How to Win in Midtown with Local Digital Marketing

CommunistSquared, CC0, via Wikimedia Commons

Midtown: World's Largest Business District

While Midtown is the largest central business district, it is a very expensive place to actually do business. With rents running around $3,000 a sq. ft., it is a tough place for small businesses. With such high overheads, there is little room for error, and generally a high turnover rate.

To get ahead in Midtown, you have to stand out and be noticed. There's a lot of other things competing for your attention, so that's where target, effective marketing can really make an impact. However, given the overhead pressures, return on advertising spending needs to be significant.

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 Digital Marketing is Important in Midtown?

Midtown Manhattan businesses are constantly trying to stand out. They are always competing with new ideas, concepts, and new ways to solve old problems. The challenge that many of them face is how to develop advertising that has a large enough ROAS.

  1. Local digital marketing in Midtown is about ROAS. Who are the right people to reach? What are the right messages to send? What is the conversion rate?
  2. Once you identify the target, it is important to optimize the messaging and targeting constantly to try to improve conversions.. 
  3. Local digital marketing lets your target the right customers when they are nearby, which enhances conversion rates. Especially in Midtown, if it's not within a 5-10 minute walk, it's too far.

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.

See more about Small Business Marketing in Midtown. 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.