5 Online Marketing Tactics That Drive Real Foot Traffic to Your Local Business
Most people find a local business online before they ever walk through the door. According to Google, 76% of people who search for something nearby on their smartphone visit a related business within 24 hours. For local businesses in the Chicagoland area, that means your digital presence is part of your foot traffic strategy whether you think of it that way or not.
Here are five tactics that actually work.
1. Optimize Your Google Business Profile
Your Google Business Profile (GBP) is the listing that shows up when someone searches for your business name or searches for your category near their location. It shows your hours, phone number, address, reviews, and photos.
Most local businesses have a GBP but haven’t really set it up. A complete, optimized profile can be the difference between showing up in the local map pack (the top three results) and not appearing at all.
What does optimizing it look like? Here’s the short version:
- Fill out every field completely
- Add at least 10 real photos of your business, team, and work
- Make sure your hours are always accurate
- Post an update once a week
- Ask recent customers to leave a Google review
BrightLocal research found that businesses with complete Google Business Profiles receive 7 times more clicks than those with incomplete listings. Most of that setup work takes about an hour.
2. Run Local Social Media Events and Promotions
Social media promotions tied to your physical location are one of the best ways to convert followers into paying customers. The key is giving people a specific reason to come in.
A Naperville bakery could run a “first 20 customers Saturday morning get a free coffee” post on Friday evening. A gym in Wheaton could offer a free one-week pass to anyone who shares their post. A hardware store in Downers Grove could host a free class on deck maintenance every spring.
These promotions cost very little and create a direct path from your social following to your front door. They also generate organic sharing when people post about attending.
3. Build and Use an Email List
Email is the most direct digital marketing channel you have. Unlike social media, you own your email list. A platform algorithm change won’t cut off your access to the people who signed up to hear from you.
For a local business, building a list is simpler than most people think. Put a signup form on your website. Ask in-store customers if they want to be added.
Offer a small incentive to sign up: a discount, early access to your schedule, or a free guide relevant to what you sell.
A monthly email with relevant tips, a seasonal promotion, or a highlight of recent work keeps you top of mind without requiring a big ad budget. According to HubSpot, email marketing has an average return of $36 for every $1 spent, making it one of the highest-ROI channels available.
4. Get More Online Reviews and Respond to Them
Online reviews are the modern version of word of mouth. Before a new customer calls you, they will almost always check your reviews on Google, Yelp, or Facebook. A business with 4 stars and 200 reviews wins against a competitor with 8 reviews almost every time.
The most effective way to get more reviews is simply to ask. Text or email a customer shortly after a job is complete and include a direct link to your Google review page. Most satisfied customers will leave one if you make it easy.
Respond to every review, positive and negative. A polite, professional response to a negative review does more for your reputation than any ad you could run. It shows prospects that you’re accountable and engaged.
Responding to reviews shows that you value customer feedback. According to Google, businesses that respond to reviews are considered 1.7 times more trustworthy by consumers than those that do not.
5. Create Content That Answers Local Questions
People in your service area are searching Google for answers every day. They want to know what things cost, who to trust, and what to look for before they hire someone.
- What does furnace replacement cost in the Chicago suburbs?
- How do I find a reliable plumber near Joliet?
- What should I look for in a local accountant?
A local business that publishes clear, helpful answers to these questions earns two things: organic search traffic and credibility with people who are already looking for what you offer.
You don’t need to blog every week. Two to four posts a month on topics your customers actually ask about is enough to build a meaningful search presence over time.
Answer the question directly. Keep it simple. Include your location where it makes sense.
Which Tactic Should You Start With?
| Tactic | Best for | Time to Results |
|---|---|---|
| Google Business Profile | All local businesses | 2 to 6 weeks |
| Social promotions | Retail, food, fitness, services with walk-in customers | Days to weeks |
| Email list | Businesses with repeat customers | 3 to 6 months |
| Online reviews | All local businesses | Ongoing, compounds over time |
| Local content | Service businesses with longer buying cycles | 3 to 12 months |
If you have to start with one, start with your Google Business Profile. It’s free, it’s the first thing people see, and an incomplete listing is actively costing you customers right now.
Want Help Putting These Tactics in Place?
We work with local businesses across Chicagoland to set up and run the digital marketing that actually drives foot traffic and calls. Tell us where you’re starting from and we’ll tell you where to focus first.