How to promote your business locally

Getting more customers relies on your business being seen and offering an easy, efficient booking experience. Open brand-new avenues to take appointments and watch your calendar fill up faster.

Here are 8 essential (and *free*) ways to drive traffic to your Booking Page. And after that, we’ve got tons of recommendations to help you promote your business.

1. A showstopping branded booking website

Use your Booking Page as a standalone website or connect it to your existing one. With the right keywords and high-quality, optimised content, you can capture more leads from search engines. When they arrive, make it simple for them to set their first appointment using a convenient ‘Book now’ button. Your button can display on any site page and opens your Booking Page front and center.

2. Standout social media

Posting unique content regularly helps to build your social media presence. Your brand stands apart when you showcase its story, your team’s expertise and glowing customer feedback. Ensure likes, comments and shares lead to an uptake in bookings by featuring a ‘Book now’ button on your Facebook and Instagram pages. You can also add your Booking Page link to your TikTok bio, Stories and more, to fully leverage the reach of your posts.

3. A complete Google Business Profile

Complete your Google Business Profile so your business is visible in local search results and Google Maps. When a potential customer looks up services “near me”, a solid, up-to-date Google listing will rank higher. Additionally, you can add your business details to local directories like Yelp or Bing. Ensure that you present your brand in full to stand out among competitors.

4.Enhanced emails and DMs

When you send and receive countless messages a day, it pays to feature an online booking link. Your team can update their email signatures to display your full Booking Page URL or an individual team booking link. Not only that, but your automated email marketing converts faster when readers are able to self-book at the highest point of engagement.

Drop links in Messenger to WhatsApp and cut down the back and forth.

5. QR codes for business cards to merch

Your brand identity is emblazoned on all types of marketing and each item can be enhanced with a QR code. When a lead is handed your card, or sees your ads online or in print, they needn’t remember your website or booking link. One scan of your QR code with a smartphone camera and your Booking Page opens in the browser. Booking that all-important first appointment is a cinch.

6. Videos that get all the views

From tutorials and product reviews, to virtual consultations and demos, video content brings attention to your expertise. Create original content based on what your ideal customer is searching for, tailored to the most relevant platforms.

You can repurpose long-form videos and webinars into snippets for your social media, emails and more. One recording brings in crowds from all over. Remember to include your booking link in captions, descriptions and end cards.

7. Can’t-miss events

Exhibiting at a convention, sponsoring a community activity or hosting a loyalty event raise awareness of your brand. If you’re looking for local leads, consider teaming with other businesses or influencers in your area. Your audience doubles through clever partnerships. If targeting leads outside of your area, while on a budget, set up or attend virtual events that appeal to a global audience.

Event invites, promo materials and POS or booth displays can all feature your booking link, helping engaged leads get some face-time fast.

8.Engaging in forum Q&As

Your skills and experience bring in the customers. Use your voice to reach more leads on Quora, Reddit and other forums. By answering questions and sharing knowledge (in a not-so-pitch-heavy way), you can show why your brand stands apart from competitors. It also helps to regularly post on your blog, guest post for other brands, and take up speaking engagements and interviews.

There are countless ways to direct more customers to your Booking Page, from sharing the link in online ads and printing it on receipts and packaging, to recording it on your voicemail greeting. Read on for how to promote your business locally or globally.

Tips for successful local lead generation

Making a name for your business takes time, even when you’re the best of the best in your area. To compete fiercely for local clientele, ensure you promote your services across the essential marketing channels. Not only will this generate more local leads, but it’ill help to solidify your brand identity.

Offer self-service options on your website

According to Zippia, 81% of shoppers research a business online before deciding to make a purchase. A comprehensive website for your local business enables leads to easily find information about your services while they compare and contrast.

Showcase photos and videos that highlight your service quality, reviews from happy customers, and company news and offers. For additional convenience, you can even add a contact form and online booking system to your site.

Building a website is relatively inexpensive. There are free platforms that launch your site for free, such as Wix, Weebly, WordPress and Google Sites. Keep in mind that these website builders don’t charge fees because their brand names form part of your website’s URL. If you want the URL to contain your brand name only, consider a hosting company that will reserve a unique one for a fee.

Explore how to create a website to sell services 💸

Optimize your site for local searches

Search engine optimization (SEO) is a local business promotion strategy referring to changes to a website that improve its visibilityin search engine results. These changes make Google and other search engines see the website as a relevant resource based on a user’s search keywords.

Tailor your website to target relevant local keywords, publish relevant content regularly, and build links from authoritative websites. A highly-optimized website is vital to promoting your business locally as Google will place it higher in results for location-based searches (Keywords along the lines of “hair extensions denver colorado”).

When considering how to market a local business online, ensure you give your website the greatest chance of being seen. The higher your site ranks for location-based keywords, the more motivated leads you can capture and convert.

Read more about local SEO tactics 📍

Submit to online business directories

Online business directories are digital versions of the traditional yellow phone book. Local business contact information is listed and categorized, enabling leads to find service providers in their town, city or state.

Signing up to online business directories is typically free. Business owners can independently manage their listings, including business name, location, contact number, email address, website address, and photos and videos.

Google is one of the most popular online directories worldwide, making your Google Business Profile invaluable to bringing in local leads. When completed and optimized, your Business Profile appears in Google search results and Google Maps. The latter is particularly useful to convert traffic looking for nearby service providers; they’ll check Maps for distance, average rating, opening hours and more.

You can even add a booking link to your Google Business Profile so people can book an appointment from results pages.

Opt for brand-focused, solution-based posts

When strategizing how to promote your business locally for free, ensure you develop a targeted social media plan. You can also find countless templates to produce branded content without a designer.

Rather than creating pages across all platforms, determine the platforms that are most relevant to your ideal audience – Facebook, Twitter, Instagram, LinkedIn, YouTube or a combination. Create and post unique content that this audience will find valuable. For example, BTS content helps to establish your brand story, whereas how-to content highlights your expertise and solves a problem.

Balance is important; not every post has to be overtly promotional or encourage the viewer to buy. With every like, comment and share, more people see your content in their feed. Remember to also optimize bios with contact information and valuable links to your website or Booking Page.

Check out our guide to brand-building on social media 👋

Build your profile on other sites and blogs

Another simple local business lead generation technique is to interact on online forums. Creating a forum profile is usually free of charge. Keep in mind that spamming is frowned upon or flat-out not allowed. You need to build your profile first by genuinely engaging with other members.

Share your knowledge and answer questions related to your field. Posts can include links to your site and content, but make sure these are relevant to the topic. Your profile typically highlights your business’ name, industry and location, increasing your brand’s visibility in a particular locale. With forums like Quora receiving almost two-thirds of traffic from search engines (Alexa), your responses could seen by countless leads seeking answers and motivate them to book.

Alongside this, guest posting promotes your business to the audience of another brand’s website. A beauty salon owner, for example, could draft an article about bridal hairstyle trends for the year ahead. Within the text, they have an opportunity to mention their business and invite readers to try out a service. If your goal is to capture more nearby leads, research location-based publications and local business websites with sustained traffic.

Publish reviews to convert more local business leads

Did you know that 93% of consumers have made a purchase based on a review? (Podium) Make it a goal to ask customers for feedback about their experience. With 5-star reviews flowing in, your business appears more credible to new leads. These positive testimonials increase your competitiveness, especially when people are choosing between providers in their neighborhood.

Reviews can be collected using one platform and showcased across a variety of online and offline channels. For example, direct your customers to write Google reviews and then promote these on your website and social media pages. If you’re looking to build your review count fast, you could even incentivize feedback with exclusive rewards.

Discover how to automate review requests by email 📣

Launch location-specific ads with retargeting

Using online ads to promote a local business comes with a price tag, but this is often more wallet-friendly than traditional TV, radio or newspaper advertising.

Online advertising platforms like Google Ads, Facebook Meta Ads and Microsoft Advertising allow you to create tailored campaigns based on location and ideal audience.You can target leads within a particular town, city or state, ensuring your budget isn’t spent on people who can’t reach your doors.

Get the most out of retargeting options that reengage leads who showed an initial interest in your services. For example, the people who clicked your ad but didn’t book an appointment. These leads receive your ads again, serving as a persuasive reminder.

Here are some tips on how to promote a local business using paid ads:

• Before starting a campaign, clearly define your target audience based on demographics, interests and location.
• Determine the ad types (e.g. paid search, display or social media) that will showcase your services well, and align with your target audience and business goals. We suggest starting with one type and evaluating whether the results warrant a scale-up or change in tactics.
• Localize your ad copy and include area keywords such as town or city name. This make your ads more relevant to local leads.
• Utilize geo-targeting tools and display your ads to audiences in specific locations only.
• Continuously monitor the performance of your online ad campaigns and track key metrics such as click-through rates (CTR), conversion rate and cost per acquisition (CPA). Use this data to make adjustments and optimize your campaign.

New to paid advertising? Get to know the basics 💡

Partner, collab and network with community leaders

A strong connection to your local community impacts how to promote your services. Think about networking or exhibiting at conventions, competitions and other events. Attending or even sponsoring an event enables you to develop a profile in local circles, leading more people to discover your services.

Aside from lead generation, events can create partnership opportunities with local business owners and influencers. Perhaps you meet a leader whose brand values align with yours, or a service provider whose specialities complement your own offering. By producing co-branded content or experiences, you effectively double your audience.

Household names aren’t necessary when it comes to lead generation for local businesses. Consider micro-influencers who have sustained popularity in your town or city. Not only will your budget go further, but local figures can actually visit your premises and try out your services. This often creates more credible content for leads to absorb.

As well as connecting with potential partners and influencers at events and on social media, you could utilize specialist influencer marketing platforms like Upfluence, Traackr, and Influence.co, and influencer marketplaces like AspireIQ, Grin, and HYPR.

Read our latest guide to finding brand ambassadors 🤝

Enhance your sales team with affiliates

Affiliate marketing involves partnering with individuals (outside of your team) who will market your services. When their efforts result in a sale, you pay them a commission. Sales numbers are typically tracked using a unique affiliate code.

The best people to engage for this kind of promotion are owners of popular websites, social media pages, or other online platforms for selling goods and services. If they already have a large following,there’s less work involved to get their content an audience.

Promoting a local business with affiliate marketing is a win-win for both the brand and the affiliate. Read our recommendations below and give it a shot:

• Create a clear commission structure and partner with bloggers, website owners or influencers who have a relevant audience.
• Collaborate with local businesses that complement your offering and establish a mutually-beneficial affiliate partnership to cross-promote each other’s products or services.
• Provide marketing materials and editable templates to your affiliates. This helps to ensure their content remains on-brand and that your business is presented to leads in the best light.
• Analyze the performance of your affiliate marketing campaign to add further value to the most successful partnerships.

For even more people-powered promotional activity, consider setting up a referral program. Similarly to affiliates, local customers can refer others to your business and earn commissions or rewards.

Get some easy content ideas for your affiliates 🚀

Need more inspiration on how to generate leads for your local business?

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