Local marketing: get more customers in your physical store

Micky Weis

15 years of experience in online marketing. Former CMO at, among others, Firtal Web A/S. Blogger about marketing and the things I’ve experienced along the way. Follow me on LinkedIn for daily updates.

Kopieret

A common question: Can you really use the internet to market your local business?

Without a doubt – my answer is yes!

This blog post is written for you who run a nightclub, a local hair salon, a restaurant – in short, for anyone who runs a local business and wants more customers. And who doesn’t want that?

Let’s look at how you can optimize your online strategy before your competitors do.

1. Local search engine optimization

When people want to visit a new store or place they haven’t been to before, they usually start by searching on Google – and those searches are often highly local.

Here are a few examples:

• Hairdresser Aarhus
• Nightclub Aarhus
• Best burger Aarhus
• Men’s fashion Aarhus

And so on. You get the idea.

These search terms show up repeatedly on Google. That’s why it’s crucial to integrate an online strategy into your overall plan for your local business. I’ve said it many times: search engine optimization matters – and there’s a reason so many businesses invest heavily in reaching the top of Google’s results.

(You’ve probably experienced it yourself. When you Google something, you don’t scroll to the bottom or visit page two – you click the top results. THAT’S why we want your business up there!)

Below you can see the big spenders on Adwords

So what can you do with this data and knowledge?

Instead of feeling overwhelmed by the competition, focus on what you can do. You don’t need to be as big as Amazon – and that’s probably unrealistic anyway – but you can win locally. I’ll share a few examples later.

When optimizing for local marketing, start by adjusting your title tags and meta descriptions to reflect your local area.

My ex-father-in-law runs a hair salon in Trøjborg, and I helped him optimize his website to rank high for the term “Frisør Trøjborg.” He’s now consistently in the top 1–2 positions, and a large portion of his customers come from Google.

Trafik til Posin.eu

Of course, it can be more challenging in larger cities or more competitive markets. That’s when you need to get creative. Maybe you already have a unique advantage over your competitors, or maybe you can create one – like offering student discounts.

Let’s revisit the previous example. Imagine my David’s salon is located in central Aarhus. In that case, he probably has competitors already working with local SEO. So instead, we focused on different elements such as:

• Affordable hairdresser Aarhus C – Free coffee included
• Student-friendly salon in Aarhus C – 15% off with student ID

We changed the focus from simply targeting “Aarhus” to highlighting price and offers.

Remember: you only need to fight the battles within your world. The whole world isn’t your competition.

If your website runs on WordPress, you can easily install the Yoast SEO plugin. It allows you to edit your SEO titles and meta descriptions at the bottom of each post or page.

It’s simple – especially with Yoast, which guides you through the process. Meta description is what appears below your link in Google, and the title tag is the main clickable link.

Networking and collaboration

To reach the top of Google, you need quality links from other websites. Links on the internet function like recommendations, and they should appear naturally. Otherwise, Google might think you’re trying to manipulate its algorithm.

Don’t aim for a bunch of foreign or low-quality links – we’re talking about quality, remember that.

Local marketing is all about leveraging your local presence. Being local gives you certain advantages. You likely already have a network in your community – or at least the opportunity to build one. Through that network, you can collaborate with other businesses or sponsor events to strengthen your public presence.

Examples:

• Sponsor local sports clubs
• Sponsor local events like races or community festivals
• Co-host giveaways with nearby businesses
• Offer discounts to employees from other local companies

These are all part of a branding strategy. And if you’re smart, you’ll include a link to your website whenever you do any of the above. It’s a simple strategy that often works well for local businesses because it’s easier to make strong connections in a local setting.

Tip: Another advantage of having a solid local network is that you can showcase local media and company logos as references on your website. For example: “Featured in Jyllandsposten.” You’re borrowing the strength of other brands to lift your own.

Get publicity

Another way to optimize your business is through publicity. It can be hard to get, but there are still opportunities locally. We’re not talking about major national news channels – but small, local media.

If you want local press coverage, try these tricks:

• Co-create a product with the local brewery (if there is one)
• Sell something extraordinary (Aarhus’ biggest pizza or Aarhus’ only authentic Italian pizza)
• Make an amazing product and get it to go viral

Create outstanding content

If you want to succeed locally, you need to create high-quality content or offer a truly unique product. We touched on this in a previous blog post about marketing. When you’re local, your name and reputation are on the line – especially if you sell a service or run a restaurant.

Peter Bendtsen, one of Denmark’s top trainers, came to me a few years ago wanting to boost his visibility online.

We quickly set up a WordPress template and launched it. Then we started working on content and social media. (He’s launching an even better site soon – check it out!)

Because Peter consistently creates strong content across his channels, he earns a lot of backlinks. He also guest blogs on other sites, which builds both links and awareness. He’s built a successful business in record time – in a very competitive field. Impressive!

Google has played a huge role in Peter’s success. Thanks to the strategy mentioned above, he currently ranks second for “personal training” – and with his new site launching at the end of 2016, I’m confident he’ll climb even higher.

2. Google Places, also known as Google My Business

If you run a local business, one of the most important things – possibly the most important – is being findable. If people can’t find you, they won’t visit you. That’s why working with maps is essential.

Mapping simply means helping people find their way – whether it’s through a map on your site, Google Places, Tripadvisor, or Facebook. You need to be visible everywhere so people can find you no matter what platform they use.

Google Places example

Previously, you could verify your location through a Google+ account, but since Google+ has been discontinued, you now add your address and verify it by mail. You’ll receive a PIN code, which you then enter in your account.

Tip: Ask a few friends to leave a Google review for your business. That way, you’ll get five stars – and reviews work! We’re influenced by what others think because we fear missing out. This makes reviews a simple but effective investment.

3. Facebook markedsføring

All local businesses seem to think they need a Facebook page—and I completely agree. Facebook is often the best place to start for many businesses. However, if not handled properly, it can also lead to stagnation or even failure. Many businesses give up on Facebook before they’ve even really started.

Creating a Facebook page

When creating your page, choose the “local business” category. This allows you to add your address so users can check in and leave reviews. This also helps improve visibility on Google.

How to get more check-ins and reviews

• Offer customers a small treat for checking in—chocolate, a discount, a gift card, etc.
• Free shot for checking in at your nightclub
• Promote the check-in option on your website

Tip: Never let your page go inactive. A stale page makes your business look closed. Schedule regular posts to keep your page fresh and engaging.

Advertising

You’ll need a Facebook page to run ads, so make sure it’s set up first.

Facebook ads are a great low-cost marketing tool. You can start with as little as 20 DKK per day, which helps you test quickly if it works.

But don’t take a shotgun approach—let’s look at how to structure your ads properly.

Target audiences

There are several ways to structure campaigns, and while we won’t dive into the full platform, here’s an overview.

Start by choosing your campaign objective—I often select “clicks to website” to drive more traffic. If your page is brand new, aim to get 2,000–3,000 fans to build momentum when posting.

For a local business, consider these target audiences:

• Audience 1: Page fans (if you have them)
• Audience 2: Website visitors (using retargeting)
• Local area: This takes more work. Use demographics like age, gender, and job. For example, if you’re a hairdresser in Risskov, target residents there and mention that locality in your ad copy.
• Competitors: This is only recommended if customers often switch between brands. If loyalty is high, this tactic may be less effective.

Minimal budget

One of the advantages of Facebook is how effective it can be on a small budget. Unlike expensive newspaper ads, you can test campaigns cheaply.

Still, I recommend running campaigns for at least 2–3 weeks to gather meaningful data. Your target audience is narrow, but that’s actually a good thing.

4. Create attractive content

Yes, it’s obvious—but creating great content (aka content marketing) is crucial. Offering a unique experience or valuable content will get people talking.

You don’t have to be the next NOMA. Even a small local effort can yield strong returns if the content speaks to your community.

And don’t bring in more customers if you don’t have great content to keep them. Retention applies locally too—it’s easier to keep a customer than to gain a new one.

Nightclub example

Nightclubs are heavily weekend-dependent (unless you’re on Manhattan). Here’s how to make your content work:

• Follow up the weekend with a post featuring top 10 pictures from Friday or Saturday. Make them easy to share. Post on Monday and again on Friday alongside a promo.
• No website? Use Facebook photo albums for each weekend.

3 visual branding success stories

• ILD Pizza
• The Burger concept
• KöD – Steaks

Example from restaurant KöD

A mouthwatering photo sells itself. Take time when you can to shoot great visuals. Let’s look at more examples.

Hair salon

Running your own salon offers great potential for exposure. You can tap into emotion, which boosts engagement.

Instagram

Instagram is perfect for visuals. People want to follow trends and see great hairstyles. All you need is a before-and-after photo (if your client agrees). Bonus: share directly to Facebook to save time.

Other salon tips

• Blog: Consider starting a blog on your website. If you use WordPress, it’s super easy—you don’t need to write long posts.
• Video: Prefer speaking over writing? Start a YouTube channel showing your work—it’s a quick way to create content.
• Unique salon: Create a space people want to return to. In Aarhus, many talk about PER. Your brand could be next. Offer something unique—like a special drink or homemade coffee. The worst thing you can do is be like everyone else. Stand out.

5. Your website

This really should be point #1, but let’s wrap up with it. Your website is critical for all the previous strategies.

Too many shop owners waste tens of thousands yearly on ineffective websites simply out of fear of missing out, without understanding what they’re paying for.

Design and setup

This is where most store owners struggle. Years ago, setting up a website was tough. Today, it’s far easier.

WordPress does the job

WordPress is an open-source, easy-to-install CMS that lets you control everything from content to design. It’s built so even beginners can manage it.

I introduced Sarah Posin to it for her blog. Six months later, she manages everything herself.

You don’t need to be a developer!

There are plenty of tutorials online if you want to dive deeper.

Design

WordPress’s default theme can be dull. Luckily, there are many beautiful themes out there.

Themeforest

Themeforest, part of Envato, offers thousands of templates for any purpose. You can buy and install one easily.

To find a good theme, filter by popularity or search by industry. I use the “TOTAL” theme—it’s flexible and beginner-friendly.

Install it via your site’s upload feature or manually through your server.

Once installed, you can customize it freely. If you struggle, hire a freelance developer via Upwork or Codeable—it’s much cheaper than hiring locally and ideal for fixed-scope projects.

99designs

Need a logo? Use 99designs. It’s a platform where you describe what you want, and designers send you proposals. You only pay for what you like and can request edits until you’re satisfied.

Peter Bendtsen used it and got a professional logo for around 2,500 DKK. A strong logo helps establish your identity. Many businesses skip this and lose long-term recognition.

Tip: You can use 99designs for more than just logos. It’s great for outsourcing graphics while accessing a wide range of styles and creatives.

Final website tips

To get the most from your site:

• Responsive design: Your site must adapt to all devices—over 50% of traffic comes from mobile.
• Speed: Optimize load times. Even a 2-second delay can drive users away. Google also considers speed and mobile-friendliness in its rankings.
• Regular updates: Don’t let your site go stale. Set aside time weekly—say Sunday evening—to plan updates, schedule social content, and refresh your site. Use a tool like Buffer for post scheduling.

Conclusion

For years, we’ve heard the offline industry is dying as everything moves online. But the online world is evolving too. Bigger players are dominating, leaving less space for niche businesses.

Still, I believe there’s room for niche—both online and offline—if they can build an engaged online audience.

What do you think the future holds?