Local Marketing
Monday, December 21st, 2009Local Marketing
It has often been said that in order for a business to succeed nationally, they must first succeed locally. While this isn't always the case for every business, it is sound advice to follow. When you have the support of your local community, you may find that it is easier to create marketing promotions. Usually you can partner with nonprofit foundations and schools and reach a new audience, while boosting your company's image. Here are some tips to help you get started with local marketing:
Tip # 1 - Reputation
You must build your reputation with your local community. This will come through supporting some events and local causes. For example, purchase a float to drive in the city parade on the 4th of July, this is a great way to let people know you are part of the community. Gain a good reputation with the city by having excellent customer service skills. If possible, set aside a few hundred dollars that you can use when schools come knocking at your door when they need help to raise funds for a play or a band trip. Finding ways to give back to the community will quickly build your companies reputation and people will respect your business
more.
Get active with your local community. This isn't as hard as it may seem and you can do it with flyers, mailers, and simple phone calls.
Tip # 2 - Local advertising
Instead of spending money advertising to the big newspapers, advertise to your local newspapers. Usually each county will have it's own newspaper, try to get a weekly or monthly spot in each paper so you can let people know you are in business in their community. Since newspaper advertising can get quite expensive, partner with some other companies to promote your business. This way you split the costs of advertising and you gain exposure to a larger audience.
If you don't want to do a print ad, find out how much it costs to do an ad insert. This is a great way to get the attention of a local audience, especially if you place it on bright paper and make it stand out.
Tip # 3 - Door-to-door marketing
To gain the attention of your local community, go out and meet them. Door-to-door marketing can be something simply like hanging a flyer on their door or you can do something more extensive like a meet-and-greet. If you go out and knock on doors, be careful not to sell your business too much because a lot of people do not like solicitors and they may automatically assume you are a salesman.
Tip # 4 - Local Directories
Be sure to get listed in the local directories. A lot of communities will offer advertising for the local directories too and this is a great way to gain exposure with your target audience
. Depending upon your location, some local directories actually have online sites where people can find you. If they have an online site, always make sure to include your web site with the ad so you will get a few extra inbound links.
Tip # 5 - Get online
No matter how big or small your business is, you need to get online. Building your web presence is a great way to not only get known locally, but nationally as well. Add things to your web site that will attract your local audience. Perhaps add information about traffic updates, weather, and local news. This is a simple way to become and all-in-one web site for your local guests. Once your business grows to a national audience, you may want to consider using unique URLs for your local audience and your national audience.
