There are thousands of articles on the internet that will tell you how to implement a local inbound marketing strategy.
However, a surprisingly small number of them offer real-life examples to show you what they’re talking about.
If you’re looking for guidance on how to structure your own local inbound marketing campaign, these 10 examples should provide you with plenty of inspiration.
The Village Family Clinic is a multi-specialty medical facility in Hackettstown, NJ. Their inbound marketing strategy consists of a website, a blog, accounts on three social media platforms, a YouTube channel, an email newsletter, and profiles on Google My Business and Yelp.
The Village Family Clinic website is the hub for their online presence. It includes the following elements, all of which help them with their inbound marketing efforts.
The Village Family Clinic blog has a large number of posts about a variety of topics related to healthcare. These posts bring in traffic from Google and also give the clinic content to share on social media.
The Village Family Clinic uses the following social media platforms to great effect:
Facebook is the clinic’s most active social media account. With over 2,700 followers and daily posts that receive a decent level of engagement, their Facebook page definitely brings additional patients in the door.
Their Instagram and Twitter accounts have significantly less reach, but as it only takes a minute to post something, the time investment in maintaining these accounts is likely still worthwhile.
The Village Family Clinic YouTube channel is chock full of helpful content. While the channel only has about 100 subscribers, some of their most popular videos have view counts in the tens of thousands.
These video views are likely from ad runs or social media shares, which indicates the presence of a YouTube channel has benefited the practice, even though the channel doesn’t have much of an organic following.
The Village Family Clinic also has an email newsletter. They typically send notifications of new blog content, though they also use the channel to send promotional messages to their email list.
Roto-Rooter is a national company with a large network of local subsidiaries placed across the United States. Their inbound marketing strategy consists of a website, a blog, accounts on five social media platforms, a YouTube channel, an email newsletter, and accounts on Google My Business and Yelp.
The Roto-Rooter website allows visitors to find the Roto-Rooter facility closest to them easily. The first thing a visitor sees is the company’s phone number and a search box that allows the visitor to input their zip code.
In addition to a home page that has been optimized for lead generation, the Robo-Rooter website has the following useful elements.
Robo-Rooter has a comprehensive blog on which they post helpful articles about plumbing, appliance repair, and other topics related to their work.
These blog posts are optimized for ranking in the organic search results, and Roto-Rooter likely generates a substantial number of leads from people who find their website after looking up a problem on Google.
Roto-Rooter uses the following social media platforms to nurture leads and engage with existing customers.
The content they post on social media includes video guides, funny images and memes, newly posted blog content, relevant industry news, and interviews with employees. The wide array of content Roto-Rooter produces and posts is honestly exemplary, and many companies could take some notes from their social media marketing playbook.
Roto-Rooter also runs a YouTube channel. With more than 70,000 subscribers and millions of views on their most popular videos, it’s safe to say their YouTube marketing endeavor has been relatively successful.
The content Roto-Rooter posts on YouTube includes video guides on how to fix common plumbing problems, funny skit videos designed to go viral and increase brand awareness, and an introductory video that explains what Roto-Rooter does.
Roto-Rooter also has an email newsletter. The content they send in this newsletter is similar to what they have on their blog and YouTube channel. Plumbing tips and promotional content make up the bulk of their email newsletter.
The Addison Auto Center is an auto repair and body shop in Denver, CO. Their inbound marketing strategy consists of a website, a blog, two social media profiles, and accounts on Google My Business and Yelp.
The Addison Auto Center website is another excellent example of how to design a local business website to be helpful while still making an effort to generate leads. Here are a few essential website features they incorporate into their design.
The content on the Addison Auto Center blog includes a combination of helpful guides designed to generate organic search traffic and articles written specifically about the local community. A few examples of local-centric posts include a guide to driving the national parks in the Denver area, a post about an upcoming back-to-school drive, and an article about the history of the Auto Center.
Writing and sharing local-centric content is an excellent idea for local businesses, as social media followers will often find it more relevant and interesting than other types of content.
While these kinds of articles won’t generate much organic search traffic, that’s okay. Most organic blog traffic will come from people who aren’t local to your area. So, unless you have an online component to your business, these visitors will be worthless from a revenue perspective.
Based on their relatively low follower counts, Addison is still working on building their social media presence. That’s okay, though; they’re making an effort to post every day. As consistency is one of the key elements of social media success, Addison’s consistency in posting despite not having much of a following is an excellent example for businesses to follow.
The Addison Auto Center Yelp page is claimed and has been updated by the business to provide a comprehensive list of their services. Consumers who view their Yelp page will see exactly what they have to offer, and those who are interested can view their phone number or visit their website from the Yelp page.
Mayfield Florist is a flower shop located in Tucson, AZ. Their inbound marketing strategy consists of a website, a blog, accounts on two social media platforms, and profiles on Google My Business and Yelp.
The Mayfield Florist website is heavily geared toward promoting their online sales. This is a smart choice if you have a business with a product that can be shipped to anyone willing to buy it, as it expands your reach far beyond the local community you’re based in.
Here are a few of the ways their website is optimized for online sales.
Like any blog designed with inbound marketing in mind, the Mayfield Florist blog has content geared toward ranking on Google and becoming popular on social media.
These articles are good examples of content made to rank on Google, as they are targeting specific keywords people might type in:
And here are some articles that will perform better on social media. It’s unlikely anyone would find these articles by typing something into Google. However, the titles and engaging photos will likely attract attention on Facebook, Instagram, and other social platforms.
Mayfield Florist uses their social accounts to share their latest bouquets. They also share their latest blog posts, though the images of bouquets tend to get the most engagement.
Cowboys AC is an air conditioning and heating company located in San Antonio, TX. Their inbound marketing strategy consists of a website, a blog, accounts on two social media profiles, an email newsletter, and profiles on Google My Business and Yelp.
Like the websites of many service-based businesses, the Cowboys AC website is designed to get visitors to reach out via an online form or by calling a phone number.
Here are a couple of the more notable elements of their website.
The Cowboys AC blog is another blog that does what it should: attract traffic from the search results and provide content for sharing on social media. Here are some of the most recent articles posted:
Cowboys AC uses its Facebook and Twitter accounts to share video reviews from clients and the most recent blog posts.
Mammoth Mountain is a ski resort located in Mammoth Lakes, CA. Their inbound marketing strategy includes a website, accounts on three social media platforms, a YouTube channel, and profiles on Google My Business and Yelp.
The Mammoth Mountain Ski Resort website is a helpful and informative place for people interested in visiting Mammoth Mountain to find a wide variety of information.
Mammoth Mountain relies heavily on social media to bring traffic to their website and visitors to their resort. As skiing and snowboarding are primarily visual activities, sharing awesome images and videos of people performing these winter sports can generate a lot of social engagement.
The Mammoth Mountain YouTube channel is filled with skiing/snowboarding montages and footage of the lodge and surrounding mountain. Anyone interested in visiting Mammoth Mountain will find this YouTube channel extremely helpful.
Barcade is a company that owns a series of bar arcades across the United States. They have locations in Brooklyn, Jersey City, Los Angeles, and six other cities. Their inbound marketing strategy consists of a website, a blog, accounts on three social media platforms, an email newsletter, a mobile app, and profiles on Google My Business and Yelp.
The Barcade website is designed to direct visitors to the Barcade location nearest them. The main menu bar is composed of the nine cities Barcade has a location in.
Clicking on one of these cities will take you to a different website explicitly made for that Barcade location. The city-centric sites have specific information about that location, such as drink menus, operating hours, and ongoing promotions.
Barcade uses social media very effectively. Their most popular account is Instagram, which makes sense given the younger demographic they’re targeting. The content they post typically consists of new arcade games, the different drinks they have on tap, and behind-the-scenes stuff like DJ playlists.
Barcade also has a mobile app that allows users to keep track of current tap lists, promotional events, and high scores on certain arcade games.
Basil Bandwagon is a health food store located in Clinton, NJ. Their inbound marketing strategy includes a website, a blog, accounts on four social media platforms, an email newsletter, and profiles on Google My Business and Yelp.
The Basil Bandwagon website is an excellent example of what a local, niche grocery website should look like.
The Basil Bandwagon blog is geared toward content that works well on social media. Here are some example blog posts.
As food is another topic that is primarily visual, Basil Bandwagon has a lot of success posting photos of new products and the outcomes of some of their favorite recipes.
They also share posts from their blog, post photos of their most loyal customers, and provide updates on promotions and events that could affect store operating hours.
The East Dallas Vet Clinic is an animal hospital located in Dallas, TX. Their inbound marketing strategy consists of a website, a blog, accounts on three social media platforms, and profiles on Google My Business and Yelp.
Healthcare providers of all kinds need to ensure their web presence evokes a sense of authenticity and professionalism. And yes, that includes animal healthcare, too.
The East Dallas Vet Clinic website more than succeeds in that endeavor. The very first thing you see after loading the home page is a high-quality photo of the veterinary staff. A message also proclaims that the clinic has been “providing the best care for over 20 years.”
If you scroll down a bit, you’ll see a photo with the full staff of the clinic, which shows an impressive array of over 30 people.
Not only do these photos and messages humanize the East Dallas Vet Clinic brand, but they also create an initial sense of trust in the website visitor. Any business that has been in operation for over 20 years and has a staff of more than 30 people clearly knows what they’re doing. This clinic leverages its staff size and longevity by making them one of the main focuses of their web presence.
Here are some of the other standout features of the East Dallas Vet Clinic website.
The East Dallas Vet Clinic blog is yet another example of a local business doing blogging the right way. Some content will rank on Google, while other content will do well on social media. Here are a few examples.
The clinic shares different types of content, depending on the platform they’re using. They primarily post funny images, comics, and quick tidbits of information on Twitter and Instagram, while their Facebook is used for blog posts more than image-based content.
Ben’s Roofing is a commercial roofing company located in San Francisco, CA. Their inbound marketing strategy includes a website, a blog, accounts on two social media platforms, a YouTube channel, and profiles on Google My Business and Yelp.
The Ben’s Roofing website is just another reaffirmation of the essential components of a local business website. The menu contains links to an About page, a Services page, a Contact page, and a Products page. Scrolling down the home page provides a brief feature-benefit sales pitch discussing why the reader should use their roofing services.
The structure and web design are both excellent, and any local business could use this as a template for their site.
Like the other blogs in this article, the Ben’s Roofing blog has content designed for both social media and organic search traffic. Here are a few examples:
Ben’s Roofing uses its social media channels almost entirely for sharing blog content. While there’s probably more they could do, this is perfectly adequate; blogs contain tons of helpful information, and that type of content is well-suited for an industry like roofing.