Key Takeaways
- Localized search engine marketing is predicted to remain an effective long-term strategy.
- The best channels for local advertising are search engine marketing, social media marketing, email marketing, text message marketing, coupons or direct mail, online listings, and banner and display advertising.
- BIA Advisory Services predicts that local internet ad spending will total $85 billion in 2022, making up 49% of all forms of local advertising.
As a small business owner, your target audience is most likely within your local community. With the rise of the internet, local marketing has become more accessible than ever before. In fact, small businesses are expected to spend $85 billion on internet-based local advertising in 2022. But with so many digital marketing and advertising options available, how can you make sure you’re effectively reaching your local audience? In this article, we’ll discuss the current state of digital local marketing, the best channels for local advertising, and how much small businesses are spending on local internet advertising.
What is the current digital local marketing landscape?
Localized search engine marketing has been a critical component of local digital marketing for years. According to a recent survey by BrightLocal, 42% of local marketers believe that local search engine optimization (SEO) will continue to be effective in the future. The survey also found that local marketing agencies have an average of 19 clients, indicating the effectiveness of digital local marketing. Additionally, most clients work with local marketing agencies for three to five years, highlighting the long-term benefits of this strategy.
Google Business profile optimization is the most commonly offered local search engine marketing service, followed by content creation optimization, SEO audits and analysis, on-site optimization, and citation building and editing. You can incorporate these approaches into your own strategy for advertising your business locally.
Best channels for local advertising and marketing
- Search engine marketing
Search engine marketing is an effective way to reach local customers, with 266.7 million Americans shopping online as of 2022. Consumers often start their shopping with a search engine query, making search engine marketing an essential strategy. To optimize your website and content for local searches, you may need the help of a content marketing agency or an online reputation management (ORM) firm. Additionally, you can use a platform like Podium to obtain Google Business reviews.
- Social media marketing
Social media marketing can reach nearby customers through sponsored posts and non-advertising content. Maintaining your brand voice across all your posts, consistently uploading content, and tracking engagement through analytics can result in more sales.
- Email marketing
Email marketing is a tried-and-true way to reach customers, with 4.26 billion people using email worldwide. Marketing automation software can deliver emails when customers take certain actions, making email marketing user-friendly for first-timers.
- Text message marketing
Text message marketing can reach 97% of U.S. adults, with some platforms offering automation features that rival those of email marketing. Text message marketing is also great for distributing quick customer surveys that can inform your future marketing efforts.
- Coupons or direct mail
Direct mail campaigns, when used alongside other marketing channels, yield a higher return on investment (ROI). Among those surveyed, 59% said using direct mail led to a good ROI.
- Online listings
Free online listings on websites like Google Business, Facebook, and Yelp can reach customers who search for products or services online. Creating listings on lesser-known websites specific to your industry can also be effective.
- Banner and display advertising
Creating banner or display ads through Google Ads can reach local customers. After submitting your ad, it will typically go live within one business day.
How much do small businesses spend on local internet advertising?
BIA Advisory Services predicts that local internet ad spending will total $85 billion in 2022, making up 49% of all forms of local advertising. This figure is expected to continue to rise, with BIA predicting that local internet ad spending will surpass non-digital local ad spending in 2023. Finance, insurance, retail, leisure, and auto industries are among those spending the most on local internet ads.
Finding the customers in your backyard
Thanks to the internet, finding new local customers has never been easier. Pretty much any internet marketing tool you might use to reach a national audience has local applications, too. By incorporating localized search engine marketing, social media marketing, email marketing, text message marketing, coupons or direct mail, online listings, and banner and display advertising into your marketing strategy, you can effectively reach your local audience.
In conclusion, small businesses looking to reach a local audience should take advantage of the various channels available for internet-based local advertising. Localized search engine marketing is predicted to remain an effective long-term strategy, while social media marketing, email marketing, text message marketing, coupons or direct mail, online listings, and banner and display advertising are all proven ways to reach nearby customers. With $85 billion predicted to be spent on local internet advertising in 2022, small businesses can take advantage of the internet to find new local customers and grow their business.
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