As a rule, small companies do not have enough money for a full marketing campaign, and they are forced to adhere to the following four local marketing principles:
1) Create a website (for landing pages, SEO, etc.);
2) Use social networks pages (Facebook, Twitter, Instagram);
3) Create a YouTube channel to upload videos to the website;
4) Optimize listings places on Yelp, Google+, Google Places, etc.
Suppose that you have done all this … What next? How to make local marketing work smarter?
The display advertising in the local marketing
In the traditional search marketing (SEO and PPC), a user enters a search query “pizza” and sees a number of local restaurants page issue. Prototyping allows advertising to attract customers when search is not performed.
For example, a user can type a search term “pizza” before and prototyping networks noted that he/she was looking for restaurants with a pizza in the region. Therefore, the potential customer can watch videos online or to seek weather forecast and your display advertising will attract it.
The following strategies will help you to include display advertising into an existing local marketing strategy.
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1. Show display advertising when a user is reading relevant content online
When a potential customer is reading restaurant reviews on Yelp or Zagat, your ads will come in handy. To do this, buy keywords on the “Google Display Network” or “Bing Content Network”. These keywords are different from those used for SEO: they should not be long. For example, a “fashionable hairstyles,” would be a great keyword for the beauty salon. Prototyping keywords are not expensive, but be careful: You should look for keywords and understand what effect they will give. Use Google manuals for proper use of keywords. It is also important to start small: not seize large regions, and focus on the campaign in the social networks.
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2. Targeting websites and landing pages
Select the number of sites that need to target advertising banners. For example, for a restaurant to be the best site Zagat.com and for B2B business Manta.com. List of sites for targeting submitted to the “Google Display Network”. For the successful targeting, you will need several series of banner ads. Although targeting banners more expensive than the usual placement of advertisements, it is more efficient and faster return on investment. Keep in mind that targeting relevant channel on YouTube is beneficial as well as the targeting of relevant pages on the target site.
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3. The use of behavioral targeting
Prototyping networks collect information about users (searches, geo, time of request, etc.). Most search engine users do not realize that advertising banners and displays them based on their search behavior. Also, they do not know what its characteristics can be changed on the page “Ads Preferences”. Obviously, you can use display advertising based on interests and demographics of potential clients. Such targeting is quite expensive, but effective. Use geographical data in a banner.
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Prototyping advertising is indispensable in the local marketing, as it allows you to attract more customers and to use advertising effectively. Prototyping advertising associated with additional costs, which, however, quickly recovered.