Local Marketing Strategies for Success
Local marketing is an essential element of a larger marketing strategy for small businesses, as it can get your brand in front of a broader local audience that are likely to patronize your business in the near future. But what can you do as an entrepreneur to improve your small business’s reach with a local audience? This guide includes seven quick, free tips that can immediately improve your local marketing strategy.
Local marketing targets an audience based in the same town or region as your business. It is geared toward people who are within a certain radius of your physical location – generally based on a reasonable driving distance – who might realistically purchase your product or service at any time.
For example, if you run a restaurant in Red Bank, New Jersey, driving website traffic from Sacramento, California, is not going to do you much good. Instead, you need to employ local marketing tactics to ensure that the majority of your audience is indeed located near enough that they could conceivably drive to your restaurant or order delivery.
“The biggest approach people should be taking is really understanding who they’re trying to sell to … what benefit people can get from the product or service, and then relay that information upfront,” said Travis McKnight, senior content strategist at Portent Inc.
That’s true in all marketing, but especially when it comes to a local marketing strategy, he added. Part of the key information you should relay to your audience is where your business is located.
The goal behind a local marketing strategy is to spend your marketing and advertising budget more efficiently. Digital marketing is an effective tool for businesses of all sizes. However, if you are a local business and you fail to gain traction with a local audience, your marketing expense is all for naught. Not all traffic is created equal; a local marketing strategy ensures that you are targeting an audience that might patronize your business.
Key takeaway: Local marketing targets people within a certain radius of your business. It can improve conversion rates by narrowing the focus of your digital marketing efforts to potential nearby customers.
What types of businesses benefit from local marketing?
Many businesses can benefit from local marketing, but there are some types of businesses for which local marketing is absolutely required. Restaurants are a good example because they are physical locations that offer dine-in, takeout or delivery services. By nature, a restaurant is locked into its physical location.
Another good example of a business that needs local store marketing is a retail store. While even small retail operations often have e-commerce stores these days, local marketing can increase the store’s foot traffic and local brand awareness. This is especially important for small, boutique retail stores competing with large chains.
Similarly, professional services like lawyers’ and accountants’ offices should employ a local marketing strategy. While it might be more appropriate to cast a regional net for these services, it is critical for professional advisors to connect with a largely local audience. There are some notable exceptions to this rule, such as digital marketing companies, which often operate fully digitally. However, nothing beats an in-person consultation.
While there are plenty of businesses that need a local marketing strategy, other types of businesses should consider implementing local marketing as well. Just because a local strategy isn’t your priority doesn’t mean you can’t reap the benefits of capturing a wider audience in the town or region where your business is based.
Key takeaway: All businesses can benefit from local marketing, but some – such as restaurants or retail stores that depend on foot traffic – require a local marketing strategy.
This is the carpet-bombing method of cheap advertising. You find an area where you would like to do business and distribute flyers to all the mailboxes within reach. Your flyer should be brief and to the point, highlighting the services you offer or products you sell and providing contact information. Offering a free appraisal, coupon, or discount never hurts.
Most supermarkets, public spaces, and malls offer free bulletin board space for announcements and advertisements. This method is hit-or-miss, but you should try to make your poster reasonably visible and have removable tabs that the customers can present for a discount. Make each location a different color to get an idea from the tabs where the most leads are being generated. If one area is producing most of your leads, you can better target your campaign (flyers, ads in local media catering to those areas, cold calling, etc.)
Small Business Content Marketing Conclusion
He is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.