Succeed with Local Digital Marketing in Glendale

ALT55 - Victor M, CC BY-SA 3.0 <https://creativecommons.org/licenses/by-sa/3.0>, via Wikimedia Commons

Glendale: Quiet Middle-Class Enclave Tucked Away in Queens

Glendale avoided much over the urban blight that plagued the city in the late 20th century. The area has maintained its mainly middle-class character, with good housing and low crime rates. 

In the 21st century, many of its old industrial spaces were converted into commercial spaces such as the Shops at Atlas Park. Other chain retailers have entered as well, such as Trader Joes.

Glendale has and continues to be a very stable neighborhood. Therefore, businesses in this neighborhood will not only have to compete with entrenched competitors but also the slower influx of the major chains.

How to Use Local Digital Marketing to Stand Out

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”, the Most Powerful Words in Local Search

“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.

"Near me" Google Trends Chart
Source Google Trends

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.

Target Customers are Doing Their Homework

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.

Mobile Search is Strong Signal of Purchase Intent

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. 

Case for Local Digital Marketing

The case for local digital marketing is solid. 

  1. Consumers are looking for businesses in their local market to solve their needs, but also, if they are open when they need them.
  2. Consumers research purchases on-line. If you are not there, you cannot be in the consideration set.
  3. When they search locally on mobile, they are ready to buy.

Why Digital Marketing is Important in Glendale?

The marketing challenges in Glendale focus on making the right introduction. Most entrenched businesses won’t need to advertise, but new ones will. Local digital marketing, when used effectively, can help.

  1. Local digital marketing in Glendale is about being visible and communicating value..
  2. Because of the influx of the chain retailers, businesses may be new to advertising. As such, you will want to get up to speed as quickly and 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 Glendale 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 Glendale, you'll want help from someone who understands the lay of the land, character of the neighborhood, and the challenges its businesses face. This is generally true everywhere, but especially true in places like Glendale.
  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 Glendale. 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.