How to Build a Powerful Local Marketing Strategy
Local marketing promotes your products or services within a specified radius or at a specific location. This is not just for businesses with physical locations or brick-and-mortar stores, but also extends to online businesses providing or catering services in local areas.
Customer expectations and demands have changed significantly over the years, and businesses must have a local marketing strategy to gain competitive advantage. Additionally, giants like Nike, Netflix, and McDonald’s are implementing local marketing strategies, thereby strengthening global brands. Here’s everything you need to know!
How it works
If you want your sales to double in Amsterdam, you can’t execute the same marketing tactics you used for Paris, because what worked for one location won’t necessarily work for the other. You have to think local.
Demographics, experiences, psychographics, and many other factors influence consumer behavior.
When you craft your marketing communications specifically and attract people to a particular location, you have a high chance of converting them without draining your marketing budget.
Local marketing paves the way for better brand interactions and a better customer experience.
People visit the nearest stores with the best reviews and rankings. Marketers use various tools like beacons, maps, and sensors for precise locations, customizing promotions for nearby users.
The next steps
Mobile searches drive purchases and store visits. With a large number of people finding and trusting brands online, local marketing has the potential to make or break your business.
The first step is to optimize your website for local search and improve your brand visibility. Search engines have evolved to reward relevance. Follow local SEO best practices to appear in the snack pack results.
Optimize your GMB listings, metadata, URLs, content, click tags and website for mobile. Create a program to collect as many customer reviews as possible. Find keywords that match the interests and intent of your local audience segment. Your local SEO strategy needs to keep pace with the ever-changing local search landscape. Perform a local SEO audit to make sure you’re headed in the right direction.
To get the most out of local, you need to go social and search on the same page. Social media influences your customer’s purchasing decisions. But most brands don’t use social media properly.
In the digital age, social media is not a one-way communication channel. It must be a two-way street. Use social media to build your local presence. Find social media, online communities, and forums to engage with your audience and build deeper connections. Social media drives more traffic to your website, helping Google discover you and rank you higher.
3. Local content
Design your content to meet the expectations of local searchers. Ask yourself: what do the locals care about? What are their pain points? How do they make a purchase? What are they looking for before buying from you or competitors? What tone resonates with them?
Local content marketing is not about stuffing your content with local keywords. It is a question of intention. Leverage schema markup to link your content and form connections. Brainstorm with your team and use content planning tools to generate intriguing ideas that will keep your audience coming back for more.
The local marketing strategy must have an integrated approach. From landing pages to ads, you need to rethink everything from a local perspective. Sponsor local events, create and distribute local marketing materials, and leverage social media to increase brand awareness and drive meaningful impact.