Companies that want to market themselves both locally and globally may ask if they can do this simultaneously. The answer is yes, but there is an effective way to go about it. I would not try to do both on the same web page.
National companies that do local geo-targeting do so as a campaign. They do not abandon their national, or global, marketing efforts, but rather integrate the local versions of them into their overall marketing plans. At least, that’s the way successful marketers do it. The question is, how do you do that?
- First, pick the keywords you want to target at the local level
- Secondly, pick the target markets you want to explore
- Then build landing pages for each market for each set of keywords you want to target
- Drive traffic to your landing pages
This is not as easy as it sounds. While you may compete for certain keywords at the global level, you must do the proper research at the local level for each market you wish to target and run each campaign individually. Otherwise, mixing and matching local and global search marketing efforts will render your marketing useless and ineffective.
Will that cost a lot of money? Probably. But you can budget yourself by rolling out each local search engine marketing and optimization campaign as you realize ROI on previous campaigns. Don’t sell yourself short. It can be done. It takes planning and marketing with a purpose.