What is Local Marketing?
Local marketing is an essential element of a larger marketing strategy for small businesses, as it can get your brand in front of a broader local audience that are likely to patronize your business in the near future. But what can you do as an entrepreneur to improve your small business’s reach with a local audience? This guide includes seven quick, free tips that can immediately improve your local marketing strategy.
Local marketing targets an audience based in the same town or region as your business. It is geared toward people who are within a certain radius of your physical location – generally based on a reasonable driving distance – who might realistically purchase your product or service at any time.
For example, if you run a restaurant in Red Bank, New Jersey, driving website traffic from Sacramento, California, is not going to do you much good. Instead, you need to employ local marketing tactics to ensure that the majority of your audience is indeed located near enough that they could conceivably drive to your restaurant or order delivery.
“The biggest approach people should be taking is really understanding who they’re trying to sell to … what benefit people can get from the product or service, and then relay that information upfront,” said Travis McKnight, senior content strategist at Portent Inc.
That’s true in all marketing, but especially when it comes to a local marketing strategy, he added. Part of the key information you should relay to your audience is where your business is located.
The goal behind a local marketing strategy is to spend your marketing and advertising budget more efficiently. Digital marketing is an effective tool for businesses of all sizes. However, if you are a local business and you fail to gain traction with a local audience, your marketing expense is all for naught. Not all traffic is created equal; a local marketing strategy ensures that you are targeting an audience that might patronize your business.
Key takeaway: Local marketing targets people within a certain radius of your business. It can improve conversion rates by narrowing the focus of your digital marketing efforts to potential nearby customers.