Promoting your business locally is crucial, whether you have a small shop or a large franchise. You aim to attract customers actively searching for your offerings within their vicinity. In fact, nearly half of Google searches reflect local intent. So, what local marketing approaches will be most effective this year? Let’s explore 14 expert-recommended strategies!
Table of contents
- Optimize your online presence for local SEO
- Don’t forget voice search optimization
- Tap into local influencers
- Host, sponsor, or attend local events
- Prioritize reviews
- Engage with social media communities
- Don’t underestimate the power of LinkedIn
- Run hyper-local advertising
- Use data and analytics to create more powerful hyper-local targeting
- Invest in video
- Use AI tools
- Create diversified local content
- Learn from B2B tactics
- Personalize and segment content and promotions
14 local marketing trends and tactics for 2024
“Local marketing in 2024 goes beyond simply placing an ad in a local publication—though that can still be beneficial," said Magee Clegg, CEO of Cleartail Marketing. “It’s about prioritizing strategies that cultivate lasting customer relationships, utilizing professional platforms, and proactively managing your online reputation.” Let’s delve into tactics, trends, and ideas for a successful local marketing strategy in 2024.
1. Optimize your online presence for local SEO
While not a new trend, optimizing your Google Business Profile, Apple Maps, and local directories for local—and hyper-local—SEO is fundamental to local marketing. “Appearing in local search results, especially your Google Business listing, significantly boosts visibility,” said Deepak Shukla, founder of SEO agency Pearl Lemon. “With online presence becoming even more crucial post-pandemic, attracting local customers relies on this strategy.” Optimization tactics for local search include including hours, offerings, and reviews, which help turn searchers into customers, said Dan Dillon CEO of CleanItSupply.com.
This establishes businesses as authorities and builds trust locally, added Dmytro Sokhach, founder of digital marketing agency Admix Global.
With “near me” searches prevalent—over 60% of mobile searches have local intent—Ken Fortney, CEO of SEO firm That Local Pack, highlighted a New York restaurant that boosted revenue by 270% in a year using an enhanced local SEO strategy. This included Google Business optimization, customer reviews (more on that later), and location-specific menus.
“Consumers increasingly use local search for immediate needs, and local SEO is crucial for attracting these ready-to-buy customers,” Fortney said.
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2. Don’t forget voice search optimization
Beyond local SEO basics, integrate natural language processing to leverage voice searches. “Use conversational, long-tail keywords in content optimization for broader search visibility and customer attraction,” Fortney said. For instance, target “family-friendly Italian restaurant in Boston” instead of just “Italian restaurants.” “This hyper-personalization directly addresses the niche audience and boosts conversion likelihood,” added Gianluca Ferruggia, general manager of B2B marketplace DesignRush. And don’t overlook Schema markup. “Optimize for local pack rankings with precise location-based keywords and build localized links from directory listings and community websites,” said Lyn Collanto, marketing specialist at SEO agency KBA Web. “As mobile and voice search grow, enhance on-site elements like click-to-call and direction links.”
3. Tap into local influencers
While influencer marketing’s benefits are well-known, collaborating with local influencers, even those with smaller followings, can significantly benefit local marketing.
“Including local micro-influencers in marketing campaigns can be very effective,” Ferruggia said. “Their niche, dedicated following generates trustworthy word-of-mouth within the community.”
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4. Host, sponsor, or attend local events
Consider local events, such as hosting workshops or classes, like a cake decorating tutorial at a bakery. “These events attract potential customers and create memorable brand experiences,” said Randy VanderVaate, CEO of Funeral Funds of America. “Partnering with local influencers and businesses and hosting or sponsoring local events effectively taps into the local audience,” Shukla said. “These strategies not only enhance community engagement but also foster a sense of solidarity and support, which is particularly valuable in the current times where there’s a strong desire for community connection.” Dillon believes community partnerships will grow as these events build trust and authenticity. Geoff Cudd, founder of review site Don’t Do It Yourself, agreed that businesses participating in local events, sponsoring local teams, or partnering with local businesses see improved reputation and loyalty. “This approach increases brand visibility and builds a strong local network,” he added. This could involve cross-promotional offers with another local business. “Brands engaging in local community initiatives or partnering with other local businesses to create combined offerings may witness higher customer loyalty and differentiate themselves in the bustling marketplace,” said Pavel Naydenov, head of marketing at software platform Businessmap. Oleg Segal, CEO of discount site DealA, has observed a 45% rise in these local partnerships recently.
5. Prioritize reviews
Encourage online reviews on platforms like Google and Yelp. A strong presence contributes to a successful local marketing strategy. This is crucial because local sentiment and word-of-mouth now thrive online. It’s vital to address both positive and negative reviews rather than trying to hide the latter.
“Actively listening, responding positively, and addressing negative reviews is critical to maintaining community trust and loyalty,” said Iurii Nemtcev, CEO of Big Lab Digital Agency.
6. Engage with social media communities
Beyond advertising, use social media to foster community engagement. “Social media platforms are becoming local hubs,” Shukla said. “Engage with the community by promoting local events, participating in local discussions, and showcasing community involvement to build a loyal local following.”
7. Don’t underestimate the power of LinkedIn
While platforms like Facebook and Instagram are popular for local marketers—and for good reasons—Clegg called LinkedIn “a potent platform for local businesses to expand their reach.” LinkedIn outreach, combined with emails, yields enhanced results. Clegg helped one client gain 400 emails and 40 qualified sales calls monthly through this tactic.
8. Run hyper-local advertising
Utilize social media’s power for targeted advertising to local consumers. “Platforms like Facebook and Instagram offer advanced targeting options to reach potential customers in specific geographic areas,” Cudd said. “Localized content and ads effectively engage a community-focused audience.”
An example of a localized ad vs. a generic ad for the same business.
This delivers the personalized content consumers desire and reaches potential customers with high engagement potential.
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9. Use data and analytics to create more powerful hyper-local targeting
Advanced data analytics will enhance hyper-local targeting in 2024. “In 2024, hyper-local targeting is key, using advanced data analytics to understand and engage with specific demographics within a community,” said Leena Sowambur, founder of Marcomms by Leena. Combining consumer data points—like shopping habits, online behavior, and even political leanings—will enable more personalized messaging. “We’re seeing an unprecedented emphasis on cross-sectional marketing,” she added. “This strategy allows for nuanced messaging that resonates deeply with diverse groups within a community.”
10. Invest in video
Consider video, the favored format on social media, to elevate your content marketing. “This trend offers businesses new opportunities to creatively engage with their target audiences, revolutionizing how they connect with viewers,” said Zain Bin Zameer, senior link-building expert at Technology Ally. “Whether through product demos, brand stories or educational tutorials, the impact of video content is set to reshape the marketing landscape for years to come.” Dillon suggests experimenting with short-form or live videos on platforms like TikTok and Reels.
“These strategies will harness not only digital trends but also market shifts in consumer behavior and technological advancements,” he added.
11. Use AI tools
While video content is beneficial, high-quality video can be expensive.
However, AI tools will further democratize high-quality video content in 2024.
Lucas Ochoa, CEO of Automat, believes, “What used to be an expensive and exclusive process is becoming more accessible and affordable. This shift won’t just level the playing field for local businesses but will also usher in a fresh wave of creativity and personalization in marketing communications.”
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12. Create diversified local content
Geo-targeted content like emails and texts can also be powerful. “Consistent, high-quality local content tailored to the area and offering real value to nearby searchers is crucial for local SEO success in the ever-evolving local search landscape,” Collanto said. “Focusing initiatives around these types of local marketing strategies and trends will yield the best results.”
13. Learn from B2B tactics
Even B2C brands should pay attention to this. As consumer behavior becomes increasingly digital and data-driven, local advertisers can adopt B2B marketing strategies to expand their reach. “This concept adapts traditional B2C strategies by viewing every local customer as a potential business partner,” Clegg said. “We helped our clients build stronger relationships with local customers, offering value beyond single transactions and converting them into long-term advocates.”
14. Personalize and segment content and promotions
Finally, online businesses can leverage “personalized local ecommerce,” as Sunny Zheng, senior manager at cosmetic brand Tengyu, calls it. Tengyu created web pages with region-specific content and deals through its Regional Specials project, resulting in 2000 additional online sales in three months. “It shows how much people appreciate personally relevant content,” Zheng said.
Build the best local marketing strategy for 2024
These expert-approved local marketing trends and tips can help you create a strategy to reach the right local audience. Here are the top local marketing trends, tips, and strategies for 2024:
- Optimize your online presence for local SEO
- Don’t forget voice search optimization
- Tap into local influencers
- Host, sponsor, or attend local events
- Prioritize reviews
- Engage with social media communities
- Don’t underestimate the power of LinkedIn
- Run hyper-local advertising
- Use data and analytics to create more powerful hyper-local targeting
- Invest in video
- Use AI tools
- Create diversified local content
- Learn from B2B tactics
- Personalize and segment content and promotions
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