How to Use Local Marketing to Drive Shoppers

Regardless of the audience you cater, local marketing is a necessary strategy. Did you know that 46% of all Google searches are looking for local information. In fact, 66% of consumers prefer advertisements targeted at their location.

In this article, we dissect local marketing strategies and provide you with a few suggestions to get you going.

What is local marketing?

Both large and small businesses use local marketing. Local marketing, often known as “neighbourhood marketing,” focuses on customers who are relatively close to a business’ physical location. This tactic has shown to boost consumer loyalty and foot traffic, both of which lead to improved sales.

Local marketing strategies

Geotargeting

It goes without saying that the current consumer prefers using the internet to other channels when looking for local businesses. In fact, over a two-year period, searches for “Near me” or “near by” businesses increased by more than 900%. In light of this, setting up a Google Business Profile is a fantastic starting point for your marketing plan. A profile enables you to interact with customers, carry out local SEO, and much more. You can also start spending money on pay-per-click advertising and add your business to Google Maps.

Local SEO

Local SEO is the process of enhancing a company’s presence in local search results, particularly for physical stores. For staying relevant, local SEO is crucial. Unsure of where to start? Perform a local SEO audit first (Google My Business Audit for example). Once you have identified your company’s weaknesses, consider putting the following strategies into practice: creating landing pages for each location of your business and mobile-friendly website optimisation.

Local media

There are various media channels to pick from, regardless of your marketing budget. Local newspapers, blogs, and even podcasts may be a few. Introduce your company to local bloggers or journalists, or even invite them to an event. Keep manners in mind and try not to be pushy while reaching out.

If your marketing budget permits it, collaborate with media outlets that are hosting contests and provide a good or service as a reward.

Referrals

According to research, 64% of marketers consider word-of-mouth advertising to be one of the most effective forms of advertising. So get in touch with your existing customers and ask them to provide reviews or give your business a recommendation.

ORM Wholesale Reviews

Consider sending emails to consumers following purchases or include handwritten postcards with deliveries to make things simpler for them. As an alternative, offering incentives like discounts or coupons could be beneficial.

These are just a few recommendations; for more, see our article on how to improve your reviews and learn more about what other businesses are doing.

Local social media

The fastest approach to build brand awareness is through social media. Localisation options are available on social media networks, making it simpler for clients to find your business. Additionally, you can join well-known Facebook groups in your area. By doing this, you can keep up with local activities and increase brand awareness among the community.

Engage with the local community

When you support a community, they may in turn support you. As a business, you can get involved in non-profit activities, school events, local events, or even sponsor sports teams or charities. This will also assist in improving customer relations.

Discovery Vitality MoveToGive

Now that you are familiar with the basics of local marketing techniques, let’s explore some tactics you can use.

Local marketing ideas

Facebook Ads

Without a doubt, Facebook is a potent B2C and B2B marketing platform. Inbound Marketing’s research revealed that 42% of marketers believed Facebook to be essential to their companies.

Facebook Marketplace Ads

With Marketplace Ads, you may target particular demographic groups, carry out ad testing, and establish ad campaign budgets. Additionally, Facebook includes built-in tools that assess the effectiveness of your ads.

Participate in volunteer activities

No matter the area, there are opportunities for volunteer work. Consider offering your time or services to a local non-profit charity. This will allow you to positively promote your business as well as get to know the community.

Some ideas for volunteer work include:

Donations

Pro Bono work

Sponsorships

Hold a raffle for charity

Host an event for a cause

Host social media contests and giveaways

It can be challenging to get consumers to engage with social media content, that is why giveaways or contests are a great tactic. By using this tactic, businesses can increase loyalty, brand awareness and followers. All of which can convert to leads.

Instagram Competition

Some ideas include:

Co-hosting with another brand

Mystery boxes

Loyalty programmes

Seasonal contests

Award best photo or video

Place up signs

Not all marketing needs to be digital. Physical signage is a great way to entice customers to visit your store. By opting for posters and signage, your business can benefit from the flexibility it brings.

Japanese Store Sign

Popular forms of signage include:

Posters

Banners

Billboards

Vehicle signage

Stickers

In conclusion

Ensure your business capitalises on the opportunities by investing in local marketing tactics. If not, you may find your business underperforming.

Whether local media suits your business better than social media ads, aim to drive potential customers to your brick-and-mortar business. Get to know your local community as best you can and strive to offer them the best service possible.