The Heights were synonymous with crime in the 1990s, as the capital of the crack epidemic. But, as crime decreased, the Heights underwent a significant gentrification starting in the 2000s and continuing through the 2010s.
This has had an indelible mark on the make-up of the neighborhood. The white population increased while communities of color decreased. Rent crept higher as well by around 40% from 2000-2020. While this isn’t nearly as significant as other gentrifying neighborhoods in Manhattan, it is part of a trend across the city.
Like with all gentrifying neighborhoods, businesses in the Heights will have to choose how they wish to respond. They will need to get more from the marketing as commercial rent prices put a squeeze on profit margins.
In a gentrifying neighborhood, the first decision you need to make is deciding on your target. There will be those unique businesses that can appeal to both new and existing residents, but that will not be the norm. Depending on your business, it may force you to choose. Once you make that choice, Your website can help you reach that target more effectively.
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.
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.
However, “near me” alone is not enough.
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.
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.
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.
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.”
Hopefully, I’ve convinced you that the benefits of local digital marketing are worth your attention.
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 Kipps Bay interacting with your neighborhood can add value.
It also helps with when your calls to action focus on local events in and around the Heights 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 the Heights. 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 the Heights has two or more places to visit while out in the neighborhood.
In a gentrifying neighborhood, the first decision you need to make is deciding on your target. There will be those unique businesses that can appeal to both new and existing residents, but that will not be the norm. Depending on your business, it may force you to choose. Once you make that choice, Local digital marketing can help you reach that target more effectively.
When using digital marketing, it is always good to start with the low cost items first. This way you can start to build your business organically before you have to spend a significant amount of money.
SEO can sometimes feel like rolling a boulder up a hill. It is a very time consuming and effort-intensive activity. However, there are a few methods, when applied consistently and well, can yield results.
Bots are programs that crawl the web and evaluate content. It’s important to know that they care about three things.
While the steps are simple, the algorithm is complex and constantly changing. Rather than trying to outsmart the bot, it is better to give them what they want.
For more details on search theory and how to feed bots, you can read my guest post on Business2Community.
When building a Local SEO strategy, the first step is to develop a keyword strategy. This is a more complicated process, but I will briefly cover the main steps.
It is important to consider how your customer might search for you. If you have Google Analytics or Google Search Console enabled, you can see which queries are driving people already.
If not, start by building a list of logical questions your customers might ask, then go to Google Keyword Planner and see how they rank. We use a paid tool, but your results should look similar to this.
Next, you will want to add the term ‘near me’ or ‘in _____ ‘ to the highest ranking terms, and see how they do.
As a general rule of thumb, you want to select those words where the volume is highest and keyword difficulty is lowest.
For most local businesses, it will be difficult to rank well for keywords with monthly search volumes about 1,000. Therefore, we recommend focusing on those between 100-1,000 when you are starting out.
Here is more information If you wish to delve keyword planning in greater detail.
Many businesses make the mistake of not investing the time and effort in linking a given keyword to a given page. The primary reason to do this is to send a clear signal to the bot on where you would like this page to be indexed.
The second reason is to avoid having two of your own pages competing against each other for the same keyword. This is called keyword cannibalization, which tends to dilute your effectiveness.
It’s important to remember that both you and Google share the same goal, a satisfied searcher. If a visitor to your site doesn’t find the content useful, they will leave. That’s not a good experience for you or for Google.
GMB is a free platform that all businesses can access. You will also want to capture your free listing on Bing Places and Apple Maps.
The reason that I call out GMB is that nearly 8 out of every ten searches in the US are on Google. Therefore, the majority of your search traffic is likely to come from Google.
As you can see from this example of a search of “restaurants near me”, there are a set of three businesses that are given special prominence.
This is typically called the Google 3 pack. These businesses were the topic 3 restaurants ranking locally at the time of my search. These will vary on time of day, my personal search history, etc. If you click on one of these businesses, you will be taken to their GMB page.
The key takeaway from this discussion is that if you do your local SEO well, claim or create your SMB page, you can go far with the only cost being your time.
GMB is a free resource that is easily accessible to any business owner. The process is simple. If you would like more information, you can read the GMB FAQ page for a more step by step guide.
Each area has its own set of local pages, typically local news sites, that can help you with your local SEO.
One of the key signals for Google is a consistent name, address, and phone number (NAP). A consistent NAP is a clear signal to Google that your business is legitimate. The more signals that you have, the better you will perform in local search.
Local listings used to be nearly always free. However, in the past several years, this has shifted. I call this the great monetization. While you can still gain a number of listings for free, it is becoming increasingly difficult. For some of the best listings, you may have to bite the bullet and pay their listing fee.
You can successfully leverage digital marketing in [location], quite successfully at a reasonable cost if you remember these three things.