The local marketing and local marketing is a set of strategies and marketing techniques that will help you reach the greatest number of potential customers within your geographical area of action, and is therefore useful to all companies to strengthen its presence and its own brand in the area. And, consequently, your sales!
Even if it seems obvious, it is always necessary to reiterate it: increasing your catchment area, and therefore the customers, in the area of belonging must be YOUR fixed thought, whether you have a shop, a small company or you be a freelancer! 80% of your turnover certainly comes from customers who are geographically close to you and your business, this must be clear.
Consequently, even your communication, marketing and promotion efforts must necessarily focus on the same percentage at the local level, with those tools typical of Local Marketing
Virtually all kinds of businesses are involved in local marketing :
- commercial businesses;
- professional studies;
- real estate, insurance and travel agencies;
- body shops and car repair shops;
- restaurants, pizzerias, bars;
- banks and financial institutions
- and many many others
In order for a marketing strategy declined to the Local to be truly efficient and bring you actual results in terms of turnover, it is necessary that actions to be carried out in digital and others in analogue are envisaged within it. In other words, therefore, a self-respecting local communication and marketing plan must provide (both for the entrepreneur and for the user/customer) of the actions to be carried out online and offline actions. In reality, digital and analogue should be used together, within a strategy that includes “steps” in both dimensions, in order to create a cross-media communication fabric that makes your communication effectively persuasive and that is “fixed” in the head of the customer.
There are not only and only online tools: some offline, analogical, “traditional” strategies may still have a good importance today, if strategically connected to your digital presence. Analog tools need to communicate with your digital world, and vice versa. In a marketing network made up of paper coupons and personalized digital passwords.
Digital and analog, online and offline must NOT be mutually exclusive
THEY HAVE TO WORK TOGETHER!
Below we will review some of the main traditional, offline tools, and below we will analyze the methodologies to be used in your digital world.
Remember, because it is the main suggestion of this article, that then you have to use them TOGETHER, you have to cross the tools, you have to make your digital-analog audience perform actions. And this is where the real strategy comes into play: CREATING INTERACTION!
Table of Contents
- 1 HERE ARE THE MAIN OFFLINE TOOLS
- 2 Local marketing with search engines
- 3 Local Marketing with review websites
- 4 Local advertising with offers/coupon websites
- 5 Online localization
HERE ARE THE MAIN OFFLINE TOOLS
The good old flyer!
Although it may seem like an old instrument with the little appeal, even if you are convinced that “so who looks at it!”, I can assure you that if used with knowledge of the facts, used with the brain, and not just with the simple aim of doing so , it can still be an interesting tool.
The flyer allows you to reach heterogeneous people, both by age and by gender. And it’s a good tool for making new openings or specific promotions known locally!
Cross-media reminder : remember that if you really want to explore the power of your flyer, it is important that you build it aware that its strength will be at its maximum if you push the potential customer to take an action, even in the digital world, such as inserting a code discount on the site, leaving your email in a contact form!
The advertising billboard
The billboards on signs displayed along the streets in places of high traffic allow you to reach not only the residents but also people in transit, on foot or by means of transport.
Its advantage, unlike the distribution of flyers, is that it remains exposed for a certain amount of time and therefore remains in front of people’s eyes and heads for a longer time.
Crossmedia reminder: it will be a trivial suggestion, but I assure you that I have seen all the colors! A nice call to action on the website could certainly be a great idea!
Advertisements in local magazines and newspapers
The inclusion of advertising spaces in local magazines and newspapers can certainly help you in the dissemination and consequent awareness of your brand and your business.
With this kind of publication, you have the possibility to associate the visual aspects of the advertisements with articles of common interest, thus giving information to your audience: information that should at least be interesting
Cross-media reminder: pff here really the “digital citations” go a wedding! Within a printed advertisement you can really indulge yourself to create ways and pretexts to give your audience a nice ride on your site … if you have one!
Sponsorship of events
Even the sponsorship of small events in the area is an excellent form of communication: exploit them, exploit them and exploit them to make yourself known and as an excellent PR tool.
If you think about it, then, the event you are going to sponsor will in turn be advertised, and therefore for you it will be double notoriety!
Cross-media reminder: a minimum of inventiveness is really enough here and there are millions of things you can do! The first that comes to mind? A QRCode next to your company logo, to be framed with your smartphone to take a short journey in live augmented reality.
Local radio and broadcasters
Local radios and televisions can be a good tool to make yourself known, to let your small (or large) local world know that you are an expert in your specific field. Yes, you really have to get noticed as the expert on that thing over there, the one you sell.
Cross-media reminder: cite your site, cite your site, cite your site. And if you’re on TV, show it!
We have therefore mentioned the main methods for doing local marketing with traditional tools. And we have given some ideas to try to weave a relationship with our digital corporate world as well… Because you MUST get one!
Your business, your company, your professional studio MUST also be on the web: people are the ones who look for you and that’s where they have to find you. Point. There are no stories: you must have a website, better if done well. You have to be on top of the search engines. You must be present on Social.
If you haven’t started any activity in this direction yet, start immediately! Without ever forgetting traditional strategies and tools.
There are several ways to reach local customers online :
- search engine
- review websites
- offers/coupon websites
Local marketing with search engines
As we mentioned, everyone is now looking for what they need through search engines. ALL. So, make this a strength and not a weakness. And for this to be the case, you need to know a little about this world. But just a minimum: you just need to know that there are mainly two local marketing methodologies to make your business known using search engines :
- presenting your company on Google for free with Google My Business local business listings that connect you with customers looking for you on Google, Maps or Google+
- using Google AdWords paid online ads by geolocating your ad
Local Marketing with review websites
Doing local marketing by placing your company’s presence on local review sites is another important way to make yourself known to potential customers in that pre-purchase phase during which your audience is choosing “who to give their money to”.
Review sites, such as TripAdvisor, are very powerful tools because to some extent they are able to influence people’s purchasing choices. It is therefore necessary to know them well and master them intelligently. Through these sites you can check your brand reputation and do great customer service, as you can interact with them and respond to their feedback. Do not fall into the temptation to attack those who criticize you online, but, on the contrary, always use the ideas of your audience as strengths.
Each review or testimonial is to be considered an excellent opportunity to acquire new customers and retain your existing ones.
Local advertising with offers/coupon websites
We are talking about sites like Groupon or TheFork: sites where customers can buy your products or services at very affordable prices.
You entrepreneur, you must know that with the first purchase you will probably go even if it suits you, but you must be aware that you have acquired a new customer, who did not know you before. It is up to you now to do rowketing, and to be able to sell other things to the same person, retaining them and binding them to you for as long as possible.
In addition to these three online tools, now I want to offer you a roundup of methods and precautions to improve and potential your local digital marketing
- Build your website with local keys, or rather, boost a lot at the level of SEO keyword local
If the interest is local, it is not worth investing resources and energy to advertise your business on a national scale
Instead, it will be important to design a website that uses local keys in the titles, pages, and articles that refer to the area they belong to.
If your website has a blog (and if it doesn’t, it should have one!) Even within the articles, you post regularly (because surely you have created an editorial calendar of your publications, right?) The topics covered will have to as much as possible be local.
- Sign up for portals related to your professional activity
The inclusion of your website on platforms and/or portals concerning your business helps people who are looking for that service or product to get in touch with you. After finding you on these platforms, they will search for your website, go to visit it, and perform actions on it. So always remember that your site must be a tool of fundamental importance within the whole communication strategy.
- Online promotion
Online promotion includes all those forms of advertising that you can build through social networks, search engines, social media and much more.
Use advertising on Facebook, Linkedin, Google, etc. has enormous benefits, as these platforms allow a very high degree of profiling of users, based on the area, age, interests, thus directing your campaign towards the desired target. The targeting you can do through these tools is very powerful indeed.
But all this, as you imagine, must be done. If you are interested, but I’m sure you are, we are organizing a course on Social where we will talk very closely about all these issues here.
The local marketing techniques used, of course, the technology Online tracking through services like those offered by Google on its maps, and this is a great tool for your business.
Being localized online means being found at the exact moment a consumer has a need to satisfy, which happens to be the main purpose of local marketing.
- Make sure your business is listed in online directories like Google My Business! This from an SEO perspective will be of fundamental importance: a good job on Google maps can give you positioning even in searches directly within the maps. It is important to enter all information, including telephone number, website and opening hours. Encouraging reviews from users is of fundamental utility both in terms of SEO and brand awareness.
- Ask your users to leave a review: providing space on your site is an important choice and much appreciated by users. Reviews and direct testimonials from your customers are a fundamental driving force for your business. One day we will go deeper into this issue, which is often too underestimated.
- Build and curate your social pages intelligently and professionally. Life on social media is real life in all respects because it creates consequences “in flesh and blood”. If you take care of your social pages and use them professionally and consciously, you will discover how useful they can be in terms of branding, customer perception, and loyalty
- Is your website, it is absolutely mobile-friendly, it is still essential. Curate it, update it and make it as similar as possible to the image of you that you want to be perceived on the outside
- Email marketing is also effective for local businesses. Constantly collect the data your customers leave you and update your contact database. Lead generation is of fundamental importance. Use email marketing to create communications in the form of newsletters that report offers, promotions, events, free trials, or simply the updated articles of your blog!
Enough, enough for now let’s stop!