Why You Need Local Marketing Strategy
December 21, 2022
When marketing your brand, visibility is crucial. High brand awareness will increase the likelihood of a potential customer purchasing from you.
For brick-and-mortar businesses, visibility happens when a potential consumer sees your shop. They might drive by your location, walk in a shopping center, or view it at a local vendor market.
But did you know that you can increase your local visibility online? Digital marketing is a crucial aspect of local business marketing strategies and should be taken advantage of to boost sales.
There are several ways that local digital marketing can impact sales and company success. It can contribute to short-term and long-term marketing strategies and be used in niche settings.
This guide walks you through the importance of a local digital marketing strategy and how to get started.
What is Local Digital Marketing?
Local marketing uses local targeting to increase market awareness and revenue. It specifically targets an audience physically close to a business’s physical location to capitalize on local online searches over online-only businesses or wholesale resellers.
Targeting a local audience will increase your visibility and sales opportunities. Here are some key takeaways about local marketing:
- Local digital marketing strategies operate online but target regional audiences near the business
- Local online marketing strategies are extremely effective for businesses with a physical location
- Local marketing builds brand authority, and its efficacy can increase over time
- Small business local marketing strategies do not have to be overly complex
Brands that only use traditional marketing or digital marketing without a local SEO component may not realize the effectiveness of local strategies.
Businesses need to use local marketing to increase visibility online, improve awareness with local audiences, and become established members of the local community.
Local Marketing Strategy vs. Local Marketing Methods
There’s a difference between doing local marketing because it’s trendy or what people are talking about and developing a strategy that supports your businesses’ local marketing. With the right strategy, you’re better equipped to achieve visibility online.
A local digital marketing strategy is a well-thought-out marketing campaign aligned with a specific goal and targeting a relevant geographical location.
Features of a local marketing strategy include:
- Target audience demographics or buyer personas
- Definition of the local target audience
- A goal, KPI, or conversion metric
- Multiple marketing methods aligned toward the goal (i.e., online optimization, online advertisement)
- Data to assess the success
- Branding guidelines
For this strategy to work, it must convert local people into sales or new clients. Therefore, a successful local marketing strategy understands its target audience for effective geotargeting. The local audience can be a region, town, city, or municipality, but the connection must be relevant enough for customers to purchase physically from that business. The geotargeting strategy can be broader for B2B marketing or businesses also selling online products and services.
Reasons Businesses Should Adopt Local Digital Marketing Strategies
Statistics show that users are intentionally searching online for businesses in their community. Many searchers visit the stores or businesses within 24 hours.
This means that search engines provide relevant stores to people quickly because that’s when they need it. If someone is out shopping or has a dental or plumbing emergency, they turn to Google to find what they need. By not being online, you simply aren’t one of the options offered.
Businesses adopting local digital marketing strategies will no longer give competitors more market share. Instead, increase the chance of potential customers knowing about your brand and shopping with you.
Why a Local Marketing Strategy is Important for Businesses
Local economies are where you will find areas for growth and where your marketing budget will have the most impact.
According to local marketing statistics, around 80% of local searches convert to a lead.
Additionally, almost half (46%) of Google searches are those looking for local businesses, which include “near me” searches, which have risen in recent years. Consumers also use voice search to find local sellers, allowing businesses weekly opportunities to attract new local customers.
Here are the advantages of a local marketing strategy:
Higher and Faster Market Penetration
Not only are you increasing your market penetration, but local marketing allows you to do that quickly and with more impact.
Local marketing efforts provide direct access to the clients that want your brand. It also allows you more channels of communication for improving sales.
An Uptick in Acquisition and Retention
With local digital marketing, you get faster feedback around what is effective, which means you can optimize your product or service offering to improve acquisition and retention.
Improved Customer Satisfaction and Loyalty
A local digital marketing strategy forces businesses to create truer representations of their client or buyer personas. It also helps them develop tailored content so that customers are getting higher-value products. This increases customer satisfaction and their willingness to buy from your company repeatedly.
An Organically Extended Customer Lifetime Value (LTV)
The Lifetime Value (LTV) metric predicts net profit related to the future relationship with a customer. Local marketing strategies lead to a longer customer LTV because businesses can provide better products and services, more accurate buyer personas, and increased customer satisfaction.
Improved Business Opportunities
Generally speaking, local marketing can lead to higher quality investors, local partnerships, increased brand awareness to a larger audience, and increased competitive advantage.
Even for small business owners, local marketing strategies can be quite simple and quick to get off the ground.
Effective Online Local Marketing Ideas for Businesses
Here are the common online local marketing methods.
Claim Google Business Profile
Google Business Profile is a free business account hosted on Google that pops up on the side of Google searches to provide searchers with relevant, local business information. Business owners claim their Google Business Profile and provide data like website URL, phone number, and store hours. Customers can also leave positive reviews resulting in more leads and interested customers.
The Google Business Profile profile is a powerful tool for local marketing that all brick-and-mortar businesses need to take advantage of.
In addition to collecting reviews on your Google Business Profile, businesses can use other review services to boost the local credibility of your company. This form of reputation building can generate more visibility and help your business stand out among other local businesses.
Content marketing uses content like blogs, web copy, images, and videos to draw relevant organic traffic to your website. Businesses should invest in content marketing with local geolocators as it can boost your webpage ranking and increase visitors to your site.
Content marketing capitalizes on SEO (or search engine optimization) to provide searchers with relevant content. The more you optimize your page for local keywords, the more likely your page will pop up on local search engines.
Social Media Marketing
Social media marketing is another great form of local marketing because of the geolocator and similar search results.
Social media apps like Instagram and Facebook help people find other businesses (and friends) in their area. Here you can post quick updates and improve communication methods with new demographics.
PPC Advertising or Google Ad Marketing
PPC or pay-per-click advertisements can also bring in local traffic. PPC involves paying for advertisements on search engines like Google, Bing, and Yahoo. PPC ads are organized based on keywords, so you can also use local keyword indicators to show up when people are searching for businesses like yours nearby.
Developing Your Local Marketing Strategy
You’re convinced you can reach valuable, qualified leads through effective local marketing. However, you’re not quite sure where you should start.
The first step is to develop your marketing strategy. While all elements are important, they won’t work effectively unless they are used in a way that makes sense for your business.
Establish Your Local Marketing Objective
Setting an objective can support your local marketing strategy. Overall, goals keep you on track, taking you where your business needs to go. Your local marketing strategy needs to align with your company’s overall vision.
We find the most success using the OKR method. OKR consists of an objective which tells business owners where to go. Setting any type of objective for your local business strategy isn’t about completing tasks, but about the impact of multiple tasks over time.
Here’s an example of an objective: “I want to build revenue 15% through local marketing by Q1 of next year.”
This is a great example of “where we are going” more broadly.
Then set a Key Result (KR). KRs are the results needed to achieve the objective and they measure the goals of one or more KPIs. This will fit in nicely with any other business KPIs you have set. You can have value-based KRs (i.e., hit a defined metric) and activity-based KRs (i.e., complete a milestone).
Here’s an example of a KR, related to the above objective, “To hit our objective, we need to gain 15 more customers and keep 75% of our current active customers.”
The KR listed is measurable with data; in this case, more customers is identified as the most important data to watch in support of your objective. To align it with your local marketing strategy, you would establish the ways the KRs and objectives are supported by local marketing, like through content marketing, PPC, and social media marketing.
Be Sure to Address the Foundations of Local Marketing
Having multiple online advertising and marketing points is great, but it will turn away businesses if the branding elements don’t line up. All elements are more effective when strategized together.
Take time to establish your brand’s local marketing foundations as part of your strategy. This includes claiming your Google Business Profile, having a user-friendly website, and creating branded, well-written, and objective-oriented messaging that resonates with your audience and is optimized for SEO.
It helps to think about your local marketing strategy as requiring a foundation. Your local marketing strategy is like a house. You want to organize your house before you receive visitors (i.e., new customers or leads). This means that you want to address all your foundations (i.e., organize your house) first before you entertain your guests.
Before you launch a Google Ads campaign, you want to optimize your landing page. The same thing goes for the other elements of your local marketing strategy.
Identify and Reassess Your KPIs
With the objectives established, KRs set, and your foundation established, you can launch individualized local marketing campaigns.
As your strategy is ongoing, you want to see if it works. Take time to reassess your KPIs (and KRs) along the way to determine whether your tactics are generating results or way off base.
Common digital marketing KPIs for local businesses are:
- Website conversion tracking
- Google Analytics
- In-store sales
- Word of mouth referrals and sales
- Increase awareness in the community
While launching your strategies, we recommend assessing your data-collecting tools frequently so you understand how they work and report your KPI progress back to you. You can then learn what red flags look like for larger and more complex campaigns.
Set Up Your Local Marketing Strategy For Success
Establishing a local digital marketing strategy takes time, thought, and effort. While feasible, this can be challenging while running the day-to-day operations of your business.
The good news is that you do not need to do all this work alone. With Little Jack Marketing, we skip the generalized solutions and work with you to develop a bespoke local marketing strategy that aligns with your specific business and long-term goals.
And we do more than set the strategy and walk away. With us, you will have a dedicated business coach who will check in with you monthly to track your progress and work through any adjustments needed to achieve your goals better. No longer will you have to make hard decisions on your own. We have the expertise, listening skills, and openness necessary to make your marketing goals a reality.
Contact us today to schedule a free discovery call!
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