If you are a history geek like me, Astoria is one of the coolest places to see how the fresh waves of immigration left an indelible mark on the character of the neighborhood. It started with the Irish.
Then came the Italians, which their remnant can still be seen today with the clusters of Italian delis, restaurants, bakeries, and pizza parlors clustered around Ditmars Boulevard.
The Jews left their mark on the neighborhood with the Astoria Center of Israel, one of the Astoria locations on the National Register of Historic Places.
Starting in the 1960s, there was a large influx of Greeks, both from the mainland and Cyprus. The cultural impact of the Greeks is all over the neighborhood, from the churches to restaurants, and probably the best baklava in the city.
Lastly, we’ve had the Arabs, South Americans, and the list goes on. All leaving their mark on this culturally diverse and wonderfully colorful neighborhood.
Great web design is important no matter where you are located. However, in densely populated areas like Astoria, where mobile usage is high. These best practices are highly important especially
Being online is a necessity for any business large or small. Otherwise, you will lose out on a large and growing market segment. Local digital marketing is the key to standing out, especially for local businesses, who don’t have the budget to compete with national brands.
If you want to increase your business chances of being successful, it is worth the investment in time to learn how local digital marketing can help.
“Near me”, these are the most important terms in local search and digital presence. Those two simple words can mean so much in terms of traffic. In fact, interest in those two paltry words has quadrupled in the past 5 years of google searches.
Besides those two brief words, I would like to add the element of time. Potential customers that are looking to fill a need immediately or within 24 hours.
According to Google, near me now has almost doubled in the past two years. They also report a nearly tenfold increase in the growth of mobile searches for ‘near me today/tonight’. Finally, Google cited a two-fold increase in ‘near me open now’.
These factors go into why local digital marketing is critical for small businesses. You have increasing demand for local results that can satisfy the local customer’s needs in a very narrow window of time. If your online presence is weak, that demand is likely going to your competition.
According to a study by GE Capital, 81% of shoppers research their product online before purchasing. This is up two points, from 79%, versus last year. You will want to make sure that you can be found when customers are looking for solutions. If your business is not visible, then you missed the sale.
According to a study by Google,
“People rely on their phones to help make the best decisions at the moment of purchase. In fact, 70% of smartphone owners who bought something in a store first turned to their devices for information relevant to that purchase. And when people search on mobile, it leads to action: 92% of those who searched on their phone made a related purchase.”
Therefore, having a strong local presence is key to attracting a target audience willing to buy.
The case for local digital marketing is solid.
According to Best Designs, original graphics are the most successful.
“Original graphics make up 40% of all successful visual content that accomplishes marketing goals, but 43% of marketers struggle with the consistent production of captivating visuals.”
Since we are communicating one message, the artwork that supports it must work very hard to support the message. This is where local market know-how can really help. Original photos and images of your business in Astoria interacting with your neighborhood can add value.
It also helps with when your calls to action focus on local events in and around Astoria or at your business location.
Every email, no matter how trivial, should have a call to action. This is where all the hard work above pays off. If we omit one, we just wasted resources that could have been spent more cost effectively.
We cover email list building in great detail in our post on small business email marketing. Again, we will just hit the highlights here as it pertains to Astoria. Every neighborhood has summer fairs. While these were severely impacted by COVID, in our post COVID world they should roar back with a vengeance. It would be smart to see if you could piggy-back off one or more of them.
Incentives, deals, free trials, and samples are all great options when developing your calls to action. See if you can partner with your neighbors to create a shared promotion. This way one shopper in Astoria has two or more places to visit while out in the neighborhood.
The point I’m trying to make in the section above is two-fold. First, it highlights the many options that a local business can choose to stand out. Conversely, it also shows how important it is to stand out from this crowd.
There are several ways to use targeted local digital marketing to win in [location]. We cannot cover them all here, but we can review some of the most common.
A superior mobile experience is based on the fundamental elements of good graphic design principles. By following good graphic design principles can make your site easy to read, navigate, and understand.
The first element is the grid layout. The most common grid patterns used in web design are Manuscript, Column and Hierarchical.
Before the days of responsive sites, hierarchical web design was in vogue. However, owing to the need to create seamless experiences between different devices, the trend has shifted to the column design.
The column design is a layout divided into a fixed number of columns. The columns set the scale for the page. The row sizes set the grid dimensions. Using a grid pattern helps maintain legibility and proportionality much simpler.
The next major element is color. There has been a lot of study on colors and their effects on moods. Much of the data has been inconclusive and highly sensitive to surroundings and context.
Luckily, we do not have to cover all these details in order to build a great design. Adobe has a very useful tool that can help you find the right mix of colors that work well together.
Font type is more an aesthetic choice. However, font size should be greater than 12 points to ensure legibility.
Lastly, we have images. Original graphics tend to be much more successful than stock images. Sites with original graphics tend to perform better than those without.
Nearly 80% of all users said the most important function of a website is to make it “Easy to Find What I Want”. This was almost 8x as important as the next items.
Since mobile searchers are 90% likely to purchase something relevant to their search. You need to be found in mobile and local search.
The best way to do that is to set up or claim your GMB page. Nearly 8 out of every 10 searches in the US are done on Google. Therefore, it makes logical sense to use their default platform. As this example shows, a mobile search of “restaurants near me” yielded this search engine results page (SERP).
You quickly notice the block with the map. This is called the Google Local 3 pack.
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 relatively easy, and if you would like more information, you can read the GMB FAQ page for a more step by step guide.
Finally, we come to local listings. One time in the not so distant past, these listings used to be free. However, now, there are listing aggregators that charge a fee. You can still get pretty far using the free listings, however it is a very time consuming and labor intensive process.
The reason we care about local listings is that consistency in NAP (name, address, phone) is a key legitimacy signal for Google. If you want one of those coveted local 3 pack spots, you will want to send as many of these signals as possible.
Other places to look are your local digital news sources, reviews, chambers of commerce listings, local awards, e.g. Top 10 Restaurants in _____. All of these listings add credibility and further enhance your legitimacy ranking.
I hope that we convinced you why local digital marketing is important no matter the size of your business. In order to be successful in using digital marketing to help your business, we hope that you keep these three things in mind: