How to generate leads for local business: Digital strategies

According to Salesforce, 87% of consumers today search for local products and services online before making a commitment. But almost half (47%) of shoppers surveyed said they still prefer visiting brick-and-mortar stores to make a purchase. This is great news for small businesses who are worried about giant online marketplaces taking their customers. But if you don’t know how to generate leads for local business, you may struggle to compete in the digital landscape. From real estate to retail, generating leads for local business doesn’t just drive immediate sales, it’s the foundation for long-term growth.

Let’s break down the strategies, tools and even how to hire a local lead generation company to do the heavy lifting. Whether you're an owner or marketer, properly executed local lead generation is a sure-fire route to results.

What is local lead generation?

Local lead generation is the process of attracting people from a specific area and turning them into prospects. Focusing on one area means businesses are more likely to convert users into leads. Smart local business owners combine SEO, content marketing, social media platforms, and online advertising to capture local leads. A multi-faceted strategy should generate local leads that ultimately drive more foot traffic, calls, and sales. But how exactly do these strategies apply to generating leads for local businesses?

Digital marketing for local lead generation: An overview

Quality local lead generation begins with a strategic approach, tailored to your local community’s preferences. First, make sure your website is mobile-friendly and optimized for local searches. A lot of local searches take place on mobile devices, so a responsive design is crucial. Business listings, especially Google Business Profile, help build the strong online presence you need for effective local lead generation. Make sure all your profiles are complete and accurate (local listing tools make this a lot easier).
 

Google results for a local brunch place search

Next, create localized content that resonates with your community. Highlight your involvement in local events or how your services meet the unique needs of your area.

Use targeted ads focusing on local keywords to capture the attention of people searching for businesses like yours. Tailor your copy to reflect the local area and make offers that set your business apart from competitors.

Social media is another valuable way to connect with your local community. Regularly post updates and engage with local influencers to increase your visibility and attract local leads.

And if that all seems a bit too much to manage alone, you can use a local lead generation business to manage your strategy (more on this later). 

Local SEO: The first step to better local lead generation

Local SEO is the backbone of any local lead generation strategy. Optimize your website and content by including local keywords relevant to your area. For example, a plumber in Austin might use phrases like "Austin emergency plumber" or "best plumbing services in Austin." Use these location-specific keywords in your main website pages, landing pages, blog posts, titles and meta descriptions.
 

Update your citations and Google Business Profile, or better yet, connect them to a listing management tool. Ensure your profile is complete, accurate, and optimized with high-quality images and detailed service descriptions.

A Google Business Profile with a green circle indicating high profile strength

Encourage satisfied customers to leave positive reviews. Positive feedback significantly influences local SEO rankings and persuades potential leads to choose your business over competitors. Review generation also improves local search results rankings (Google’s algorithms consider both the number and quality of reviews). Responding to positive and negative reviews shows potential local leads that your business takes customer service seriously.

Get some quick local lead generation wins with paid ads

Google Ads are an incredibly cost-effective tool for driving qualified leads to your business. You can expect an 8:1 return on investment (ROI) with Google Ads, according to the Google Economic Impact Report. This is thanks to targeting local people right when they have a high commercial intent (because they’re actively searching).

A local lead generation ad for a Manhattan carpet cleaner

Localizing ads can increase click-through rates significantly:

• Try location extensions to show your business address directly in your ads.
• Speak directly to the interests and needs of the local audience.
• Use local slang, landmarks, and events to make your ads resonate.
• Leverage ad scheduling to display your ads when locals are most active.

You can also target social media ads at local audiences. You don’t typically have to spend as much per click with Facebook Ads compared to search engine marketing. So if your ad is particularly compelling, you can generate quality local leads and stay well under budget.

A geo-targeted Facebook Ad showing a client project

• Time your ads to coincide with local events or seasonal changes to capture the heightened interest of your audience.
• Craft a clear and compelling call to action in each ad that guides local users on what to do next.
• Experiment with retargeting campaigns to re-engage individuals who have visited your website but haven't converted into leads yet.

Creating content that connects with local audiences

Content is a powerful tool for attracting organic search results and driving local leads to your website. Write blog posts that address local issues, trends, or interests and establish your business as a trusted local authority. Include local dialect, landmarks, and cultural references in your content. This strategy not only boosts your SEO but also fosters a stronger connection with your audience.

Creating landing pages offering valuable downloadable content or a free webinar is a great way to collect email addresses. Ensure each landing page has a clear call to action, encouraging visitors to go through to the next stage of the funnel. These leads can then receive an email sequence to effortlessly push your brand messaging to them.

Share stories of how your services or products have positively impacted local customers or businesses. This not only humanizes your brand but also provides relatable proof of your value to the community.

Local content marketing showing community involvement

Partner with local influencers or bloggers to create content. Their endorsement can lend credibility to your brand and expose you to a broader local audience. If your business serves multiple areas within a region, consider creating dedicated pages on your website for each location. This allows you to tailor the content, keywords, and information to each specific area, improving local search visibility.

Engage with local audiences on local forums, community boards, and social media groups. Answering questions and providing useful information can establish your business as a helpful and active community member. With the rise of voice search, your content should include natural phrasing that people might use when speaking to digital assistants. This is particularly important for local searches, as many voice searches are location-based queries. Remember, the goal is to engage your local audience, establishing your business as a valuable part of the community. 

Generating local leads through targeted social media

Engaging with your local community through social media is a powerful way to showcase what you offer. Sprout Social reports that 57% of consumers will follow a brand to learn about new products or services.

Consistency is key in social media. Regular posting, interaction, and engagement are essential to keep your audience interested and engaged. Share content that highlights your local involvement, participate in groups, and use hashtags to increase your business's visibility. Posting stories that feature local landmarks and tagging your business location can dramatically increase your reach. Similarly, engaging in local conversations on Twitter using neighborhood-specific hashtags taps you into local issues and trends. Facebook Events can be a game-changer for local businesses. Create events for in-store sales and events to get a steady stream of locals coming through your doors.

A Facebook event aimed at generating local leads

Contests and giveaways on social media platforms increase engagement from your local audience. If the platform permits (always check the rules for running contests on social media), encourage participants to share. Tie these promotions to local events or holidays to make them more appealing and timely. Keep the entry process simple but engaging, asking participants to enter their email address to capture the lead.

Referral programs motivate your current followers to bring in new local leads by sharing their positive experiences. Offer discounts or special offers on your services or products when they introduce their friends. Make sharing easy by providing a simple referral code they can post directly to their social media feeds. This strategy taps into the trust network of your existing customer base, expanding your local reach.

Use analytics tools to track your performance, understand your audience's preferences, and refine your strategy accordingly. This data-driven approach ensures your social media efforts align with your local lead generation goals, maximizing ROI.

Do your due diligence when hiring a local lead generation business

When partnering with a local lead generation business or agency, look for one that understands the nuances of your market. For example, a local partner can provide invaluable insights and strategies for your specific geographic area. Lead generation partners should take the time to understand not just your product, but also your brand voice and your business goals.

Pricing for local lead generation business LeadGenera

Investigate their track record and ask for case studies or references from businesses similar to yours. This will give you a clearer picture of their capabilities and the results they’ve achieved in the past.

Examine their approach to digital marketing and lead generation. Reputable local lead generation businesses or agencies should offer a comprehensive strategy that includes SEO, content marketing, social media management, and pay-per-click (PPC) advertising. Their ability to articulate how these components work together to generate local leads will say a lot about them. Look into the tools and technologies they use. Ask if they use reputable platforms like Semrush and how they leverage these tools to achieve better results. Regular updates and reports are vital for transparency and keeping you informed about the progress of your lead generation. Ensure they have a solid plan for communication and that their reporting metrics align with your business goals.