10 tips for local mobile marketing

A recent study indicates that 47% of small retailers struggle to keep up with mobile marketing trends. Here are 10 local mobile marketing tips that will help you.

Tips for Local Mobile Marketing

Master the basics

You can’t put the cart before the horse when it comes to local mobile marketing. Making sure your website is up to date and sound is the first step. Your social media channels should also be updated. Watching your Google profile is also important.

“Look at all of these things, including images and logos, before launching a marketing campaign to make sure they’re airtight,” says Marty McDonald, co-founder and chief strategist at bad rhinoceros, a Philadelphia marketing agency. McDonald’s recently sat down with Small Business Trends to share local mobile marketing tips for small businesses.

Localize your content

Focusing on what makes an area special is a big part of local marketing. That said, you need to be sure that the type of content you offer highlights it.

For example, a blog post about the top five restaurants in a specific area gives search engines another way to match your business to that area. This goes for all the different types of content you work with.

Make sure you have mobile response capabilities

Your customers want to buy things, leave reviews, and contact you from their smartphones. You have to be ready with the right technology. Making sure your website is mobile-friendly helps.

Activate mobile payments

Make sure you can accept payments from a mobile device. Consumers have become more comfortable shopping for items on their mobile devices and small businesses need to keep up. There are traditional options here like PayPal, newer entries like Apple Pay, and a host of choices in between.

Offer offers

McDonald’s points out how familiar technology makes it easier to offer incentives.

“There are many ways to incorporate text messaging into this mobile strategy,” he says. McDonald’s also recommends looking for software to help you target local niche markets with offers and discounts.

Offer customer loyalty rewards

As you’d expect, there’s a wide variety of apps to choose from. You should look for one that bends to your industry. For example, a restaurant reservation app might offer some kind of dining rewards program.

A caveat here. Whichever you choose, make sure customers can subscribe and unsubscribe quickly and easily.

Join mobile directories

These provide another of the benefits you are looking for. The trick is to look beyond the obvious things like Google Local and Yelp to see if there’s something more suitable for your area.

Create Google landing pages

“If you have multiple locations, you’ll want a Google landing page for each,” McDonald explains. Don’t forget to use the keywords related to your search, the name of your city and the postal code.

“Make sure they’re optimized for local mobile search,” he says.

Track your progress

You’ll want to track your progress once everything is optimized. However, knowing what to look for is essential to the big picture. Watch more than just clicks. Also, be sure to rank for your chosen keywords.

Simple online surveys are a great way to reinforce the trends you see from analytics. Asking people how they found you can even provide new keyword ideas.


Perseverance is the key to local mobile marketing.

“Once you have the analysis, don’t give up,” McDonald says. “You have to do this for over a month to make sure you’re doing everything right.”

He also says that too many small businesses don’t take a deep dive into their analytics.

Mobile Marketing Photo via Shutterstock

More in: Marketing 101