly with potential clients who need their services.
Create an online store/website:
Over 273 million people shop online in the USA, and this number is continually growing. If you are a small business that sells products but isn’t online, you’re potentially missing out on reaching over 230 million online shoppers.
That’s a staggering opportunity for growth!
Additionally, even if you’re not directly selling products or services, having a business website significantly enhances user trust, making it more likely that visitors will convert into customers. In today’s digital landscape, establishing an online presence is no longer optional; it’s a necessity.
If you’re not already online with a website or e-store, it’s highly recommended to get started. Setting up an e-commerce website for your local business is straightforward and doesn’t have to be expensive.
There are two primary approaches to creating a business website:
- Simple business website: Purchase a domain name, choose a hosting service, and install WordPress. This is ideal for businesses looking to provide information about their services or products.
- E-commerce Store: If you plan to sell products online, consider creating an e-store with Shopify. Shopify offers user-friendly templates and tools that allow you to set up your online store quickly and efficiently.
Investing in a business website or e-commerce store can open new avenues for customer engagement and sales. Don’t miss out on the immense potential that online shopping provides!
Digital PR:
Digital PR is one of the fastest and most effective online marketing methods for local businesses. Regardless of your industry or service, if you have something newsworthy, you can leverage it to promote your business locally.
There are numerous services available that will craft a compelling press release and distribute it to relevant media outlets, blogs, and online platforms. While this may require some investment, the return on investment (ROI) can be substantial, driving traffic and interest in your business.
Final words
After exploring all the strategies to promote your local business with digital marketing, you may have realized that it’s neither difficult nor expensive.
There are plenty of ways to promote your business online for free, providing an excellent foundation for growth. However, investing in professional digital marketing services and paid advertisements can yield even better ROI.
This guide presents you with two options: promote your business locally for free or leverage online advertising to achieve incredible returns on your investment.
How do I advertise my local business online?
There are over a dozen effective ways to promote and advertise your local business online. Among these strategies, three of the best options include making your business visible on Google, implementing search engine marketing (SEM), and utilizing social media marketing.
- Search engine marketing (SEM): This strategy encompasses both pay-per-click (PPC) advertising and optimizing your website to appear in search engine results. SEM allows businesses to target specific demographics and gain immediate visibility.
- Social media marketing: Engaging with your audience through platforms like Facebook, Instagram, and Twitter is crucial. It not only helps in building brand awareness but also fosters community engagement and loyalty.
By focusing on these three strategies, local businesses can effectively increase their online presence and attract more customers.
How can I promote my business online for free?
There are numerous effective strategies to promote your business online. Among the most impactful methods are leveraging social media platforms, ensuring your business appears on Google, and listing your business in online directories.
- Leveraging social media platforms: Engaging with customers on platforms like Facebook, Instagram, and Twitter allows businesses to build brand awareness and foster community relationships.
- Ensuring your business appears on search engines: Optimizing your website for search engines and creating a Google My Business listing and optimizing it for local SEO can significantly enhance your visibility in search results, helping potential customers find you easily.
- Listing your business in online directories: Utilizing local business directories not only increases your online presence but also boosts your credibility and trust among potential customers searching for services in your area.
By focusing on these top strategies, you can effectively enhance your online presence and attract more customers to your business.