Local businesses are often the most interesting SEO clients to work with due to the creativity and strategy required to appeal to the local market.
The basics of Google Business Profile optimization, localized content, etc. still apply, but local businesses often have to think outside the box when trying to rank locally.
Acquiring these types of clients also requires skill. It is ideal for an SEO professional to attract his SEO clients who are active, ambitious and active locally.
Here are some tips for getting local SEO clients who really want to work with you.
1. Start a conversation with a local business owner
A few years ago, I was planning to get my hair cut, so I started looking for a local barber shop. I found a highly rated barber shop on Google, so I went to the site and looked up the prices.
Unfortunately, the website displays an error “Warning! Your connection is not private”.
As an SEO strategist, I knew this was caused by companies not enabling SSL certificates on their websites.
So I called them to make a reservation and told the owner directly that there was a security issue with their website.
The owner was unaware of the problem and offered to set up SSL for free as he was managing the website himself.
She then paid my team to diagnose additional technical SEO issues and continued the longer engagement.
The lesson here is that often the best way to attract local SEO clients is to start a genuine conversation.
It doesn’t have to be as obvious as a site security issue, but if you can identify your needs, they might be more than happy to let you know there’s an issue impacting your business.
Plus, they’ll appreciate your attention and helping them keep track of new business.
For example, local businesses may not know that their Google Business Profile address is out of date. Or that your website has a 404 error.
Or that the contact form is not working.
In many cases, your advice can be viewed as a big favor and turn into ongoing engagement.
Whether you’re looking for a haircut, buying a latte, or looking for a gift for a friend, keep an eye out.
Once you realize your SEO issues and make the time to offer free value, you might be surprised at how this translates into new clients and referral connections.
2. Identify companies investing in marketing
It’s a well-known fact within the marketing community that clients with tighter budgets are often the most demanding clients.
This is not to say that smaller budgets necessarily make for worse clients, but the attitude of getting more for less often lags behind when it comes to marketing.
In short, the ideal local SEO client is someone who recognizes the value of marketing and is willing to invest in it to achieve greater goals.
They want to put marketing dollars in to achieve long-term growth.
As in the previous example: A simple oversight led to site security issues, but the business otherwise outperformed GBP (Google Business Profile) optimization and social media marketing.
The owner accepted the feedback and saw value in improving their web presence.
When looking for a local SEO client, look for businesses that meet the following criteria:
- They are Have a responsive websiteIf so, does it appear to be updated regularly?
- are you a business Post consistently on social media?
- are you a business Posting Paid Ads?
- they are their Blog and content marketing?
- does it look like they did SEO to some extent?
- They are Update our website with new deals, events and offersSuch?
- do they have Optimize your presence in local search?
Companies that appear to be investing in marketing are more likely to become great clients.
You need clients who understand your marketing needs and actively participate in growing your business.
Once you’ve identified local businesses that seem to tick some of these boxes, reach out to them.
Complimentary offers such as audits and friendly consultations can step in the door to longer engagements.
3. Attend speaking events, webinars and networking meetups
I like your local SEO knowledge to speak for itself.
It’s best to offer free and unconditional value in the first place, rather than sending cold messages to business owners with your business pitch.
This can be done in the form of a friendly email, but in this case knowledge can also be shared in person or at an online event.
One of the top sources of local SEO leads for my business is speaking events. Specifically speaking events and webinars tailored for law firms (my target market).
You can often attract clients by sharing your expertise through professional talks, online interviews, networking events, or conferences.
And remember that business owners who actively participate in such events often make good clients.
Here are some tips for using events to help generate leads.
- Find events tailored to your preferred market (if applicable)For example, if you work primarily with tech companies, consider going to DevOps Day in Seattle. On the other hand, if you want to work with a law firm, the annual Employment Law Conference in Coronado might work for you.
- submit a statementIf you have the opportunity to speak at an event, take it. Assuming you’re comfortable with public speaking, this can be a great way to grab attention and engage clients.
- Many conferences have parties and happy hours after the eventSome even host lunch hours. This face-to-face networking is invaluable.
- If you’re talking it shouldn’t be a non-stop pitchfestThey will be impressed with your expertise and willingness to share information.
- Participate in online interviews and webinarsThere are many opportunities to speak online. Look for opportunities to be interviewed for blogs and podcasts. Then offer to speak in an online webinar or YouTube. Re-share this content.
- don’t forget to follow upGet contact information if you want to connect online or in person. Then, following the event, send a message. I thank you for the opportunity to meet with you and encourage me to contact you if I need anything. Or continue the conversation you were having in person online.
Showing real knowledge to niche business owners is one of the best ways to attract highly engaged clients.
4. Connect with business owners on LinkedIn
LinkedIn is a leading business-to-business (B2B) platform that helps professionals form new relationships and find clients.
However, it is a platform that is often abused, with marketers sending cold pitches and spamming users.
Don’t be “that person”.
Instead, use LinkedIn to build real connections with business owners.
Here’s how to get a local SEO client with LinkedIn.
- Optimize your profileAdd professional photos to your personal profile. Write a tagline and a “About” section about what you do. Boost your profile by asking past clients and colleagues for recommendations.
- Post valuable contentPost videos, articles, images and posts that share value with your audience. Talk about issues, topics and stories related to your business needs.
- Send a connection request to a local business owner or agencyFeel free to introduce yourself, but please don’t talk about services. Imagine you meet someone at a meeting and shake hands. No pitching!
- nurture follow upSend a follow-up message when someone accepts the connection request. Ask questions about what they are working on, what they are interested in, etc.
- Follow niche-specific accounts and reply to posts with comments and questionsIt also sends connection requests to other users who follow the same account.
Again, inbound marketing is all about delivering value first.
If you develop real engagement, users may start to see you as a local SEO expert and volunteer to reach out to you.
Once the conversation has gone far enough, offer to help the business owner resolve the issue.
This could be in the form of a free audit, consultation, or resource if they are interested.
Remember, the best clients are those who actively want to work with you, not those who are project-obsessed.
5. Keep business cards handy
Never underestimate the value of traditional marketing.
Many local businesses are small ‘family run’ shops that like a personal touch.
They want to connect with real people, not faceless agencies.
Keep your business card handy when you go out. Keep an eye out and listen to conversations where business owners are looking for marketing her solutions.
Someone may not be ready to work with you right away, but at least they have the connections to provide a referral.
The referral business is one of the other major sources of leads for my law firm’s SEO firm.
You will find that people are more receptive to working with you if you have a friendly conversation at the beginning.
Having a business card in hand means you are always ready to provide information, keep the conversation going and build business relationships.
6. Build partnerships with marketing agencies
We’ve shown you several ways to connect directly with local business owners, but there’s another smart workaround to get more local SEO clients. It’s a partnership with an agency.
There are probably many marketing agencies in your area that offer marketing services.
However, not all of them offer SEO. Forging partnerships can be a great way to get referral business or white label your services.
Here’s how it works:
- Find a marketing agencySearch Google for a marketing agency in your area. Make a list of things that don’t seem to offer SEO services.
- Delete contact informationFind contact information for the agency that created your listing. A phone number or email address is preferred (over a contact form).
- send them a messagePlease contact the agency by email or phone using the following message (or similar message). [agency name]my name is [your name]And I’m your local SEO expert. [city]It seems that marketing services are also offered. [city] range. If SEO isn’t in your wheelhouse, I was wondering if you could form the partnership I introduce [service you don’t offer] Serving you, you send your local SEO needs my way. I’d love to continue this conversation if you’re interested.you can contact me [phone number] Also [email address]”
Agencies that see this as a direct pitch may not contact you, but other agencies may see the value of a two-way partnership.
For example, when you send leads your way, leads send their SEO client to you. Alternatively, you can offer a percentage commission for new business submitted.
This is a great way to passively acquire new clients without any aggressive marketing.
Plus, agency partners have even more benefits, including guest posting opportunities and networking.
There’s no “secret” to winning good customers
It turns out that the key to getting a great local SEO client is a true relationship.
So whether it’s networking, speaking, building partnerships, or offering free value, the best way to attract great clients is to make meaningful connections.
Skip the cold tone and think first how you can benefit local businesses and agencies.
Many people embrace professionals who get the chance to get to know them, solve problems, and foster friendly conversations.
Want more local SEO clients who really want to work with you?
Use these methods to build connections and foster long-term partnerships.
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Featured image: fizkes/Shutterstock
