Any business or company that caters to a local area cannot always compete with bigger rivals. Much like how the entire plot of Tom Hanks’ You’ve Got Mail, you can’t beat big corporations head to head. You can, however, win in local marketing.
There is strong value to localism. People love their local businesses. They have a tendency to prefer them over national brands where possible.
If you want to take advantage of local small business marketing, you need to know how important it is. You need to understand its benefits to get the most out of it.
In this guide, we give you the importance and benefits of local marketing to your brand. How can you create a local marketing strategy that can give you the best results?
The Importance of Local Marketing
So, why is local marketing important? Whether you’re a big business or a small business, having a connection with a local market is vital.
Locals like to show not only loyalty but also a connection with their hometown brands. Focusing your local marketing strategy online and offline to niche groups can help. It can bring you closer and attract customers that you don’t have.
What makes local marketing work is a genuine connection. Many customers dislike brands because of the obvious disconnect they have.
For so long, the goal of marketing is creating a connection with customers. This then helps the business sell products better.
Local small business marketing answers this problem.
By making a brand with a strong local connection, it generates grassroots ties. These ties generate loyalty and solidarity within a community. Americans love brands they can call their own.
Local marketing solves that conundrum.
What Are the Benefits of Local Marketing?
Now that we know why local marketing is important, does it have any benefits to your business? The answer is a resounding yes.
If you can find a way to convert strong local positioning, you can get a strong niche market for your business. Making yourself a household name in your community needs a local marketing strategy.
You would want to make your connection with the locale as obvious as you can. You would want to try and establish yourself through different local events. You would want to connect with the local movers and shakers to establish influence in the market.
1. You Create Local Connections
One of the major benefits of having strong local marketing is you get to create connections. You can communicate with other businesses and create a web that puts your brand out.
If you are in a small town or a city, creating a bigger network can improve your total exposure. It will help you attract more clients by making you more visible everywhere. A “scratch my back, scratch your back” relationship with other businesses can help you grow.
With the help of a local marketing company, you can create business referrals. You can also resolve any issues with supply chain by local business connections.
2. You Position Yourself for Local Search
Local search is a powerful tool that you can use for your business. When people search online, they have a tendency to use geographical markers as a way to specify their search.
Much of people’s search revolves around finding businesses around them. This provides the audience with better, easier buying cycles. Google notes that 50% of local search results in a sale within 24 hours.
You can optimize this kind of search through local SEO. How can you take advantage of local SEO for your business?
Much of the local marketing strategy revolves around finding the right keywords for your business. Position yourself to show up in search features like Google Maps and Local 3-Packs. This can help boost your website traffic, which can then further complement your offline strategies.
3. You Create Targeted Messages
Another benefit of local marketing is that it gives you the ability to create specific, targeted messages. People, in essence, respond better to messages that create a connection with them. Doing so allows for a higher level of customer awareness for the brand.
How do you drum up people’s interest? By signposting and advertising in key areas within a locale.
If you can connect straight to the market that you want, you can create effective campaigns. By working with the local press, you can start your message from the ground. This results in a big boost in business.
4. You Build Yourself a Community
Creating a local community for your business is one of the best things you can do for your brand. Many businesses thrive by working side by side with their community in a specific locale. By doing so, you’re making the people within the community embrace your values and your message.
At the end of the day, people are people. A brand that can create a legitimate community ensures that people relate them to positive brand values. It also allows for cross-promotion of your business.
How do you build a community that cares about your brand? Do something hands-on with the people within the community. Help improve their lives, even via small charity with them.
People respond better when brands help uplift their lives. You don’t even have to create specific charities, but rather create events and activities within the community. Whatever you drum up, you can use this to position yourself and your products within your locale.
Why Local Small Business Marketing Matters
Local small business marketing is an important step in any business. Connecting with a locale and building yourself a community is a crucial part of your brand. With the right moves, this can help you create better brand awareness and instill loyalty in the audience.
The most important part of local marketing is being genuine. People respond to brands who show genuine care to the community. If you can do so, this can give you everything you need for a strong target audience.
Looking for more marketing tips and tricks? Check out our other guides. We have many different marketing techniques and strategies that can bring more traffic.