Phil Risher breaks down how local businesses attract customers through Google Local Service Ads, organic local pack results, and referral partnerships with realtors or other complementary services. He explains why local searches like carpet cleaning differ from national product searches and how audits and landing pages convert referrals into leads.
All right, in this video we're going to discuss what is local digital marketing and how can you use it in your business. Specifically, we're going to discuss search engine optimization for local businesses, ads for local businesses, and we're going to touch on some business to business networking opportunities to help grow your business. So the first thing is what exactly is local digital marketing and how is it different than national digital marketing? And so typically when people think about marketing of some sorts of, they think of either running ads or posting content on social media and that kind of stuff. But I'm going to deep dive into what exactly is going on behind the scenes for local digital marketing. All right, so I just pulled up two different queries here on Google. Let's look at carpet cleaning first. So this is local digital marketing. So when someone searches for a product or service online, which is called SEO search engine optimization, then this is called a search engine results page. And a lot of marketing companies focus on this. The reason that they focus on this is because it's bottom of the funnel customers. It's people that are looking for a product or service that you offer already that are just looking for the best company to choose to do this work. So you're not trying to create a need, you're not trying to even sometimes even educate the customer. You're literally trying to prove to this service searcher that you're the best solution for what they're looking for. And there are strategies about creating top of the funnel pieces of content and marketing, but this strategy specifically is for someone searches carpet cleaning and Google gives them all these results. And so how can we tell Google that we do carpet cleaning in this specific area? That is what local digital marketing is for, specifically search engine optimization. So I have videos that go through this, but these are ads right here. This is off site search engine optimization. This is a local digital marketing thing. This right here is your on site SEO. So it's all the stuff on your website that people are creating content wise. And then this is the unique part of local digital marketing. And that is that right here, see an ad, pay for lead this, see an ad, it actually ties into this. So if you notice right up top here, these are called Google local service ads. And I've made videos about this. But these ads, a company like mine or any other digital marketing company should be versed in helping you run these Google local service ads and helping you track your performance. For these ads specifically, these are only, you only pay when someone clicks on this to call you. So they're Pay per lead models, which is good. Then the other thing to notice that you can look up on your company is search for your service in your geographical location and see if these ads are available, they're not available everywhere. And then scroll down through here and you'll see these local results. But more importantly, you'll see places that you can put ads that are ranking high. So if you can create content that ranks high, you can run ads that rank high. Which is why people say if you run ads, you can get a lot more traction than search engine optimization. Even though over the long run SEO is better because it's just all organic. You can see that running ads here, you're going to be ranking up top. And also if you run ads on Groupon, for example, then that's going to get you the third spot on the search engine results page because someone clicks on Groupon and then Groupon shows all the results of people that are sponsored. Similarly with Yelp, I've done videos about this before, but if you click on the 10 best carpet cleanings, the first five or 10 are going to be sponsored people on Yelp. So these are bottom of the funnel people just looking for the best company and they see the best 10 carpet cleaning in Frederick. So I would just scroll through here. Same with thumbtack. So that's what local digital marketing is when it comes to search engine optimization and ad placement. The other thing to consider is if you have a product, this is more of a national thing, but it also has a marketing factor as well. So let's say someone's searching for pencil sharpeners, right? They have some, some pencil sharpeners here. And also if you notice down here after your organic results for your website, then they also show your local pack. And this is locally, where can I get a pencil sharpener? You go to Target, Walmart, Michaels. But if you notice that they show the organic stuff on your website. So this is this the best pencil sharpeners in 2022. You probably go to this thing and then they link to like Amazon, then you can buy it off Amazon or something. And same thing here, there's probably some Amazon results on here. Yeah, Amazon right here. So if you see they're pulling in different things that are not location local specific, because anyone can buy a pencil sharpener off Amazon, they don't necessarily need to go to their local place. Whereas local digital marketing, you, you can't buy carpet cleaning off of Amazon. You have to have a local provider that offers that for you. So that is why local digital marketing is so Important, and that is one of the unique differentiators is that when you search for a local qualifier, they're gonna show these local service ads. These are new first, but then they're gonna show this pack second. And this is all organic. You can't pay for this stuff. So that's why companies pay local digital marketing companies so that they can rank on these local organic keywords. All right, and the last one is business to business. So this is a really cool strategy that I think is really beneficial for local businesses. So let's say there's a carpet cleaning company. Who would a good referral partner be for a local carpet cleaning company? Probably a local Realtor, because realtors need carpet cleaning companies to come in and clean carpet when they're trying to list a house or maybe even to refer out to their customers. So if you notice here realtors similar results, you have this local service pack and we can click more businesses. So one of the things that I would do if I was going to be marketing a local digital marketing company for business to business specifically is I would reach out to all of these people, whether that's through a call or going to their website and sending them an email. And I would ask them for a partnership or to meet up or to have them come to our facility or maybe offer them some type of incentive to refer us business. Especially because people that rank in the top ranking, they're probably a little bit of a larger company or they at least understand marketing and they have a good volume of customers coming in the door. For example, 75 Google reviews, they probably at least helped 300 or 500 people to get these 75 reviews. So you know that they have a good volume of people that they could probably refer you business. So that is how you can use a local digital marketing company. That strategy that I just explained from a business to business perspective is something that we do for our customers to help them get in front of the target referral partners. And then we create sales and landing pages to help them get leads and turn these relationships into actual leads for their business. So if you're interested in learning more about local digital marketing, definitely set up a meeting with us. I'll put a link down below. If you don't know if what you currently have is good or not, we have a couple tools on our website like a local search audit that can help you figure out if what you're currently doing is good or not. And be sure to hit like and subscribe. We post content about growing local service businesses and we'll see you in the next video.
