If you run a local business in NZ, standing out among the competition can be a challenge. Statistics show that New Zealand is home to over 500,000 businesses, with small businesses accounting for a staggering 97% of all businesses in the country. Despite the competition, there’s still good news for you: attracting high-quality customers to your local business doesn’t have to be a headache. It’s about being visible, relatable, and committed to providing value. Let’s dive into some straightforward, jargon-free ways to make that happen.
Understand Your Ideal Customer
The first step to attracting quality customers is to identify who they are. Research by Harvard Business Review suggests that businesses that understand their customers’ needs can increase their profits by up to 60%. So, ask yourself, who is your ideal customer? What are their needs, their interests, their everyday challenges? The good news as a business owner is you get to choose who you work with. It can also be the bad news too, as it’s easy to assume all clients are good clients. They are not!
We promise, this exercise will make the selling easy, further down the marketing line. This is the foundations upon which everything else sits. This one exercise changed EVERYTHING for Julia’s salon chain and many hundreds of business owners she has helped since. It can do the same for yours. Your task right now is to get C-L-E-A-R on WHO you want to work with and how you help them. Once you’ve defined your target audience, you can tailor your messaging and offerings to suit them.
Get Your SEO Game On
When you hear ‘SEO,’ it’s easy to think ‘tech jargon.’ But in reality, the basics are pretty simple. Search Engine Optimisation (SEO) is about making your website more attractive to search engines like Google. Recent data shows that 46% of all Google searches have local intent. That’s almost half of all people searching for businesses just like yours!
So, let’s demystify SEO and break it down into easy, actionable steps:
a. Keyword Research
Start by identifying what terms or phrases people in your area are using when they’re looking for the services or products you offer. These phrases are your ‘keywords.’ There are free tools like Google’s Keyword Planner or Ubersuggest that can help you discover popular search terms related to your business.
b. On-Page SEO
Once you’ve identified your keywords, it’s time to integrate them into your website naturally. They should be part of your page titles, headings, and content. For example, if you run a bakery in Auckland and discover that ‘best bakery in Auckland’ is a popular search term, you might have a page title like “Welcome to [Your Business Name], the Best Bakery in Auckland.” But remember, stuffing your content with keywords could harm more than help. Search engines prefer natural, user-friendly text.
c. Off-Page SEO
Off-Page SEO refers to actions taken outside of your website to impact your rankings within search engine results pages (SERPs). This includes things like building high-quality backlinks (links from other websites to your own). If well-respected local blogs or news outlets mention your business and link to your site, search engines see that as a vote of confidence, which can boost your rankings.
d. Local SEO
Another crucial element is local SEO, which involves optimising your online presence to attract business from local searches. An essential part of local SEO is claiming and optimising your Google Business Profile. Fill it out completely, and regularly update it with relevant information about your business, like your opening hours, photos, and services. Encourage happy customers to leave reviews – the more positive reviews and ratings you have, the better your local ranking.
e. Mobile SEO
Lastly, ensure your website is mobile-friendly. With over 50% of global web traffic coming from mobile devices, search engines heavily favour websites that look good and perform well on mobile. There are free tools like Google’s Mobile-Friendly Test that can help you assess and improve your site’s mobile performance.
Leverage Google Business Profile
Your Google Business Profile is a powerful, free tool that can significantly increase your visibility in local search results and Google Maps. In fact, businesses that verify their information with Googles are twice as likely to be considered reputable by consumers. Make sure your profile is filled out completely, including your business hours, contact information, and attractive photos of your business. Regularly give your profile soem love. Post ‘updates’ on your profile rich in your key words and add more photos.
Engage With Your Community
Did you know that 85% of a business’s customers come from a 5-mile radius? That means your community is a gold mine of potential customers. Engage in local events, sponsor local teams, join business groups. Build trust and recognition within your community; it’s the key to sustainable growth.
Use Social Media Wisely
While it might be tempting to maintain a presence on every social media platform, it’s more effective to choose one or two where your target customers spend their time. Data from the Pew Research Centre suggests that Facebook and YouTube are among the most used platforms in New Zealand, so consider starting there. Use these platforms to engage with your audience and create a connection.You can waste a heap of time and money on your social platforms. Be deliberate and planned with your content. We spend a lot of time with our members mastering the different platforms and algorithms to ensure their time and money is uses wisely.
Deliver Value and Exceptional Service
Finally, remember that the heart of attracting high-quality customers is offering value and superior service. A survey by American Express found that 68% of customers are willing to pay more for products or services from a company known for great service. Be the solution to your customers’ problems and strive to go the extra mile in serving them. Ina local community reputation is everything. Harness Google reviews as part of your marketing steps, reward and thank good customers and offer help as much as possible. Forging lasting relationships with your customers is key.
With these approachable strategies, you’re well on your way to attracting high-quality customers in your local area in New Zealand. Sustainable, consistent marketing makes the world of difference. You’re looking to be known, liked and trusted. Frequency and relevancy wins the day 🙂
