“Local” has been a buzzword for a while now, and it shows no signs of falling by the wayside. Buying local produce, supporting local businesses–consumers are becoming more concerned with their surrounding communities every day. So doesn’t it make sense for businesses to focus on their local marketing efforts?
(via Eric Flexyourhead)
Unfortunately, data shows that some local businesses are falling behind when it comes to their marketing efforts, according to Brandmuscle’s “State of Local Marketing Report“.
Marketing has probably changed more in the past two years than the previous fifty,” Clarke Smith, chief strategy officer at the organization, said in a recent press release. “Insights from our study help corporate marketers and their local affiliates make sense of the growing complexity of communication channels so that the marketing programs they build can work across dozens, hundreds or thousands of regional markets.
Targeting local consumers
The increased focus on shopping locally for goods and services provides businesses of all sizes the chance to find their niche in a community and capitalize. However, with most consumers turning to the Internet these days, simply running ads on local radio stations and TV channels is not enough.
Geo-targeted marketing is all about setting up your website and business so search engines know you are a local option for consumers. Whether prospective customers are searching on Google maps or are turning to their smartphones to find a local business, you’ll want to make sure you are a part of the results.
When implementing a geo-targeted marketing campaign, it’s important that you’re targeting only local and highly relevant customers so your business can maximize the rewards.
- Local search engine optimization for organic search rankings
- Optimized placement in local searches
- Geo-targeted paid search advertising
Enhancing local presence
While geo-targeted marketing can be essential to finding your niche with local consumers, there are other steps you can take. One of the simplest involves creating social media accounts that will appeal to local consumers. A Facebook page that generates interest among members of the community will help boost your presence as a local business while also giving you a chance to engage with potential customers.
A more old-fashioned way to improve your presence as a local business is to support community causes. Being a fundraiser sponsor, for instance, will show community members that you are not only a local business, but one that takes pride in and cares about the area.