How to Promote Your Local Business Online in Australia
In today's digital age, having a strong online presence is crucial for the success of any local business in Australia. Potential customers are increasingly turning to the internet to find products, services, and information about businesses in their area. This guide provides a step-by-step approach to leveraging online channels to increase your visibility, attract new customers, and grow your business.
1. Setting Up Your Google Business Profile
A Google Business Profile (GBP) is a free listing that appears in Google Search and Maps results. It's often the first thing potential customers see when searching for your business, making it a vital tool for local marketing. Think of it as your digital storefront.
Claiming and Verifying Your Listing
Search for your business: Start by searching for your business name on Google Maps. If a listing already exists, claim it. If not, create a new one.
Provide accurate information: Fill out all the required information, including your business name, address, phone number, website, business category, and operating hours. Ensure this information is consistent with what's on your website and other online listings.
Verify your listing: Google will typically verify your listing by sending a postcard with a verification code to your business address. Follow the instructions on the postcard to complete the verification process. This proves to Google that you are the rightful owner of the business.
Optimising Your Profile
Write a compelling description: Craft a clear and concise description of your business, highlighting your unique selling points and what you offer customers. Use relevant keywords that people might search for when looking for your type of business. For example, if you run a cafe in Melbourne, you might include keywords like "specialty coffee," "brunch," and "Melbourne CBD."
Choose relevant categories: Select the most accurate categories for your business. This helps Google understand what your business does and show it to the right customers. You can choose multiple categories, but make sure they are all relevant.
Add high-quality photos: Upload attractive photos of your business, including your storefront, products, services, and team. Visuals are crucial for attracting attention and showcasing what you have to offer. Professional photos are always a good investment.
Utilise Google Posts: Regularly create Google Posts to share updates, promotions, events, and news about your business. These posts appear directly in your Google Search and Maps results, giving you a valuable opportunity to engage with potential customers. Think of them as mini-ads within your listing.
2. Optimising Your Website for Local Search
Your website is your online hub, and optimising it for local search is essential for attracting customers in your area. Search Engine Optimisation (SEO) helps improve your website's ranking in search engine results pages (SERPs), making it easier for people to find you.
On-Page Optimisation
Local keywords: Incorporate local keywords throughout your website content, including your page titles, headings, and body text. Think about what people in your area would search for when looking for your products or services. For example, instead of just "plumber," use "plumber in Sydney" or "Sydney plumbing services."
Location pages: Create dedicated location pages for each of your business locations, if applicable. These pages should include your address, phone number, operating hours, and a map. This helps Google understand your service area and show your website to relevant customers.
Schema markup: Implement schema markup on your website to provide search engines with more information about your business, such as your name, address, phone number, and ratings. This can help improve your visibility in search results and make your listing more informative. You may need a web developer to help with this.
Mobile-friendliness: Ensure your website is mobile-friendly, as a significant portion of online searches are now conducted on mobile devices. A responsive website design adapts to different screen sizes, providing a seamless user experience on all devices. Google prioritises mobile-friendly websites in its search rankings.
Off-Page Optimisation
Local citations: Build local citations by listing your business on relevant online directories, such as Yelp, Yellow Pages, and TrueLocal. Ensure your business name, address, and phone number (NAP) are consistent across all citations. These citations act as votes of confidence for your business and help improve your local search ranking.
Link building: Acquire backlinks from other reputable websites in your area. This can be achieved through guest blogging, participating in local events, or partnering with other businesses. Backlinks are another important ranking factor for search engines.
Content marketing: Create valuable and informative content that is relevant to your local audience. This could include blog posts, articles, videos, or infographics. Content marketing helps attract potential customers to your website and establishes you as an authority in your industry. Consider writing about local events, news, or topics of interest to your community.
3. Utilising Social Media for Local Marketing
Social media platforms like Facebook, Instagram, and LinkedIn can be powerful tools for connecting with local customers and building brand awareness.
Choosing the Right Platforms
Identify your target audience: Determine which social media platforms your target audience uses most frequently. For example, if you're targeting young adults, Instagram and TikTok might be good choices. If you're targeting professionals, LinkedIn might be more effective.
Focus on quality over quantity: It's better to focus on a few platforms where you can create engaging content and build a strong following than to spread yourself too thin across multiple platforms. Learn more about Centres and how we can help you manage your social media presence.
Creating Engaging Content
Share relevant content: Post content that is relevant to your local audience and showcases your business. This could include photos and videos of your products or services, behind-the-scenes glimpses of your business, customer testimonials, and updates on local events.
Run contests and giveaways: Host contests and giveaways to generate excitement and engagement on social media. Offer prizes that are relevant to your business and appeal to your target audience.
Engage with your followers: Respond to comments and messages promptly and participate in conversations on social media. This shows that you value your followers and are actively engaged in your community.
Use location-based hashtags: Use location-based hashtags to reach a local audience. For example, if you're a restaurant in Sydney, use hashtags like #SydneyRestaurants, #SydneyFood, and #SydneyEats.
4. Running Targeted Online Advertising Campaigns
Online advertising platforms like Google Ads and Facebook Ads allow you to target your ads to specific demographics, interests, and locations. This can be a highly effective way to reach potential customers in your area.
Google Ads
Local search ads: Target your ads to people who are searching for your products or services in your local area. Use relevant keywords and location targeting to ensure your ads are shown to the right audience.
Google Maps ads: Display your ads on Google Maps to reach potential customers who are searching for businesses near them. This can be a great way to attract foot traffic to your business.
Facebook Ads
Location targeting: Target your ads to people who live in your local area or who have recently visited your area. This allows you to reach a highly relevant audience.
Interest-based targeting: Target your ads to people who have expressed an interest in your products or services. This can help you reach potential customers who are already interested in what you have to offer.
Custom audiences: Create custom audiences based on your existing customer data or website traffic. This allows you to target your ads to people who are already familiar with your business. Our services can help you create effective ad campaigns.
Tracking and Measuring Results
Set clear goals: Define what you want to achieve with your online advertising campaigns. This could include increasing website traffic, generating leads, or driving sales.
Track your results: Use analytics tools to track the performance of your campaigns and measure your progress towards your goals. This will help you identify what's working and what's not, so you can make adjustments as needed.
5. Collecting and Responding to Online Reviews
Online reviews play a significant role in influencing consumer decisions. Positive reviews can attract new customers, while negative reviews can deter them. It's important to actively manage your online reputation by collecting and responding to reviews.
Encouraging Customers to Leave Reviews
Ask for reviews: Simply ask your customers to leave a review after they have had a positive experience with your business. You can do this in person, via email, or on social media.
Make it easy to leave reviews: Provide customers with clear instructions on how to leave a review on Google, Yelp, or other relevant review sites. You can also include links to these sites on your website and in your email signatures.
Offer incentives: Consider offering incentives for customers to leave reviews, such as a discount on their next purchase or a free gift. However, be careful not to violate any review site guidelines by offering incentives in exchange for positive reviews.
Responding to Reviews
Respond promptly: Respond to reviews as quickly as possible, ideally within 24-48 hours. This shows that you value your customers' feedback and are actively engaged in your online reputation.
Be professional and courteous: Even if a review is negative, respond in a professional and courteous manner. Thank the reviewer for their feedback and address their concerns. Offer to resolve the issue offline, if possible.
- Highlight positive reviews: Share positive reviews on your website and social media channels. This can help build trust and credibility with potential customers. You can also use positive reviews in your marketing materials. See frequently asked questions for more information on managing your online reputation.
By following these steps, you can effectively promote your local business online in Australia and attract new customers in your area. Remember to be patient and persistent, as it takes time to build a strong online presence. Good luck!