Many small business owners and executives have implemented social media as part of a coordinated marketing automation program.  They are using social media to promote blog posts and landing pages to provide education and relevant marketing messages to potential buyers.  One element of the marketing automation process that is often overlooked by small businesses is the benefit of taking advantage of resources available to local businesses.  Here are a few ideas to advance your social media efforts:

Local Search Engine Platforms

Search engine ranking algorithms are increasingly placing emphasis on local businesses.  According to Google, 20% of searches conducted are for local businesses.  If you’re a small business and you haven’t registered on local search engine platforms like Google Places, Bing Business Portal and Yahoo Local , you should do so today.  Here are some tips and information on using these services:

• Most search engines display local listings prominently at the top of the search engine results page (SERP) – typically with a map of your business.  This can often give you an advantage over your national competition.

• Most of the search engine local listings include reviews of the business displayed.  The best result of any social media effort is to have others sing your praises.  How could it get any better to have them do so on the first page of the search results?

• When you complete your profile for the listings, make sure to use keywords appropriately to drive organic traffic to your website.

• Both Google and Bing require you to enter a PIN to complete your registration.  They send the PIN via US mail – keep on the lookout for your PIN after you register your business.

• Use local references in your Search Engine Optimization.  For example, the title of my homepage is “Inbound Marketing Social Media Consultants | Washington DC | Rapidan Strategies”.

Location-Based Social Media Platforms

Location-based platforms like Yelp! and foursquare are great ways to create traffic to your business and can often produce SEO benefits.  Both of these platforms allow users to “check in” when they are at the business using their GPS-enabled smartphones.  Many businesses offer customers discounts or special deals when they “check-in” – for example, when checking into a restaurant, a patron is offered a free dessert.

As is the case with the local search platforms, both Yelp! and foursquare offer users the opportunity to post reviews of the business.  A large number of good reviews will drive traffic to your business.  Conversely, bad reviews will keep customers away.  For better or worse, this is the paradigm in the age of social media – word of mouth has been accelerated and amplified by technology.

Use Social Media to Connect Locally

Most of us are using social media to connect with potential buyers, vendors and influencers on-line.  As these relations develop, consider taking it a step further:  invite your social media contact to lunch or coffee.  While technology has taken the research and qualification portion of the business buying process online, most buyers eventually work with human beings as they complete their purchases.  Take your social media efforts off-line to add the human dimension.

To summarize, technology has made it much easier for small businesses to compete with national and international enterprises.  Search engines and social media platforms are actually providing advantages to local businesses – make sure your business takes advantage of them.

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