How to Beat Out Your Local Competitors Online

As internet connections have sped up since their dial-up days, so have the ways businesses connect with their audiences.

According to recent statistics, seven in ten consumers initially learn about new businesses online. This likely contributes to the fact that two-thirds of small businesses exclusively conduct transactions over the web.

Regardless of whether this describes you, creating a quality digital strategy framework is a critical step toward promoting your business. Here, we'll discuss how to:

• Work with a target audience
• Enhance your website
• Engage with consumers
• Reach a local clientele

Read on to beat business competitors and dominate local search!

Research Your Target Market

A "target market" is a broad group of people.

Consumers within specific target audiences have:

• Unique needs that set them apart from the larger market
• Shared characteristics
• Similar demographics

These common interests mean that they're people who have use for your goods and services.

For example, retail shops selling wholesale mobile phones will have the target audience of "smartphone users." According to the Pew Research Center, this market contains about 94% of Americans.

That's pretty broad, but the business also likely has smaller niches within this target audience.

If your retail shop only caters to a small service area, you'll only have a small location-based market. If you specifically sell used iPhones for extremely low prices, your niche will contain exclusively people in lower income brackets who don't mind used devices.

You may sell both low-cost used smartphones and sleek new ones. Those are two distinct niches that your shop caters to!

Finding Your Niche

In order to find your target market and niche(s), you'll need to:

• Think about what your company specializes in
• Consider the needs of customers
• Conduct surveys to find your customers' values and pain points
• Use Google Analytics and similar tools to assess your sales trends
• Analyze the sales trends of similar companies and their products
• Visualize these trends holistically for easy and accurate information
• Offer samples or free trials of your products in exchange for feedback

Part of target market research is looking into consumer demographics. In addition to finding customer pain points and values, you should look into their:

• Age
• Gender
• Location
• Occupation
• Income bracket
• Political affiliation
• Core beliefs

This will help you create a buyer persona to tailor your digital strategy framework toward.

Create Buyer Personas

A buyer persona is a fictionalized representation of your ideal customer. This representation takes the form of a unique character. They fall into demographics based on the audience insights and market research you gathered when finding your target market.

Each lifelike buyer persona showcases the customer's:

• Demographics
• Location
• Buying behaviors
• Interests
• Personal/professional challenges

Most businesses cater to multiple niches. This means breaking your audience down into sections and tailoring online marketing strategies to each section. This process is known as customer segmentation.

For example, a healthcare business selling medical devices may work with:

• Hospitals (B2B)
• Nursing homes (B2B)
• Physical therapy facilities (B2B)
• People with mobility challenges (B2C)
• Caregivers of those with mobility challenges (B2C)

Each of these demographics should have a unique buyer persona. You can work with digital marketing professionals to create representations of each of them before creating a buyer-centric digital framework.

Center Your Digital Strategy Framework Around Buyers

Once you know who you're working with, you can create a digital marketing strategy that's:

• Data-driven
• Customer-focused
• Innovative

To do this, you must:

• Consider what products each segment of customers might want
• Create quality content that will appeal to each section of buyers
• Use a brand voice that appeals to ideal customers
• Design your website with those customers in mind
• Find the colors and styles most likely to appeal to them
• Ensure that lead magnets/CTAs appeal to buyer personae
• Get the right ads and content on the screens of the appropriate customer segment
• Perform regular audits to ensure good web performance
• Track which campaigns are most successful
• Refine your strategy to emulate successful campaigns

This makes the customer journey convenient and enjoyable. Site visitors will click through your website and get a feel for your reputation and expertise. This can help you stand out against local competitors and crush the competition in your area!

Update Your Website

The 2023 Edelman Trust Barometer cites that 71% of consumers think it's more important to trust the brands they buy from now than ever before. Since three in four people judge how reputable a business is from its website, sprucing up your official page is a must.

Make sure that you're in the know about recent web design trends. As of 2024, these include:

• Artificial intelligence
• Chatbots
• AI artistry
• Kinetic/dynamic text
• Motion graphics
• 3D elements
• Bold organic shapes
• Minimalist design
• Interactive AI-powered design

Keep up to date on current trends at all times. That way, you won't be left behind!

To improve local ranking, you'll also need to:

• Use localized images
• Link to local websites
• Add service-area-specific information
• Use local keywords

This is important for any business trying to make a name for itself within a given service area!

Establish a Brand

At this point, you'll need to establish a brand that resonates with your local target audience. Think about your buyer personae and their values. Consider what people in your service areas look for most.

Create a story that explains why customers should choose your brand over other local competitors. You can talk about your success rate and brand differentiators. Providing real-time measurable information and explaining what metrics mean for consumers can set you apart.

Build a style guide for your brand's web content. You can use this guide to establish an authentic brand voice. It also will help you stay consistent with this voice across multiple platforms.

Consistent branding doesn't just make you memorable. It helps consumers connect with the people behind your business. It gets people to make first-time sales, but it also establishes loyalty among repeat buyers who like your voice.

Leverage Visual Media

Visual media includes:

• Video testimonials
• Animation
• Infographics
• Product photos
• Images of your location
• Charts
• Graphs

In 2024, it's easier to create and integrate visual media than ever before. Quality AI tools make it convenient and easy. They also save both time and money when setting up a website.

Jooice's artificial intelligence services stand out because our easy-to-use app generates both high-quality images and text. We're also committed to brand consistency. Our AI analyzes and matches your unique image style to ensure cross-platform consistency.

We can also generate local images for you that showcase locations within your service area. The synchronized platform also makes it easy to access your work anywhere, so you'll be able to start, finish, and display media across several devices.

Highlight Top-Performing Products

As a developing business, you should:

• Analyze what products sell most frequently
• Learn what local buyers prefer
• See which product pages lead to the most conversions
• Understand what product-related keywords people are searching on Google
• See what your competitors' hottest products are

This requires using tools to identify the best-performing products. Since these tools are expensive and take time to learn, hiring outsourced digital marketing professionals saves time and money.

It's important to assess these trends thoroughly. When you do, you can create blog posts that advertise your top-performing products. You can link to them in blog posts and include them in calls to action.

Create Quality Content

Good web content can improve local ranking. It can also make you more appealing to consumers. After all, people are more likely to stick around and browse a website that offers real value to them.

Quality content:

• Provides value to your target demographics
• Is clear and concise
• Answers the questions readers have asked
• Is skimmable
• Contains facts and stats
• Uses an engaging voice
• Helps people connect with your brand

Jooice's AI tools don't just create great images - they also can produce high-quality text. You'll have great blog posts within minutes, and there are several pricing plans available to make it affordable for most businesses.

Leverage On-Page SEO

On-page SEO encompasses changes you make to your own web content to make it more appealing to Google's algorithm. Some of these manipulations include:

• Keyword research and usage
• Internal linking
• Optimized meta descriptions
• HTML optimization
• Schema markup

Applying local SEO tips to your content is also extremely important. Make sure to:

• Use local keywords
• Conduct local link-building
• Reference your Google Business Profile
• Mention your service area in meta descriptions
• Use local imagery and alt text

Engage With Your Clientele

To engage with your target market, invest in quality customer service.

Having support available over the phone is great, but online customer service should be your top priority.

After all, the Customer Experience Trends Report notes that 65% of consumers would rather buy from companies that offer fast and efficient web-based customer service!

Chatbots are one of the most innovative customer service trends in 2024. While they're no substitute for human assistants, these smart AI bots can answer FAQs on your site. You can program them so users can ask questions at all hours of the day and get immediate answers.

Respond to Reviews

When customers leave reviews about your business, responding is critical for a variety of reasons:

• Showing customers you care
• Building trust
• Cultivating stronger relationships
• Establishing brand loyalty
• Encouraging positive reviews
• Redirecting negative narratives
• Increasing your rating
• Enhancing your SEO strategy
• Localizing your business with local phrases in responses

Jooice AI tools make responding to reviews quick and easy. You can manage your online reputation with bots that interpret customer reviews accurately. These bots draft thoughtful replies automatically and focus on giving you a consistent brand voice.

They sound human-written, so you'll engage your audience authentically with none of the hassle!

Set Up Online Forums

Customers don't just want to engage with business owners and customer service representatives. They also want to talk about your products and services with each other.

Setting up an online forum lets consumers communicate about your products on your website. It enhances SEO by increasing engagement and keeping people on your page longer. It also is a convenient service that people love.

You can join in the conversation, too. This lets you track:

• What people are saying about you
• What people want to see from you next
• What you're doing well
• How you can improve your products and services

Boost Social Media Engagement

Link from your official website to social media profiles. People can jump between your forum and these websites to have many ongoing conversations about your brand.

It's a great way to boost your off-page SEO strategy while also prioritizing on-page optimization.

You also will be able to localize better since people check into various places on social media. Those leaving reviews and having conversations can check into your business and show that they're in the area.

Since most social media platforms also collect data on where users live, you'll also get more audience insights from user's profiles.

Be Mindful of Off-Page SEO

Off-page SEO refers to anything you do to boost your online presence outside of your official website. Some facets of off-site SEO include:

• Social media interaction
• Inbound traffic from social media ads
• Inbound traffic from pay-per-click (PPC) ads
• Mentions in reviews
• Discussion of your business on off-site forums
• Traffic from email newsletters

Keep these actions in mind when interacting with clients. Try to do so on multiple platforms. Include links to your website in responses and mention your brand name and location periodically.

Leverage Social Media

According to Smart Insights, people spend nearly two and a half hours on social media every day in 2024.

People browse and interact on multiple platforms, including:

• X (formerly known as Twitter)
• Instagram
• TikTok
• Facebook
• LinkedIn
• Reddit
• Snapchat

Look into your target demographics and see what pages they use most frequently. If you cater to B2B healthcare facilities, LinkedIn and Facebook might be your best bet. Businesses that sell products to individual Gen X consumers might prioritize marketing on TikTok and Instagram Reels.

Keep in mind, though, that leveraging multiple platforms will extend your reach as far as possible. Prioritizing those that the bulk of your audience is on is a good choice, but you don't want to shirk other platforms completely.

Cross-Post Blog Posts

When you upload high-quality blog posts onto your official page, you can engage a wider audience by linking to them on your social media accounts.

There are several reasons to do this:

• More inbound traffic for better SEO
• Greater engagement on social media
• A cohesive online presence
• Staying fresh in the minds of your followers
• Delivering valuable information to more consumers
• Targeting those who have already shown interest in your brand

In addition to blog posts, you can also cross-post:

• Top-selling products
• Deals and promotions on your website
• Landing pages that drive conversions

Images and videos are always a good supplement to any post, too! They get more shares than other content and are eye-grabbing for viewers.

Use Paid Ad Campaigns

Most social media platforms have paid advertising options. You upload PPC ads into the system and select the audience you want to see them. Inputting their location and other demographics is easy because the site prompts you to do so.

You can then launch targeted ad campaigns for those who fall into these demographics!

Another great feature of some sites is that you can target those who like competitor pages. Look into what your specific chosen platforms are capable of!

Localize Your Services

Localization is one of the most important ways to beat business competitors. It gets people who actually can use your services through your doors.

This is especially important for companies that rely on foot traffic to brick-and-mortar locations. It also is essential for those in industries like:

• Home Services
• Healthcare
• Dentistry
• Restaurants and food service
• Catering

If you have a limited service area, local online marketing strategies can make all the difference when dominating the competition.

Claim Your Google Business Profile

Your Google Business Profile (GBP) is a free tool offered by Google's search engine. Entering your business information lets it appear on localized Google searches. It will also show up on Google Maps for those who make geotargeted searches with their GPS on.

This doesn't just boost your visibility on Google. It also lets you gain credibility with local reviews. Plus, you can share business information with consumers looking for local businesses, including:

• Your hours
• Contact information
• Services your offer
• Temporary/seasonal changes

Setting up a GBP is easy and makes a big difference. All you need to do is:

• Go to Google Maps
• Add your business
• Click the "create account" button
• Choose "to manage my business" on the menu that asks what you want to do
• Fill out prompts with your information (name and email)
• Verify your phone number
• Fill out your business name
• Choose the category your business falls into (so Google knows what kind of business you have and can place it under relevant queries made in your area)
• Add your specific physical location (if applicable)
• Choose your overall service area
• Add all contact information as prompted
• Opt into updates and GBP recommendations
• Verify your listing (by email, phone, or postcard)

You can also add more optional information like pictures and reviews. This makes for a more comprehensive listing and builds trust with those searching for you.

Find Localized Keywords

Now that you have a great GBP, it's time to perform some local keyword research.

Local keywords generally come in three unique forms. The first is the "near me" keyword. An example of this would be "Chinese restaurant near me."

It relies on the searcher's GPS geolocation and searches for businesses in their area. Usually, this means prioritizing and showcasing businesses with great Google Business Profiles.

There also are location-based keywords like "Chinese restaurant in Chicago" or "Chinese restaurant in Lincoln Park." These searches show the user restaurants listed as being in their specified service area.

Finally, long-tail keywords are optimized for voice search. A user might ask their phone, "Where can I find a good authentic Chinese restaurant in Chicago?"

As voice search increases in popularity, these long-tail keywords become more important!

Dominate Local Search

Localized keywords improve local ranking in a couple of ways. The first is by boosting your ranking in organic search results.

When you include local keywords in your blog posts and multimedia descriptions, it signals to Google what your service area is. Your posts and website are more likely to appear on the screens of those in your area.

Good keywords with a high search volume and low difficulty make it easier to rank. Your visibility increases, bringing your organic traffic to new heights!

You can also use keywords to round out your holistic online marketing strategy. Inputting them into your social media ads makes them more likely to go to those who live in your area.

You can also bid on local keywords for pay-per-click ad placement. People near you will see them on their smartphone screens. They also will see the ads on the sidebar of their computers when they visit the sites you bid on.

Establish Connections Locally

Finally, establishing connections with local businesses can help you improve local ranking factors. Add backlinks to other related businesses in your area that aren't direct competitors. Have others nearby link to your page via guest posts or organically-established connections.

There are lots of ways to build business relationships, including:

• Nearby trade shows
• Career fairs
• Conventions
• Networking events
• Online forums
• Responding to reviews
• Reaching out to other businesses via email
• Following and interacting with others in your industry on social media

You'll have professional networks to help you out!

Beat Business Competitors ASAP

There's a lot to consider when creating a business digital strategy framework. Putting in this effort is well worth the conversions that you can generate with a local audience.

Now that you know some ways to spruce up your online marketing strategies, it's time to work with Jooice and enhance your web presence. Our team offers AI-powered tools for content marketing and website enhancement.

We're excited to discuss your specific needs and create a plan that works for your target market. Reach out to our team to reach out to beat business competitors ASAP!

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