Why Local Digital Marketing is a Must in Flatbush

Ad Meskens, CC BY-SA 3.0 <https://creativecommons.org/licenses/by-sa/3.0>, via Wikimedia Commons

Flatbush: Slow to Gentrify but Starting

Like other neighborhoods in south Brooklyn, Flatbush has not experienced the rapid gentrification of its neighbors. However, perhaps that is starting to change. 

In 2016, Flatbush was one of four neighborhoods featured in an article in The New York Times about "New York’s Next Hot Neighborhoods". But, like most of the less affluent neighborhoods in Brooklyn, it was hit hard by COVID. Until the city recovers, Flatbush gentrification may be put on hold.

For businesses that survived the COVID crisis, financial pressure will be a major challenge as you build back your customer base.

Local Digital Marketing is Price of Entry

It is important for any local business to engage in local digital marketing. Digital marketing has grown from a method of attracting more business to a means to attract and not to lose business to competition.

Target Customers Search Before They Buy

Some businesses think that they only need digital advertising if their business is large or is more regional or national in scope. It is a mistake that puts them at a competitive disadvantage. They are at a disadvantage because roughly 8 of 10 customers search before they buy. 

A brand that is not part of that search is not likely to be considered, even if they are the best solution or product. Potential customers simply are not aware they exist. 

More importantly, customers want to find solutions that are near to where they are. No one wants to travel out of their way to get what they need. The search term “_____ near me” has quadrupled over the past 5 years in google searches.

Near Me Google Trends Chart
Source Google Trends

Customers Don’t Want to Wait

Another interesting trend that builds on the one above is that your target audience are not only looking for solutions near them but also available now.

The search term “_____ near me now” has tripled in the past 5 years. So, if you are a local bakery that sells cakes and offers discounts late in the day, being visible during a search at 3 pm for “cakes near me now” would be valuable. Plus, you can also sweeten the offer by making sure your discount is clearly visible online to potential local customers.

Mobile Searchers are Ready to Buy, Now

This builds on my prior points. If someone is searching for “cakes near me now” is probably looking to purchase one. In fact, Google reported in one of their studies that 90% of mobile searchers made a purchase. 

Therefore, a local business, I would argue, is in the best position to meet that searcher's needs because they have a local market solution to their problem and are available now. The only thing left is to ensure that that search is aware that the business exists.

Why Local Digital Marketing Is Key No Matter What Your Size

  1. 80% of your customers are searching for a solution that you can provide
  2. A growing percentage of them are looking for quick and easy solution, which a nearby business that is open can provide
  3. 9 out of 10 of those mobile searchers are ready to buy, now. They just need to know you exist.

Why Digital Marketing is Important in Flatbush?

The marketing challenges in Flatbush are more about efficiency and effectiveness.  Local digital marketing, when used effectively, can help either one.

  1. Local digital marketing in Flatbush is about being visible, at the right time, and at the right place.
  2. Once you identify the target, it is important to raise awareness as inexpensively as possible. 
  3. Local digital marketing lets your target the right customers when they are nearby, relatively inexpensively. It is so much easier to get what you need when it's a short walk from where you are.

Using Targeted Local Digital Marketing to Win

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.

Ensure an Superior Mobile Experience 

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. 

Key Elements of Good Graphic Design

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. 

Good Graphic Design Can Help User Find What They Need Quickly

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.

Google My Business (GMB)

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.

Local Listings

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. 

In Summary

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:

  1. Invest the time in creating a superior mobile experience. Leverage the design guideline to help ensure that the information that your user is seeking is easy to find and consume.
  2. Claim or set up your GMB page. Make sure that it is current and has imagery that helps sell your brand.
  3. 90% of mobile searchers are ready to make a purchase, so you want to do all that you can to make sure you are listed in the Google 3 pack.

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

Things to Remember…

If you're thinking about finding help in Flatbush for your small business, here are the things to keep in mind.

  1. Find a firm that knows your area. If your small business is marketing in Flatbush, you'll want help from someone who understands the lay of the land, character of the neighborhood, and the challenges its businesses face.
  2. Find a company you can trust. If you can't trust a business to have your best interests, you're already going to be left in the lurch. Make sure you have a guarantee that your business will be treated fairly by all parties.
  3. Get the size of help you need. A larger firm can provide more resources and can do more things. A smaller firm, on the other hand, can be less intimidating, with the added benefit of one-on-one help from the best the company can offer.

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