Local Strategies For International Business

[waynekolenchuk]

A client of mine is in a field that Google (correctly) recognizes as international, and does get traffic and leads for this but they are bound by sales covenants to sell only in regional geographic territories in their country,

Other than PPC is there a strategy I can use to increase regional traffic? As mentioned, Google does not recognize this business as local.

[gfiorelli1]

Hi Wayne,

you case is interesting and, obviously, it would be a little bit easier offering a potential answer if - at least - you could tell us what is the market niche your client is operating.

I don't if you are asking the question having in mind ranking for keywords like "xyz in "region"", xyz in "region"", and so on.

Personally, I consider that the common product/service description pages should be just one and valid for all regions, than it should be in the conversion funnel, when people already are in a buying/requesting contact step, that you ask them in what region they reside, therefore funneling the customers to their regional funnels.

Then, what I would do in order to have the site earning more relevancy on a regional/local base, I'd design a content strategy that look at local problematics related to the products/services your client sells, so to obtain the attention of local influencers, local news site, local bloggers...

In this strategy I would not even exclude local offline marketing, paying always attention to have these very geo-targeted campaigns mirrored online in the site and social media profiles.