Succeed with Local Digital Marketing in Allentown

Paul Leiby, Public domain, via Wikimedia Commons

Allentown: Another PA Success Story

When I think of Allentown, I’m often reminded of a song from Billy Joel from my childhood: “Living Here in Allentown”. It pictured the plight of the many of my parent’s generation who lived through the deindustrialization of the economy that hit Allentown as well as where I grew up, Pittsburgh.

Like Pittsburgh, the Allentown of today is much different than the Allentown of the late 20th Century. Allentown is experiencing a revival based on health care, transportation, and some high tech. 

Bridgeworks, supported by the Allentown Economic Development Corporation, has played a role in this transition by helping support start-ups and new ventures with incubator support. Lehigh University has also played an integral role in helping fuel Bridgeworks with new ideas.

There has been a lot of new development in the downtown area and around the Lehigh river, which was spurred by state funding. Allentown is gentrifying, and like all other post industrial gentrifying regions, businesses face a unique challenge of choosing between the old and new or trying to support both.

Why Digital Marketing is Important in Allentown?

The marketing challenges in Allentown are more about differentiation and awareness.  An amazing website, when used effectively, can help either one.

  1. Web design in Allentown is about being visible, at the right time, and at the right place.
  2. Most businesses are not run by the wealthy in Allentown so it is important to provide that visibility as inexpensively as possible.  Great design doesn't have to cost a fortune. You may have fewer bells and whistles, but it can still be fast, intuitive, and responsive.
  3. Mobile lets you 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.

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.

Creativity Wins Points.

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 Allentown interacting with your neighborhood can add value.

It also helps with when your calls to action focus on local events in and around Allentown or at your business location.

email marketing for small business call to action

Call to Action

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 Allentown. 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 Allentown has two or more places to visit while out in the neighborhood.


Why Digital Marketing is Important in Allentown?

The marketing challenges in Allentown are more about differentiation and awareness.  Local digital marketing, when used effectively, can help either one.

  1. Local digital marketing in Allentown is about being visible, at the right time, and at the right place.
  2. Most businesses are not run by the wealthy in Allentown so it is important to provide that visibility as inexpensively as possible. 
  3. Local digital marketing lets you 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.

Leveraging Local Digital Marketing  

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.

Win in Local SEO

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.

Search Bot Care About

What Search Bots Care About

Bots are programs that crawl the web and evaluate content. It’s important to know that they care about three things.

  1. What the content is about
  2. How credible is the source
  3. For which keyword should it be indexed 

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.

Think Like Your Customer

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.

Map Your Keywords to Key Pages

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.

Write for People not for Bots

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.

Use Google My Business (GMB)

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.

Local Listings

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.

In Summary

You can successfully leverage digital marketing in [location], quite successfully at a reasonable cost if you remember these three things.

  1. Invest the time in doing Local SEO right. If you don’t have the funds to pay for search, then focus your energy on trying to build up your local SEO rankings.
  2. Ensure that you are visible on local listings like GMB and others that are relevant to your neighborhood.
  3. You need to be found when mobile searchers are looking for solutions in your area. Remember, 90% of mobile searchers are ready to buy.

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 Allentown 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 Allentown, you'll want help from someone who understands the lay of the land, character of the neighborhood, and the challenges its businesses face.
  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.

How to Adapt Our Small Business SEO Tips for Allentown

Aside from all the general tips above, here are some specific actions you can take based on the three key elements of local search algorithms:

Proximity 

All of this assumes that you have completed your keyword research and developed your keyword list. If you have not, this section will be more effective once you do. Please see our previous post on digital marketing in Allentown and then come back.

Go through your keywords list and select those which are good descriptors of your business. If it were me, I would use something like “digital marketing agency”, “seo services”, for example. Then make a list of the neighborhoods you service, for example “seo services Lehigh Valley”.

Now comes the harder part, that is frankly a bit tedious. For each combination, see if you can create a somewhat unique post that’s 500-1000 words for that keyword. For us, it is a post like this. I try to write a post that helps my potential clients learn something or do something they didn’t know they could. 

Prominence 

Now, this is the good part. If you do write quality posts for these keywords, you will be raising your prominence. Google knows that all these neighborhoods are in or near Allentown. So, for each good post you write, you help raise your prominence on a given topic in a given location.

Prominence is also helped by the basic techniques I mentioned earlier, such as being a part of local business groups, e.g. the Allentown Economic Development Corporation or Lehigh University. Any local listing helps.

Relevance

This is why I like the blog technique because it hits all three key areas. If your keyword is a descriptor of what you do and the neighborhood is one you serve, it is highly likely that you will score points on relevance.

Finding the right SEO for your small business in a neighborhood like Allentown can be a crucial way to get your company noticed online.

See more about Small Business Marketing in Allentown. If you live closer to Philadelphia, you can see our Small Business Marketing in Philadelphia. If you live closer to New Jersey, you can see our Small Business Marketing in New Jersey.