Beyond Geofencing Ads: Essential Lead Gen Tools For Local Businesses

I. Introduction

  • Marketing and sales for a local business often requires a hands-on approach no matter who is in charge of it.
  • The importance of establishing the fundamentals of great local marketing should not be automated, understand the risks of over leveraging software or marketing tools
  • The tendency to focus on shopping and researching evolving technologies.

Sales Focused Approach to Local Marketing

  • Emphasizing the need to look beyond geofencing ads and PPC.
  • Summarizing the importance of a comprehensive local marketing strategy and systems for basic lead generation
  • Encouraging businesses to prioritize the discussed aspects for success.

Great Marketing Systems Require Savvy Thinking, Technical Skills, and Cunning Strategies For Sales

  • The new age of self-sufficiency and its potential costs.
  • The challenges of getting real results and ensuring complete marketing campaigns.
  • The importance of hands-on involvement and data acquisition.

II. The Essential Foundations For Local Marketing Systems

Website

  • Common issues with self-built websites.
  • Mobile responsiveness, navigation issues, poor layouts, confusing architecture.
  • The significance of compelling calls to action.

NAP and Google My Business Profile

  • Explaining the importance of NAP audits (Name, Address, Phone Number consistency).
  • Common issues:

Mismanaged listings, inaccurate information, outdated platforms, lack of reviews.

Established and Proven Sales Process

  • The role of incentives and promotions in driving local sales.
  • Common issues:

Lack of sales process or metrics, poor closing ratio, discount-focused approach.

Google Analytics 4 and ROI Tracking

  • Introducing Google Analytics 4 as a valuable tool for tracking local performance.
  • Discussing key metrics and reports relevant to local marketing.
  • Providing insights on leveraging data for better decision-making.
  • Common issues:
    • Lack of systems integration for tracking ROI, data complexity, attribution model misunderstanding, lack of auditing goals or conversion metrics.

Email Marketing

  • The importance of email marketing in local marketing.

Social Marketing

  • Highlighting the significance of social media for brand research in local marketing.

SEM Considerations For Brands, Products, and Services

Google SERP Presence and Brand Visibility

  • Discussing the significance of appearing in Google’s SERPs.
  • Offering strategies for enhancing brand visibility in local searches.
  • Explaining the importance of Google My Business and online reviews.

Closing the Loop: Getting Sales from Local Marketing

  • The necessity of communication between sales and marketing.
  • Discussing the architecture of a marketing system and its role in tracking conversions.
  • Highlighting the role of customer feedback, reviews, and continuous improvement.

Summary

  • Explaining the importance of technical proficiency in location-based marketing.
  • Discussing the challenges faced by business owners without technical expertise.
  • Offering tips and recommendations for improving technical proficiency.

XI. Conclusion

  • Recapitulating the key takeaways from the article.
  • Reiterating the challenges of marketing a location effectively.
  • Encouraging readers to take action and implement the recommended strategies.

Highlight the importance of technical proficiency and technology in local marketing and why working with an expert may be the best way to go

  • Discussing the advantages of working with experts in navigating devices, platforms, and SaaS tools.

Beyond Geofencing Ads: Marketing a Location Effectively

I. Introduction

Marketing and sales for a local business are often joined at the hip. Communicating the relevant details needed for success in geographical marketing campaigns often requires a hands on approach. The time needed to establish the fundamentals of great local marketing are often completely ignored in the beginning and substituted for shopping and research of rapidly evolving technologies. 

Beyond Geo Fencing Ads and PPC: A Holistic Approach

A. Emphasize the need to think beyond geofencing ads and PPC

B. Summarize the importance of a comprehensive local marketing strategy

C. Encourage businesses to prioritize the discussed aspects for success

The Rise of Self Managed Marketing and Advertising Campaigns

Small businesses have little trouble establishing a presence online compared to the early days of the internet. With endless options to effectively manage their marketing assets in the beginning free online tools can be a highly viable approach for businesses aiming to maintain control over their marketing strategies in-house. By adopting platforms and testing the waters for lead generation methods companies often start by harnessing the power of social media without understanding the fundamentals of uniting marketing and sales efforts. By utilizing do-it-yourself website builders, companies can effectively bootstrap their local marketing initiatives without the need for outsourcing or hefty investments.

Many of these tools offer user-friendly interfaces that don’t demand extensive technical expertise for small business owners who prefer hands-on involvement. With almost endless tools available for little to no cost many can be overwhelmed, the vast majority of business owners have the sales experience and know-how but often fall short due to unforeseen limitations that often have to do with technical details. 

Great Marketing Systems Require Savvy Thinking, Technical Skills, and Cunning Strategies For Sales

While the new age of self-sufficiency is designed to eliminate learning curves and save money, but at what cost? The wealth of “information” available and the rapid evolution of the digital marketing industry is not a peaceful ocean to swim in, rather drown in. 

The effort it takes to get real results and ensure marketing campaigns are not missing significant details needed to qualify leads and close sales takes attention, adaptability and agility in responding to local market dynamics that is time consuming. Many companies put the cart before the horse without even knowing it, brick and mortar businesses and sales models take less spend in the beginning and more strategy. The importance of being hands on and building systems to acquire marketing data and help close more sales takes focus. Finding ways to quickly educate and align teams evaluating marketing and sales automation strategies is a highly collaborative effort.

II. The Essential Foundations For Local Marketing Systems

Website

Self built websites often miss the most important considerations needed for sales. Calls to action are often present but not enticing. 

Common issues:
Mobile responsiveness, navigation issues, poor layouts, confusing architecture, business centric design over user focused design

NAP and Google My Business Profile

C. Explain the importance of NAP audits (Name, Address, Phone Number consistency)

Common issues:

Mismanaged listings, inaccurate information, not keeping platforms up to date, lack of reviews

Established and Proven Sales Process

VII. Incentives and Promotions for Local Audiences

A. Explain how offering incentives and promotions can drive local sales but also can devalue offerings

C. Share success stories of businesses using incentives effectively

Common issues:
Lack of sales process or metrics, poor closing ratio, selling discounts over promoting incentives and value, focusing too much at the start on ROI

Google Analytics 4 and ROI Tracking

VIII. Google Analytics 4 for Location Insights

A. Introduce Google Analytics 4 as a valuable tool for tracking local performance

B. Discuss key metrics and reports relevant to local marketing

C. Provide insights on how to leverage data for better decision-making

Common issues:

Not having the right systems integrated to track ROI while expecting it, Over complicating their data needs, not understanding attribution models, lack of auditing goals or conversion metrics

Email Marketing

Social Marketing

Understanding the importance of social media for those researching your brand is an important consideration.

SEM Considerations For Brands, Products, and Services

IV. Google SERP Presence and Brand Visibility

A. Discuss the significance of appearing in Google’s search engine results pages (SERPs)

B. Offer strategies for enhancing brand visibility in local searches

C. Explain the importance of Google My Business and online reviews

IX. Closing the Loop: Getting Sales from Local Marketing

A. Converting local leads into paying customers takes communication between sales and marketing

B. Discuss the importance of the overall architecture of a marketing system needed for a local business. Discuss how a marketing systems ability to track conversions is based on its design overall and goal prioritization. Are there certain pages or patterns you know that signal buying activity? Are you sure that you are effectively prioritizing your goals and understanding what KPI’s signify successful revenue generating activity?

C. Highlight the role of customer feedback, reviews and continuous improvement

Summary

A. Explain why technical proficiency is crucial for location-based marketing

B. Discuss the challenges faced by business owners who lack technical expertise

C. Offer tips and recommendations for improving technical proficiency

XI. Conclusion

A. Recap the key takeaways from the article

B. Reiterate the challenges of marketing a location effectively

C. Encourage readers to take action and implement the recommended strategies

Highlight the importance of technical proficiency and technology in local marketing and why working with an expert may be the best way to go

Being able to quickly navigate devices, platforms, and SaaS tools may be better served by the experts.

Author

  • Zach Jalbert is the founder of Tek Enterprise and Mazey.ai. Learn more about his thoughts and unique methods for leadership in the digital marketing & AI landscape.

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