Hey there, Iowa business owner!

You 100% know that your ties to your community are vital to business opportunities and sales. As a local entrepreneur, you contribute to the fabric of your town by fostering connections, knowing your neighbors and calling people by their first names. All of that greatly impacts your brand's loyalty whether you're consciously thinking about it or not. Those in-person connections and valuable relationships are PRICELESS.

BUT...in today's digital-first world, a solid brand, and online presence are essential to reaching MORE of your target audience to continue driving growth and sales.

Did you know that nearly 56% of Google Business Listings remain unclaimed (source) despite a staggering 99% of consumers relying on the Internet to discover local businesses (source)? Ugh. It makes me so sad. There are missed opportunities left and right when it comes to getting local business seen online.

Here's How to “Leverage Local” When it Comes to Growing Your Business

By understanding how your business's location can impact your branding, website, and SEO strategies, you can effectively reach your target audience and drive growth.

strategic elements with the community in mind can help you *stand out* from national/big-box competitors and resonate more deeply at a local level.

Let's explore the unique opportunities and challenges that come with being a local business in Iowa.

Understanding The Area To Inform A Brand’s Personality & Values

Your business location is like a treasure trove of insights about your customers. By understanding the local vibe and culture, you can create a brand strategy that resonates with them on a deeper level. But remember, aligning with the status quo isn't always the answer. Sometimes, challenging the norms or breaking the mold can make your brand stand out and attract attention.

〰️ Get to know your neighborhood 

Immerse yourself in the local culture to gain a deeper understanding of its values, traditions, and preferences. Get to know your competitors too. This knowledge will help you with your branding decisions so you can create a more authentic and relatable brand that stands out.

〰️ Align or challenge the status quo

Once you have a feel for the local scene, you can decide whether to align with or challenge the status quo. If you believe that aligning with local values will resonate with your target audience, you can incorporate these elements into your branding. However, if challenging the status quo can set your brand apart, you can adopt a more disruptive or innovative approach.

Client Example: ABC Cans, a bottle and can redemption facility totally flipped the script. Instead of following the "basic and boring" brands they were seeing from local competitors, they went all-in with goofy dad jokes to align with the target customer and a colorful vibe that makes can redemption feel FUN!

It was a "challenge the status quo" move and it paid off big time. Locals love ABC Cans' quirky brand personality, which feels like a friendly neighbor, not just a place to drop off recyclables. And since their opening in January of 2023 in Ames, Iowa they've grown and opened a second location in Ankeny, Iowa. It's so exciting to watch their brand grow.

Incorporating Local Visual References To Create Nostalgia

Depending on what your business does, you could sprinkle a little local flavor into your branding. Maybe throw in a nod to a local landmark, a reference to a hometown hero, or even a quirky saying that everyone around the area is familiar with. It doesn't have to be obvious – just a little touch of local love can go a long way.

〰️ Use Local Design Elements

Fonts, colors, and imagery can all evoke a sense of place. Consider incorporating local landmarks, landscapes, or historic references into your branding to create a more authentic and memorable connection with your target audience.

Client Example: JSC Legal, a law firm in Cedar Falls, Iowa, subtly incorporates UNI Panthers' colors into their branding as a nod to their local clientele and emphasis on location.

〰️ Hire a Local Photographer or Artist

Collaborate with them for your website, environmental graphics or other visual elements that represent your community. This can add a unique and personal touch to your branding materials and help you connect with your local audience on a deeper level.



〰️ Use a Local Designer

Collaborate with a local designer who understands the area to create custom strategy and design for your brand. This can help ensure that your branding aligns with local tastes and preferences, making it more relatable to your target audience.

Client Example: Homegrown, a downtown Ames, Iowa gift and apparel shop, stands out with a brand that truly captures the impact of shopping local. By featuring products from local makers, they’re able to double down on their community impact, creating a powerful ripple effect.

To amplify the "local" essence, Studio A designed illustrations that celebrate state-recognized symbols and icons, along with easily recognizable local graphics. This approach perfectly underscores their proudly local vibe.

Collab With Local Business Influencers To Broaden Your Audience

Think of your local community as a giant network of people connected by shared experiences and interests. By teaming up with other local businesses and influencers, you can tap into this network and expand your reach. Collaborating with local businesses and influencers is not only a great way to promote your brand, but it also helps to strengthen the local community as a whole.

〰️ Collaborate on promotions and events

Work with complementary businesses to offer joint promotions or host shared events. This can help you reach a wider audience, increase brand awareness, and strengthen your relationships within the community.

〰️ Buddy up with local influencers

Partner with local influencers who align with your brand's values and target audience. Influencers can help you reach new customers and build credibility within your community.

〰️ Support local initiatives

Support local volunteer initiatives to show the heart you have for your community. Get involved to demonstrate your commitment. This can help you establish yourself as a trusted and respected community member.

Leverage Local Website SEO to Bring The Right People to You 

Think of local SEO as your business's personal GPS, guiding customers right to your doorstep. By optimizing your online presence for local search, you're making it easy for people to find you and say, "Hey, I need that!"

〰️ Find the right keywords

Determine what keywords your customers are typing into Google by using free tools like Keyword Surfer to discover the magic words that'll bring them your way. Once you've got your keywords, assign them to different pages throughout your website, from titles and descriptions to blog posts and product pages. Consider long-tail keywords since voice search optimization is on the rise.

Client Example: The Sherry Group, a consulting agency in Boone, Iowa helps not-for-profit organizations grow through fundraising, camp consulting and more. It was important for them to be found by local Iowa non-profits through specific keywords. Together we found the right keywords for their needs and optimized their website for the best statewide search results.

〰️ Claim your Spot with Backlinks

Make sure your business is listed on popular online directories like Google Business Listing, Yelp, and Bing Places but think beyond that with local chamber of commerce listings, local sponsorships, and organizations that will link your business back to your website. Backlinks are such a helpful tool to get your business noticed by Google.

〰️ Create Locally Rich Content

Make sure your business is listed on popular online directories like Google Business Listing, Yelp, and Bing Places, and make sure your business description is consistent with local keywords everywhere online. 

The Real Local Powerhouse: Google Business Listing

Your Google Business Listing (formerly Google My Business) is your online business card. A well-optimized profile can help you stand out in local search results and attract new customers. By keeping your profile up-to-date and encouraging reviews, you can create a positive impression and build trust with potential customers.

〰️ Fill in the blanks

Make sure you claim your Google Business Listing profile and complete it so it is up-to-date. Include photos, services, and hours of operation. This will help your business appear more credible and trustworthy in search results.

〰️ Encourage reviews

Send happy customers a direct link to your Google Business Listing and ask them to leave reviews. It's like getting a digital high-five! Positive reviews can help improve your business's online reputation and attract new customers.

Client Example: Vida Travel Co. a travel consultant in Huxley, Iowa has been getting rave reviews on her Google Business Listing. ⭐️⭐️⭐️⭐️⭐️ She is not only consistently getting 5-star reviews as a testament to her brand, but she is also REPLYING to each individual review to signal to Google that her business is active and engaged with its customers, improving her chances of appearing in local searches.

〰️ Keep 'em posted

Share updates about your business, like new products, events, or promotions. Regularly posting content on your social media channels and website can help you stay "top-of-mind" with your customers and attract new followers.

No matter what you do for a living, understanding your location's unique perks and challenges is a must. By leveraging your local identity and optimizing your online presence, you can create a brand that's not just relevant, but downright irresistible to your community.

So, whether you're a restaurant, shop, office, or anything in between, these strategies can help you thrive in today's competitive landscape. Let's unlock your business's full potential together!

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At Studio A Designs, I believe in challenging corporations with powerful local branding. Your brand and website should attract and retain customers who prefer Main Street & local Iowa businesses over big box giants. Ready to turn customers into loyal fans who say, "I love local, I love you, and I'll definitely be back"? 

Contact me today, and let's talk about how brand transformation for your business can strengthen your Iowa community!

Your designer friend always,