For businesses with a brick and mortar location, chances are that most of your business comes from customers that are physically near you. For businesses that provide products and services to a regionally, this is a given.
Since your location is crucial to your business, it’s important to market your business locally.
How should you go about doing this?
Make sure your website reflects your location and region.
Not only will people immediately know where you offer your product/service, but they will be able to connect with your website and potentially choose you over another provider based on your location. You know your region better than anyone else, and you can use your website to share this knowledge (and potential solutions) with your potential customers. You have a unique expertise based on your location.
From an SEO standpoint, local content marketing can help your website to rank for local keywords and searches.
When someone types in keywords or phrases like “Seattle copier dealers” or “Denver office equipment,” you will want to be sure to come up in the geo-targeted searches that correspond to your location. If you have location-based keywords in the content on your site, Google will understand where you are and present your website in searches that align with that.
Keep your contact info easily accessible to people on your website.
If your contact information is hard to find, visitors will not risk driving to your business without knowing that you will definitely be there and likely will turn to another provider.
Make sure your Google My Business listing is up-to-date.
When people make a search, there are several places that your business could potentially show up -- the paid ads section, maps listings and organic results. When people are searching for something that they intend to buy from a local provider, they will more than likely use a geo-targeted search -- for example searching "copiers Seattle" instead of just "copiers." Google will more than likely turn a result with a map showing all of the places you could find what you are looking for nearby.
If your Google Maps listing is inaccurate (or you don't have one at all) you may be missing out on lots of these types of local searches. Here's more on how to optimize your Google Maps listing/Google My Business page.
Often, your location is what differentiates you from your competitors. Highlight your unique offering and show how you add value to your local community.