A regularly maintained blog is a fantastic tool for any business that wants to build an online presence.
It provides customers with a forum for exchanging ideas, sharing experiences and engaging with the company. This is crucial for a business that operates exclusively online, as it may provide the only “encounter” a customer has with the company.
However, online businesses aren’t the only ones that need a blog; local businesses also have a lot to gain from maintaining a blog. A survey conducted by American Express showed that consumers choose local retailers over national chains because local businesses possess superior product knowledge and provide better service.
Blog writing is a great way to showcase your brand’s approachability, expertise and understanding of your niche market.
Blogging for individual locations is also a great way to boost SEO and connect with the location’s community for companies running local landing page programs.
When it comes to blog writing, both online businesses and local businesses have the same objective: to drive conversions by establishing credibility and building connections. However, local businesses require a unique blogging strategy for optimal results.
Here are a few tips to get you started.
1. Understand Your Local Audience
Venturing into the big, competitive world of search engine optimization (SEO) is a difficult task for local businesses. But maintaining an awesome blog is only effective when consumers can find it!
An easy first step to local business SEO is figuring out exactly who your local audience is. Use tools like Facebook Insights and Neilson Prizm to identify your local audience, and adapt your blog writing to fit their needs. Tailoring your content to a local audience can mean choosing specific topics, locally relevant themes, or even scheduling your blog posting to fit when your audience wants to read!
2. Attract More Attention by Expanding Your Keyword List
Ranking well in local searches is crucial to your local business’s success, and a blog is a great way to improve your standing. Make sure your keywords are in the body of your blog, as well as in the meta description and meta title.
You can escape some of the pressure of choosing a perfect long-tailed keyword to attract readers who will convert by doing some keyword research. Using your hometown as a keyword is a great idea, but don’t stop there. Give potential customers more opportunities to find your business by mentioning the name of your county, neighborhood, nearby cities, and any keywords that perform well in your research.
3. Write About Local Events
Writing about local events is great for SEO, but it also demonstrates that your business cares about the community. Discuss elections, community events, etc. from the perspective of a local business owner. Your content doesn’t all need to relate back to your product, and in fact, it’s important to have content that is there only to be useful to readers, not to convert. Writing about local events that are important to the community establish you as more than just a company, but an active part of the community.
By following these tips, your can create a more effective blogging strategy for your local business.