Local SEO problems
The pandemic has put all levels of our social infrastructure to the test. And now as the world is slowly entering recovery, we are confronted by yet another wave of consequences. Small and medium business owners are struggling to emerge from the rubble. They are looking for ways to resume operations anywhere close to normal. Local businesses have a battleground of their own as they need to ensure the consistency of service for their consumers. Businesses are changing as customers have changed.
The general public is busy sorting out priorities that will affect behaviors and buying patterns across the board. Which makes it a perfect time for local suppliers of goods and services to listen closely and be ready to embrace the changes. The usual crowd will be more cautious, reluctant, and might pay attention to features previously ignored. It is imperative local services bring their A-game. And as we’re all figuring out the details, general assumptions still can be made.
Ecommerce will lead the way. This is no longer a line from the pitch deck of a B2B service provider. If one thing is soaring, it’s online sales. Benefit from free data like Google’s Rising Retail Categories or COVID-19 Insights by Microsoft and use it to establish your online presence. The sooner – the better. You will need some time to test and improve the process. Need to know what your community is searching for? Understand how to use Google Trends to see if you’re reading the map right.
What advantages as a local business can you offer and communicate to your customers? Start with offering time. Any online delivery, from food to books, will take time. Sometimes an hour, sometimes a day or more. Logistics are overloaded and it is hard to provide a realistic timeframe for each and every order in these circumstances. But wait, you can! Let people around you know that you are there, ready and willing to give them what they need when they need it. Take care or urgency and establish relationships. A humane approach will drive the customers to you, even for stuff they could have ordered elsewhere. Because you were there for them.
It’s nice to know who you’re doing business with, right? Regardless if it’s a cup of coffee, a new T-shirt or a takeaway order, a friendly face makes it worth the ride. Local businesses should harness and empower the sense of community by letting people know who they’re dealing with. Local SEO is your key to success, you can learn everything you need and implement your strategy in your business, it’s not so difficult. Read and check your site for local SEO checklist. Personalize your approach, proposition, and service. Spread joy with the orders you fulfill, connect that joy to your brand, and build that brand by showing people behind it. This is an ideal message for your social media and newsletters.
Now expand that success you’re having into associating the brand or service with a feeling of comfort. Consistency of service and a friendly approach will let people know you’re there for them. Keep a close eye on your traffic and see if you’re getting more direct or branded visits. You want customers googling “Joe’s coffee address” instead of “cappuccino near me”. Give them a friendly reminder with retargeting or knock things up a notch with Adwords.
There’s also a great thing about building accountability. You have a great service because you are equally accountable for success and failure. Use local reviews and feedback, social proof and MyBusiness to show that you are on the map. Live feedback is the best way to turn prospects into customers. Stay connected, communicate, and build a sense of presence. If you offer anything even remotely connected with breakfasts or morning activities, make sure people can’t imagine a good morning without mentioning your brand.