How to build a Powerful local marketing strategy
Local marketing is promoting your products or service within a specified radius or precise location. It’s not only for businesses with physical locations or brick-or-mortar stores but also extends to online businesses delivering or catering services to local areas.
Customer expectations and demands have changed substantially over the years, and businesses must have a local marketing strategy to gain a competitive advantage. Moreover, giants like Nike, Netflix, and McDonald’s are implementing local marketing strategies, adding more strength to the global brands. Here’s all you need to know!
How it works
If you want your sales to double in Amsterdam, you can’t execute the same marketing tactics you used for Paris because what worked for one location might not necessarily work for the other. You need to think local.
Demographics, experiences, psychographics, and many other factors influence consumer behavior.
When you specifically craft your marketing communications and attract people in a particular location, you have a high chance of converting them without exhausting your marketing budget.
Local marketing paves the way for better brand interactions and customer experience.
People visit the closest stores with the best reviews and high rankings. Marketers use various tools such as beacons, maps, and sensors for precise locations, personalizing the promotions for the nearby users.
The next steps
Mobile searches drive purchases and store visits. With a large chunk of people finding and trusting brands online, local marketing has the potential to make or break your business.
The first step is optimizing your website for local search and enhancing your brand visibility. Search engines have evolved to reward relevance. Follow local SEO best practices to get featured in the snack pack results.
Optimize your GMB listings, metadata, URLs, content, click tags, and website for mobile. Build a program to garner as many reviews from customers as you can. Find keywords that align with the interests and intent of your local audience segment. Your local SEO strategy needs to keep pace with the ever-evolving local search landscape. Conduct a local SEO audit to ensure you’re heading in the right direction.
To reap the maximum benefits of local, you need to get social and search on the same page. Social media influences the purchase decisions of your customer. But most brands aren’t using social media right.
In the digital age, social media isn’t a one-sided communication channel. It has to be a two-way street. Use social media to consolidate your local presence. Find the social channels, online communities, and forums to interact with your audience and form deeper connections. Social media drives more traffic to your website, helping Google discover you and rank you higher.
Design your content to meet the expectations of local searchers. Ask yourself- What do the locals care about? What are their pain points? How do they make a purchase? What do they search for before buying from you or the competitors? What tone resonates with them?
Local content marketing isn’t about stuffing your content with local keywords. It’s about intent. Leverage schema markups to interlink your content and form connections. Brainstorm with your team and use content planner tools to generate intriguing ideas that will keep your audience coming for more.
The Editor’s Note
Local marketing strategy needs to have an integrated approach. From landing pages to advertisements, you need to rethink everything from a local standpoint. Sponsor local events, create and distribute local marketing collateral and leverage social to increase brand awareness and drive meaningful impact.