Local Marketing Plan: How to Prepare It for Local Customers?
Before designing a marketing plan for your company, you have to answer an important question: where are your customers?
In the world of online marketing, where we can instantly reach almost any corner of the world, sometimes we forget to think about what is closest to us. But the truth is that local marketing allows us to quickly and easily connect with the audience closest to us. Do you want to know how to get it? Keep reading!
What Is Local Marketing?
Local or location-based marketing is one that consists of focusing promotional actions around a specific geographical location and trying to attract customers from that market segment. It can be done physically or through segmented digital actions.
Local marketing is a must for small businesses with a physical business, as their budget and scope of action are limited. But it can also be useful for large companies with multiple locations that want to focus on building a prominent local presence for each of their locations.
Benefits of Local Marketing
Search engines favor local content. For years, Google has taken into account the location of users and strives to offer them content related to it. In addition, there are a number of tools, such as Google My Business which can help you facilitate this process and appear in a prominent position among the search results.
The users connect more easily with what surrounds them. Although we live in a globalized world, in the end our lives are greatly influenced by what is closest to us. That's why local marketing helps us connect with people on a more personal level.
It facilitates in-store conversions. For businesses with physical stores or services, location-based marketing is a must to reach your customers.
It makes efficient use of resources. By concentrating marketing actions on a small segment with a high probability of conversion, local marketing helps to optimize budgets to the maximum.
Taking advantage of a better knowledge of the market. In the end, each location has its logistical, social and cultural particularities. The closer we are to the culture of a place, the easier it will be for us to get our marketing actions right.
11 Local Marketing Strategies That Work
Do local SEO. Since search engines favor local content, we have to optimize our SEO strategy to make it easier for them. Creating a listing on Google My Business, boosting reviews on Google Maps, or targeting keywords locally are some of the first steps in location-based SEO.
Take advantage of local events (or create your own). Local marketing allows us to physically connect with the audience, which increases the proximity and accessibility of the brand. A good way to tap into this potential is by organizing branded events or having a sponsor presence at local events.
Create location-based content. People like to know more about their immediate surroundings, so there are plenty of opportunities to create content that has a local flavor and is useful to people who live in a certain location.
Collaborate with local influencers. In recent years, we have seen the evolution of marketing from large influencers to micro-influencers specialized in a niche, who have a smaller but much more engaged audience. Well, this niche can be the town or city of the influencer. There are many people who have an engaged audience locally and can help us reach our audience without the expense of a macro influencer.
Use Yelp, TripAdvisor and other sites that offer local recommendations. Recommendation pages are one of the most used sites by users looking for local businesses. If your company has to do with gastronomy or tourism, it is particularly important that you spend time optimizing your presence on these sites.
Marketing in store. If we have a physical point of sale, this can become the ideal place to carry out promotional actions. For example, we can offer personalized services to our customers, offer them a drink upon arrival, do tastings and product tests... in short, create a unique customer experience.
Make segmented social ads for the inhabitants of a specific location. This reduces the total cost invested and makes better use of the budget, since the more segmented the audience is, the greater the chances of conversion.
Create specific landing pages for each area we target. In this way, we will be able to optimize advertising campaigns on social networks and AdWords, directing users directly to the landing page of their town or city. This will also help us increase the relevance of the ads and with it the quality score.
Join local business networks. In many cities and neighborhoods, small local businesses join together to offer loyalty programs, discounts and events, thus providing more value compared to large commercial chains. If there is no initiative of this type in your area yet, you can start it yourself!
Do public relations with the local media. For small businesses, campaigning on national television is often unthinkable. But local media have a much lower cost and are also always on the lookout for interesting news. Therefore, we are more likely to get featured in the local media through events and press releases.
Leverage the power of word of mouth (buzz marketing). Referrals are a great way to get new customers cheaply. To encourage them, you can organize promotions such as "invite a friend and we will give you both a 20% discount".