Catering to local audiences is a must for any brand with a physical store location. You can ensure that your brand reaches and converts nearby consumers by leveraging local business marketing. With an effective local marketing strategy, your business will remain relevant within your community and resonate with your target audience.
Local marketing is a strategy that targets consumers who live or work within a close radius of a brand’s physical location, such as in the same city, town, or region. Through this marketing tactic, brands put their resources toward an audience that’s most likely to invest in their products and services due to their close proximity to one another. As a result, local business marketing allows for an efficient use of a brand’s marketing and advertising budget.
Any business can benefit from a local marketing strategy, so long as they have a brick-and-mortar location where they serve customers face-to-face. That means everything from large chains to small businesses can make use of local marketing. However, this tactic is most crucial for locally based organizations that conduct the majority of their business in-store versus online.
Brands that use local marketing to reach their target audiences experience many key benefits, including:
Now that you know what local marketing is, it’s time to define your local marketing strategy. You can incorporate many effective marketing tactics into your brand’s action plan to increase local sales.
Running local advertisements on Facebook is a great way to reach consumers and familiarize them with your brand. The more web users scroll through their newsfeeds, the more they’ll be exposed to your brand, and the more likely they’ll go to you for products or services.
When marketing on Facebook, make sure you know who you’re targeting by clearly defining your location radius, audience size, and demographic information. Then, you should define your marketing objective to get the most out of your Facebook ad campaign. Do you want to find new customers, increase brand awareness, or drive conversions? The goal you choose will impact how you market to your consumers.
For example, if you were looking to increase brand awareness with your Facebook ads, you might run top-of-funnel ads that educate and engage users, such as videos, blog content, and social posts.
Google Ads are excellent for targeting local consumers with paid advertising. By creating pay-per-click (PPC) ads through Google, you can improve brand awareness, increase inquiries and referrals, and ultimately boost sales down the road.
To get the most success from your Google Ads, use the following best practices:
You can claim local listings for your brand on third-party review sites and directories that direct consumers to local businesses when searching for products and services in the area. These websites also enable individuals to leave service reviews.
Popular local business directories on which you can list your business include sites like Yelp, Google My Business, Yellow Pages, Citysearch, and MerchantCircle.
When listing your business on local listing and review sites, it’s important to:
Local search engine optimization (SEO) is the practice of optimizing your website to improve site rankings for local searches. Leveraging local SEO helps brands improve their organic traffic from locally relevant keywords and search queries submitted by web users in nearby areas.
You can better reach your target audience with local search using the following strategies:
Every local marketing strategy should include social media. Social media is among the easiest and most effective means of connecting with local consumers – plus, it offers plenty of creative opportunities for your brand.
Keep the following tips in mind when marketing locally through social media:
Email marketing is essential to local business marketing, as it helps brands gain new customers while retaining existing ones. Using email to connect with your local audience is simple, inexpensive, and effective, and it keeps your brand top-of-mind with consumers.
To build your local email list, start by adding your existing customers’ data. Then, you can add new contacts to your list by creating pop-up forms, chatbots, and landing pages to encourage web users to enter their information. You can also collect email addresses with offline methods like in-store subscriptions and local events.
Types of emails you can incorporate into your local marketing strategy include:
As a local business, your community’s support is crucial to your brand’s success. That’s why it’s essential to increase your visibility in the local area by interacting with community members. When you support your community, your community is more likely to support your business.
You can embrace community-based marketing by:
If you’re looking to amplify your brand through effective local marketing execution, BrandMuscle is your solution. Partnering with us means taking the first step toward empowering your local partners to make the greatest impact on your customers.
Contact us to learn more.