2024 Local Marketing Guide for Your Small Business

Growing your small business in 2024 means leveraging the power of the internet to attract local customers. 97% of people search online for information about local businesses, and 88% of those searches lead to in-person visits or calls within 24 hours. With the majority of searches now done on mobile devices, having an effective digital presence and targeted local marketing strategy is more critical than ever. 

Follow this 2024 guide to ramp up your local marketing and bring more customers to your small business doors.

1. Mobile-Friendly Website 

Over half of web traffic now comes from mobile devices. 61% of mobile searchers are more likely to reach out to a local business if they have a mobile-friendly site. Does yours pass the test? 

Use Google’s Mobile-Friendly Test to analyze your website. If it’s not optimized for mobile, your website should be your top priority in 2024. Key elements like fast load times, readable fonts, clickable buttons, and well-sized tap targets make visiting your site a breeze on mobile and encourage visitors to convert.  

2. Local Site Content

Once you have a mobile-friendly site, focus your SEO and content efforts locally. Include your city and neighborhood names throughout your pages like “Best Downtown Hair Salon” instead of just “Hair Salon.”

Create location-specific pages that include your business name, address, phone number, hours, and photos for each physical location. Highlight your proximity to recognizable landmarks and attractions to make it easier for nearby searchers to relate to your location (“Best Little Italy Hair Salon”). Promote local events and neighborhood happenings to demonstrate your ties and commitment to the community.

3. Getting Your Listings Right

Owning and optimizing your listings on third-party sites and review platforms is crucial. Make sure your business Name, Address, and Phone number (NAP) are completely consistent across all major sites and directories. 

Claiming and verifying your Google My Business listing should be at the top of your list to manage how you appear in Google Search and Maps. Fill out every section accurately, respond to reviews, and keep your listing up-to-date. Extend your reach by also claiming listings on Facebook, Yelp, Yahoo, BBB, Yellowpages, Foursquare and anywhere customers might search for you locally. Tools like Moz Local make managing all your listings much simpler.

4. Review Sites Are Critical 

Earning and maintaining positive online reviews builds consumer trust and fuels local search growth. Claim your business listings and respond promptly to any reviews on Google, Yelp, Facebook or anywhere your business is listed. Both positive and negative feedback shows you value customer opinions. Include a review link prominently on your website to make it easy.

5. Local Paid Ads 

You don’t have to rely solely on organic search traffic. Paid search ads allow you to target customers in specific locations by city, region, or radius from your business. Use neighborhood names, zip codes, and localized search queries like “San Diego hair salons” to drive visits to your website or calls to your business. Dynamic search ads that pull in your address, phone number and reviews also boost credibility for location-based searches.

6. Leverage Social Media

Every social media platform offers options to showcase your local business. Ensure your profiles reflect your actual location with city tags and location pins. Promote neighborhood events or local interests happening around your community. Run hypertargeted ads focused on residents and visitors within a few miles of your store. Add location tags to your posts and engage with localized hashtags. Partner with local influencers on attention-grabbing co-promotions.  

7. Community Involvement

Customers like supporting businesses that support their community. Look for local teams, schools, charities and causes to sponsor or participate in. Even small gestures like donating goods or services for fundraisers and auctions gets your name in front of residents. Attend or host events that align with your brand and provide value to potential customers. The goodwill goes a long way to driving local business recommendations.

8. Omnichannel Advertising 

Don’t restrict your advertising to digital channels. Traditional mediums like radio, print, and local TV news still reach wide audiences. Sponsor the traffic report, take out an ad announcing newly expanded hours, or pitch an interesting small business story idea. Bring customers from awareness to purchase across multiple touchpoints.

9. Incentivize Online-to-Offline 

Offer perks for visiting your physical location like discounts or giveaways for online customers and email list subscribers. Allow ecommerce or online booking customers to pick up orders in-store or get free local delivery. Feature specials and flash sales exclusively for your email, text message, or app user base. 

10. Loyalty Programs Pay Off

Implement a structured loyalty program to keep customers coming back again and again. Offer a punch card for free services after multiple visits or a points-based rewards system for dollars spent. Birthday specials, referral bonuses, and VIP tiers take it up another notch. Customers feel valued and you build meaningful relationships that go beyond a single transaction.

Competing for attention against corporate chains relies on owning your local brand presence and nurturing community connections. Consistency in listings and top-notch reputation management establish credibility for capturing search traffic and conversions. Use both traditional and digital tactics to increase visibility and incentivize visits. Follow this local marketing playbook and watch your neighborhood customer base grow in 2024.