In today’s world, the lines between marketing and sales have blurred. And as a digital marketer, you know that reaching consumers is much easier said than done. Between Google, Facebook, and Twitter, it’s easy to stay in touch with friends, family, and other people you know.
But how do you reach out to strangers? The answer is local marketing. And although there are many pitfalls that await you, if you follow these simple steps, you will be able to develop a solid strategy and successfully implement it.
What Is Local Marketing?
Simply put, local marketing is the act of marketing and advertising products and services in your local area (typically within a 100-mile radius of where you live). This can also include marketing activities in adjacent areas (such as neighboring towns).
Traditional marketing, which depends on mass-media outlets like TV, radio, and magazine spreads, still has its place alongside marketing efforts in online communities and social media. However, due to the increasing influence of social media, much of the marketing world has now turned to strategies and tactics that utilize online communities and digital marketing.
Why Should You Care About Local Marketing?
Besides the obvious fact that you are (hopefully) presenting your services to people who live in or around the same area as you do, the practice of local marketing has several other advantages.
Firstly, digital marketers can determine the effectiveness of their marketing efforts quickly and easily. They can measure the number of clicks, leads, and sales that their websites, social media posts, and emails generate. Local marketing, however, is not as measurable. While you can track the clicks from your ads, you have little control over whether or not these people will convert to customers.
Secondly, by targeting local areas, you ensure that your products and services are nearby to the people who need them. This is known as…
Local marketing helps you identify a need and better understand your customer base. Since your customers are typically nearby, there is a better chance that they will be able to use your products or services. This is highly beneficial because it reduces the number of customers that you need to have in order to be able to supply them with the materials they need. When you identify a need and meet that need in your community, you are creating value and fostering loyalty among your customers.
Why Is Product Locality Important?
If you want to be able to effectively market your products and services, you need to have a clear picture of what your customers want and need. With the advent of digital marketing, you have the opportunity to identify this need and try and fulfill it. For example, if you run a bed and breakfast in a beautiful old town, you might notice that there is a lack of high-quality, locally-made mattresses and bedsheets. So, it makes sense to advertise and promise to deliver “beautiful, high-quality bedsheets that you can feel confident in providing your guests with”.
Thanks to technology like voice search, text-to-speech synthesis, and interactive voice response (IVR), it’s now possible to capture this demand and provide the products and services that people are looking for without ever having to leave the comfort of their homes.
In the same way that local businesses have adapted to the digital world by establishing websites, social media accounts, and email lists, it’s essential for marketing teams to establish digital footprints in the same way.
With the growing popularity of email marketing, personalized communications through text messaging, and social media, it’s essential for businesses to implement these strategies to stay connected and relevant to their customers.
Although you might think that you would never have to worry about losing touch with your customers, this could happen if you don’t establish a digital footprint and engage with your customers through relevant messaging.
Why Is Personalized Communications Important?
Whether you realize it or not, your customers are always “learning” about you, your products / services, and your industry. This happens automatically as your customers explore your website, social media pages, and emails to get the information that they need. In other words, all of your customers’ interactions with your brand, whether in person, online, or mobile, are all considered forms of “marketing”.
The key is to make sure that these interactions are relevant and beneficial to the customer. For example, if you sell travel gear and your website promotes sales, but your email marketing solely focuses on selling bedsheets, your customer will find yourself wanting to stop participating in your email list.
As a digital marketer, you need to look for relevant ways to engage with your customers. This means that you should always be looking for new and innovative ways to connect with your customers. If you want to stay in touch and relevant to your customers, develop a strategy to…
Build Brand Loyalty
Since the dawn of marketing, brands have worked hard to earn and maintain the loyalty of their customers. To do this, they have provided customers with various benefits and perks. For example, if you are a coffee lover and want to try a new coffee shop that serves really amazing coffee, you’ll likely become a regular at that shop. This is because many coffee shops offer special deals and discounts to customers who come in frequently.
With the power of local marketing, you can offer the same kind of deals and discounts to your customers. For instance, if you notice that people in your area love dogs and you are an excellent dog walker, you might start offering discounts to people who bring their dogs to you for walks. Or, if your hotel is near a university, you can offer discounted rooms to students who travel there frequently.
The key is to look for ways to provide benefits to customers that are relevant to them. Not all of your customers will want or need your discounts or special offers, but those who do will appreciate and value your brand recognition.
Thanks to technology, such as smartphones and tablets, many people are switching to a freelance lifestyle. Whether you’re an independent contractor who works for yourself or a small business owner who needs help marketing and selling your products, you can gain from…
The Power of the Local Community
Since the dawn of marketing, businesses have worked hard to earn and maintain the loyalty of their customers. To do this, they have provided customers with various benefits and perks. For example, if you are a coffee lover and want to try a new coffee shop that serves really amazing coffee, you’ll likely become a regular at that shop. This is because many coffee shops offer special deals and discounts to customers who come in frequently.
With the growing trend of online communities, online marketplaces, and social media, it’s important to build a community around your product or service. Why? Communities raise brand awareness and credibility, encourage word of mouth marketing, and strengthen your connections with customers and potential customers. Essentially, communities give you the “boots on the ground” that you need to succeed in marketing and selling your products or services.
You can use various platforms, such as Facebook, LinkedIn, and Twitter, to build a community around your brand. On Facebook, you can start by creating a business page and then inviting your customers, website visitors, and people you know to join your community.
On Twitter, you can use keywords, hashtags, and re-tweets to find and engage with people who are interested in your product or service. And on LinkedIn, you can use the platform’s advanced search to find people who are actively looking for your product / service and create compelling, tailored messages to get them to click on your listing.
As you can see, these platforms offer you a variety of ways to interact with customers. You can ask questions, receive feedback, and get support in real time.
Measuring the Impact of Your Marketing Efforts
Thanks to technology, such as the Google Analytics platform, it’s now possible to measure the impact of your marketing efforts and determine which tactics worked and which ones to avoid in the future.
For example, if you want to try a new marketing strategy and implement it for a few months, you can use Google Analytics to track its impact. You can also use the platform to compare this new strategy to others that you have tried in the past. Simply go to your web analytics and click on “Accounts” followed by “Manage” to access your reports. Then, click on the “Audiences” tab and you will see a section for “Marketing”.