Local content marketing: 3 ways to find customers in your own backyard
Why do some local businesses thrive while others feel like they’re treading water?
Most of the time, it comes down to how they connect with their own community.
It’s an easy — and common — factor to overlook. When you focus too much on wide-scale digital marketing, you might forget your most valuable customers are right around the corner.
That’s why localized content marketing is so powerful. When done right, it can help you…
Attract attention from potential buyers in your own neighborhood
Build loyalty that leads to referrals and free word-of-mouth marketing
Get more customers in the door (or on the phone) that are likely to come back for more
…without spending an arm and a leg on advertising.
In this article, I’ll share a few practical, budget-friendly ideas to help your brand click with your local community.
But first, a few examples
I live in Big Bear Lake, CA — a resort town where most businesses get the bulk of their sales in the winter season. During the off-season, local buyers pay most of the bills.
To give you an idea of what a solid local marketing strategy looks like, here are just a few of the awesome ideas I’ve seen in action:
A snowboarding-themed donut shop with a weekly Taco Tuesday in the summers (complete with live music)
A handyman service that promotes snow removal in the winters and pine needle removal in the summers (both essential to local residents)
A wine bar with an annual membership that includes exclusive parties, discounts, and early access to new releases
And each one had its own unique, relatable content that made it successful.
A year-long membership to a wine club is the perfect example of catering to your local community — and building one of your own!
These businesses each have their own unique approaches to stay top-of-mind, but they all have one thing in common: They’ve embedded themselves in the local lifestyle.
And guess what? You can do it too.
Here’s how.
1 | Show up in local searches online
When someone in your area searches for “[your business type] near me,” you want to be the first brand that pops up. That starts with your Google Business Profile and some simple SEO strategies.
4 steps to claim your Google Business Profile (and make it great)
Make sure you complete every section with up-to-date information (including your hours, website, contact info, products, services, etc.).
Use high-quality images that show off your location, team, and products (bonus points if you name each image using your top SEO keywords).
Stay as active as possible by posting updates, sharing new offers, announcing upcoming events, and asking customers to leave reviews.
Respond to ALL customer reviews — the good, the bad, and the ugly — to show you care and get extra points from Google (their algorithm loves interactions like these).
3 local SEO tactics to start with
Add keywords to your website and blog that mention your local area (for example, “best copywriter in Big Bear Lake, CA”).
Publish at least a few content pieces that are tailored to local topics (for example, a blog article called “A foodie’s guide to Big Bear Lake desserts”).
Get your business listed in local directories such as Yelp, TripAdvisor, Chamber of Commerce sites, etc.
Is your Google Business Profile ready?
Once you see this green circle on the top right of your profile, it means you’ve added enough info for Google to start promoting you in search results. Huzzah!
2 | Connect with the locals
Naturally, you want your content to promote what you offer. But don’t forget to sprinkle in some real value that resonates with your local community, too. Here are two places to start.
Highlight local events, businesses and individuals
If there are any local happenings that your specific audience would be interested in, highlight them in your blog posts, email newsletters, and social media content.
Example: A brewery sharing about where to find their tent at an upcoming craft beer tasting event
Collaborate with complementary local brands to create content that benefits both of your audiences and businesses.
Example: A jewelry shop interviewing a local silversmith on how to clean and preserve silver jewelry pieces
Share user-generated content from customers enjoying your products or services in the area.
Example: A contractor sharing images and feedback from a client after remodeling their kitchen
Talk about local causes that matter to your community (and make sure your actions back it up).
Example: A dance studio sharing support for those affected by local wildfires and providing full refunds for party bookings that had to be cancelled
Leverage seasonal and tourism trends (even if you aren’t in a tourist town)
Create content around peak seasons and tourist events. For Big Bear Lake businesses, this means the ski season — but for you, it might mean local sports events, nice weather, holidays, etc.
Offer time-sensitive seasonal discounts and promote it with content tailored to local online groups.
Even if you don’t rely on tourism or seasonal trends, you can still make the most of them.
A pet groomer in the USA, for example, can use Independence Day as a photo opportunity to show off their latest furry clients.
3 | Build local partnerships and get involved
Nothing compares to interacting face-to-face with your community. With strategic collaborations between other local businesses and organizations, you can expand your reach and your reputation with little or no cost. Here’s how.
Cross-promotions and partnerships
Team up with other businesses for bundled offers
Example: A wine bar hosting a paint-and-sip class taught by a local art shop
Promote complementary local brands in your content, and encourage them to do the same.
Example: A pizza shop posting about how well their food pairs with a local brewery’s craft beer
Sponsor and participate in local events and initiatives
Get involved in farmers' markets, festivals, and similar events.
Promote a one-day event where a percentage of your proceeds will go toward a local cause.
Offer to host or speak at local business meetups.
When is your community’s next market, festival, or other vendor-based event?
Face-to-face interactions with your neighborhood customers are priceless — they help you instantly build rapport with locals who will buy again and again.
TL;DR: To grow bigger, start local
Localized content marketing isn’t just about promoting yourself — it’s about becoming a trusted part of your community.
By optimizing your online presence, creating content tailored to locals, and engaging with customers and businesses in your area, you can build a brand that’s strong, sustainable, and trusted.
What’s next? Choose one of these strategies to implement this month. Whether it’s optimizing your Google Business Profile, writing a blog post that relates to your community, or partnering with another local brand — taking small steps consistently will lead to big results.
