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Local businesses face different challenges than national ones, particularly with how best to market themselves. We spoke to the experts on local marketing to get their top 35 local marketing ideas as well as tips to make sure you’re getting the most out of your campaign.
Most local businesses make critical mistakes on major customer review sites like Google, Yelp and Facebook. Most businesses fail to get enough reviews for their five-star average to be credible, and they fail to keep their reviews fresh. According to a BrightLocal consumer survey, 77 percent of consumers say that a review won’t influence their buying decision if it wasn’t written within the last three months and nearly one in five (18 percent) don’t consider the review relevant unless it was written in the last two weeks. To avoid this mistake, local businesses should make it a standard practice to encourage every customer to write a review every day. This will boost the quantity of reviews — making the average star rating more believable to consumers — and it will also make sure there are always a few reviews that are recent enough to influence consumer buying decisions.
Up to 80 percent of satisfied customers never return to the business, which presents a unique challenge to local businesses. It’s not enough to deliver a great product or service. You have to stay top of mind. Email marketing is a great way to give customers a gentle nudge and get them to come back. It’s subtle, inexpensive and a growing number of consumers actually want promotional emails from businesses they patronize, especially if they come with deals or discounts.
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