Why Local Search is Your Best Friend: The Art and Science of Getting New Customers for Small Businesses

In today’s competitive business landscape, attracting and converting prospects is crucial for the sustainability and growth of Small and Medium-sized Enterprises (SMEs). Whether you’re a local brick-and-mortar shop, a growing franchise, or eyeing the online market, understanding the blend of art (creative strategies) and science (data-driven approaches) in lead generation is key.

So we all know getting new customers through our doors (or onto our websites) can feel a bit like trying to solve a jigsaw puzzle. But, guess what? It doesn’t have to be that complicated.

Let’s talk about how local search can be our ticket to boosting business. Think of it like this: when someone nearby goes online and types “pizza near me” or “place to buy cool shoes,” that’s a chance for them to find you! If you’re a franchise owner or thinking of becoming one, listen up, because this is super relevant for you too!

The Power of Local Search

Local businesses form the backbone of many economies. According to a study by the World Bank, SMEs make up over 90% of all businesses and account for up to 60% of employment worldwide. One of the significant avenues of growth for these businesses is local search.

Google revealed that “near me” or “close by” type searches grew by more than 900% over two years, emphasizing the increasing reliance on local searches by consumers.

Still not convinced? Nearly 46% of all Google searches are looking for local information. This means that almost half of the users on the world’s most extensive search engine are potential leads for local businesses. That’s an enormous, largely untapped potential.

So, every time someone in your town or city searches “coffee near me” or “best hairdresser in town,” they could be finding you.

Franchises: A Unique Blend of Local and Global

Franchises are in a unique position. They carry the reputation and trustworthiness of a broader brand while operating at a local level. This duality, when leveraged properly, can lead to a powerful lead generation machine.

Consider this: According to FranchiseDirect, over 50% of all retail sales in the U.S. come from franchise businesses. Yet, at their core, franchises are essentially local businesses. They thrive on local engagements, community involvement, and, most importantly, local search.

 

How Do We Win the Local Search Game?

• Localised Content Strategy (The Art): Every locale has its unique quirks, culture, and needs. Crafting content that resonates with the local audience is essential. Whether it’s a blog post about a local festival or a social media shoutout to a neighborhood event, localised content can drive significant engagement.
• Optimise for Local SEO (The Science): If people nearby are searching for your kind of service, make sure you pop up first! Ensure that your business, whether it’s an independent SME or a franchise outlet, is listed on Google Business Profile. It’s a free local business listing by Google, and chances are your competitors have claimed their profiles so make sure you’re not left behind! Consistently audit and update your profile with the latest news, images of your shop, and customer reviews.
• Engage with Local Communities (The Art): Consider hosting or joining local events. Hosting or sponsoring local events can provide direct engagement with potential leads. It also offers opportunities for local press coverage and word-of-mouth marketing.
• See What’s Working (The Science): Every now and then, check what’s making people visit or click. This way, you can do more of what works! Use tools like Google Analytics and Google Search Console to track your performance. Which keywords are driving the most traffic? Which local events gave the best ROI? Continuous analysis allows for optimised strategies.
• Show Off Good Reviews (The Art): Encourage satisfied customers to leave positive reviews on platforms like Google, Facebook, Top4 and other review sites. Authentic testimonials can act as powerful magnets for new leads. If someone says something nice about you, let others see! Share and re-purpose them as Google Posts or social media posts. And if they haven’t? Maybe ask them nicely?
• Use Ads, But Keep It Local (The Science): Invest in local PPC campaigns like Google ads to appear at the top of search results for localised keywords. This can be especially effective for franchises that want to capitalise on the parent brand’s popularity while emphasising their local presence.

Multi-Location Marketing: Every Branch Deserves Its Own Spotlight

For businesses with multiple branches or locations, it’s not just about getting found; it’s about getting found in the right place by the right audience. Whether you’re a standalone store with a couple of branches or a franchise with outlets across the state, unified branding with localised marketing is key. That’s where platforms like Top4 comes in.

Top4 isn’t just another marketing tool. Designed for businesses like yours, it allows for the creation of marketing campaigns that are tailor-made for each location. Think about it: you’re giving the local touch that your customers in each area crave, but at the same time, you’re making sure everyone knows they’re part of a bigger, trusted brand.

And here’s the kicker: Juggling multiple marketing campaigns can be a handful. But with Top4, it’s like having a central dashboard, making it easier to oversee and tweak campaigns for different locations.

The Takeaway

The art of understanding your audience’s psyche combined with the science of using data-driven tools and strategies offers SMEs a potent recipe for success. Franchises and local businesses must recognise and harness the potential of local search and community engagement to stay ahead in the game.

As we move further into the digital age, the boundary between art and science in lead generation will continue to blur. Embrace both, and you’ll find your business not just surviving but thriving in this ever-evolving landscape.