No matter how a big brand tries to reach customers out of their geography and make it international but it does not fail to win its own geographical customers at any cost.
It is a must for the brand to conquer its local market. The local market is like a school for the brand to learn, understand and grow.
No business whether it’s big or small grows without turning this stone. This local marketing strategy is like a weapon for the brand to win its customers.
Let’s get into it.
Local marketing is a marketing strategy that a business uses to target customers by location.
It is followed by businesses to optimize the available resources to reach out to customers in a very effective and efficient way.
The same strategy is used by big brands as micromarketing.
The following are the inevitable steps that take part in local marketing.
Promotional activities such as advertising, sales promotion, personal selling and creating brand awareness are designed to reach out to the people in a targeted location.
Outsourcing products and services form the local vendors for your business will help your business to understand the local market well.
It helps to have strong roots in the local market. It also helps the brand to gain trust in a big way.
Products & Services
Understanding the needs and wants of the local market is a must for any brand to come up with possible solutions.
It helps to choose the suitable features, design, price, distribution, location to sell and service.
Understanding and adapting the local culture and values will make your brand position your brand high in the local market and it also helps to be very competitive.
Having good local knowledge will help to build a strong and effective distribution network which makes your business very efficient.
When branding your business becomes inevitable, creating unique brand names, visual symbols and brand storytelling with local references takes a major part in that.
Above all, the customer’s experience over your business will add more credit also value to the business.
Though we have many advanced methods to influence people to buy your product still Word of mouth is a very effective and efficient way of influencing people to be your customers.
Customer satisfaction with your product and service will take your business to the next level.
These elements help your brand to be successful in the local market.
The evolution of technology helps your brand to do these things even more effectively with a website.
It is not surprising that many businesses started doing it with a website when it saves a fortune for your business.
While SEO helps your business to go rich in a hard way, local SEO does in a smart way.
By optimizing your website for local search results, you become more competitive in the local market.
- Social media
- Other local websites
- Review sites
These play a huge role in local SEO.
User Experience First
Having a responsive website design and faster page loading speed will improve the user experience of your website.
Every extra second count missed customers.
Being mobile-friendly website is very important as 50% of people who visit a local business on mobile, will visit the physical location within 24 hours while only 34% visit who searched on a computer or tablet according to Hubspot.
Keeping your website and navigations simple will make it more interactive which makes customers stay longer on your website.
Converting a visitor into a customer is a few clicks away.
Local Review Sites
Reviews are very powerful in local marketing.
A study says that 88% of customers check at least one review before deciding to do business with you. Yellow Pages, and BBB profiles and other local directories will help you in this.
Google My Business profile is a great way to put your business in customers’ eyes.
Adding your business profile and photos with every important detail is the key to getting noticed by the customers.
Designing your website in such a way that it encourages your customers to write a review about your products effortlessly is a must thing.
Other reviews such as social media and other review websites also boost your business.
NAP (Name, Address, Phone) is good!
Being consistent with contact information across platforms will help your customers to find you easily and quickly.
Write your full NAP on every page of your website and the footer is a perfect location for that.
Making use of schema.org to markup your address and other important information on your site is a smart way to hold a position in all of the major search engines.
The code language helps any search engine to crawl the information and display it in the way customers want.
City State Zip
Schema displays the major important business details in a very organized way as it displays above.
Locate the Location
Use your location as a keyword on your website and optimize it to the fullest.
This will bring huge traffic to your website in a smart way.
Adding your location in page title, description, content, headings, alt titles, URL will be a very effective way of optimization.
Befriend your neighbours
Having your web link on the local websites will not only tell your business to any visitors of those sites but also Google.
Seeing your web link from other websites will make google to understand that you have a proper solution to customers and you can be trusted.
Optimizing your social media pages is a very smart way to reach customers.
You can do tell about your business, engage customers, promote your business and even convert your audience into customers.
You make sure that the customers you invest your time on are your target customers rather than just some audience who can not become your customers.
Focus on the local target audience.
This is will make your investment of time and effort wiser.
Being socially active with your local target audience such as conducting events, participating in events in any way will be a great way of branding and engaging with your audience.
You can also post those pictures and videos on Instagram and Facebook using Geotag which will help your target audience to find you easily and quickly.
Using popular hashtags which are trending also a good way to get the attention of people on social media.
This will help your business to be very popular and competitive.
You can also engage your customers through local celebrities and influencing personalities which will be the next level of marketing.
The more local is your business, the more connected you are with your customers.
_Written by Tharani.