Local Marketing

12 promotional strategies to increase your sales

To promote a product, a business, or a service, you don’t have to have a big budget and spend a lot of money on advertising. Today I am going to demonstrate this by showing you 12 promotional strategies that you can use in your business to attract customers, increase your sales, and generate more benefits.

These methods can be put into practice whether you have a physical store or an online business, or if you sell your products or services on a website, on your blog, or on a Facebook page.

Local Marketing

6 digital marketing strategies to attract customers

Do you have a business but don’t attract customers? Your sales are low and you don’t know what to do to increase them? The best method you can use to remedy these situations – and it won’t cost you a lot of money – is to put in place some digital marketing strategies that will help you win buyers in no time.

Internet advertising is a way of promoting yourself that you should use whatever your type of business; it doesn’t matter if you have a physical clothing store or an online store where you send the products by mail.

Although there are many digital marketing strategies you can use to increase your profits, not all of them work equally well.

A recent study by the marketing research agency Ascend2 to different businesses shows that there are 6 main strategies that give better results than others to promote a company on the Internet.

These 6 digital marketing strategies are: email marketing, social media, SEO positioning, content marketing, mobile optimization, and visual storytelling. Below I explain how each of these strategies works and how you can put them into practice in your business to increase your customer base and sales.

1. Email marketing

Email marketing is the best strategy that continues to work, both to convert visits to a website to customers and to increase sales of any business.

Why? Because it is a way of reaching the buyer directly by sending an email to your email, and also the different offers or launches can be sent in a personalized way according to the interests of each client.

If a person comes to your business website, and gives you their email address to send them news about the products you sell, it is because they are really interested in your brand.

And this makes it much easier to sell new items or services than you launch.

In addition, you can customize what offers you send to each subscriber.

For example: if you have just launched a product that fits men between 18 and 30 years old, through this strategy you can send an email only to subscribers on your list who are men and are between 18 and 30 years old.

Thus, you are targeting a much more specific group that has a real interest in what you offer, and it is much more likely that those users make the purchase of what you are promoting at the time.

How to put this email marketing strategy into action?

To start, you will need to have a web page where you sell your products or services, or where you show your physical business to attract customers to it.

If you already have a website, you will only have to include in it a newsletter or newsletter to which your visitors can subscribe when they enter your page.

There are different companies where you can register to start using this type of service, but I recommend the 3 best ones I know: Getresponse (the best and cheapest), Mailchimp, and MailRelay.

Make sure to put a box so that your visits are subscribed on the main page of your website, and also on the rest of the subpages through a box in the side menus or through a pop up.

When you have enough subscribers, start sending them emails with attractive offers and discounts, and news about new products for sale.

Remember that for email marketing to be effective, the titles of your emails must be seductive for subscribers to open them, and it is good that you include an image in every email you send.

2. Marketing in social networks

83% of people who use the Internet also use social networks. And that’s why this has become the second best online marketing strategy to promote yourself.

Many physical businesses, even if they do not sell any type of product on the Internet, have profiles on some social network because they know how important the online presence is to grow their ventures.

If you also have some type of company, it is essential that you register on these platforms to advertise.

Best of all, social media marketing won’t cost you a thing!

You can buy some ads on Facebook or pay Twitter to promote your account. But if you do not have money at first, you do not need to spend anything on using these types of accounts.

How to put this social media marketing strategy into action?

The first advice is that you do not register on all the social networks that exist. With this, you will only lose time and surely, what you do will not be effective.

Start by creating a profile on only two social networks, but make sure these social networks are the ones your customers use.

If instead you sell motorcycles, where the public is usually mostly men, it is preferable that you make a profile on Facebook and Twitter where there are more men than women.

Once you have chosen your two main social networks, be sure to publish content frequently (a couple of posts a day are fine) about your products or services, but it also includes content such as photos, funny, interesting or motivating phrases.

Interact with your fans and ALWAYS answer the questions they ask you by these means. And publish here exclusive promotions and discounts for your followers; This way you will make them feel special, and want to buy you more.

3. SEO positioning

SEO positioning is a technique with which web pages manage to be among the first results of search engines such as Google or Yahoo.

You may think what this can do for you, but it is really very important.

If you have an online toy store, and your page appears first in Google results when someone searches for words like “buy dolls” or “toy store”, that person will most likely visit your website instead of looking at another appearing on the second page of results.

And if the products you have are attractive, you will make the purchase at that time or save the link to your online store to place an order later.

Therefore, this is one of the best digital marketing strategies to generate traffic to your website, that more people know you, and with which to attract visits that later become customers.

How to put this digital marketing strategy into action?

Although SEO positioning is usually a tactic that large companies commission experts in this sector, you can also start using it without having to be a professional in this area.

Read the following article where you have the step by step to start implementing SEO positioning to promote yourself: How to generate web traffic to your page in less than 5 days.

With the instructions you will find in that post, you can start a basic but very effective SEO strategy, and without costing you any money to implement it.

4. Content Marketing

This type of marketing consists of publishing content such as articles, images, games, presentations, or eBooks, that are related to the product or service you sell.

In this way, you offer unpublished or attractive content to users to capture their attention.

Once they reach you, and access the content you have generated, you will have to convert that interest into a purchase.

How to put this content marketing strategy into action?

There are many methods you can choose to do content marketing for your business.

One of them is to create a blog on your website, and write quality articles related to your articles or services that may interest your potential customers.

You can also use this technique on social networks by posting photos of your products with a direct link to your store.

5. Web design adaptable to cell phones

Although they have never told you about this strategy, you should know that it is also vital to get customers and increase your sales.

The smartphones and tablets or tablets are devices that are increasingly being used to surf the Internet, check our emails, or buy online stores.

And that is why it is essential that if you have a web page, it is adapted so that it is also viewed correctly on a cell phone or tablet, not only on a computer.

Browsing a page from a computer is very different from doing it from your phone. There are even websites that cannot even be seen on a smartphone!

And if someone who only has access to the Internet from their mobile, or who cannot use their computer at the moment, cannot enter or navigate that page is very difficult, guess what?

It will leave that website and it will be a sale that you will lose.

How to put this digital marketing strategy into action?

If you are going to start an online store or a website of another type, I recommend that when you choose a template to install your design you make sure that it is responsive or adaptable.

Most templates that exist today (both paid and free) already have this feature built in.

And in this way, you will not have to do absolutely anything to make your page look good on any device.

But if you already have a page, and you see that it doesn’t look good on your phone, it is best to hire a computer scientist to make a few small adjustments to your website code and the design adapts to any type of screen.

6. Visual narrative to attract customers

90% of the information sent to the brain is visual. A video on YouTube is shared 12 times more on social networks than a written article. Photos are also shared 2 times more than a link.

All this data is for you to realize that using visual elements in your business can mean a significant increase in both your customers and your sales.

Through the visual narrative on the Internet, a company, without spending anything or very little money, can reach the target audience it wants in a very short time.

Because be honest: what do you prefer, that they sell you a product through a long text that you must read, or through a fun video that you can see in a couple of minutes?

How to put this digital marketing strategy into action?

Here comes into play any idea you can think of with visuals.

You can start a YouTube channel by uploading videos about what products you sell, how they are used, what any day in your business is like, tutorials to learn something related to them …

You can also post photos on Facebook with inspirational phrases to share and get your company to know more, or with images that show fun ways to use what you sell.

Even create games like engaging puzzles that, if completed correctly, reveal a discount coupon or some original content.

Attracting customers and increasing your sales is very easy if you combine several of these digital marketing strategies. And also in most of them you will not have to invest any money to put them into practice.

What digital marketing strategies are the best for you? Leave me a comment below to find out what you think.

You may also like

Local Marketing

5 things to do immediately to boost your online business

It is now known … digital marketers have well understood the fact that the Internet is the most powerful means to sell, promote and advertise any product or brand. Traditional media have been easily overcome. The present is already evolving. The future goes towards augmented reality and virtual reality.

Therefore traditional advertising media, such as radio and television, may soon know their definitive sunset.


Chatbot: What it is and why it is important for companies?

Chatbot messenger: artificial intelligence and machine learning to optimize business strategies.

The immediate interaction between company and customer is a fundamental tool to achieve significant business success: about 30% of consumers interact with virtual agents at least once a week constantly increasing the global turnover of chatbot services that will arrive in 2024 close to 995 million dollars.

The data emerging from the research of the digital communication company Amdocs and the reports of Transparency Marketing Research, a leading organization in the field of market research and analysis, leave no room for doubt: instant messaging systems, commonly known as chatbots, represent the last frontier of digital marketing 4.0.

Instant Messaging Apps are now an integral part of every individual’s everyday life, people love to communicate in an immediate and essential way, not only on a personal level, but also in the commercial sphere: according to Facebook, about 63% of users register a particularly positive opinion companies willing to communicate directly with their customers.

Within a market strictly dependent on the direct interaction between brand and customer, it is essential for company marketers to develop personalized communication and promotion strategies that are particularly focused on the needs of the specific user: a chatbot is undoubtedly the most appropriate tool to obtain considerable results in the innovative world of online sales.

What is a chatbot? What are its characteristics?

The chatbot is a software based on artificial intelligence that can simulate a one-on-one conversation with the user and provide the answers necessary to meet the needs of customers: in other words, it is a conversation window managed directly by the companies for entertain direct and immediate relationships with its consumers.

The particularly innovative features that distinguish the chatbot are the immediacy of communications, the ability to record multiple data and the ability to provide the user with an interactive and immediate experience: any business with the aim of differentiating themselves from their competitors and building a valid online reputation will have to invest its resources in the implementation of its marketing strategies with artificial intelligence and machine learning.

There are two particular types of smart platforms …

1# Informative chatbots

software that base their functioning on well-defined and previously planned rules. Information bots have basic and limited functions and are usually used to find information about the user.

2# Utility chatbots

Complete and structured platforms with advanced technologies, able to automatically learn multiple information and to provide the user with detailed and qualified indications through fluid and natural conversations. Online chatbot utilities do not require programming and are able to understand natural language by constantly optimizing its performance.

Chatbot: The possible functions of the software within a company

The chatbots can be essential tools to optimize your web marketing strategies, we find out what are the most common application areas of smart instant messaging systems within the commercial realities …

Customer service and customer support

The support activities and customer care are without scope the ideal fields of application for chatbots: the instant communication platforms allow the company to provide constant support 24 hours on 24 to their users by sharing qualified information and answering the most frequent questions of customer center. A chatbot is the ideal tool to automate the communication between brand and consumer and make it efficient and immediate.

Business automation

A chatbot platform is able to automate business processes and functions significantly optimizing costs and timing: with the implementation of an artificial intelligence system, the company will be able to perfect the use and analysis of business data.


A smart bot system can be an indispensable tool to optimize the shopping experience by increasing sales and conversions: the automated chat is able to easily develop targeted marketing messages convincing the user to perform a specific action.

Information and entertainment

A chatbot messenger software can be essential for developing relational marketing and entertainment: the distribution of personalized content, based on information obtained through automated chat, is an activity aimed at improving the corporate image and sharing a customer satisfying experience.

Outbound activities

The implementation of its corporate communication strategy with the use of a chatbot messenger within the Social Network can be the winning tool to establish a relationship of mutual trust with the customer: a company present and willing to communicate with their consumers in an immediate and informal way is particularly appreciated by their target audience.

Chatbot: The benefits of smart communication for your business

A recent US business survey conducted by BI Intelligence highlights the constantly growing trend of the business regarding smart communication: automation through the use of chatbot has enabled US companies to save about $23 billion in 2017.

It is evident that artificial intelligence and the immediate communication technology systems do not only lead to an improvement in business performance in the strategic field, but also guarantee a considerable optimization of resources in economic terms.

Let’s find out what are the benefits that the use of a chatbot guarantees to a commercial reality …

Improving assistance and communication

The use of a chatbot guarantees the customer constant assistance 24 hours a day: immediate and instant communication contributes to the promotion of an authoritative and qualified company image.

Automated data collection

The chatbot software is able to store user requests and store useful information to personalize the marketing campaigns of email marketing and digital marketing: the artificial intelligence system automatically categorizes the collected data and provides a quick and immediate analysis.

Optimization of the purchasing process

An automated chatbot is able to guide the user during the buying process by providing immediate and personalized information and optimizing the corporate image in the eyes of the consumer.

Incentivisation of loyalty

The chatbot platforms are particularly suitable tools for sharing and promoting discounts and personalized offers: the one-to-one communication guaranteed by the instant messaging service is able to dedicate to each contact a unique and original type of communication, encouraging customer loyalty.

Brand personality

With the use of a smart bot, the company brand assumes a virtual identity: the user, through direct messages, has the perception of communicating directly with the company, establishing a personalized contact with the customer and directed to loyalty.

Chatbot: 5 tips to start using an instant messaging tool

Here are 5 useful tips to start using a chatbot software in an appropriate way …

1) Develop a suitable digital marketing strategy

A smart bot system is an indispensable tool for implementing the functions of a company, but before investing its resources in creating an instant messaging business platform, it is necessary to have a clear understanding of its objectives and its marketing and communication strategy: the chatbot is a tool to be integrated within its own communication plan, by itself it is not enough to obtain significant results.

2) Define the primary features

Analyzing the objectives to be achieved, it is possible to elaborate a list of functionalities to be assigned to the chatbot: it is recommended to start with the priority activities and then implement the operation at a later time.

3) Design conversations

Designing conversations and planning the user experience trying to predict the user’s actions is an indispensable activity to ensure the proper functioning of the chatbot software: trying to analyze the user’s needs the company will be able to provide authoritative answers in any situation by creating a real workflow of your bot.

4) Monitor the chatbot with training systems

The activity of a smart bot starts with a training phase and then continues during the actual online use: the chatbot is a smart system able to constantly optimize based on the information shared by the users and for this it requires an initial period of tests to test their functionality.

5) Periodically analyze the collected data

A chatbot is a tool able to find innumerable information about the user thanks to the direct interaction system: the company must periodically analyze the collected data in order to optimize its marketing and communication campaigns, personalizing them and making them targeted based on the different needs of consumers.

Do you want to grow your business and improve your business results?  

Local Marketing

Big Data: How to find the ones useful for marketing?

On any Sunday you find yourself walking in a shopping center: you buy something, using one of the many loyalty cards for the discount of the month, you connect to WiFi, or wander through various shops not having a clear idea of what that we would like to buy. Willy-nilly, only with our disinterested passage, we can generate a large amount of data that can be reworked and used in a variety of ways by that mall. This logic can be easily applied in companies that have the resources to analyze and interpret collected data, also called “Big Data”.

What are Big Data?

Now we hear about it more often, but maybe you do not have a clear idea of what they are in the specific. The same term can be misleading as instinctively we associate it with a great deal of data, not knowing that our intuition is only partially true.

To better understand we can say that every day we produce a huge amount of information through smartphones, credit cards, sensors installed almost everywhere, and much more; this mass can be identified with the name of Big Data only after having been properly processed and analyzed to find objective comparisons.

Basically, what matters is the algorithm used to manage the amount of information collected and the many variables considered in a short time and with few resources compared to the past. The result is a more visual approach that suggests models of interpretation and new patterns.

A welcome feature is the fact that they are usable not only in the IT industry, but also in completely different markets like healthcare, retail, manufacturing, finance and many others. Practically this approach is functional for any sector foreseeing marketing actions.

Big Data is an ally for agile marketing

Among the billions of terabytes collected, there is a treasure of marketing data that companies need to analyze and understand to know what is relevant and what is not and how to use it to achieve better business results.

It’s not an easy job considering that according to some surveys, companies waste 40% of their marketing budget due to the inadequate use of big data. Big data is naturally all-encompassing and can be difficult to manage or use effectively.

They include structured and unstructured data that comes from many devices. With this wide range of information available, the company’s marketers need to focus on high-impact information – the data that can drive the company’s strategic decisions.

The only way marketing managers can exploit the right form of data is to know what is relevant and what is not. This helps a company to differentiate itself from the competition.

How to understand which data are relevant to marketing? Here are some suggestions …

Use goals to focus

Better analysis of marketing data can reduce ROI from 10% to 20%. But to take full advantage of this, you will need to determine the most relevant data for your business goals and then focus accordingly. About 50% of the companies interviewed by McKinsey showed that companies are struggling to know the effects of digital marketing on profits and sales. There seemed to be a chasm between the information available and the sellers’ ability to link the data with the results. For example, a retailer who wants to increase conversions on one of the web pages should take a close look at the keywords that help drive traffic and then link the metrics with targeted results, such as revenue and conversions. Using this intelligence, the retailer can design a plan that regulates the keywords to provide a positive impact.

Precision of priorities

Regardless of the relevance of data, it is only useful when these are reliable. If certain specific types of data do not fall within core competencies, but are meaningful to the business, do not ignore them. Rather, make sure that you consider alternatives that can help fill in information gaps. When possible, leverage partnerships to obtain reliable sources that provide accurate data. For example, you can collaborate with a company that has close relationships with Twitter when examining social network information.

Group information

The multidimensional and immense nature of Big Data becomes “digestible” by the company and useful only when you look at the specific instead of considering the entire universe of existing information. Rather than checking all the information it is better to group them so as to have smaller and more homogeneous areas. For example, when you see a chance to improve the performance of your mobile devices, take a look at the sharing you have and compare it with that of your strongest competitor. Analysts can use big data to generate information about customer experiences and behavior. This information can then be used to better understand customers, allowing them to meet their needs more effectively.

How useful Big Data can be?

You can focus on the relationship of the Brand with the customer on digital channels, a challenge that becomes more complex day by day due to mobile and IoT. To cope with this difficulty, companies need to be flexible, have an agile marketing and develop more and more skills.

Many of these new skills, which include the ability to select and interpret the collected data for strategic purposes, are still missing in many companies. According to a research by the Boston Consulting Group, 60% of companies underutilize data or do not collect them systematically as they would like.

A rather discouraging fact because the applications of an analysis of this kind are numerous and potentially useful for improving performance and ROI.

For example, Data Driven Marketing investigates among the innumerable information on the customers gathered – demographic, behavioral data, related to the relationship with the company – to identify the best strategies to acquire, maintain or regain customers. In this case, the magic word is customization: being able to interpret the needs of the consumer in more depth allows us to offer goods / services that are more suited to their satisfaction.

Through Data Mining it is possible to identify unusual and potentially useful correlations. For example, according to some research evaluating the financial risk of a person, it has been noticed that the subjects who buy furniture felts can be among the best clients for the lenders, because they are less likely to contract debts.

You may also like: Facts about education in Mexico

Local Marketing

Why local search is important for business?

What factors have made local promotion on search engines important? If you scroll down in the next few minutes you will understand the importance of positioning yourself on local search.

Why local search on Google is important?

A mix of 3 factors has contributed over the years to increase the importance of Local Search and, in particular, the local promotion on search engines referring to all commercial activities with one or more physical locations. Here are these three factors in details …

1. Launch of Universal Search

When Google launched Universal Search in 2007, it laid the groundwork for the exponential growth of Local SEO in the broader sense of Local Search. Through Universal Search, Google returns, on a single page, search results from various sub-groups, or vertical engines (web, news, videos, maps, images, blogs, …).

From that moment on, the geolocalized results (which appear in most cases in a box in the form of a listing) have been perfectly integrated into the SERPs and returned for local search queries, for example. “Hotel + location”.

These results will be taken from a structured database of commercial activities in which, therefore, it is important to be present in order to appear following a given query. In this way the SEOs were seen to jump over the maps and started to study them and give us the right weight.

2. Mobile Development

The advent and the widespread use of modern devices (smartphones, tablets …) makes the presence of a company on maps unavoidable. At any time, a user who searches for a given activity will have the possibility to immediately find his/her “localization” and can easily reach it, taking advantage of the various existing navigation applications.

According to a Google search in USA, “over 90% of smartphone owners have done at least once a local search” and subsequently also performed a specific action, such as calling or going to the store. On smartphones among other things, local searches are not only done with browsers, but also with dedicated apps.

3. The Google Algorithm Update

“Local promotion strengthened in February 2012 when Google launched the local algorithm Update.”

With the new algorithm Google provides local results also for general search queries, which is without the indication of the location, based on the location, detected automatically via the IP address and, in the case of mobile results, through the GPS.

This is the case of “dentist” or “restaurant” research. In November 2013 there was another update with the result of a further strengthening of the effects of the previous local algorithm Update and practically the “local” results dominate some SERPs (Search Engine Result Page).

For example, if a user searches from New York for the “restaurant” query, without explicitly specifying the location, by virtue of the algorithm update, Google will return geolocalized results, i.e. all referred to the city of New York.

These updates have produced a lot of side effects, for example they make the ranking reports very useless for some keywords, as the results change depending on where you are!

To place generic keywords with strong local value, you must have a local physical presence wherever you want to appear or at least talk about local businesses.

The benefits of local search marketing for a business

I had already talked about what is meant by Local Search (local results) and how important it is for a business. Today I want to go deeper to try to understand what the real benefits of positioning in the local market can be.

A great visibility in local positioning

Recent official Google data are clear, 30% of smartphone searches are local. What does all this translate into? The answer is simple, when a person needs something, be it a product or a service, he/she searches for it nearby, relying on a local search and consequently a local result.

I could say that the first big advantage of being present in that particular type of results, then among the results of local type such as Local Pack, Google Maps, etc. is to ensure great visibility.

A greater number of contacts

Another very interesting aspect, highlighted by a Google study, is that this type of users often converts immediately, even within a day. This means that being visible among the local results guarantees you a greater number of contacts, whether it be phone calls or in-store visits, in a period that is relatively short.

The advantages become even more evident in the catering sector because, from another Google survey, it is highlighted that the people who decide to go to a place use their smartphone and, in particular, the applications of Online Maps both to decide the local where to go, both to get information on driving directions. In this case, users are particularly “hot” wanting to satisfy a need, that of looking for a restaurant, almost in real time.

In a period of deep economic crisis, digital marketing activities can represent a lifeline, a way to stay afloat and take advantage of the competition. And in the case of activities with physical locations, such as restaurants, hotels, shops, activities that provide a service in a specific area (e.g. plumbers, etc.), local search marketing is an essential activity.

Very often, what asset owners underestimate is that their business may already be present online among local results (therefore primarily on Google Maps) even without ever having to worry about creating and verifying the Google My Business card relating to their activity.

Why does this happen? Because Google automatically creates local listings based on the data it finds on the web and often comes from user-generated content.

What does this mean? It’s very simple … can happen to be online (without even knowing it) with a card that shows wrong opening hours, wrong address, wrong phone number, even with a phrase “permanently closed” even when it is not true.

The consequences can be disastrous because in all these cases your potential clients will look for you, they will not find you and they will go elsewhere. Verifying or claiming a Google My Business card gives you another big advantage.

Manage, as far as possible, your online presence with correct and updated data. The management of the local card also allows you to respond directly to user reviews, paying particular attention to your brand awareness and brand protection.

Who needs to invest in local promotion?

Geolocalization basically serves all activities (companies, public bodies, accommodation facilities, sales points …) with one or more physical sites “open to the public” and therefore potentially suitable for researching local purposes of various types …

  • When the user searches for a specific activity (that is the one!): in this case the optimization of his/her presence at the local level improves the user experience that finds all the useful information to reach (even physically) what he/she sought.
  • To find a business (not one in particular!) in a given area: in cases where local search is used by the user as a means of exploration. This is the case of research such as “hydraulic in New York” or “Restaurant in Toronto”. Being visible among the local results, following topical queries, means giving your business a great visibility that can turn into a concrete and direct “contact”.

Obviously, some product categories derive more benefits from local promotion than others. For example, for accommodation facilities, for restaurants, for pharmacies, for the various assistance and rescue services of all kinds (but there are also other categories), a good presence in the local search area is vital.

In these cases you can even get half of the traffic coming from local search! In the case of accommodation / recreation we can perhaps speak of “local” categories par excellence. This type of category has a strong feature that is to draw on a vast pool of users and above all a type of highly “profiled” users, accustomed to carrying out local searches and using geolocation using mainly mobile devices.

In some cases, local search is used with the Brand. For example, I’m a big fashion house, I have hundreds of stores and an ecommerce, and maybe some users use ecommerce as a catalog and then want to buy in the physical store. Here it is essential to be present correctly both on the maps and with an optimized store locator. Finally, keep in mind that the more we address non-permanent people, the more useful is the support of local search tools for our business.

I try to explain myself better: those who have been living in the same area for a long time, know a good part of the shops and so they can get there even without maps. Instead the tourist, who has just moved, who is passing through, needs these tools to get acquainted offline! Usually people use maps more in large cities and less in small ones.

How to appear between local searches?

What are the strategies, methods and resources to use to be able to position yourself on google locally? In order to appear among local searches, a business must invest in appropriate promotion strategies that require, a priori, targeted optimization interventions that require qualified skills.

How to position yourself between local searches on Google?

As a basis you need to claim your business card on map systems, first of all on Google Business, without neglecting other systems such as Yelp.

At this stage it is necessary to pay the maximum attention:

  • To the presence of local cards already present, automatically created by Google on the basis of data collected from other local portals
  • The correctness of the data (NAP: name, address and phone) indicated on the form
  • The exact position of the PIN Locator
  • To the choice of the most appropriate category
  • The exact compilation of the Local card in its entirety.

Then you need to perform a series of On Page optimizations on the site that must include:

  • The optimization of Meta Tag Title and Description
  • The correct insertion of the address and of the telephone number, perhaps using microdata, in particular Local Business through which Google, and the other search engines, include in an even more detailed way the information present on your site
  • Optimization of local side content. If there are so many sites, the architecture of the website is crucial to fully exploit the Venice Update.

Do not forget also the geolocated sitemap or the KML file that helps a lot to understand the places where we are.

Finally, there are all the Off Page factors, which include, in addition to classic SEO factors, especially quotes and reviews.

Regarding the classic SEO factors, there are some that contribute to a greater extent to local promotion such as:

  • Domain authority of the website
  • Diversity of incoming links to the domain
  • Quality / Authority of links entering the domain
  • Amount of incoming links to the domain

The quotes are all the mentions related to your business (especially those bearing name, address, etc.) on the web, even if there is, within the quote, the presence of a direct link to your site or your local card.

When Google scans the results of the web, it stores all the info that in some way leads to the same activity regardless of the source (citations can be published on press release sites, social networks, local portals, etc.) considering them as an element for the purposes of the local ranking, provided that all data are homogeneous and consistent with each other.

If the citations scattered on the web and, all attributable to the same business, present incorrect, incongruous or inconsistent information, not only is the ranking at local level compromised (it does not appear among the local results) but it may even risk its own is somehow “penalized” (no longer appears on the maps or does not appear in the Local Knowledge), or that appears in the wrong way generating confusion in users (wrong location of the Pin Locator, incorrect address, etc.).

Not to be missed, as already mentioned, the reviews intended not only as those published by users directly on the local business card, but also all those published on other online portals (for example, TripAdvisor, Booking and similar).

Local Marketing


In any business it is important to understand which channel of communication with the client is better fulfilled. Your advertisements or emails can be viewed, clicked on the link, but still not buy. In order not to waste money, you need to be able to count the effectiveness of each channel and choose the performance metrics that brings more money and regular customers.


It is important to understand what audience, on what platforms and with what offer (offer) to launch advertising. Performance Metrics will help assess how correctly these success components were selected, here you will find 11 performance metrics but we have considered KPI …


Often, using this metric determines the effectiveness of a particular contextual advertising or a whole campaign. You can calculate how effectively a particular banner worked using a simple formula.


By placing ads on any resource, you do not follow the frequency of impressions. You important number of people who go to the site. Therefore, choosing a site, watch the conditions: pay for the action, and not for the empty flickering of your banner. You can calculate how much you pay for each person’s entry into the site using CPC.




With this indicator, you can assess the involvement of your subscribers. It is also a good indicator of the topics of your letters: after all, the letter depends on the topic whether the letter will open or not. OR can be calculated using the formula.


The coefficient of clickability in a letter helps to determine whether your letter is correctly formed: is the information easy to read, how well is it displayed, and most importantly, how much your “call to action” – the words on the transition button are interesting to subscribers.


Moving to a website from a letter is not a conversion to a purchase. To find out how many of your subscribers are buying during the transition, add utm tags to links and track performance in Google Analytics.



In order not to wake up in a cold sweat from the horror that the advertising budget is spent, and the proceeds are too low, you need to know the cost of the order. It is necessary to keep track of this metric constantly and twist every day. It is considered easy: we divide the money spent on advertising on the total number of orders.


In Russia, the abbreviation DDR is often used – the share of advertising expenses. This indicator is considered the division of money spent on money earned. It seems so simple, yes? Then let’s take it faster, because it is with this formula that you can clearly understand whether you are moving in the right direction of earning or roll down the slope, merging the budget.


Indicator of the solvency of your audience. Illustrates the ratio of the cost of all completed orders to their quantity. With it, you can predict the store’s revenue (knowing the traffic to the site and the conversion to the purchase), as well as edit the marketing strategy in time. For example, to offer related products to the order, add a button on the site “learn about the receipt of goods”, set up an abandoned basket, etc.



It is no secret that the client is not eternal, there is a certain life cycle. And your task is to create conditions in which the client can make purchases from you as long as possible. Knowing the value of this indicator, you can tighten the strategy of attracting customers, improve the retention strategy depending on the communication channels, improve the triggers, etc.


Calculate how much each new customer costs. Here and advertising, and communication online, and, perhaps, calls the call center. It is important to keep a balance: laying down the budget for attraction is not to be greedy, but not to throw money around. To understand that you are doing everything right, compare the CAC and LTV indicators: the cost of attracting a new client should be significantly lower than the income from it for the entire time.


Retaining a customer is much cheaper than attracting a new one. Therefore, Retention Rate is one of the key metrics for an online store. Working on loyalty, helping the client, rather than no matter what, you will not only save money on marketing and advertising, but also launch word of mouth – recommendations that will bring you more income without your direct cash costs.

Checklist for a multi-marketer or what if analytics is not your forte?

  1. Most of the indicators for evaluating email marketing will be considered by the platform for you. Now almost all services clearly show the percentage of discoveries, clicks, and non-existent addresses.
  2. Use pass-through analytics software. Analytics program will collect data from your CRM, website, advertising sites and will give the result. For you only making strategic decisions.
  3. Set your goals in Google Analytics, and better give the setting to the experts – once a well-tuned analyst will bring many right decisions in the future.
  4. IMPORTANT! No one likes to sit and count, analyze, compare and analyze again (well, almost no one). But without analytics, NO marketing activity is possible. Test, look at the results and improve your performance every day!

We cannot improve all your indicators, but with these performance metrics you will be able to achieve great results with the help of your advertising and email marketing.

Local Marketing

Push Marketing: Email, SMS, and Push Notifications! Turn Users into Buyers

Probably, for a lot of start-ups (and not only) the issue of increasing the number of paying customers is relevant at all times. Want to learn the secret of how to turn users who rated your trial version to those who regularly pay? According to the marketing experts with the help of push marketing everything is very simple, and the whole secret lies in one word – “COMMUNICATION”. And this communication should be properly organized. How exactly?

It’s not enough just to have a well-made site with video lessons and an extensive knowledge base. Of course, this is useful, however, you should also find an approach to your users so that they feel that you are the same person as they are.

Now we will only talk about the main points, but let this phrase become your guiding light: “People want to buy from those to whom they trust.” Push marketing is the best way to build trust with new users is to communicate with them via email, SMS and using push notifications.

Here I have collected 7 push marketing hacks that will help turn trial users into paying customers …

Did you know that 66% of companies that use the free trial model of push marketing and have a conversion rate below 25%. Why? Users fall into the Bermuda Triangle in the SaaS area. They register for the free version and then completely disappear – often this is because the company representatives do not support communication with them.

The first three days are the most difficult. If you motivate the user to actively use your application for three days, then it will be 4 times more likely to perform the targeted action.

Fortunately, sales professionals and customer support do not need to spend all their time to reach each user. Only competently using the push marketing tools of communication with the user based on their behavior and psychology, as well as the correct text, you can build a strong relationship with the client automatically.

Let’s look at 7 push marketing ways to attract paying customers with e-mails, push notifications and text messages …


Push Marketing

1. Send A Welcome Letter

Did you know that about 75% of users expect that after registration they will receive a welcome letter? They are not only interested in your product, but also give permission for you to share information with them.

When a user registers for a trial version, automatically send him a welcome letter. It is important that it is sent within an hour after registration. 90% of potential customers cool down after 60 minutes. New users can try your service in a hurry and forget about it. Sending a letter of welcome will help build a stronger relationship with them.

Try to make the greeting e-mail look like it was sent by a real person. Use the address to which the user can subsequently respond. Tell us how often you will send letters. Be sure to let us know what the benefits of your service are. Offer the user help if he has any problems (this is a kind of call to action). Perhaps some potential customers will decide to answer this letter – in that case, be sure to continue with them a dialogue.

A welcome letter like this will help attract and motivate a larger number of users to perform the targeted action …

Hi [username],

I noticed that you registered with our service, and just wanted to thank for it.

Also I would like to help you get started. Is there something that you are not sure about or have not fully understood?

I’m always here to help you, here are links to several useful videos that will help you understand where to start.

Write anytime! I’m always happy to help!

– A.H. from

Keep Reading: 5 Free Email Marketing Tools To Create Perfect Newsletters

2. Send E-Mails To Attract Inactive Users

Send messages to attract inactive users. For example, 2 days after registration, send a useful reference book or a list of tips on how to start working with your service.

Most users do not work with your application, because they do not know how to do this.

A letter built using this scheme will help to involve inactive users in the process of working with your service …

Hi, [username],

Here are a few ways to use our application to help you save money:

  • Import bank reports (this will take 2 minutes).
  • Tell us about your favorite stores so that we can get coupons for you (it will take 3 minutes).
  • Tell us about the planned purchases so that we can find the best offers (it will take 5 minutes).
  • If you click here, then set all the necessary settings right now and will be able to save your money.

You can also attract the attention of inactive users by a letter with the topic “We miss you”. For example, if a user does not show activity for two days after registration, remind him/her what he/she is missing and what he/she can get from your application if he/she returns.

Hi, [username],

Where did you go? We added a few new features, which you have not yet had the opportunity to try. They can really help you in reducing the carbon footprint.

We added:

  • Search for recipes that do not include meat, which will help you eat more correctly;
  • A map of public transport that will help you find another way to travel around the city;
  • Search for bike rentals that you can use when traveling.

Just click here, sign in, and you will be able to use all these functions in a few seconds.

E-mail does not need to tell you how beautiful your application is. Your task is to motivate the user to use the service again. It is a vital part of push marketing to remind them why they registered, and how your application can help them. Make sure that your letter, designed to return the user, has a clear call to action. It should be something that will please the client and will motivate them to return.

Good examples of calls to action for a letter, whose goal is to re-engage a client:

  • Create your [product name] now;
  • Try it right now;
  • Take your own right now;
  • Look at this in action;
  • Watch this video now.

3. Propose To Extend The Trial Period

Do not need to offer to extend the trial period to each user. Those customers who are inactive by the end of the trial period can hardly be persuaded by offering them more time.

Renewal of the trial period is relevant for the segment of users who actively work with your application every day during the trial, but stop using the service as soon as the trial period ends.

Here is an example of a letter that can be sent to active users, offering them to extend the trial period of push marketing …

Hi, [username],

I noticed that your trial period is over, but you had the opportunity to enjoy our app for quite some time.

Do you want to use the trial version for a few more days? We are happy to give you this opportunity. Just let us know.

Also you can send such users a letter with a request for feedback (along with a proposal to extend the trial period). Pay attention to the feedback left – this information can help in increasing the conversion.

Keep Reading: How To Apply Emotional Intelligence In Marketing Strategy


Push Marketing

You may feel that there is no point in writing to SMS users when you can chat with them by mail.

However, here are two reasons to do this …

  • Less competition: Compared to 1216 e-mails, users receive an average of only 178 SMS.
  • Your message is guaranteed to be read: 99% of all SMS read, and, 90% of them are read within three minutes of receipt. Compare these data with the opening rate of e-mails (22%). Text messages also have a much higher CTR than e-mails – 19% compared to 4.2%.

4. Ask Users To Provide Feedback On SMS

Instead of emails, send SMS to inactive users or to those who have completed the trial period. Ask them to leave feedback so that you can answer their questions and suggest resources that can help them.

When you ask for feedback, be extremely brief and polite. Here is an example of SMS push marketing that you can use …

Thank you for using [tariff name]. We would really appreciate your feedback.

Hi, [username], can you give a couple of seconds and leave feedback about [tariff name]?

You have the opportunity to speak out! What do you think about [service name]?

How can I help you use the [tariff name] more effectively?

5. Send SMS About The Failed Payment

If you turn a user into a paying customer, you do not have to give it up if it fails to make a payment. Difficulties in paying happen more often than you think. In fact, 11-14% of operations simply do not pass (!).

The customer may have entered the wrong credit card number. And, maybe, problems with your site. And, maybe, the whole matter is that the user used the wrong browser?

Whatever it is, send the user automatic SMS, if his/her payment has not passed. Offer to personally help the customer complete the purchase. You can also send him/her a link with an alternative payment method.

Here are some examples that you can use …

Hi [username], it looks like there are some problems on the payment page. Maybe I should call and help you with this?

Hi [username], I noticed that you have a payment problem. Help is needed?

Hi [user name], do you have a payment page? If not, let me know, and I will gladly help finish the operation.

Hi [username], it seems that there are some problems on the payment page. Here is a link to an alternative payment option.

This is the final step. Do what you want to turn the user into a paying customer, especially if you know that he wants it.

Keep Reading: Top 10 Tips For Marketing A Small Business


Push Marketing

The speed of response to push notifications is three times faster than e-mail marketing. If you want to receive answers quickly, use push notifications. Here are two ideas for increasing the conversion with this method of messaging.

6. Offer A Discount

Sometimes users come to a page with tariffs, but they will not upgrade from a trial version to a paid one. If this happens to your service, you need to do something.

For example, offer such users a special discount …

We offer you a 25% discount on [tariff name] within the next two hours. Time is limited (you can even take advantage of the time counter, but unobtrusively)!

Think about becoming our client? The time has come! We give you a code with a 20% discount [code number].

Thanks for the work! Pay for the use of our service now and get a 25% discount on the promo code [code number].

7. Motivate Users To Finish The Trial Period Sooner

You do not need to wait until the trial version is over, so that the client starts paying. An active user who likes to use your application will turn into a paying customer faster if offered the appropriate incentive. Remember that users who actively work with your application for 3 days, 4 times more likely to make the necessary targeted action. Use this push marketing feature to turn active users into paying customers as quickly as possible.

The incentive that you can offer depends on what motivates your users.

It can be a discount or an upgrade to a premium version of the service at a lower price. Or free provision of expensive consultation with an expert who can help the client effectively develop the business.

Try sending a push notification like this to motivate users to become paying customers as early as possible …

You have the opportunity to save [the amount] on our application! Switch to a more advanced tariff with a 10% discount right now.

Do you like our application? Upgrade and enjoy more features!

Want to access all the features? Upgrade and get 1 month free!


Regardless of what you choose for push marketing, remember that people like to feel special. Having started communicating with them as early as possible, and doing this as often as possible, you will make them feel part of your team, which will help to avoid the outflow of customers.

So, what will be the first push marketing method e-mail, SMS or push notification that you send to users? Have you already used push marketing to turn as many trial users as possible into paying customers?

Local Marketing

9 Local Marketing Tips For Business

Are you looking to improve the local marketing results of your business? Although the Internet is full of marketing tips, many of them are not aimed at regional websites. Regional marketing is completely different in many ways.

In this article, I will present some simple (and in some cases not so simple) tips to improve the local marketing of any type of business. Keep reading to learn how you can get more out of your local marketing.

Local Marketing

10 Tips For Local Business Marketing

Want to make the most of all the power of Local Business Marketing to your market?

Check out these 10 Tips For Local Business Marketing Success …

The Internet is full of advice, you can find tips and marketing strategies for all sectors. Many of which are also exposed by experts, but each of these has its own market or industry. Usually these tips applied by too large companies or they are of a general nature or regionals. But if I’m the owner of a small business, a bar, a tobacco shop or a small e-commerce, what I’m doing generic techniques that it can capture the customers, for example, if my bar is located in the Toronto? Better to catch all customers who can physically come to me. The Local Business Marketing techniques are different in many respects from common marketing. What are they?

We analyze the techniques and suggestions to improve the local marketing activities for any type of business, even your own …

1) Make your Local SEO Perfect

Local Business Marketing

I will not go into too many technical details of general SEO, although you should as you make an SEO plan, we would need too much time, so we concentrate our energies on local SEO because it is an essential part of any Local Business Marketing strategy.

You may also like to read: Local SEO: The guide for those who do business in the city

The Local Search is incredibly powerful. The 80% of searches by users are for local information. And perhaps more importantly, the 50% of consumers who carry out a local search on their smartphone, end up visiting a local store within a day. This, if you think about it, it’s a very high percentage. So, you’re the owner of a small business or works for your customers, you definitely cannot afford to skimp on local search. Local SEO is essential for your business.

2) Concentrate on building an impressive Super Fast Mobile Site

Local Business Marketing

Most consumers use a mobile device to run a Local Search, so you’re forced to realize a site for your Local Mobile Responsive Marketing. The responsive web design, of course, it is important for each site, but it is particularly important and vital to your Local Business Marketing. Now I will reveal why:

Approximately 61% of consumers read reviews on mobile devices (not mobile App). From the statistics, we can deduce that a large percentage of people are looking for companies on their mobile phone. Own by Google the same data, they found that more than 50% of people looking for directions, opening hours, events, businesses and much other information through mobile search.

You may also like to read: 9 Ways to increase the rating of your business in local search 

So, to meet your future potential customers, wherever they are (Mobile Internet Browsers), it is essential to make sure that the mobile version of your site loads quickly and is easy to use.

3) Build a list of e-mail

Local Business Marketing

Having a list of email contacts is a very valuable asset, not only for the big Internet companies, but they are also a valuable resource for local marketing. Believe me, having edited a newsletter is gold, you might receive feedback about your products and / or services, see if your new idea is positive, inform users about new products, offers, etc …

To encourage users to register, consider offering them a gift or a discount voucher. This will make it easier to have their data.

You may also like to read: Local Marketing: 6 Practical Tips For Your Local Business

Keep up to date your list and respects your privacy. You must have a list of quality not quantity. No need to have a million members with invalid addresses, or not interested. Lastly, do not flood your customers with your newsletter, but do it only when you have some important information.

4) Use Social Media

Local Business Marketing

Social Media are very fashionable these days, and I’m sure you have more than one account with which to cultivate private interests and work. But be careful because it is not so easy, do not just send some message or make a small local advertising. This is a topic that would require many contents to be explained. Today they can hear all experts, because, according to them, just open an account and send messages or make a page where you advertise your product or your idea. But how many of them make the center? Maybe it’s not as simple as it seems.

You may also like to read: 12 Tips To Local Advertising With Social Media Local SEO: 7 Tips To Improve Your Local Positioning

In general, you have to create interesting content for your target, also choosing the appropriate time. The content should be written in the appropriate language and must be specific and clear. Today social networks are more and more, both the prevalence for both niches. If you really are an expert or you lack the time, considered to refer to a Social Media Advertising to get real results.

5) Cross Relations with other Local Companies

Local Business Marketing

No matter how our product, physical or digital, is innovative, amazing or revolutionary. If we are not able to form relationships with other companies or customers, we remain isolated and lose, and this is true in general. Even more this concept applies in Local Business Marketing. A great feature that you must have is the ability to develop strong relationships and associated with other local entrepreneurs. Through these relationships, you can develop cross-promotion strategies in which each of you promoting the other’s activities. Assuming that you are not direct competitors, it is a situation of win-win.

You may also like to read: Local SEO: 7 Tips To Improve Your Local Positioning

Whether it’s something as simple as an exchange of business cards, or more complicated and complex relationships, cross-promotion is a great strategy of Local Business Marketing and beyond.

6) Linked to Other Local Organizations

Local Business Marketing

Local business associations are a great way to develop these relationships, both with employees and with customers directly. First, the Chamber of Commerce is an obvious choice. Not only that, you should also look for more specific organizations. For example, if you’re a web designer, look for a group of local web design.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success 

No need to limit yourself to your industry, you may also search for groups where potential customers are already active even though they do not fit directly into your industry.

7) Attend Local Events

Local Business Marketing

In addition to local business organizations, you should also try to attend local events relevant to your industry. Attend is much better not to go. The best strategy is to assume a leadership role at the event. This way you do know more, you put yourself in plain sight, and assume a role of authority in your niche.

You may also like to read: The use of display advertising in the local marketing

But remember, it comes when you know what you say, do not talk much to do.

8) Be Present in the Local Directory

Local Business Marketing

You should always consider being present in as many as possible local directory. While with a single directory is very unlikely to bring substantial traffic towards you, the combination of all local directories, however, can make a difference. I do not mean to be your belief that this methodology or harbors a very high traffic, but it is very low cost and is an investment that requires very little work.

You may also like to read: Local SEO: 5 SEO Optimization Tips For Local Business

9) Request Reviews by Customers Satisfied

Local Business Marketing

Last, but as more and no less important, is the customer reviews. While it may seem strange, even today, many review sites prohibit directly encourage the positive reviews, but you’re still free to simply ask how satisfied your customers and leave a review. On average, 70% of customers will leave you a comment. And if you also consider that 74% of consumers say that the positive reviews make them confident in doing an action, then your ROI is definitely growing and will be a breeze.

Do you remember the email list? Well, a very interesting place to ask for opinions is in your e-mail signature. Remember to always ask for a review or feedback to see if your work is going in the right direction.

You may also like to read: Location Advertising Will Move Million Dollar Amounts In The Immediate Future 

Of course, all this you can do it in person, with the right touch and sympathy.

10) Rewind all

Local Business Marketing

I hope these tips give you ideas and a bit of courage to embark on a new path through the Local Business Marketing. These are just a few tips of the highlights and is not an exhaustive list. There are many other local marketing strategies that you can use to increase your ROI.

I can assure you that whatever your business, Local Business Marketing can give you a lot of satisfaction and earnings. I politely ask your thoughts, comments or suggestions to grow together.

Local Marketing

Local Marketing: 6 Practical Tips For Your Local Business

What is the Local Marketing?

The Local Marketing is the set of communications and marketing activities that your business or company must implement in order to bring more customers into your store – or any other location where it will complete the transaction – and raising the profile of your brand.

In this article of Local Advertising Journal, we reveal six easy tips to put into practice for your marketing strategy at local level and to create a strong synergy between your local online activities and in-shops and vice versa.

Local marketing: Many changes for your local business

In recent years, what seemed to be the trend of the future, where the shops in the center closed in favor of an ever-increasing amount of e-commerce, it has been reduced to an almost unexpected phenomenon, but in some natural ways.

Local Marketing

It re-emerged strongly the need to forge local relationships and make purchases from small local stores where to create a relationship of trust and more human.

The web has thus become more and more a tool to understand and investigate the context that surrounds us and that we live every day. You will certainly happened to googling information about the local activities of your city or end up in a store after having appreciated the Facebook page of the same. From this radical change, as these necessities comes the local marketing.

You may also like to read: 9 Ways to increase the rating of your business in local search 

The mobile marketing key for local marketing

Local Marketing

The mobile devices that we use every day are becoming increasingly influential in the purchasing behavior of our customers. Google has just released a set of data that more and more highlight this trend. Big G says in fact that 64% of mobile users consult with device before they go into a shop to buy a product and 76% of consumers performing these searches visit the physical shop within 24 hours. Yes, you read that right, 76%. Of these 28% then proceeds with the final purchase.

The above data are remarkable and we have to figure out how much importance we give more and more to our traditional and digital marketing strategies. The young local marketing is a topic that is gaining increasing value, day after day, within marketing strategies at the local level and that will grow exponentially.

You may also like to read: Location Advertising Will Move Million Dollar Amounts In The Immediate Future

In the following sections of this article we will look at 6 simple actions of Local Marketing and Local SEO that can implement the relationship between local online marketing activities and activities in shop.

1) Tailored newsletter for customers of your shop

Local Marketing

One of the most simple activities that you can immediately get started is to ask customers their email and its far nothing new. A good habit would be to combine then these mails by category in order to send each customer the email more appealing to your interests.

Take for example a customer who buys tea, herbal teas and spices excel as both online and in their store. For example, if Ariana is a loyal customer who always buys spices, but never bought teas, insert her email in the list of those most interested in spices, to send not only the offers and new arrivals, but also blog articles about spices, interesting post found online and maybe dedicate a special offer for that category.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success

2) How to get more reviews: Lifeblood of local SEO

Local Marketing

The reviews for a local business are extremely important for their strategy Local SEO.

Research shows that … “88% of people trust online reviews as much as personal recommendations”

Getting reviews is not difficult when you offer a service or a product of great quality that fascinates its customers who, with pleasure, give positive review naturally to your local business. But how do you get more reviews on Trip Advisor, Facebook, Google My Business or your site beyond the “natural”? A simple and practical that you can implement right now it is to give something back to your customers in exchange for a review. It may be a little discount, a gift parcel, a product for tasting or even a simple coffee offered after a meal. In this way, not only you will get an online review it probably won’t have received, but also it will demonstrate helpful and attentive with your customers that will certainly appreciate.

You may also like to read: Local SEO: The guide for those who do business in the city

3) Calculate the ROI of your advertising campaigns for your local business

Local Marketing

Until a few years ago on the advertising company, it was almost entirely the prerogative of big brand or who could afford to be followed by a team of digital marketing professionals. Today advertising tools offered by the various platforms (for example, Facebook Ads and Google AdWords) have been simplified so that anyone in a few clicks can create a paid to promote their online business. We can also track conversions that take place in shops starting from an online advertising campaign.

One of the easiest methods is to offer a coupon for people who come into the store because they saw our ad on the company. For example, imagine you have created a sponsored post on Facebook with this message “From today at our store you will find the new line of products ‘Ready to Eat’, come and discover it! 20% discount for you on all new ‘Ready to Eat’ line with the secret word ‘IWANNAEAT’!”.

You may also like to read: The use of display advertising in the marketing local business

With this simple forethought, we can measure the ROI of our campaign and find out if it was actually effective or not. Simply divide the total spent on sponsored posts to Facebook for the number of people who have adopted our dedicated discount coupon. To find out what is actually there it costs per conversion, and if indeed these conversions have brought a greater gain of the spending made in advertising.

4) Dedicated Products and previews for fans and followers

Local Marketing

Would you like to increase the focus on a new product by your customers? Are you searching for a way to “pamper” your community of fans and followers of the company? Would you like to create nice and unusual initiative to bring more people into your local business? Then the next tip you will love!

Take the case of a clothing store downtown that is ready to launch its new line of sneakers for the spring collection, and who wants to do Monday, June 1. An initiative sympathetic and catalyze the attention on the new line would be to make trialing and allow the purchase of new shoes to fans and followers already the last week of May, making a call on their specific company. The creation of a dedicated product – even if temporarily, in this case – solely and exclusively to their fans not only gratify those who already follow them for a long time on the company, but will ensure that anyone who still does not be pushed to do so to access initiatives and promotions exclusively for the fans and followers.

You may also like to read: Local SEO: 5 SEO Optimization Tips For Local Business

5) Enhance your online content in your shop

Local Marketing

The information content and in-depth relevant to your product / service and the values they embody are of great importance for those who understand what the narrative is a fundamental aspect in a local marketing strategy. All of you will have heard of content marketing and storytelling and then you’ll know how in most cases is not to sell the product, but the product narrative.

Assuming that this concept is already well established in the mind of each of you and then you produce already beautiful online content that tell your products and services, your brand and related issues, you may want to deliver this content even offline, in your store for your customers who do not follow your online communications. Create a magazine monthly print and collect post of your blog and you can give to your customers or make infographics / posters that summarize the key concepts of your enrich online content value of your products and services. It will push those who do not follow your blogs and social to want to learn to access all other content that you have produced and that you will release in the future.

You may also like to read: 12 Tips To Local Advertising With Social Media

6) Go live! History and values of your local business directly

Local Marketing

The 2016 saw the explosion of the phenomenon of direct online “Facebook Live” become increasingly high numbers in terms of both production and use and other platforms such as Periscope. These tools are very useful for telling about your products and services in a transparent way in a form that users increasingly appreciate. They are simple to make – you do not have a royal or no post production – and they will be video content – in the case of Facebook – that will remain forever and that you can reuse at any future time.

Take the example of a small company that produces bags from recycled materials, from old inner tubes of bicycle with recycled PVC banners from the fairs and sells both online through its e-commerce through their physical shop. This local business could take advantage of “Facebook Live” to show the creation of their product, describe the steps that lead to the creation of the same and tell the origin of recycled materials. An equally you can use Periscope in a really very creative way. Once the product is purchased online, in the mail of thanks we could plug a live link Periscope realize the bag purchased. The link could also share it on twitter where, 24/7 would be accessible not only from customers but also from our followers and if we are lucky who do not know us yet.

You may also like to read: Local SEO: 7 Tips To Improve Your Local Positioning

The use of live video will then provide additional content to the client, increasing the product’s value and reputation of our brand, but will also serve us to make us learn more from those who are already following us and who still does not know however that there will be so encouraged to visit our e-commerce or retail outlet.


We arrive here at the end of our article through the simple activities to implement the relationship between online and shop. Over time, surely we will continue to address the issue of local marketing that we like so much in our journal. We invite you to continue to follow us.

The activities to create a synergy between online and in-shops are so many and we have discuss only six today, we would like to know which ones you made, those who believe apply and those in which instead does not make sense to invest. We will be happy to read your comments and discuss together this exciting topic.