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In my first post I covered the non-negotiables of modern local marketing, foundational strategies that every business needs. Those included having a mobile-optimized website, local SEO with an active Google Business Profile, a reputation management process, and a credible social media presence. Without those, you’re not even in the game.
Now it’s time to move beyond just being present online and start actively building visibility, authority, and lead flow. Tier 2 is about turning that foundation into real momentum. These are the strategies that get you in front of more people, keep you in their mind longer, and position you as the obvious choice in your market.
1. Content Marketing: Blogs, Guides, and Local Expertise
Content marketing is your long-term growth engine. It’s how you build trust before the first phone call, prove your expertise, and dominate the search results for high-intent keywords. Great content provides the foundation for other great content, so replenishing it regularly makes content marketing one of the best investments you can make in your business.
Blog Posts and articles that answer customer FAQs (“How much does a personal injury attorney cost in Amarillo?” or “Best estate planning tips for Texas families”).
Evergreen Guides and resource pages that solve common problems. These often become your highest-trafficked and most valuable marketing assets over time.
Local Spotlights on relevant events, trends, or news in your industry. This can help capture seasonal traffic and build community connections.
Video content that resonates with every type of consumer. Everyone enjoys watching great video.
Email Marketing sequences that nurture and maintain your relationship with both current and future clients.
If you’re in a competitive niche, pairing this with ongoing keyword research ensures every post has the potential to pull in qualified leads. The more useful, specific, and locally relevant your content is, the more Google and your prospects will reward you.
2. Display Advertising: Expanding Awareness
Display advertising - image and video ads - puts your brand in front of people who haven’t met you yet but fit your target audience profile. It’s one of the fastest ways to scale awareness, especially when you target them strategically.
Display advertising is one of the most cost-effective types of paid advertising. Key approaches include:
Geo-targeting so your ads show only in your service area (or even specific neighborhoods).
Demographic and Interest Filters to zero in on your ideal customers.
Contextual Placement so your ads appear on sites or next to content relevant to your services.
Your goal here isn’t just clicks. It’s to plant your brand in the minds of potential customers so when they are ready to make a purchasing decision, yours is the first business they think of. This repeated exposure using display advertising builds familiarity and top-of-mind awareness, dramatically increasing the likelihood of a future sale.
3. Basic Retargeting: Staying Top of Mind
Up to 95% of your website visitors don't engage with you on their first visit. Retargeting is the logical follow-up system that quietly reminds them you exist, even weeks later.
With retargeting, the browsers of your company's website visitors are tagged with a "cookie" file that triggers ads to appear to them after they're gone and wherever they go online.
An effective retargeting setup might include:
Google Display Network Retargeting for people who’ve visited your site but haven’t converted.
Meta (Facebook/Instagram) Retargeting for people who’ve engaged with your posts or ads.
Page-Specific Retargeting so someone who viewed your “Estate Planning Services” page sees ads about estate planning, not something generic.
Even a modest retargeting budget can produce impressive ROI here because you’re advertising to an audience that's already warm - people who have already visited your website and know something about you. Retargeting provides the gentle nudge to bring them back for more.
4. Foundational Video Marketing
Video is one of the fastest ways to create a connection with your audience. People are far more likely to remember and trust you after watching you speak, explain, or demonstrate something - and you already have the tool you need to create video content (hint: it's on your cellphone).
Start with a few high-impact, multipurpose videos:
Homepage Intro Video that introduces you and your value proposition in under a minute.
Customer Testimonials that let happy clients do the talking for you.
Service "Explainers" that break down what you offer and why it’s worth choosing you over a competitor.
Once you have these core videos, distribute them everywhere - your website, your YouTube channel, social media, Google Business Profile, and even in email campaigns. Video content is versatile, easy to repurpose, and continues to work for you long after it’s published.
Why These Tier 2 Strategies Matter
Tier 1 gives you credibility. Tier 2 accelerates your growth. Businesses that stop at Tier 1 may survive but they rarely thrive. Tier 2 strategies help you:
Expand your reach beyond your immediate network.
Turn occasional visitors into consistent leads.
Build a library of assets that generate traffic and trust for years.
If you’re ready to do more than just “be found” and start becoming the preferred choice in your market, Tier 2 is where you should focus your energy next if you haven't already started.
In my next article, we’ll move into the Tier 3 advanced strategies that separate true market leaders from the rest of the pack.
Need help with your company's digital marketing? Drop me a note and let's talk.
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