If you’re looking to grow your business, it’s important to understand how to market locally. You don’t need to be based in Honolulu to benefit from this article, but you will need to be careful about some of the details.
Adjust Your Online Marketing Based On The Locals’ Demographic
It’s important to establish a baseline for your online marketing efforts before you begin experimenting. In this case, you can use Google Trends data to get an idea of the average weekly search volume for ‘Hawaii’ and ‘Honolulu’. You can use this data to determine how frequently you should be posting on social media to ensure that your content gets seen by potential customers.
The trend data indicates that searches for ‘Hawaii’ and ‘Honolulu’ are at an all-time high. This means that more people than ever are searching for products and services related to your industry.
An informal survey of 400 randomly selected adults from the US, conducted by the marketing firm OneOpinion on behalf of HubSpot™ and SurveyMonkey, found that:
- 60% of adults have used TikTok™
- 55% have used Instagram™
- 50% have used WhatsApp™
- 45% have used Gmail™
- 41% have used Facebook™
These apps and platforms are helping to fuel the growth of local marketing as people want to stay connected to businesses, brands, and events near them. If you’re not equipped to respond to your customers on these channels, you’ll struggle to grow your business.
Create a Marketing Plan
Having a plan is essential when trying to grow a business and online marketing is no different. You should develop a marketing plan that addresses the following four steps:
- Identify your target audience
- Develop key compelling messages
- Create compelling offers
- Determine the number of leads you’ll need to convert
The first step in creating a marketing plan is to identify your target audience. This is the group of people who you want to attract with your marketing messages and offers. It’s also known as your ‘ideal customer’ or ‘key demographic’.
Deciding on the target audience for your marketing plan is an important decision. If you sell clothing, for example, you might want to focus on men aged between 18 and 24. If you’re a cafe, you might want to target women between the ages of 25 and 34.
Sometimes businesses provide demographic information on their websites. If not, you can use a tool like Google Analytics to find this information. You can use this data to determine your ideal customer. Alternatively, you can create buyer personas and use this to inform your marketing strategy.
Pick A Top Social Media Channels
The next step in creating your marketing plan is to choose your social media channels. This is where you’ll post your content including videos, photos, and blogs. Once you’ve picked the channels, you must decide which ones to use and which to avoid.
You don’t need to limit yourself to just these channels, but there are several to choose from. The decision is entirely up to you.
It’s important to set up automated social media posts from your marketing plan template on these channels so that you don’t have to be present to post content at the same time as your staff. This will help to free up time for your business to grow.
Determine The Most Effective Time To Post
Once you’ve picked the channels, the next step is to determine the most effective time to post. Different topics and content will perform better at different times so you need to consider when your target audience is most engaged with your chosen channels.
For example, if you’re using Instagram, you might want to post at the end of the week to promote your products or services. On the other hand, if you’re using YouTube, you might want to post early in the morning to have the best chance of getting views.
There are three main types of digital marketing:
- Search engine optimization (SEO): Improving your website’s search engine rankings so that it appears when potential customers enter key words into a search engine.
- Content marketing: Creating and distributing interesting and informative content, such as news releases, articles, or blogs, that attract, engage, and persuade customers to take action.
- Social media marketing: Using social media platforms, like Facebook, to engage with and communicate with customers.
When picking your social media channels, you need to decide whether you’ll use them primarily for marketing or as a space for consumers to connect with others. The former is known as ‘brand awareness’ and the latter is ‘brand loyalty’.
Determining Your Blog’s Target Audience
Deciding on the target audience for your blog is easier said than done. You’ll need to consider several factors including the following:
- The target audience’s demographics
- The target audience’s psychographics (such as their interests, hobbies, and personality traits)
- The target audience’s digital footprint (i.e., where they’re spending their time online)
- Word of mouth (WOM) recommendations
- Blog comments
- Metrics for content production, like the number of words written and pages read
A blog that serves no purpose other than to showcase an organization’s case studies will not produce the results that the organization’s leadership are looking for. To get started, you’ll need to do the following:
- Identify your target audience (this is also known as the ‘niche’)
- Consider the purpose of your blog (i.e., to educate, inform, inspire, or entertain your target audience)
- Determine the most effective format for your content (i.e., whether to write in a narrative or an expository style, for example)
- Decide what type of content you’ll produce (i.e., case studies, news articles, or something in between)
- Choose the most appropriate name for your blog (this is also known as the ‘brand name’)
- Set up your blog’s general information (i.e., the name of your blog, the address, etc.)
- Post your first article
The marketing firm HubSpot™ recommends creating blogs that answer the following questions:
- Who is my audience?
- What do I want my audience to know and do?
- How can I communicate with my audience?
- What should my audience expect from me?
- How can I prove to my audience that I’m trustworthy?
- What will make my audience leave a lasting impression?
- Where can I publish my blog post?
- How can I measure the success of my blog?
Once you’ve got a decent amount of content published on your blog, it’s time to take a step back and analyze how everything is going. You can use a tool like Google Analytics to get a clear picture of the types of content that your audience is interacting with and the platforms they’re using.
How to Measure the Success of Your Local Marketing
Now that you’ve got a decent amount of content published online, it’s time to measure the success of your local marketing efforts. To do this, you can use a tool like Google Analytics to see how many people are visiting your website as a result of your marketing efforts. You can also use this tool to track the growth of your social media accounts.
You need to set a benchmark before you begin measuring the success of your marketing plan. For example, let’s say that you want to grow your wine business and you set a benchmark of getting 100 website visits per month as a result of your SEO efforts. At the end of the first month, you’ll have 100 visits. At the end of the second month, you’ll have 200 visits, and so on.
To determine the success of your marketing plan, you need to look at several key performance indicators (KPIs). The following are the metrics that you should track to monitor the effectiveness of your plan: