The people who know the fish catch the fish
Not only are there financial considerations in local marketing, but few local businesses attract clients who live further than a comfortable drive away. A well-planned but straightforward website can be a great way to increase your client base. Nowadays, for many people, the Internet is their phone book. Make enquiries about pay-per-click localised advertising, where you only pay for clicks from people who live in your chosen area.
In doing business with their your community, make sure you have a website, use local language in your content and links, along with local photographs. By associating your content with the local community’s name and the local activities, you will be amazed how these little touches will help people to find you.
Most people search for somebody local, more often than not utilising the community name and terms in their search. You can include information such as pick-up points, hours of trading, local charities you support, payment methods and other information that locals will be seeking. Emotional engagement is the key to local marketing.
Ensure you become listed with all the search engines in local directories. Most communities are building these local directories. For example, if somebody searches “website expert in Alice Springs”, the first results coming up will include your business.
Local marketing is different
National businesses may have big budgets for expensive marketing campaigns on network television shows and use favourite magazines to reach a vast number of potential consumers. However, such options are not as available to local businesses. Instead, local businesses need to engage with more targeted solutions, seeking out those in surrounding communities who might be swayed to visit them by compelling local content and word-of-mouth.
Keep in mind local people like to support their community where they can. While the local expertise you need is not available, at least you can have your marketing collateral focused on your local community. Local marketing is a valuable competitive advantage over national brands.
Local marketing campaigns may use some different strategies to build awareness within a community. However, your website should be central to those strategies as most people do a Google search before purchasing and using their regular routines. It takes time to learn all the ins and outs of even a small town or village.
Surround yourself with people who understand the local community.
The dilemma is having time to devote to marketing
Businesses today have plenty of opportunities to innovate across every aspect of their business, but having the time is the big issue. To make the most of your time and money, it can pay to outsource some of your marketing activities. Some marketing aspects will be beyond your expertise. It is critical to have a right look and feel for your local audience, so don’t hesitate to seek advice.
Change is with us every day, in every community and every enterprise. The ability to master and exploit change has become one of the most sought-after marketing skills. The tempo of change is continually speeding up and must always be under consideration. Not having enough time and money for marketing should no longer be an excuse.
Focus on special events in your community
Businesses focusing on their local market have a unique opportunity to host special events for their local community. By bringing local people together, whether it be at a special event or in a social media group, you can hope to attract more engagement.
Know the families and develop marketing collateral which will resonate with them on a personal level, leading to lifelong clients.
Rebrand your business to suit the local environment. When most people think of rebranding their community, they think of an expensive, time-consuming, frustrating and feuding exercise. It often becomes overwhelming and is put on the back-burner. However, rebranding can be as simple as modernising logos or changing some content on websites and social media platforms.
By doing something even slightly different from your current marketing, it will create interest and make potential customers and tourists want to learn more.
“The best local marketing should not feel like ‘marketing’, but feel like caring and sharing”. Peter Sergeant
“The Internet is not a destination in itself, but a route map to a destination”. S. Jenkins