Ever since COVID-19 hit the world, people started moving away from city centers. Naturally, that caused small businesses to shift their view towards smaller towns and suburbs. Now, local marketing is just as relevant as any other branch of marketing.
Small businesses are now going local and staying focused on their local community. But it’s not just about printing flyers or posting in Facebook groups. A well-built local marketing strategy modernizes traditional neighborhood marketing.
This article is for local businesses who want to grow foot traffic, connect with local customers, and stay ahead of competitors in their zip code.
What is a local marketing strategy?
A local marketing strategy is a plan that helps small businesses attract and connect with local customers in specific neighborhoods, cities, or regions.
It focuses on getting your brand in front of people who live or work near your business locations. The goal is simple: bring more physical consumers to your store, restaurant, or service area.
Unlike general marketing, which can aim at anyone anywhere, local marketing zeroes in on a local audience with location-based solutions like local listings, local advertisements, and local SEO.
In short, it’s about talking to your neighborhood, not the entire internet.
Why local marketing matters in 2025
People tend to search differently now, and that’s why local marketing is something you should be doing. Hyper-local queries like “best tacos near me” or “plumbers in Brooklyn” are popular nowadays and for the foreseeable future. It means that if your local marketing strategy isn’t tuned for that, you’re practically invisible to potential buyers.
Also, with mobile usage reaching all-time heights, most local consumers use their phones to find business locations – Google even prefers to show more localized results for mobile devices versus desktops. So, tools like Google Business Profile have become a vital part of local search visibility.
10 essential elements of a local marketing strategy
1. Optimizing your Google Business Profile
Keep your profile updated with your hours, photos, and services. Regularly post updates, if applicable to your niche. When you get visitors, ask them to leave a review about their experience. It’s one of the easiest ways to boost local search visibility and connect with potential customers quickly.
2. Local SEO and keyword targeting
Leverage target phrases that include your city or neighborhood. For example, if you’re providing emergency plumbing services in Boston, use keywords “emergency plumber in Boston” across your website to rank higher in local search results and bring in more local customers.
3. Online reviews and reputation management
Reviews are your best friend in bringing more customers. Get existing customers to leave feedback about their experience and respond quickly to negative ones. It builds trust with local consumers and improves your reputation in the area.
4. Local listings and directory management
Accurate local listings on sites like Yelp, Maps, and Bing are critical. Make sure your name, address, and phone are consistent and use tools to keep everything synced.
5. Social media marketing for local audiences
Create content that feels local. Use town hashtags, tag local media (like local newspapers and local journalists), and join local community groups. Use platforms like Facebook, and Instagram to engage your local audience and stay in touch with them.
6. Localized content marketing
Write blog posts or record videos about local topics. Highlight community members, events, or local trends. Not only does it help with your SEO, it also builds a real connection with your local community.
7. Hyperlocal PPC advertising
Run paid ads targeting specific zip codes or areas. Google Local Service Ads and local media outlets offer hyper-targeted options that could deliver quick results and bring in potential customers. Just make sure to track your budget.
8. Community involvement & local sponsorships
Sponsor a youth team, join a local charity event, show up at farmer’s markets, or do anything else that your community does. These local partnerships can help build visibility and trust in your local community. It’s also great for word-of-mouth marketing.
9. Email marketing with geo-segmentation
Segment your audience by location and send neighborhood-specific updates or deals, if applicable. It will keep your emails personal and relevant for local customers. And personalization can drive more sales and loyalty.
10. SMS & mobile geo-fencing strategies
Send real-time SMS alerts or offers when someone enters a specific area near your store. It’s a solid strategy to bring nearby local consumers straight into your store. Just don’t overdo it or your clients can start getting annoyed.
Local marketing tools & software recommendations
Using tools for different aspects of your local marketing efforts can help you manage everything more easily:
- Listing management. Use tools like Yext and BrightLocal to help you manage your local listings across dozens of platforms.
- Reviews and reputation. Birdeye and Trustpilot keep track of your reviews and help boost your customer engagement.
- Geo-targeted ads.Google Local Service Ads and Meta’s ad tools offer targeting options for local advertising.
- Analytics and ROI. Platforms like Jimdo and Google Analytics let you measure traffic, clicks, and results.
How to build your local marketing strategy
You should start by defining your local audience. Find out where they live, what they do for work, and what social media platforms they use.
Then, you can pick the platforms that work for your industry. For example, restaurants might focus on Instagram, while plumbers do better on Google.
Once you’ve done all that, you should start tracking your KPIs (key performance indicators). Measure things like foot traffic, calls originating from your Google Business Profile, and clicks from your local advertising.
Keep reviewing your results and tweak your strategies based on what’s working.
Common local marketing mistakes to avoid
It’s easy to find yourself confused when doing local marketing, especially if you’re new to this. Here are some things that you shouldn’t do:
- Don’t list your name or phone number differently across platforms.
- Don’t ignore how your website looks on the phone.
- Don’t leave the bad reviews hanging. Respond to them.
The main thing is to keep a pulse on everything that’s happening around your local business.
Measuring the success of your local marketing campaigns
To see how your local marketing efforts are performing, look at:
- Number of calls or website clicks from your Google Business Profile.
- Rise in local SEO rankings.
- Feedback from local customers and improved reviews.
Some are easier to track than others, but depending on your goals, you can stick to the ones that you feel confident tracking and that drive success.
Frequently asked questions
How to target a local market?
Start with local SEO, build local listings, run geo-targeted ads, and connect with local media and your local community.
How does local SEO impact local marketing?
It gets your local business in front of local consumers that actively search for your services. It’s one of the most important parts of a strong local marketing strategy.
Can local marketing work for online-only local businesses?
Yes, especially if you serve specific regions. Geo-targeted ads and localized content help reach local customers, even when you don’t have a physical store.
How much should I budget for local marketing?
It depends on your goals, industry, and intensity of local marketing. You should research your competition to figure out the exact numbers for you.