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For any business looking to increase its visibility and market share, local listing marketing and social media are important tools. And with 46% of all searches related to location, the importance of local search marketing in improving visibility on Google is undeniable.
Local listings provide customers searching for products or services with important information about a business, significantly improving the business’s presence in search results. Combined with social media, these tools form a comprehensive strategy that ensures that a company is not only easily found, but also actively targeted by potential customers.
Related: Local SEO has surprising effects on your business. Here’s how to use it.
Optimizing social media profiles for local marketing
Local businesses that use social media for marketing purposes should include information in their profiles such as an address, some contact information, and a link to their website.
By entering this information, customers who live nearby can easily find and call the company. With mobile searches for “near me” increasing by 136% over the last year, ensuring these details are included is more important than ever for local discovery.
Additionally, using location tags in social media posts and events can further increase the company’s local visibility and direct customers to either the physical store or website.
Additionally, it is critical to ensure that NAP (short form for name, address, and phone number) information is consistent across all platforms.
Search engines and social media platforms use this NAP data to verify the authenticity and credibility of a company. Any discrepancies in the NAP will confuse potential customers and affect the company’s search engine rankings.
To ensure consistency, frequent reviews and updates of NAP information on social media, local listings, and business websites should be performed as this not only improves search engine optimization (SEO), but also builds trust with customers and strengthens your brand’s reputation.
Location marking as a way to increase visibility
Geotagging on social networks like Instagram and Facebook can lead to more visibility in local search engine results and location-based feeds. As a business, you should always tag your locations in posts and stories to attract local users.
To encourage customers to check in or tag your location, try creating an attractive place in your space that will entice people to take a photo, such as a unique mural or interior design. Providing rewards for checking in, such as discounts or prizes, can also be an effective way to encourage this habit.
And once a customer tags your business, always highlight their posts on your company’s social media as this is a great way to inspire more visitors to share their experiences, which in turn increases community engagement.
Promote local events on social media
Social media is one of the most effective tools available for generating hype around local events or promotions. For example, by creating a Facebook event page, companies can centralize information and manage RSVPs efficiently.
To increase engagement at your event, you can use live video during the event for real-time interaction, attracting those who were unable to attend the event in person. Regular updates of the event before the day can also keep the local community in the loop so they come out in greater numbers and stay informed.
Related: Boost Your Rankings with the Ultimate Local SEO Cheat Sheet (Infographic)
Use user-generated content to improve local listings
You can inspire your customers to share their stories and include your company’s location tag in their posts to fill the content pool with real customer opinions. These user-generated segments are extremely effective and can be used across various online platforms such as social media and local listings.
Sharing real customer stories and photos is a great way to demonstrate engagement while increasing credibility and attracting new customers. You can further leverage this engagement by running contests and offering rewards for the best shared customer photos or stories, increasing your reach and engagement on social media platforms.
Interact with local influencers and community groups
Connecting with local influencers and community groups is the most authentic way to increase your brand visibility and engagement within the community. By building meaningful relationships with people whose values align with your brand and actively participating in local events, you give your brand the opportunity to foster a deeper sense of community and a loyal customer base.
Monitoring and responding to reviews across all platforms
You can use social media to track and respond to reviews on local listings, which will have a positive impact on how people think about your business. Therefore, make sure you incorporate review responding into your social media strategy if you want to improve customer relationships and reputation management. And remember to always deal with both positive and negative reviews constructively.
Related: 46% of all Google searches are location-related, a report says — and purchases often follow. This way you can increase the visibility of your company locally.
Local listing marketing and social media strategies combine to provide a holistic approach to digital marketing that improves local visibility, engagement and SEO. As a business, you can implement this comprehensive approach to strengthen your local market presence and build stronger community ties.