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13 Local Marketing Strategies That Work In 2022

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13 Local Marketing Strategies That Work In 2022

You can reach valuable leads through local online and offline marketing.

You must develop effective local marketing strategies to build your brand authority and attract more customers.

A digital marketing strategy is essential, regardless of whether you are starting a new business or already have one.

Digital and social media marketing are the most crucial parts of marketing a local business since, according to Google, “83% of U.S. shoppers who visited a store in the last week say they used online search before going into a store.”

We’ll cover some of the online marketing tactics and strategies we’ve used with great success in reaching a local audience.

Great Local Marketing Strategies For This Year

1. Optimize For Local Search

Through Google Business Profile (GBP), your business will appear as soon as someone searches for your business or keywords on Google.

It is free, which is awesome.

The results will feature businesses within the vicinity of the person searching and even includes your business on Google Maps.

To start, create a profile with your company name, contact details, industry, etc.

Then, verify your GBP listing.

Once verified, you can add images and a bio, upload blogs, create offers, send and receive messages, add customer reviews, and see analytics.

Plus, it is pretty easy to update, so you always have relevant info online.

You can go one step further and set the business up with a solid, local link-building strategy.

Using citation sources such as Yellowpages.com tells Google where your company is located.

Plus, GBP has a great function that allows you to set the radius on services to a specific radius, such as 10km.

It is important to add fresh content or blog posts to your GBP account regularly.

Considering that a post expires after seven days, you’ll likely need to schedule a post at least once a week. Why is this important?

GBP posts can help drive traffic and engagement.

Do you have a sale or event coming up? You can promote anything related to the business on GBP.

If you’re not confident you’ll remember to upload a blog weekly, use content scheduling apps and tools like Semrush and Hootsuite.

As far as hyper-localized visibility goes, GBP is a no-brainer.

2. Local Reviews From Local Customers

As cautious online users, the first thing people notice is often the reviews given on the GBP listing.

A positive review or testimonial can demonstrate to local customers that you are a business they can trust.

That goes a long way in moving customers through the sales funnel towards conversion or purchase.

So, how do you get reviews?

While I don’t advocate directly asking for reviews from your existing customers – and definitely not paying for reviews – there are less direct ways of reminding customers to post positive reviews.

Got negative reviews? No problem.

You can use negative reviews as a way to gather meaningful customer information.

Not only will you get insight on how you can improve products or customer experience (CX), but you can use the opportunity to turn the negative review into a positive one by reaching out to the customer and correcting the poor experience, product, or service.

3. SEO Optimize Your Website

The next step to getting your brand and product into the local market is to optimize your website for organic search.

The first and foremost way of doing that is through keyword optimization.

While a lot of this will be intuitive at first, you will soon run out of clever ideas and need to do keyword research.

Competition on short-tail keywords is fierce, and someone who’s been around longer than you is almost guaranteed to be already ranking for it.

So, focus on long-tail, geo-specific keywords.

These are ideal because people who use long tail keywords usually know what they want (they’re not tire-kickers), and they are more ready to engage.

Those who use geo-specific keywords know where they want to do business.

So, say you are a digital marketing company that provides B2B marketing services for businesses in a specific area.

It would be futile to optimize just for “marketing” or ”digital marketing.” That ship has sailed!

Rather, create pages on the site that are location-based, niche-oriented, and have long-tail keywords.

For example, you can create a page or blog called “Digital marketing for B2B Companies in California” or “How B2B companies in California can benefit from digital marketing.”

You get the picture.

That means search engine results pages (SERPs) will show results for users searching for “digital marketing companies near me.”

4. Create Localized Content

Content marketing is a big part of attracting a targeted audience, which connects to inbound marketing.

We have found that the more valuable, relevant, and consistent your content is, the more your target audience will engage with it.

But where do you start?

Create content that solves your customer’s pain points and that is evergreen.

There’s no shortcut when it comes to good content creation. Do the research, write for humans, and Google bots will love it, too.

For this, we love “how-to” blogs, whitepapers, ebooks, infographics, videos, and other long-form blogs (more than 900 words).

That way, your content will help prospective customers find your website when looking for solutions.

In this example, when the person enters a long-tail keyword, “best flowers for weddings,” Google brings ads that match the search term.

It also brings organic results. Best of all, it creates “People also ask” (PAA) questions.

These could include, “What is the average cost of flowers for a wedding?”

Why not use these as a guide for fresh content ideas?

This kind of SEO-rich, high-value content attracts new visitors to your site and establishes your brand as the leader and authority on the subject matter.

You’ll see better results for your business by integrating content marketing into your local online marketing strategy.

5. Review Your Website’s Design

The look and feel of your website are as important as the words and content that make you findable on search engines.

However, while keywords will get the visitors to your site, your design and user experience (UX) will keep them there.

Use images and videos on your website that reference your location, neighborhood, and business so that there is a recognizable reference to your localized entity.

Also, the internet is evolving as rapidly as consumers’ needs are.

So, your website that was on the bleeding edge of design when you published it five years ago probably doesn’t quite toe the mark anymore.

It might be time for a redesign.

The most important thing to safeguard on your website is your user’s experience.

The site must be easy to use, easy to navigate, and easy to understand.

6. Integrate CRM Tool

Customer relationship manager (CRM) solutions ensure we have a tighter grasp on our understanding of our customers.

Most CRMs can integrate with modern websites. But how does your website feed prospect data into the CRM?

For one, you could consider adding a pop-up on your website.

It could be an invitation to subscribe to your newsletter, view a limited promotion, or announce a new product launch.

When linked to your CRM, your lead generation landing pages will also automatically update your CRM, such as HubSpot or Salesforce.

Not only does this feed your pipeline, but it also improves first-party data and targeting and thus makes your marketing messaging that much better.

Also, localized campaigns can be launched via your CRM.

You can easily identify and segment customers and prospects by region if the data has been captured accordingly in your CRM.

Remember, the quality of data you capture is the quality of output you’ll get.

That can be used for personalized invitations to in-person events and activations, for email campaigns that are area-specific, and so on.

7. Attract Local Visitors Through Google Ads

As I’ve always said, if you want sales, you need to advertise. Google Ads is just that.

While SEO is great for local organic search, you need Google Ads and other paid media channels to support your lead generation and brand awareness campaigns.

Google Ads is a keyword-driven, pay-per-click channel that allows you to target audiences based on keywords and location (amongst other things).

Your creative copy and solutions-driven content will help capture your local market until your SEO is in full swing.

When setting up your Google Ads, implement conversion tracking – which will help you optimize your campaigns and pivot toward optimal business success.

It also aligns marketing tactics with sales goals and ultimately supports business growth.

For example, one of our clients is a health and fitness gym.

We’re only targeting people within a 10 km radius around their seven gyms through Google Ads.

This way, we get maximum return on investment (ROI) on money spent.

8. Feed The Funnel With Remarketing

Remarketing is an important element of your localized digital marketing arsenal.

That’s effective if your SEO or Google ad didn’t do the job the first time or the customer is still in the consideration phase of the buyer journey.

Remarketing supports other, more geolocation-specific tactics when considering how to strengthen your local marketing strategies.

So, if your Google Ads campaign (geolocation-limited) or your paid social campaign (likewise, demographics-oriented) sends traffic to your site, remarketing supports these by following those visitors around after the fact.

In the end, remarketing increases conversions, promotes brand awareness, and helps you stay top of mind with prospects.

9. Get The Phone Going With Google Call-Only Ads

If you rely heavily on phone calls to generate business, then Google call-only ads could prove invaluable and ideal for localized marketing.

That’s because, as with other Google products, you can target a specific demographic in your call-only ads.

It’s also a good option if you don’t have any specific landing pages simply because your product or service doesn’t need it, and a direct phone call just works better.

One downside of local online marketing may be that you will not receive all qualified calls.

10. Insist On CRO-Optimized Landing Pages For Each Campaign

Contrary to popular belief, your home page is not your landing page.

Your home page is your home page.

It is a summary of your website with many exit points to other pages, many different calls to action (CTAs) – such as “learn more” and “contact us” – and many different focuses.

A landing page has one job: conversion.

If you’re spending money on an ad campaign, you need those clicks to work hard.

To do this, you need a landing page designed specifically for that campaign, with lead-gen in mind.

So, the tried-and-trusted format is:

  • Emotive copy that includes a pain point and solution.
  • An image that evokes a feeling.
  • A CTA above the fold.
  • Below the fold, you can have your trust queues, testimonials, benefits, and so on.
  • The footer can reiterate the CTA.

That’s it.

No buttons and links that take you away from the page.

No clicks are needed to expand sections. The only click available on the page is “Buy now” or “Submit” (or whatever the desired action is).

Rinse and repeat for each campaign.

11. Leverage Social Media

Social media can be a great way to grow local brand awareness and engagement.

For one, community groups often already have all your desired customers in one place.

Remember, you need to be active on the social media channels your target audience prefers.

It might not be your local watering hole, so you need to get comfortable with using platforms like TikTok and Instagram for Gen Z and Gen Y audiences, while Facebook is great for Gen X and Boomers.

LinkedIn is ideal for B2B targeting.

Post organic content, like status updates, photos, and videos, or run ad campaigns.

Much like Google Ads, most social platforms allow you to geo-target your campaigns.

This is great for localized marketing.

For example, if you have a brick-and-mortar location, you can focus your social media ads on reaching all people within a 10km radius of your location.

These enable super-localized and targeted marketing tactics.

12. Video Tells Your Homegrown Story

Video is now preferred over all other visual mediums by more consumers. In fact, 95% of enterprise B2B conversions are aided by video.

Keep it personal, keep it local, and direct your video content at the customer’s point of pain that you can solve.

Your video assets don’t all need to be ads. You can have testimonials and how-tos embedded into your site or published on YouTube.

Just make sure you tell a story and that – in the story – your customer is the hero, and you are simply the guide who helps them succeed.

13. Offline Activations And Events

Offline activations and events are one of our favorite ways of bolstering local marketing.

Working in conjunction with your online activities – such as email, ads, and social – this “boots on the ground” approach yields amazing results.

Take advantage of the physical proximity you have to your local customers.

Consider loyalty cards, charity sponsorships, referral programs, networking breakfasts, and other community-strengthening events.

All of these add tremendous gravitas to your brand and allow you to connect with your target audience locally.

Final Thoughts

With so many ways to be found online locally, we are confident your local target audience will discover your products and services.

Be sure to activate and be active on Google Business Profile.

Keep your website fresh and user-friendly, and remember to regularly add content (blogs).

Find communities on social media, and create ads on Google and social platforms that minutely reach your desired audience.

Find communities in real life, and create events and activities in which the local target audience can participate.

All of this contributes to brand reinforcement.

Finally, remember always to position your customer as the hero, as you solve their pain points right where they are.

More resources:


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4 Ways To Try The New Model From Mistral AI

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4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.

Conclusion

Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.


Featured image: T. Schneider/Shutterstock



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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

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OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI

Conclusion

OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.


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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.

 

Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

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