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You can have the best product or services in the market, but if you don’t present them properly to those who might want to use them, don’t expect success.
Marketing is a vital part of business growth, even more so when you want to expand locally. The following text discusses local marketing and practices that drive success.
What Is Local Marketing?
Local marketing is a set of practices businesses use to attract their target customers in a specific area or location. These strategies primarily benefit small businesses operating in a physical and/or digital space.
When creating a local marketing strategy, a business must define its ICP (ideal customer profile) and the channels its target customers use when searching for products and services.
The rise of social media platforms and digital tools enabled companies to reach a broader audience in less time. But, the transition to a digital space doesn’t mean ditching tried-and-true methods that require in-person interactions.
Although you don’t have to use every tactic, it’s good to know you have options to adjust and upgrade your local marketing when necessary.
Create a Google Business Profile
Google created a tool that helps small businesses present themselves to Internet users. It’s free to use, so it’s an excellent option for early-stage businesses with limited budgets.
Google Business Profile helps you build an online presence and appear on your target customers’ search results. So, keeping it up-to-date is critical.
Your Google Business Profile must contain information such as your business’s name, address, and operating hours, as well as a short description of your products and services and your website.
A Google Business Profile is your online business card as well as being a channel for communicating with customers.
Don’t Give Up on Printed Materials
Although we spend more and more time online, we still trust different sources when searching for products or services. You can still see people handing out flyers on the street, and there’s good reason for that.
Online interactions are easy and fast, but face-to-face still hold considerable power, especially when you are marketing your business locally. Also, those good old business cards and booklets exude professionalism, proving your dedication to catering to different preferences.
Creating high-quality booklets, business cards, and flyers can also set you apart from the competition, helping you stand out in the market, as many believe printed promotional materials are relics of the past.
Participate in Local Events
The best thing you can do in a particular location is work on becoming a community member, not just another vendor. One way is to align your business values with community values and work towards a specific cause. That could be participating in fundraising and charity events.
Another option is to sponsor local events such as local art and music festivals and sports events. If applicable, you can also organize workshops and meet and greet events to present yourself to the community and not just what you have to offer but how your business can contribute to the location you are operating in.
Also, consider partnering with other local businesses. Such relationships allow each side to get in front of the other partner’s customer base and present their products or services. You can also join forces and make significant contributions to the community.
Build a Social Media Presence
Social media has become a powerful tool for companies to grow their customer base and revenue.
As Sprout Social reports, 49% of consumers said targeted ads helped them to find a perfect product, while 40% found an ideal product by coming across a brand’s post organically. Overall, 34% of consumers turn to social media when looking for a certain product or service.
As mentioned above, you must know your target audience to determine what social media platform to use. Then, you need to create a profile that best presents and encapsulates your offer.
Social media platforms are designed to streamline communication between users. They allow you to make instant connections with potential and existing customers. Aside from posting regularly, you must engage in conversations with customers. Encourage them to comment on your posts and seek feedback.
When using social media for local marketing, create localized content your target audience resonates with. Also, use hashtags and location-specific keywords, helping the algorithm to push you in the right direction.
More and more people want to collaborate and purchase from people, not faceless organizations. It’s how you must look at your customers. Regardless of the method and channels you use to promote your product or services, it all comes down to two-way open communication with people, so make it as personalized as possible.
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