Attract, Engage, Convert: The Local Business Content Guide

Have you ever wondered how some local businesses seem to connect so well with their customers online? The secret is a solid content strategy. It’s not just about posting regularly; it’s about knowing what to post and when. Content marketing is crucial for local businesses as it builds trust, enhances brand visibility, and establishes a deeper connection with the community.

This guide will show you how a good content strategy can help your business engage with customers at every step of their journey, from first discovering your brand to becoming loyal advocates. By following these steps, you’ll be able to create content that truly speaks to your audience and helps your business grow.

Understanding the Buyer’s Journey for Local Businesses

Imagine your ideal customer. What problem are they facing? How do they discover local businesses like yours? By understanding their buyer’s journey, you can transform them from strangers to loyal customers.

The Local Buyer’s Journey: More Than Just a Sale

The buyer’s journey goes beyond just making a sale. It’s a roadmap of how local customers discover, consider, choose, and hopefully, become advocates for your business. Here’s a breakdown of the key stages:

• Awareness: Potential customers realize they have a need and often search online or ask for recommendations. Local SEO and community involvement are crucial at this stage. This focus on local expertise and providing valuable content also aligns with Google’s recent updates prioritizing helpful and trustworthy information.
• Consideration: Now they’re researching solutions. Highlight your expertise through positive reviews, informative content, and showcasing your unique selling points.
• Decision: They’re comparing options. Address their concerns with clear pricing, special offers, and easy-to-find contact information.
• Retention: The sale isn’t the finish line! Provide excellent service, loyalty programs, and reasons to keep them coming back.
• Advocacy: Turn satisfied customers into brand champions by encouraging positive reviews and word-of-mouth recommendations.

Become a Local Marketing Master

By understanding these stages, you can tailor your marketing to resonate with your customers at every step. This means creating engaging content, optimizing your online presence, and providing exceptional service. Mastering the buyer’s journey will help you build strong customer relationships, drive sales, and establish your local business as the go-to choice.

Creating Content for Each Stage of the Customer Journey

Awareness Stage

Make your local business the first name that comes to mind. In the Awareness stage, it’s all about getting noticed.

• Types of Content: Share local insights and educational content to showcase your expertise. Emphasize local connection through SEO-optimized video content like “behind-the-scenes” tours of your business or product demonstrations, all tagged with location-based keywords.
• Goals: Increase your visibility and make your brand a household name in the local community.

Examples:

• Retail stores can host live videos on social media showcasing unique products made by local artisans. Improve visibility by using local hashtags and engaging with viewers through Q&A sessions during the livestream.
• Landscaping companies can create a video series titled “Behind the Gardens of [City/Region],” showing the transformation of local spaces, while discussing the unique flora suited for the local climate.
• An HVAC company can create blog posts or videos titled “Choosing the Best Heating Systems for [City/Region]”, focusing on solutions tailored to local weather challenges, complete with customer testimonials and data on energy savings.

Pro Tip: Optimize your content for voice searches that are often used on mobile devices, ensuring your content answers common local queries in a conversational tone.

Mobile Optimization Tip: Ensure your website is mobile-responsive and loads quickly on smartphones. Google prioritizes mobile-friendly sites in local search results. Consider creating mobile-specific content like location-based offers or easy-to-use store locators.

Consideration Stage

Build confidence in your offerings. This stage helps customers see why you’re the right choice.

• Types of Content: Utilize comparison guides, case studies, before and after pictures, and customer testimonials to build trust and highlight your local expertise and involvement.
• Goals: Establish a strong local preference for your services or products over your competitors by emphasizing local expertise and results.

Examples:

• Legal firms can create case studies of how they’ve successfully resolved issues specific to local regulations or challenges.
• Pavement companies can publish a detailed guide comparing the longevity and cost benefits of various driveway materials, including case studies from nearby projects.
• Daycare centers can write a blog post comparing different educational philosophies and highlighting their unique approach that caters to the local community.

Decision Stage

Seal the deal with compelling content. When customers are ready to buy, give them a reason to choose you.

• Types of Content: Use promotions and product demos to entice and inform.
• Goals: Drive sales and conversions by demonstrating the benefits of what you offer, with a focus on local applicability.

Examples:

• Upholstery showrooms can offer a virtual tour showcasing their latest designs in local homes, highlighting how they complement regional architectural styles.
• Fitness studios can offer virtual tours showcasing different group classes specifically designed for popular local activities (like hiking or kayaking) to help users choose the right program.
• Car mechanic shops can create a video comparing the pros and cons of different winter tire options for the specific weather conditions in the local area. They can also use Instagram Stories to offer flash discounts on winter tire installations, creating urgency by making the offer exclusive to their social media followers.

Mobile Consideration: Remember that many local customers will be searching on-the-go. Make sure your contact information, store hours, and directions are easily accessible on mobile devices. Consider implementing click-to-call buttons for immediate contact. 

Retention Stage

Keep your customers coming back. Effective post-purchase engagement can turn a one-time buyer into a repeat customer. 

• Types of Content: Create support guides and engage actively with your community.
• Goals: Increase customer loyalty by providing ongoing support and engaging experiences.

Examples:

• Clothing boutiques can host online styling sessions tailored to upcoming local events (like a summer music festival or prom night).
• A hair salon can create “how-to” videos for Instagram and TikTok using trending hairstyles but featuring products available at local stores.
• A cleaning company can offer monthly cleaning tips using Instagram stories that address local seasonal challenges, like dealing with mud in rainy seasons or pollen in spring using trending hashtags to increase reach.

Advocacy Stage

Turn happy customers into your biggest fans. Advocacy is where satisfied customers become your active promoters.

• Types of Content: Encourage user-generated content and implement referral programs.
• Goals: Transform satisfied customers into advocates for your brand. Empower your customers to share their experiences on social media platforms like TikTok or Instagram. Run contests or create branded hashtags to encourage user-generated content.

Examples:

• A pet store can run a photo contest for the best-dressed pet.
• An IT service provider can offer bonuses for customers who refer friends. They can feature video testimonials of satisfied customers on their social media pages, enhancing credibility and encouraging others to share their own positive experiences.
• Local bakeries can encourage customers to post their favourite pastries on social media with a hashtag that includes the town name, offering rewards for posts that feature local landmarks.

How the Right Content Strategy Can Impact Business Divisions

A strategic content framework significantly enhances various aspects of your business, optimizing performance across departments:

• Sales: A compelling content strategy directly contributes to your bottom line by creating high-converting content. By aligning your content with customer needs and pain points, you effectively guide potential buyers through the sales funnel, leading to increased conversions and sales revenue.
• Customer Service: It empowers your customer service team by providing them with detailed, informative content that answers common customer queries and issues. This not only reduces the workload of your service team by pre-empting frequent questions but also enhances customer satisfaction as they find helpful information readily available.
• Marketing: The right content strategy strengthens your market position as the content resonates deeply with your community. A well-crafted content strategy enhances brand recognition, builds lasting relationships with your audience, and engages local customers by reflecting community values and interests.

Key Indicators for Evaluating Content Performance

Monitoring the impact of your content strategy is crucial for ongoing refinement and success. Here are detailed ways to gauge the effectiveness of your content across different stages of the customer journey:

• Awareness – Evaluate the Reach of Content
  • Website traffic
  • Page views
  • Mobile vs. desktop traffic ratio
  • Mobile conversion rates
  • Social media engagement
  • New vs. returning visitors
  • Google Business Profile views (impressions)
  • Search queries leading to your profile listing
• Consideration – Measure Engagement
  • Page views
  • Time spent on page
  • Heatmaps and session recordings (optional)
  • Google Business Profile website clicks
  • Number of calls requested through your profile
• Decision – Monitor Conversion Rates
  • Conversion rates
  • Performance of promotions and special offers
  • Google Business Profile booking rates (if applicable)
• Retention – Monitor Repeat Purchases and Feedback
  • Repeat purchase rates
  • Customer feedback
  • Customer service interactions
  • Online reviews
• Advocacy – Count Referrals and Content Shares
  • Content sharing rates
  • Conversion rates of referred leads
  • Google Business Profile reviews and ratings

By carefully analyzing these metrics, you can continuously refine your content strategy to better meet the needs of your audience and enhance your business’s overall performance. 

Seal Your Local Success with Strategic Content

Now you have a roadmap to create a winning content strategy for your local business! Remember, Google values content that’s informative, trustworthy, and addresses user needs. By following these steps, you’ll not only create content that resonates with your local audience but also potentially improve your search engine ranking.

Take Your Local Business to New Heights with Numero Uno Web Solutions

Ready to take your local content marketing to the next level? Contact Numero Uno Web Solutions today! Our team of content marketing experts can help you develop a customized strategy that drives results. We can help you with everything from keyword research and content creation to social media marketing and SEO optimization. Let’s work together to make your local business the go-to choice in your community!