Digital Marketing for Local Businesses: 7 Strategies That Drive Foot Traffic

In today’s digital world, having an online presence is no longer optional for local businesses – it’s essential. While word-of-mouth and traditional advertising still have their place, implementing a strong digital marketing strategy is key for driving foot traffic and attracting new customers. 

This article explores powerful digital marketing tactics and platforms local businesses can use to boost visibility and attract nearby patrons.

From honing local SEO to running geo-targeted social media ads, small and medium businesses have many options to improve their online visibility and engagement. 

By choosing smart digital marketing agencies like Tidal Digital and implementing the strategies detailed here, local companies can reach relevant online audiences, motivate them to visit in person, and ultimately generate more on-location sales and traffic.

Harnessing the Power of Local SEO

With 46% of Google searches seeking local information, local SEO is a must for increasing visibility and bringing nearby customers to your physical location. 

This chart highlights that search engines are the dominant source, driving 34% of customers to local businesses.

This underscores the importance of optimizing for local SEO, as discussed in the “Harnessing the Power of Local SEO” section. Focusing efforts on improving local SEO can help businesses capture more of that 34% searching for their products and services.

Importance of Local SEO

Optimizing your website and online profiles for local SEO helps customers find your business when searching for keywords related to your products, services, or location.

Ranking higher in local search results makes your business more discoverable and drives foot traffic from search engine users.

Local SEO Tactics

Here are some key tactics for optimizing local SEO:

Optimize Google My Business Profile: Claim and complete your GMB listing with accurate info like address, hours, and photos.

Include City and State in Title Tags: Include your location keywords in page title tags.

Add Schema Markup: Use schema markup like LocalBusiness to help search engines understand your business info.

Create Unique Meta Descriptions: Well-written meta descriptions improve the click-through rate for search results. 

Publish Blog Content: Regular local-focused blogging helps improve local SEO rankings over time.

Leveraging Google My Business 

With 49% of local businesses receiving 1,000+ views per month on Google My Business, having an optimized GMB profile is vital for visibility.

The Role of Google My Business

As Google’s largest database of business profiles, GMB puts your business on the map both literally and figuratively. It helps you connect with customers throughout the search journey – whether they find you through local search, Maps, or Google Assistant.

Optimizing Your GMB Listing

Follow these tips to maximize the impact of your GMB profile:

Complete Profile Fully: Fill in all fields – business name, address, phone number, opening hours, photos, services, products, etc. 

Monitor and Respond to Reviews: Reviews influence local SEO ranking factors. Aim for 5+ reviews and respond professionally.

Add Posts Regularly: Post updates show customers what’s new while boosting SEO.

Claim GMB Posts in Analytics: This connects your website analytics with GMB listing views and clicks.

Harnessing Hyperlocal Advertising

Hyperlocal platforms like Yelp and Waze allow you to target nearby customers ready to visit your business.

Yelp Advertising

Over 15 million locals use Yelp monthly to find businesses to patronize. Yelp advertising increases your visibility at the critical moment when customers are actively searching for businesses like yours in your area.

Yelp ads can help capture foot traffic you may otherwise miss from potential new customers.

Waze Advertising 

Waze has access to over 140 million monthly active users. Advertising to drivers in your area just as they need gas, coffee, food, etc. can swiftly drive foot traffic to your location.

Geo-targeted billboard and takeover ads help raise awareness and give drivers easy route access to get to your business.

Optimizing Social Media for Local

With over 50% of marketers reporting increased sales from long-term social media marketing, social platforms are indispensable for local businesses.

The Local Impact of Social 

• 92% of social media users follow local businesses on social media. Actively engaging these followers drives real-life traffic and sales.
• 37% of smartphone users have made a purchase as a direct result of content on social. Optimize social to convert your online audience into paying customers. 

Social Media Profile Optimization Tips

Highlight Address and Phone Number: Make it easy for local followers to find your location and call you.

Share Local Events and News: Stay top of mind by sharing local happenings related to your business.

Run Local Facebook and Instagram Ads: Geo-target nearby customers who are likely to visit your business.

Partner With Local Influencers: Work with local micro-influencers to promote your business authentically.

Driving Foot Traffic With Facebook Offer Ads

Facebook Offer Ads present a timely, actionable deal to incentivize nearby customers.

Advantages of Facebook Offer Ads

• 63% of monthly Facebook users say Facebook ads influenced them to shop locally.
• Time-sensitive nature of Offer Ads motivates quick action.
• Ads can be geo-targeted down to a 5-mile radius or less.

Creating Effective Facebook Offer Ads 

• Highlight urgency with “Today Only” or “This Weekend” in ad copy.
• Feature a specific, tempting offer like “20% off purchase” rather than vague claims.
• Include a strong call-to-action like “Redeem Offer.”
• Use eye-catching visuals displaying products, services, or locations.

Immersive and Interactive Art Installations

Art installations and experiences create buzz and attract targeted foot traffic.

The Power of Art Installations

• Art installations spark conversation, social media buzz, and FOMO that naturally draws crowds.
• Installing interactive art tailored to your brand builds meaningful memorable connections.
• Brands like Refinery29 and Murals Walls saw a 2-3x increase in foot traffic and sales during art installations.

Incorporating Interactive Art 

• Partner with local artists or art collectives to design an experience tailored to your brand.
• Promote the installation through email lists and paid social media ads. 
• Set up photo booth areas with signage and props for Instagrammable moments.
• Hand out branded swag or special offers to encourage sharing and return visits.

Curating In-Store Experiences

Branded in-person experiences entice nearby customers to visit your location. 

The Impact of Experiential Marketing

• 72% of millennials say they are drawn to shop or purchase from brands that incorporate experiences into retail environments.
• Pop-up shops increase foot traffic and brand awareness – 30-50% of visitors to Camp Experiential Retail had not heard of the brand before.

Creating In-Store Experiences

• Host live classes or workshops related to your offerings. 
• Bring in guest speakers or artists for exclusive events.
• Set up product demos and trials customers can’t experience online.
• Partner with complementary brands for in-store pop-ups or cross-promotions.

Frequently Asked Questions

What is the role of digital marketing in driving foot traffic?

Digital marketing helps connect your business with nearby customers searching for your products and services online. It builds awareness, credibility, and motivation to visit your physical location.

How can local businesses effectively use digital marketing? 

Focus on search, social media, and hyperlocal advertising strategies. Prioritize platforms your ideal customers actively use, and geo-target messaging to reach local audiences ready to convert.

What are cost-effective digital marketing strategies?

Optimizing your Google My Business profile, social media accounts, and website for local SEO provides a high return for relatively low effort. Limited-time Facebook Offer Ads and partnering with local influencers can also be affordable options with big local impact.

Key Takeaway

In conclusion, this article outlines several effective digital marketing strategies local businesses can implement to increase visibility and drive more foot traffic. Key tactics include optimizing local SEO through GMB listings, website content, and reviews.

Alongside this, other tactics include geo-targeted advertising on platforms like Yelp and Waze; social media marketing focused on a local audience; Facebook Offer Ads; interactive art installations; and in-store experiences. Following these best practices can help local businesses stand out online, engage nearby customers, and ultimately drive more people through the door.