Local marketing – reaching individual communities with specialized messages.
Now more than ever, people are turning to the Internet for the things they want to buy locally. In fact, 31% of consumers turn to a search engine first when they’re on the hunt for local products and services. And 43% of Internet searches today include a local identifier, indicating that people would rather type a few keywords into a search engine than go shuffling through the phone book.
There is a lot of buzz these days about internet marketing, and it is true that it is a great, cost effective way to build a brand, and gain new business.
The success of any Local Marketing initiative depends on these elements working together:
1.Segmentation identifies “who” you are targeting.
2.Media selection determines “how” you will deliver your message.
3.Messaging establishes “what” you are communicating.
4.Measurement collects data that can be used to guide future cycles of the program.
Too many companies are failing in their Local Marketing initiatives because they start with mass-marketing tools and processes but can’t support further segmentation as the need becomes apparent. Local Marketing is not an event or a campaign, it is a continual and evolving process.
Local Store Marketing
Retailers require the flexibility to market on a local level and engage their communities. By leveraging local store marketing, retailers can more effectively react to competition, local trends, excess inventory and community events
Local Marketing Tips and Tricks
Entrepreneurs -“going local” is an important aspect of your marketing.
For many small businesses all marketing is local marketing.
The three keys to community marketing are:
1. Get local: target your marketing efforts down to the neighborhood level
2. Get involved: participate in the community to generate visibility and good will
3. Get personal: as much as possible, market on a one-to-one, face-to-face basis
Tips and Techniques to get you started:
1. Use local specific Websites and local portals
Local Web sites and local portals are growing in number and popularity. Maintain a presence on local websites by providing content or by advertising.
2. Use local search engines and directories
Make sure you’re listed with local search engines (or the most used in your region) and local directories.
3. Set your Google ad to appear locally
If you operate a local business and advertise on Google, you can target local customers only. Google lets you set ads to appear only to people in a particular city, state or region.
4. Get involved in your community
Volunteer, serve on local boards, participate in your local Chamber of Commerce and work for local charities also helps to grow your grassroots marketing efforts. You may find that your neighbors become your customers.
5. Support community events
Take your community involvement one step further by supporting community events. Sponsor a youth soccer team, or get involved with local events and activities. Small business associations such as SCORE offer tips for establishing a strong presence in your local community. Suggestions include starting a local newsletter or creating a local advisory board made up of customers.
6. Make the most of local media and publicity opportunities
Ads on local newspaper, on local radio and advertising in the old-fashioned Yellow Pages will help. Craigslist continues to be an excellent local resource.
Other local marketing options to keep in mind:
* Explore cause-related marketing opportunities to generate good will for your company.
* Consider taping a TV show on your local public access station it’s usually free.
* Give your Web site or blog a local focus or start a local blog.
* Develop a customer advisory board to get input from local customers.
* Create alliances with non-competing businesses I’ll help you if you help me.
Need some help to setup your local marketing? Email me