Marketing tactics to help you and your clients win business in your community
While you navigate the turbulent seas of marketing, it's important that you don't lose sight of one of your client's most significant audiences: their local market. You may need to use some targeted strategies to reach this audience, however.
There are many ways to reach out to local markets. Not every type of strategy will work for every client, but these marketing tips can guide you as you create campaigns for your customers.
1. Know the audience.
The first and most important step to developing any marketing campaign is knowing who your audience is. You should not only know what group the ideal customer belongs to, but also have an idea of the interests of the ideal customer and what is going to appeal to them. You should also find out where your audience is. For example, what social media platforms does your audience spend the most time on?
2. Target the audience.
Now that you know who and where your audience is, you need to make sure you reach them. Build your campaigns around the audience's interests. Use the keywords they'll be searching for. Make advertisements that indicate that your client's product or service solves a problem the audience has.
3. Get involved the community.
Find local events in your client's community and encourage them to participate. Have your client volunteer somewhere and wear T-shirts with their logo and other branding materials. Donate prizes to competitions and contests that will engage your client's audience and make them want to come back to the client for more products or services.
4. Take advantage of local directories.
An easy way to drive local traffic is to make sure that you or your clients show up in local search results. You can do this by listing them on Yelp, Whitepages, Angie's List and other local directories.
5. Gather and post testimonials.
People are more likely to post negative reviews than good ones, but when you find positive feedback, be sure to share them and post them on other sites. When you or your clients have positive interactions with customers, encourage those customers to write and share good reviews.
6. Use local media.
Don't underestimate the power of local media, especially if you or your clients are located in a small town. Local newspapers or radio stations or shows can be highly effective if you're looking to generate more foot traffic.
7. Run local SEO campaigns.
You can use software like Google AdWords to create SEO campaigns to drive local traffic both online and in-store. Look into pay-per-click (PPC) campaigns and other SEO options.
8. Use social media to engage the audience.
Social media can be a great way to connect with an audience in a professional but human way. Use social channels that the local audience is on to answer customer questions and have conversations with your client's audience.
9. Run contests or promotions.
Promotions like contests can be great tools for engaging a local audience. Be creative with contests and offer prizes that the ideal customer would want. Offer promotions to celebrate local events or to connect with the community in other ways.
10. Establish yourself as an authority.
Write blog posts that answer customer questions in the industry that your client is a part of. Have experts answer questions on websites like Quora, Business.com, and other advice forums and platforms.
The Pareto principle
Named after economist Vilfredo Pareto, the Pareto principle states that 80 percent of your results come from only 20 percent of your efforts. For example, just 20 percent of your marketing campaigns are responsible for 80 percent of your success, or 20 percent of your customer base accounts for 80 percent of your sales.
With the Pareto principle in mind, you should keep track of your marketing efforts and find what strategies are performing best for engaging with your client's audience. Once you find the 20 percent that's most successful, spend the majority of your efforts on these campaigns and platforms, since you know they're the most lucrative.
You can read some more in-depth steps for local marketing strategies in this CPC Strategy article.