Just as a Super Bowl ad may not be a good fit for your company, you also need to determine if local marketing is a good fit for your type of company. For example, if your business doesn’t have a physical storefront in the community or neighborhood, it may not be worth your resources to target locally.
Businesses that see the most success with local marketing have storefronts in the community. Small or large, those stores are physically tied to a neighborhood. Even if your business is part of a larger franchise, which provides marketing for the franchise brand, you still want to make sure your store is reputable and well-known in your community via your own marketing efforts.
Businesses like restaurants and retailers, and businesses with a repeat customer base can really benefit from local marketing techniques. Generally, local marketing efforts are great for businesses targeting customers within a 10-mile or 10-minute range, as a rule of thumb. Grocery stores, for example, are prime candidates for employing local marketing methods.
Many of the larger chain and franchise stores tend to forget how important it is to have local neighborhood support. It’s important to “localize” your brand and message along with your product offering. Oftentimes, the customer preferences vary from region to region, and a smart company will adapt their messaging to those needs, in order to serve the local community successfully.
Even some larger companies are trying to adopt local marketing methods, particularly in the online space. When it comes to online local marketing, consider the following questions:
- When you search on Google, does your company show up on the local listing?
- Do you know your local range?
- How many local followers do you have on your social media sites?
- Who are your local competitors?
- How are your reviews on search engines and social media?
Keep those in mind and we will cover some strategies for your local marketing efforts next week.