There is a mistaken belief that local store marketing is only applicable to businesses with a single location, such as tailors, spas, or restaurants. However, the truth is that local store marketing can benefit any business, regardless of whether it has 50 or 5,000 employees. Actually, local store marketing strategies are essential for successfully attracting and retaining customers. Without knowing your identity, location, and offerings, customers are unlikely to visit your website, come to your store, or make a purchase.
Do not worry, honorable marketer, because we have already determined that your company requires a local marketing strategy. But what should you do next?
Creating an effective local store marketing strategy
Before anything else, it is important to have a well-defined understanding of your ideal buyer persona as well as the market you are operating in.
To begin, prompt yourself with the following inquiries:
- Who is the target customer?
- What consumer problem does my product solve for?
- What differentiates my product from its competitors?
- What are the strengths and weaknesses of my competitors?
Now that you have comprehended that, you are beginning to grasp the importance of positioning your product effectively towards your target market. Next, you will have to determine the suitable marketing strategies for your company and assess their affordability.
Before starting your local store marketing strategy, it is crucial to have a pre-established budget. This will assist in both prioritizing your actions and avoiding excessive spending.
Both direct and online marketing can make significant contributions to your local marketing campaign for your business. Direct marketing is typically the favored choice for small businesses due to its affordability, allowing them to effectively reach local consumers.
How to Do Local Advertising
There are several approaches available to enhance your local advertising. Here are our preferred choices and suggestions on how to execute them effectively.
Cross-collaboration with other local companies
By joining forces with a business that complements your own, you can attract more attention to both brands. Collaborative marketing encompasses various activities, ranging from jointly organizing an event to sharing a post on social media. The primary advantage of cross-collaboration in marketing and advertising is that it exposes your brand to a previously untapped audience that is probably interested in your offerings. This approach is highly effective in generating fresh leads and boosting sales.
To do it correctly, collaborate with firms that have similar values and mindset, even if they operate in distinct sectors.
Build an SMS list
As long as you adhere to the golden rule of no spamming, SMS advertising can serve as an effective method to reach potential customers and create a positive perception of your business through concise and valuable messages.
To start, it is necessary to create a roster of individuals who are keen on receiving your communications. Devise innovative methods to allure individuals to join your roster, like providing discounts, giveaways, or a minor present in return for subscribing. Following that, exercise caution with the content of your messages. Bombarding your subscribers with an excessive amount of messages or sending spammy or irrelevant content will only serve to irritate them.
When deciding what to send, make sure that the messages you deliver to your customers offer something valuable, such as an exclusive discount, an invitation to an intriguing local event, or any other enticing content that is clear and engaging.
Successful local advertising relies on targeting by location, which is particularly important for mobile advertising due to the vast potential audience. It is worth noting that 85% of people in the US own a smartphone.
Consumers devote a significant amount of time to their phones and rely on them to discover local businesses while they are mobile. By tailoring advertisements based on location or specific neighborhoods, one can promptly attract more visitors to their business and enhance their recognition.
To ensure accurate targeting settings for digital advertising campaigns like social media and native ad campaigns, it is essential to prioritize the location as you define them. Remember that each platform adopts distinct strategies and regulations, so conducting thorough research is vital.
Sponsor a local event
Sponsoring local events is an effective approach to increase brand visibility within neighboring communities. Such sponsorships encompass a range of activities such as supporting sports events, art exhibitions, business expos, and music festivals.
Another option is to organize smaller events, where you can show support for local talent or influencers. For instance, you could arrange an evening lecture accompanied by refreshments, showcasing a local customer who possesses the necessary knowledge on a subject that appeals to your target audience. This approach can effectively foster connections on a grassroots level.
To perform correctly, only select events that are in line with your company’s values. To achieve the greatest impact, combine conventional advertising techniques such as press coverage and radio advertisements with social media advertising.
Host workshops/ get-togethers
Hosting workshops and meetups can serve as a successful method for enhancing brand recognition. As an example, if a yarn company decides to organize a knitting workshop, it can foster stronger loyalty among existing customers and also attract a multitude of new customers by imparting a valuable skill.
To ensure success, begin by conversing with your customers to discover their areas of interest. Delve further to uncover potential insights that will enable you to organize a distinctive workshop or meetup. This will draw participants and contribute to an exceptional event experience.
Social media groups
Creating a social media community holds significant importance. Despite being a challenging task, it is crucial to invest effort into it. Communities foster engagement, as each like and comment from your Instagram followers enhances your social media presence and draws in additional potential customers to your profiles.
When using a social media group, even though it is virtual, ensure that the emphasis is on local matters. Utilize the group to engage in conversations about local concerns and publicize events that are nearby.
Local Digital Advertising Channels
Out-of-Home (OOH) advertising
Out-of-Home advertising encompasses all the advertising visible outside of one’s home. It entails billboards, shop window displays, and posters. OOH holds significance for local businesses as it allows them to seize the audience’s attention and convey the brand message directly in the customers’ vicinity.
Digital OOH advertising methods, such as digital billboards, are widely available. Another example is the usage of bus stop screens, which can be programmed to exhibit ads during peak times, thereby stimulating consumer interest.
A loyalty program is an excellent method for local businesses to demonstrate their appreciation for customers and motivate them to return. While loyalty programs are typically employed by companies for customer retention, there is no reason why customers cannot participate from their initial visit. Additionally, by incorporating creativity and fun, loyalty programs can generate excitement and stimulate conversations about the brand.
Crafting and sending a digital newsletter to your email list can be a cost-effective means of keeping customers connected and informed about your brand. By utilizing appropriate online tools, you can accomplish this without incurring significant expenses. To facilitate direct purchases, if your business provides online or phone buying options, consider incorporating a link or direct call button within the newsletter for convenient accessibility.
It is essential to build face to face relationships, but local businesses should also use digital channels to engage with local audiences. This is because, like consumers worldwide, local customers also dedicate a significant amount of their time online.
There are several channels available for you to utilize in order to execute your local advertising strategies.
Local businesses must engage in social media marketing in order to remain relevant. It is crucial to participate in the online discussions related to your specific industry and community. Since your potential customers are actively searching for products and services similar to yours on social media platforms, it is imperative that you establish your presence there as well.
To ensure targeting the appropriate social media platforms, determining your target audience is essential. For Gen Z customers, both TikTok and Instagram are essential, whereas LinkedIn is favoured by B2B audiences.