How to Win with Digital Marketing in the Upper West Side

Nmattson10 at English Wikipedia, Public domain, via Wikimedia Commons

Upper West Side: A Slice of Upscale Suburbia in NYC

In the 20 plus years that I have lived in New York, one of the neighborhoods other than the Upper East Side, that has changed the least has been on the Upper West Side. 

This wealthy upscale enclave is a bit more family oriented than the Upper East Side. It’s not as posh, but still very affluent. Most of the residents work in Midtown or Lower Manhattan with easily accessible mass transit.

The Upper West Side has a bit more intellectual bent as it is close to both the museums and Columbia University, Barnard, and other educational centers. 

Similarly to the Upper East Side, it has the same mix of brownstones and luxury high-rises. However, unlike the Upper East Side, the Upper West Side has been replenishing its residents as downtown couples move uptown after having kids.

Digital Marketing Works Best When Localized

For building a digital marketing strategy for your local business, it may differ greatly from what you’ve been used to in the past. Local digital marketing works best when it helps local customers find what, when, and how to get what they need quickly.

“Near Me, Now”

Google trends is an invaluable tool when looking at changes in real-time and over time. This graph is an example of how consumer behavior has changed. As you can see, the interest in location, ‘near me’ has jumped 4 fold in google searches over the past 5 years.

Near me Google Trends Chart

However, “near me” alone is not enough. 

  <script type="text/javascript" src="https://ssl.gstatic.com/trends_nrtr/2431_RC04/embed_loader.js"></script>  <script type="text/javascript">    trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"near me now","geo":"US","time":"today 5-y"}],"category":0,"property":""}, {"exploreQuery":"date=today%205-y&geo=US&q=near%20me%20now","guestPath":"https://trends.google.com:443/trends/embed/"});  </script>

There has been a 3-fold increase in the desire to find solutions that are not only ‘near me’ but also, ‘near me, now’. Your target audience is looking for solutions that are readily available. Potential customers do not want to wait. 

This trend makes it not only important to have your name, address, phone number, and products/services listed, but also your hours of operation. If you just solved for ‘near me’, with the common advice of consistent name, address, and phone, you would have missed those that were looking to see if you were open now. 

Maybe a consumer would dig deeper to find your hours, but more likely, he or she would just go to the next listing. 

Easy to Reach You

Having multiple contact methods is another way to make it simple for the local searcher to reach you. Having a listing with multiple options makes it easy for the consumer to choose how they wish to interact. Email and phone are reliable standbys, but newer methods like chatbots and texting are also a way to extend your service differentiation before the sale.

If Target Customers Are Searching on Mobile, They are Ready to Buy.

This is a somewhat dated study from Google (2017), but the data are still relevant even if the numbers may have changed. 

In their study, they found that 7 out of 10 mobile searchers purchased something in store after researching it on their phone. For example, if you are a restaurant owner, these data suggest that 70% of your customers probably read your menu, reviews, etc. before they even stepped foot in your place.

This same study showed that over 90% of those who searched for a solution on their phone followed through with a purchase. This is a powerful signal of purchase intent. Therefore, you want your small business to show up when that decision is being made. 

Pictures Really Do Say a Thousand Words :

According to Search Engine Journal, there is a positive correlation between images and views on Google My Business Pages. They state that “Having more images in a Google My Business listing correlates positively with receiving more views.”

Why You Should Leverage Local Digital Marketing

Hopefully, I’ve convinced you that the benefits of local digital marketing are worth your attention.  

  1. “Near Me, Now”: Consumers are looking for solutions in their local market that can solve their needs immediately.
  2. Those searchers are ready to buy. All you need to do is to show them how.
  3. Images increase the likelihood of making that ultimate step.

Why Local Digital Marketing Matters in the Upper East Side?

The key difference between the Upper East and Upper West Sides is that the Upper West has historically been more open to newcomers. Perhaps that’s due to the universities or educational churn, but for whatever reason, supply and demand seem more in balance..

  1. Local digital marketing in the Upper West Side  is about targeting and owning a small niche. Then, expanding from it..
  2. It is important to raise awareness among the newcomers or remind the locals that your business exists. 
  3. Local digital marketing lets your customers you are nearby, open, and accessible. No one likes to travel far if they can find something closer.

How to Leverage Local Digital Marketing 

There are three key tools you can use to maximize the effectiveness of your local digital marketing.

Google My Business (GMB)

80% of all searches in the US are on Google. When you search “_____ near me”, you will be shown what is called the Google Local Pack on your search engine results page (SERP). The Google Local Pack looks something like this:

Google automatically returns the top 3 ranked businesses, which are restaurants in this example. If you click on one of these businesses, you will automatically be shown its GMB page. GMB is a free resource that is easily accessible to any business owner. The process is simple. First, you have to go to the GMB page

To start, you would click the Manage now button in the upper right hand corner of the page.  You will then have to choose “Add a Business”, which will take you to this screen.

Here, you enter your business’ name. If it is an existing business, you can claim that business. If it is not an existing business you can create one.  There are too many steps to cover in one post, but if you would like more information, you can read the GMB FAQ page for a more step by step guide.

Flawless Mobile Website Experience

Earlier we discussed that 80% of customers search online before they decide to make a purchase. Today over 50% of device use is mobile. Given 9 out 10 mobile searches lead to a sale, you want your potential customers to search for you on mobile.

The fastest way to lose that potential customer is to have a poorly designed mobile website experience. There are two areas that are a must if you want to succeed in providing a flawless mobile experience.

Page Speed

Bounce rates go up dramatically if a site takes longer than 3 seconds to load. It pays to run a speed test on your site. I recommend Google PageSpeed Insights. They are a tough grader, but it is better to know what great looks like, rather than to settle for mediocre.

If you find your site is working optimally, it is probably due to your web design, and more specifically your CMS. While I can’t cover all the details here, I wrote a post on the impact of CMS on Pagespeed that can help.

Website is not Truly Responsive

Many themes claim that they are responsive. However, a truly responsive site provides a seamless experience regardless of device. Few themes can actually deliver this type of experience without causing problems with page speed. 

To avoid a poor mobile experience, it is helpful to be aware of some of the built-in biases in web design. The most important is desktop design bias. Most developers design using a desktop. Unless the developer actively checks his or her work on a mobile screen setting, design errors can be introduced. 

This is why we always recommend that you design for mobile first if you are not doing a custom build. For a more in depth explanation of these issues and how to manage them, you can read my guest post on SMBCEO.

Local Search Advertising

Finally, local search advertising is something worth considering, as those mobile searchers are very valuable. The ideal path would be to rank highly enough on organic SEO that you would warrant a listing in the local pack. However, when that is not possible, paid search can still return a solid ROI if executed appropriately. 

In Summary

When it comes to being successful in digital marketing in [location], there are three things I hope you remember.

  1. Consumers are looking for businesses near them to solve their needs, make sure you are seen by them when they do.
  2. 90% of mobile searches end in purchases, so make sure that your site doesn’t hinder you.
  3. Ensure that you are visible on local listings like GMB and others that are relevant to your neighborhood.

If you need help with local digital marketing for your business, please do not hesitate to contact us.

See more about Small Business Marketing in Upper Westside. If you are more interest in the borough, you can see our Small Business Marketing in Manhattan. If you want the full city, you can see our Small Business Marketing in NYC.