Local product sellers and service providers use this marketing strategy to get sales for their business. This method gained massive popularity after the launch of Google My Business, which is considered a free source for local lead generation.
Most customers, especially those using search engines, prefer local and nearby businesses with good credibility. Which are easy to locate and verify, instead of a random one operating in a different state or country.
Article Summary:
“Local lead generation is the process of collecting geo-specific contact details of potential customers. Businesses having larger chains equally prioritize the native market for selling their products or services. Similar methods and strategies are used to generate local leads.”
What Is Local Lead Generation?
“It is a category of lead generation that focuses on capturing local leads for a product or service. Different online marketing methods like social media, SEO, and SEM are used to bring yourself in front of local buyers.“
It is a cost-effective lead-generation method that yields long-term customers. Once you get featured in the top-ranking local listings, it brings highly qualified leads with better chances of conversion.
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Example of local lead generation for services:
If you are selling online or physical services in native areas, then local listings and directories help you get more leads. You can create your GMB profile and use the relevant keywords people search for in it to get the top position in that category.
Search engines prioritize the ranking of native results for location-specific queries. Here is an example of it:
Example of local lead generation for products:
Similar to services, local lead generation comes into play when someone is searching to buy online products/goods from nearby places. Search engines show the nearby stores, their physical and web address, including contact details.
For example, you are selling pet products or supplies in your physical store. The customer searches for pet food on the browser, and search engines show the following native results in the SERP.
Why is Local Lead Generation Important?
Local lead generation is valuable for businesses targeting the native audience for their products or services. It further increases brand awareness and visibility to build relationships with customers.
Both paid and organic methods of local lead generation bring qualified leads with higher chances of conversions. It is considered an integral part of a diverse marketing plan.
Best Strategies For Local Lead Generation
Several lead-generation tactics and strategies are used in capturing local leads. Here we will discover some of them that can skyrocket your CRO.
1. Local Search Optimization
Local search is the most cost-effective and high-yield strategy to generate leads. In this method, you optimize the website, social media, and GMB for ranking on local queries.
Multiple CTAs, like phone calls, emails, and website forms, can be used to capture potential leads. Search engines rank the local listings based on citations, relevancy, and reviews from existing people.
Website Optimization For Local Search
It is so easy to optimize WordPress websites for local search with the help of SEO plugins. For coding websites, you need to include a local search schema on the homepage, which will help search engine crawlers identify the purpose and area of your business.
Based on schema data, search engines create a unique knowledge panel. Which contains all the basic information of a business or person, organization, social media, and contact details.
A proper address is a must to locate the business on the map and create directions for those customers who want to physically reach out. Business logo, name, phone number, address, and business email are vital information that must be submitted to search engines.
Google My Business (GMB)
GMB is a free, built-in tool of Google that allows businesses to get their spot in the local SERP rankings. You need to fulfill its prerequisites, like business details and address verification, to get approved.
Optimize your profile with local search intent keywords like “pet store near me” and “best pizza shop in Kuala Lumpur”. Once the listing is approved, existing customers can give their reviews on it.
The ranking in local search results depends upon several factors, like profile relevancy, local SEO optimization, and reviews. You can do everything on your own or hire a professional local SEO expert to get things done.
How To Create a GMB Profile For Local SEO?
Search “Google Business Profile” using the search and click on the first link. Next, you need to follow the steps below to create your Google My Business profile.
Step 1
Enter your business name and click on the continue option.
step 2
Now choose the business type that suits you best from the available options and click next.
Step 3
Add your website address and click Next. You can also skip this option and add it later on.
step 4
Choose your business category and click next.
Step 5
Now add your business address and continue.
Step 6
Confirm your address and then mark it on Google Maps with precision.
step 7
Add your business phone number and continue
Step 8
Now submit your business for verification by Google. Complete your GMB profile by accessing the dashboard. Add images and all necessary information to make it catchy.
Ask people and your existing clients to submit reviews on your GMB profile. The more 5-star reviews you get, the higher are chances of getting a top ranking.
2. Local Search Engine Marketing
Search engines use the top three or four spots of SERP for PPC and SEM advertisements. They work on a pay-per-click basis, where businesses bid for their position around specific search queries. Search engines show ads to the most relevant people considering their search history, interests, and cookies.
You need to find out the best and intent-based local keywords people search for. Organic or SEO campaigns take time to show results, so businesses use SEM to get instant leads. Each keyword, depending on the competition, has a different cost per click.
Drive local traffic to your lead capture pages through local SEM campaigns. These ads mostly show at the top of the SERP above the organic search queries and are likely to get the attention of visitors. Leads captured through this lead generation strategy are more qualified and have chance of conversion due to the search intent of visitors.
Google and Microsoft Ads are two popular SEM methods that give paid ads flexibility. They also offer a certain amount of ad credit if you fulfill their specific conditions.
3. Social Media
This is the age of social media, and it can be used as a good marketing channel for generating leads. Moreover, search engines also index social media profiles in the search results.
They have a specified and massive active audience with a buying intent. First, identify the social media platforms with the right audience as per your business category. Create and optimize your page for lead generation.
Place a clear call to action, and build a community with engaging content. Use internal and external lead forms to collect the local leads. Native advertising is another good option for local lead generation. Select the location-specific audience for your campaigns.
1. Facebook Local Leads Campaigns
With a huge active audience and easy advertising options, Facebook is always the first choice of marketers with a diverse user base. It has more than 3 billion active users each month. That is why Facebook lead generation ads can help you capture local leads.
Facebook offers both in-house lead generation forms and links to external landing pages. However, due to audience behavior, internal lead gen forms perform better.
You can also connect CRMs with your Facebook ads account to directly send lead data for processing. Create a well-defined audience persona to get more qualified leads.
4. Partnerships And Networking
This strategy helps in capturing more qualified local leads. Build partnerships with local businesses and organizations. Networking with local business owners can earn referrals and recommendations.
Arrange meetups with local influencers and industry experts. Build a relationship with them by sharing your knowledge and insights. It expands the reach of your business with a native audience.
5. Local Events And Conferences
Offline and physical lead generation strategies are equally important. Participation and sponsorship in local events can help you generate local leads. Choose the industry and business-specific conferences that are most relevant to your product or service.
- There should be clear lead-generation goals and personas to focus on during such events.
- Give customized merchandise to increase brand awareness among participants.
- Offer exclusive coupons and discounts for those filling out contact forms.
- Sponsor local events, conferences, and workshops to get featured as a sponsor.
- The network is considered as networth. So, create a strong relationship and network with local businesses to convert them into sales.
6. Native Advertising
Native advertising is another good strategy to generate local leads. Showcase your business or product in the local media and news outlets. Use creative and engaging ads that encourage people to visit your website, office, and shop.
This lead-gen strategy is usually ignored by startups due to high costs. However, established businesses don’t mind spending money on newspaper ads, signage placements, and moving screens for advertising.
7. Directories And Online Communities
Local directories and communities allow you to feature your business in the relevant category. Most of the time, they have a massive active audience that regularly visits for their needs. Listing your business in such directories is usually free, and their results also appear in SERPs.
Some of them have higher trust scores in the eyes of search engines. The links coming to your website or landing page are mostly no-follow, but they help you maintain a diverse backlink profile for SEO.
This way, local consumers and buyers will be able to reach your business. They are believed as a free resource for local lead generation.
8. Local Contests And Giveaways
This local lead generation strategy is also worth trying. You can create local contests and giveaways to attract more qualified leads. For example, a travel agency that targets frequent travelers and couples interested in out-of-country vacations.
They can offer a giveaway in the form of a “Free Travel Pass to Thailand”. Cash giveaways and massive limited-time discounts are two other ways to generate more local leads. Here are some tips for better results:
- Create a landing page that has a well-placed countdown timer to create a sense of urgency.
- Use exceptional landing page copywriting skills to encourage visitors to fill out the forms.
- Place a single and clear call to action on the landing page.
- Highlight the key prizes and rewards for attraction.
- Use only the necessary form fields that are easy to fill.
Advantages of Local Lead Generation
Local lead generation carries several benefits for the overall business marketing strategy. Here are some advantages you can consider:
Tailored Approach For Quality Leads
This approach for lead generation brings targeted results. You can find more sales prospects with an established customer persona, demographics, and roles.
Your spending on local leads brings a high conversion rate and more quality leads from the advertising campaigns. Higher ROI is the key indicator of a business’s growth and profitability.
Spread Brand Message and Awareness
The appearance of your business in local search results helps spread the brand message and awareness. Local recognition and visibility play a crucial role in reputation building.
Along with the sales perspective, local lead generation helps promote your business locally. Build online authority and gather cost-effective leads.
Business Growth
Business expansion and profitability are the end goals of each marketing campaign. So, local lead generation helps you maintain sustainable growth along with other lead generation strategies.
Disadvantages Of Local Lead Generation
Despite many advantages, there are a few drawbacks to local lead generation as well.
Limited Local Audience
It comes with an inflexible marketing window due to a limited local audience. Relying on just local lead generation can impact business scalability. So you need a diverse marketing approach and strategies.
Limited reach also reduces the lead acquisition potential. The more relevant people you reach out to for business prospects, the higher are chances of sales.
Native Competitors
Native competitors also pose a challenge in achieving your lead generation goals. With local competition, the advertising costs are increased by the paid marketing channels.
SEM and PPC lead generation marketing strategy work on the bidding principle to rank for a specific search query. Where different businesses and advertisers bid for their top position, resulting in high pricing.
How To Track And Measure Local Lead Generation Efforts?
There needs to be a definite mechanism to track and measure the effectiveness of local lead generation campaigns. Here are some helpful ideas for marketers.
Specific Business Objectives:
The local lead generation objectives should be clear and defined. Quality and quantity of leads, customer persona, and types of leads need to be considered before starting a campaign.
Analytical Tools:
The involvement of tracking tools like Google Analytics is necessary to monitor the incoming website/landing page traffic. They help you identify the user behavior, the most effective marketing channels, and the conversion rate.
Such tools allow marketers to lead attribution and analyze the in-depth campaign performance to make informed decisions.
A/B Testing of Campaigns:
A/B testing is a good method to analyze the effectiveness of lead generation campaigns. Use different landing pages, calls to action, and creatives. This will give an idea of the best-performing lead-gen strategy.
Performance of Business Directories:
Local listings and business directories play an important role in local lead generation. Regularly check the performance by analyzing their clicks, views, and feedback from existing clients. GMB is a great resource in this matter, and the marketing team should monitor its performance frequently.
Lead Tracking and Report:
The use of UTM parameters in the URLs and CRM tools in local lead generation is useful. Track, manage, and report leads to make it easier for the sales team to successfully conduct the conversion process.
Tools And Software For Local Lead Generation
1. Lead Magnets
Incentive-oriented lead generation always drives better outcomes. Lead magnets are a better way to encourage people to submit their personal or business details.
Local lead magnets are completely different from generative ones due to higher qualification odds. You can offer multiple gated incentives like PDF guides, webinars, video tutorials, free online courses, and free consultations.
Your lead magnet should focus on location-specific rewards, for example:
- The ultimate guide to business planning in NYC
- Free webinar about “Real Estate Trends In Dubai”
- Home decor and renovation checklist in Kuala Lumpur
Canva Pro, Visme, and Veed.IO are some of the powerful tools used to create content or guides that can be used as lead magnets.
2. Landing Pages
Customized and native landing pages increase the conversion rate. They are important for law firms, real estate companies, food chains, and home maintenance service providers that have multiple areas of operation.
We will try to explain the importance of local landing pages with a couple of examples.
1. A Real Estate Firm Giving Services In the United States
For instance, you are running a real estate company named “Example Realtors” in the United States with multiple office locations. You have recently acquired a commercial property to sell in Miami and need to advertise it to a local audience interested in purchasing.
The landing page for this specific property will feature the Miami office instead of the head office in NYC. When you are running lead generation campaigns for that specific property, a customized landing page will help you book more qualified leads.
2. Multinational Food Chain Based In The US
A multinational and US-based food chain is opening its branch in Colorado. They are targeting interested people in their food cuisine to mark the best opening day sales.
It is less likely for people from other states or cities to travel for this specific event. A localized landing page that highlights the cuisine and opening day events with a reservation form will generate more qualified leads.
It can give the branch management a brief idea of participants likely to join on their first day. The addition of branch addresses and images on the landing page will add more authenticity.
3. Pop-Ups
Converting raw visitors into leads is an art. Pop-ups are used to collect contact information with some incentives. They serve multipurpose marketing campaigns including newsletter sign-ups, PDF downloads, and free product trials.
Popups are used with different email marketing tools like OptinMonster, MailChimp, ConvertKit, etc. The information collected is directly stored in their database and attached to CRMs.
This can be used in the future to create email marketing campaigns. Audience segmentation is the first thing to consider when building an email list. So use different pop-ups if you are promoting more than one product or business.
4. Web Forms
Web Forms are another key tool used in the local lead generation process. They are integrated within the landing pages and can be used separately. It depends on the objectives and budget you have, as most web form-creating tools are paid.
Google Forms is a free way to create lead generation forms and collect leads in spreadsheets. If you are using WordPress, then the WP Forms plugin can be helpful with a free basic version. Many platforms like Type Form allow you to set up different lead gen forms and use them in marketing campaigns.
Best Software For Local Lead Generation
Lead generation involves a lot of data collection, filtering, and management, which is why marketers rely upon different software for all these objectives. Here are some of the best software programs used for local lead generation.
1. Hubspot Marketing Hub
This comprehensive marketing software is best for businesses looking to generate local leads. Hubspot Marketing Hub gives flexibility in scaling your marketing efforts.
From deep traffic insights to audience personalization, it is specifically designed to manage lead generation. It has both free and paid versions for someone looking for budget-friendly tools.
Integrate this powerful tool with your existing workflow to collect, analyze, and manage prospects.
2. Pipedrive
Pipedrive is also a cloud-based CRM software used in local lead generation. It comes with a lot of integration options and add-ons. This lead gen tool offers lead collection, scoring, and management.
It is used to build a sales funnel and sequence emails. New users can try Pipedrive free for 14 days to learn about features and integrations. Adding lead gen tools in the process increases productivity and conversion rate.
3. Salesforce
Salesforce is a multipurpose sales and marketing tool that can help generate local leads. Its key features include marketing automation, lead tracking, customer service, and analytics.
Marketers can collect, nurture, and manage local leads with this tool. A 30-day free trial is offered to make an informed decision.
4. Zoho CRM
This cloud-based CRM is a compact marketing and lead generation suite. From lead scoring to email sequencing, it helps in executing local lead generation strategies.
It is a cost-effective tool that helps streamline the whole marketing process under one roof. Zoho CRM comes with several built-in features like customer service, lead management, web conferencing, presentations, spreadsheets, and project management.
5. Zapier
Zapier is widely used to automate marketing and sales tasks. It comes with multiple integration options like Slack, OpenAI, Salesforce, Microsoft Teams, and Zendesk.
This automation software helps manage the workflow during the local lead generation process. It has further introduced custom AI solutions for customer support and work process automation.
6. MailChimp
Automating cold emails is necessary for lead generation and nurturing. MailChimp is an email marketing software helpful in drip campaigns. It offers multiple integration options with landing pages and CMS for better insights.
You can build an email list and customize your campaigns for multiple audiences. This cost-effective software has a free version to learn and experiment with email marketing automation.
7. Calendly
Calendly is used to handle the busy meeting schedule and connect with your qualified leads through video calls. It allows sending automated reminders and follow-up emails.
You can also integrate it with your existing CRM and other sales channels. Manually managing the meeting calendar and 24/7 availability to respond to meeting requests is not possible. Calendly gives the flexibility to manage the complete process with ease.
8. Simple Texting
SMS marketing is a useful way to reach potential leads, and Simple Texting is the best alternative for it. From connecting to building a relationship with customers, personalized SMS campaigns are still impactful.
Bringing automation into this marketing strategy increases productivity and drives better results than other conventional marketing methods.
8. notta
1-1 meetings are a key part of the lead qualification process. Notta is a productivity powerhouse that helps in AI-based note-taking and transcription.
You can get a quick summary of a long sales call in audio or video format. It also offers smooth integration with CRMs and other marketing tools, including Zapier, Notion, HubSpot, and Zoom.
Frequently Asked Questions
Final Thoughts
Concluding the facts, we have tried to highlight the importance of local lead generation for business growth. It is a must-have marketing strategy to increase brand awareness and sales.
If you don’t have the budget for paid marketing, GMB, social media, local business directories, and online marketplaces are some free resources to utilize.
A diverse marketing approach is a must to survive in this growing competition. The reliance of people on AI tools is also increasing with time. The right combination of tools and human efforts can fetch exponential business growth.