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location-based marketing

Use Location-Based Marketing to Attract More Local Customers

by Dan Finney | Apr 26, 2018

When is the last time you checked a paper copy of the phone book? Or looked in the newspaper for a service you needed? Unless you’re over 80—and probably not even then—chances are your answer is something like, “Not in the past decade.”

So how do businesses attract local customers in the 21st century? Location-based marketing.

What is location-based marketing?

Location-based marketing takes advantage of a tool that search engines use to deliver more targeted results: geolocation. Using location information from data tracking or server use, the search engine can help someone hunting for pizza find the restaurants nearby, rather than top-ranked options hundreds of miles away. Since search engines use this customer satisfaction tactic so widely, every business should be aware of geolocation SEO opportunities.

Why does location-based marketing matter?

According to Google, four out of five consumers use search engines to find local goods and services. They may not know the name of your business, but they know what they’re looking for and search engines use geolocation to know where they are. When someone in your area looks for an answer you provide, wouldn’t it be great if your business popped up at the top of the list?

How can I start location-based marketing?

When it comes to your plan to attract local customers, start with the low-hanging fruit.

Add your location(s) to your website. This sounds like a no-brainer, but you’d be surprised how many websites leave out an address. If you’re trying to attract local customers, be sure your address is in your website header, footer, and contact page—at minimum.

Grab your Google My Business listing. If you’re a business owner, Google will let you list your business for free in its Google My Business index. As you might imagine, this features prominently when customers use Google for search results.

Ask customers for reviews. Word-of-mouth reviews matter, but did you know that 88% of local customers make purchasing decisions based on online reviews—even when they don’t know the reviewer? Most people are happy to leave a review on Facebook, Yelp, or other popular platforms.

Ready to go beyond the basics? Here are a few more advanced techniques.

Boost your site content for SEO. Online competition is fierce. If you want your site to show up high in search rankings, you need to make sure your content is optimized for SEO. Use terms related to your business category, products and services, and the solutions you offer to your customers’ problems. If you’re not sure how to do this, don’t worry. BoxCrush can help.  

Make sure your site is mobile-friendly and loads fast. You probably know this since you likely do it, too—people search for local answers by phone. Be sure your site is mobile-friendly, and check to make sure it loads fast. The average user clicks away from sites that take two seconds or longer to load. Yes, that’s a statement about our collective attention spans, but don’t sacrifice your business to your soapbox!

Use location-based copy in your AdWords and PPC campaigns. If you’re using Google AdWords or Pay-Per-Click (PPC) to drive traffic to your website, you can attract local customers with strategic use of location data in your ad copy and structure. BoxCrush marketing professionals are ninjas at this sort of thing—and we can easily make sure that your GoogleAdWords and PPC are getting you better local traffic results.

Consider optimizing for voice search. “Siri, what’s the best pizza place near me?” Natural language searches are on the rise. To really target your location-based marketing, attract local customers by optimizing your website for the more casual wording customers use in voice searches.

Geolocation gives you the chance to rank high in online searches happening in your area. You can’t afford to leave location-based marketing to chance. BoxCrush can help you attract local customers with proven, targeted solutions.