The contemporary business world is inundated with claims that you need to go global in order to attain success, but many small businesses and successful entrepreneurs have made a huge fortune by focusing almost exclusively on local marketing. By tapping into the power of your regional niche, you can vacuum up droves of local customers, resulting in a huge boon for your business.
Here’s how you can transform your business with local marketing initiatives, and the secrets you'll need to know if you want to make it in the big leagues.
1. Find or create your niche, then exploit it.
The first key to success in local business marketing is finding or creating your local niche and then exploiting it for all it's worth. Countless corporate empires have been spawned by clever CEOs who had an idea that succeeded locally, then regionally, then nationally, before spreading all over the globe. Regardless of your level of ambition, your small business needs to be prepared to cut out a swath of the local market to dominate, as broad-and-wide marketing strategies are simply a thing of the past.
This is where digital technology steps in, as only contemporary tech can give you the level of insight you need to be aware of local trends and regional consumer demand. Currently, major tech platforms like Facebook are paving the way for a new era of local search capabilities, meaning online users will be able to find local places to spend their money with little to no effort. Every small business owner who is serious about dominating their local market should do their homework and read up on the strategy Facebook is leveraging to become the master of local search operations.
You need to embrace this kind of digital strategy to thrive in your local area. Consider hosting events that invite nearby users into your store, for instance, or create a group for your avid shoppers to join so that they can show off their connection to your brand for the world to see. Customers want products and services that were produced locally, after all, so by marketing yourself locally with a hometown feel, you can convince countless consumers to head directly to your store whenever they need to make a purchase. The idea behind local marketing is to solidify your brand as down-to-earth, affordable and happy to help the local population that supports it.
2. Reimagine your digital presence.
You may think you already have a good digital operation set up, but today's market requires constant changes to keep your head above water. Changes to Google's algorithms could impact the way your business turns up in local search results, for instance, meaning your website and webpages need to be constantly evolving to fit the changing times. Virtually all consumers expect local businesses to have a mobile-friendly website, so it's worthwhile to ask yourself if you're doing enough in the digital arena to make customers satisfied with your brand and services.
Besides guaranteeing that your website is mobile-friendly so that you're not losing out on Google traffic, you can also rely on tried-and-tested local campaigns to build regional awareness of your brand. For instance, if you are selling house water filters, sending out mailers with free or otherwise enticing offers is a tactic that businesses have relied upon for ages precisely because it generates meaningful results if done properly. Always remember to orient your marketing content toward your local audience, and you'll be able to better connect to the customers you're trying to build a bond with.
You should also understand the power of reviews when it comes to local marketing. Local shoppers often make a decision about whether to visit a store on the basis of what their friends, families and familiar locals had to say about it. Make sure that your customers have plenty of options when it comes time to express positive feedback about your business, and that you're responding promptly to any complaints or criticisms that you encounter. A bad review on your website could turn customers away in droves, so bend over backwards if necessary to appease grumpy reviewers – but never sacrifice your principles, nor sell out your employees if they provided good service.
Local marketing initiatives are the only way for your company to cut through all of the noise in today's market to meaningfully reach a nearby audience of shoppers. By making sure you have the right digital resources and ad campaigns in mind, you'll soon transform your business through the power of local marketing.