For many companies, it means generating traffic to their websites from shoppers within a specific geographical area. In simple terms, it is an internet marketing technique that uses online marketing tools (such as email marketing) to generate customer responses within a specific geographical area. It is also used in conjunction with traditional marketing approaches.
What is Local Marketing?
Local retail store marketing also called “neighbourhood advertising,” or sometimes” Neighborhood Marketing” is an internet-based marketing strategy that targets consumers/clients within a certain geographic area and offers different marketing messages to those within a certain geographical area. This allows the retailer to focus on a certain group of customers within a certain geographic area and build a positive reputation and a loyal client base.
A simple example of this is when a new baby boutique opens in your neighbourhood. You may find great products and services at this new business that you have never tried before. However, because there are only a certain number of newborn babies being born every month, you may not be able to turn every single customer into a newborn baby buyer.
Local Marketing Strategies
To gain an advantage over other businesses in your local area, you must use local marketing strategies which will bring in more business and more profit. There are many ways to market and reach out to target customers, but the most effective marketing strategies depend on how you target customers. If you choose to target small businesses within your community, then you should be careful to offer something new or different. Otherwise, you risk turning away potential customers.
Local marketing refers to local strategies that seek to gain new customers in close proximity to the business. Local marketing is particularly effective for small to mid-sized companies tied to a particular physical location, like shops, boutique retail operations and even professional services. Achieving growth through localized marketing gives small businesses a competitive edge over their larger competitors.
However, in order to reap the benefits of local marketing, it is important for small businesses to understand the principles and intricacies of Internet marketing and local SEO. Many small businesses mistakenly believe that Internet marketing and local SEO are one and the same. In fact, the two are very different. While there are some similarities, there are also key differences between these two marketing techniques that can help determine the success of small businesses online and offline.
The first difference between Internet marketing and local marketing strategies is the focus. Internet marketing is aimed at broadening the scope of potential customers. Local marketing strategies, on the other hand, are designed to improve business performance by improving customer contact rates and return on investment. This type of marketing strategy focuses on creating and maintaining long-term customer relationships. While the goal may be different, both small businesses and large corporations can benefit from utilizing a solid local marketing strategy.
1. Focus on Local SEO
Another effective strategy for promoting your business would be to hire a local SEO company. With local SEO, you can make sure that your website is optimized for specific keywords that will be used by online users when searching for local products or services. Hiring a local SEO company is very helpful in getting more local leads. This type of marketing strategy is cheaper than traditional paid advertising and can reach more people within a short period of time.
Here is an infographic on how to improve your local SEO.
Embedded from: AirInfographic
2. Engage with a Local Audience on Social Media
One way to market local businesses effectively is through social media. Social media has changed the way people communicate and has opened new doors for small businesses. Facebook and Twitter are two of the most popular social media sites today. Through these sites, you can reach out to target customers to advertise your business. If you own a franchise, then you can use Twitter, Facebook, and other social media sites to promote the image of your brand.
3. Put Marketing Collateral in Public Places
When using in-store marketing materials for your new business, there are still a lot of things to consider. The first thing to consider is the design and layout of the materials. Use modern and creative graphics to make your advertisements stand out from the crowd. If you want to give your prospective customers a reason to come into your store, be sure to place attractive display units where they can see what you are selling. You can also use custom bags, t-shirts, and other marketing materials to emphasize your brand.
4. Have a Website
One of the most overlooked marketing strategies for small business owners is the presence of their websites on the internet. Many small business owners underestimate the importance of having their website on the internet. Today, over half of all customers purchase their daily products online, so having your website is absolutely crucial for your business.
5. Get Reviews and Testimonials
Another important aspect of local marketing is to make sure that you build a strong customer base. It is particularly important for small businesses because their potential customers are usually from the surrounding area. It is also a good idea to keep in contact with them through regular phone calls or letters. Lastly, it is also important to build your brand through quality content and testimonials from happy customers.
6. Increase Customer Referrals
One of the most common local marketing strategies for small businesses is a referral marketing campaign. This involves offering an incentive to consumers who bring someone new to the business, whether this is their relative, friend or previous colleague. This tactic can generate significantly increased traffic to the company’s website, which translates to increased sales. It is also a great way for business owners to build relationships within the community. Another strategy that can be used successfully by small business owners is providing information about their products and services in the local area. For example, a dentist in a small town might give free information about tooth whitening if a patient comes in complaining about a discoloured tooth.
7. Search Engine Optimization
Search engine optimization is also another of the many local marketing strategies available. SEO is a way to get your company noticed by search engines like Google and Yahoo. SEO can improve the rankings of websites by changing the keyword phrases used in their content. A dentist that specializes in pediatric dentistry would want to use appropriate keywords when writing his or her articles to increase traffic to his or her site. SEO can help you get started on the right foot in the local marketing arena.
8. Hold a Local Event
Another strategy for marketing your business in the local community is promoting your company through local events. There are numerous events hosted throughout the year that you can promote your brand. In addition to hosting a promotional event to kick off your marketing campaign, another strategy for getting the word out about your product or service is holding a garage sale. People love to buy products they can use. By having an open garage sale, you increase the chance that people will come and purchase what you are selling.
9. Maximize Your Local Business Listings
One of the best local marketing strategies is using yelp, a review site similar to Yelp. Yelp works as a local marketing platform by connecting potential customers with local businesses. Users can rate local businesses based on the experiences they have had while eating at that establishment. For example, a restaurant that received five positive reviews may be rated higher than a place with only one star. The more positive reviews a restaurant has, the more likely someone who is looking for a new place to eat will visit and find it on yelp.
There are hundreds of other great local marketing strategies to choose from. Many are free to take advantage of while others are optional. Before deciding on the best strategy for your company, you will need to consider how your target audience will receive the messages. You may need to change tactics if some methods are not working. However, with a large amount of Internet advertising available today, there are many ways to market your local business and reach thousands of potential customers. With the help of a professional, getting the word out on your company’s local business is easier than ever before.