The essence of local marketing lies in establishing connections with the appropriate customers within your vicinity.
Local businesses don’t always find all the various options for running marketing campaigns applicable to their needs.
As a local business, you can focus on smaller-scale marketing strategies to effectively connect with customers in your immediate vicinity, rather than concerning yourself with high-level tactics aimed at reaching a global audience. The key is to maximize your influence and generate significant results within your local area.
Reaching your customers is easy as long as you have the right tactics.
Within this comprehensive guide on local marketing, we will provide detailed information on how to effectively target your desired customer base and increase sales. By implementing the suggested ideas and strategies, any local business can witness significant growth and success.
What is Local Marketing?
Local marketing, or neighborhood marketing, is a technique designed to focus on customers residing within a particular distance.
The process of marketing a local business differs significantly from marketing a business that operates on a global or national scale. Local marketing solely concentrates on targeting a particular community, and this approach is applicable to any physical business or service that exclusively serves customers within a specific area.
When searching for marketing advice, the majority of the resources you come across are centered around global marketing. This approach is effective for businesses with a wide reach and the ability to target a larger market. However, local marketing requires a more concentrated approach. It entails making a significant impact in a specific geographical area, rather than attempting to expand outreach as much as possible.
Location-based marketing guarantees that your business effectively targets its desired customers. Although it would be impressive for your neighborhood bakery to have a large Instagram following, there is no guarantee that any of these followers will convert into actual customers.
Instead, neighborhood marketing aims at targeting the specific local community that your business will serve.
Know Your Customers
In order to begin implementing local marketing strategies, it is essential to have a clear understanding of your target audience.
Local businesses should first gain an understanding of their customers and the individuals whom they will be able to appeal to.
When it comes to local businesses, understanding your customers is crucial for any marketing campaign.
When considering your approach, it is important to target a specific customer base in your local area. The pool of potential customers is significantly smaller compared to targeting a global audience, highlighting the importance of not overlooking any potential customers.
It is essential to know how customers discover your business and what reasons they have for choosing you.
In local marketing, there are different approaches one can take, but ultimately, it all boils down to two factors.
Your business can be discovered by customers either through inbound or outbound marketing methods.
Claim and optimize your Google Business Profile
Your Google Business Profile is a tool for free local advertising. It can help your business be discovered on Google through several means: by displaying your business on Google Maps, Google Search in the 3-pack, and Google’s Knowledge Panel.
In addition to the aforementioned benefit, your Google Business listing can assist you in appealing to local customers in another way. By utilizing the Q&A section of your Google Business Profile, you can emphasize significant attributes and enhance customer trust.
In order to provide customers with more motivation to engage in business with you, it is possible to share promotions, events, photos, and products on your profile.
Focusing on an effective local advertising strategy, providing instant information on Google Business listing can prompt searchers to take action.
Your business can benefit from having a Google Business Profile in another way, which is the ability to gather reviews. These reviews are crucial for a local marketing strategy to succeed, making it a remarkable local advertising idea for your business to promptly adopt.
Reviews can serve as a form of cost-free marketing for your business since they depend on satisfied customers who endorse and highlight the key advantages of choosing your business over the competition.
In addition, it is common for individuals to depend on reviews. It is widely acknowledged that 93% of people consult reviews prior to buying a product, while 84% of individuals place the same level of trust in online reviews as they do in personal recommendations from friends or family.
By directing your attention towards gathering reviews, you can enhance the likelihood of your affiliation appearing in Google searches that include the term “best” (Google presents listings featuring ratings of 4 stars or above), thus enabling your content clients to advocate for your business.
Respond to reviews
It is crucial to respond to reviews after receiving them for your business. Responding to reviews not only boosts customer satisfaction, resolves complaints, and fosters trust among potential customers, but it also serves as cost-free advertising for your business.
When responding to positive reviews, you have the opportunity to emphasize the points made by your customers, thereby emphasizing the advantages of your business to potential customers who are reading your reviews.
Claim, verify, and create local business listings
Were you aware that local intent is present in 46% of Google searches? Although this percentage may not appear remarkably high, it becomes significant considering the fact that Google handles an average of 40,000 searches per second. Consequently, this indicates that there are approximately 18,400 local searches happening every second. Furthermore, it is worth noting that local business listings predominantly appear in most of these local searches.
Local business listings are a beneficial concept for promoting your small business. As demonstrated above, it is necessary to have a Google Business listing. However, it is also important for your business to be listed on additional free sites such as Yelp and Bing.
To ensure the accuracy of your information and get assistance with listings management, it is important to have your business listed on the top local listings sites. Although this may appear to be a daunting task, it is worthwhile.
Run a customer loyalty program
To effectively utilize a customer loyalty program, it is important to determine the type of incentive you will offer to your existing customers, the frequency at which they can earn rewards, and how you will monitor these aspects in order to encourage their continued patronage.
A punch card or stamp system is commonly utilized by numerous businesses to easily track and inform customers about the remaining visits required to earn their next reward. The loyalty programs for customers not only serve as free local advertising but also help in retaining existing customers, as it is financially feasible compared to acquiring new ones.