Local Advertising: Five Things Every Business Should Do

3 min read

07 November 2011,

Digital Marketing

Local advertising is front and center these days and is not just about how to advertise on Google or Facebook, either. The increasing popularity of location-based social networks, such as Foursquare, and the surge in smartphone and tablet use across the board, means mobile marketing is also of the utmost importance.  Here are five things you should be doing when it comes to local advertising.

1. List your business with Google Places. If you haven’t listed your business with Google Places yet, then you have been missing out on a huge opportunity. It’s free, and all you need is a valid mailing address, which does not need to be the physical address of your business. If you work from home or are a mobile business, you can hide the physical address in your listing and specify a service area instead. Google Places translates into visibility, which you can enhance by subscribing to their paid advertising services. Speaking of AdWords. . .

2. Invest in PPC ads with Google. AdWords is Google’s PPC advertising network and is a worthwhile investment. Since you only pay if someone clicks on your ad and the budget is entirely up to you, you have a great deal of flexibility in terms of cost. Google has also rolled out a number of location extensions, which will further optimize your ads for mobile. Hyperlocal search ads factor proximity into mobile search ad rankings and can provide phone numbers, directions, and even a “click-to-call” feature to target customers who are in your area.

3. Target even more aggressively with Facebook ads. When it comes to targeting, Facebook may even have Google beat since it allows you to target based on location, a host of demographics, and “connections.” This is not to suggest that you should be doing this instead of AdWords, which is keyword based. You should be doing both. Keep in mind, the more specific you are with an ad’s criteria the less people will see it, but this is not a bad thing. You can run several ads that are tailored to very selective groups of people, as opposed to one ad that more people may see, but may be less likely to capture their attention.

4. Claim your venue and create a Special on Foursquare. While there are other location-centric social networking sites, Foursquare seems to be in the lead these days, and it is free. All you need to do is claim your venue, which they verify via phone or mail, and then create a Special. In the simplest of terms, a Special is a digital coupon that serves as an incentive for someone to check out your business. Specials often feature discounts, something for free, or a VIP experience. Foursquare’s Merchant Dashboard provides statistics about your visitors based upon check-ins, which include gender, time of day they checked in, and how many check-ins are broadcasted to Twitter of Facebook. Foursquare has also partnered with Living Social, Groupon, Gilt City, AT&T Interactive, BuyWithMe, and Zozi to display targeted ads from those vendors, so if you want paid advertising on Foursquare, you will have to go through those deal sites.

5. Optimize your landing pages for mobile. Local advertising really is becoming synonymous with mobile advertising, and for good reason. Regardless of where your ads appear, you want to make sure when people click on them they are landing on a relevant page that is easy to navigate on their smart phone or tablet, regardless of the device someone is using. Sometimes this can be as easy as selecting a setting or installing a plugin, but consulting a web site developer is never a bad idea. You should also test both your ads and your website on different mobile devices to make sure they are accessible and appear how you intended.


Local Advertising Is All The Rage These Days & Goes Beyond How To Advertise On Google. Every Business Can Benefit Greatly From These 5 Online Advertising Strategies. to learn more visit search engine marketing firm Wpromote