Local Marketing Explained

Advertising to the Local Market

What is Local?

Local marketing is defined as targeting a local neighborhood or town. A business normally wants to target its marketing activities on the community around them to get the most out of their marketing dollars. All their messages are tailored toward the local people living in the immediate neighborhood. A business or can choose to market through snail mail with letters, postcards or brochures. Other forms of local advertising are sponsoring local teams or events. A business may also reach their customers with local papers, flyers, yellow pages or internet search engine results. The goal of local advertising is to reach consumers who are in the vicinity of your business. A local business will get repeat customers who (hopefully) become loyal customers. They can also gain new customers through various new marketing campaigns such as advertising in the local internet search results. This is called PPC or Pay Per Click advertising.

Who Does It?

Small businesses use local marketing more than large national corporations. Small businesses such as restaurants, hardware or grocery stores, dry cleaners, or any type of service business can benefit from this type of marketing. It is easier to capture the local community’s interests than trying to go out of town for sales. A small business will also want to connect with their community. The goal is to have more people talking about them and telling their friends too. This will help them build a loyal customer base that will support regularly. Another good reason small business choose local marketing. Some larger companies who prefer using local for marketing are franchise businesses. They hold larger name recognition belonging to a national corporation. However, franchises always focus their marketing efforts toward the local community. They want to gain the customer base that is closest to them in order to increase their sales and brand awareness.

Customers Targeted

The goal of local marketing is to target a customer close to the business. The small business or wants a customer who will come back. A loyal customer is an asset to a small business, because that customer will bring more repeat business and hopefully other customers to the business. Restaurants, retail shops, and service businesses focus their marketing on customers in a ten to fifteen-mile radius. Small businesses in busy urban areas may choose a lesser radius due to the larger number of people living in the small radius.
Businesses that focus on local marketing must constantly come up with different and fresh campaigns. The competition is sometimes greater because there are more local businesses wanting a share of the same market. A surefire way to reduce competition is developing a specific niche for the business. An example is a dry cleaner specializing in leather clothing or an HVAC company specializing in commercial repairs and service. The local advertising campaign can focus like a laser on those niche customers.

Websites Optimized For Mobile

Top Reasons to Invest in Mobile Website Design and Digital Marketing
Mobile Websites and their Rapid Evolution
The mobile device has taken on a strong market share in recent years. Most people are online using their mobile phones. Businesses have opted to pursue website designing that accommodates mobile in order to reach more consumers. Mobile phones, pads and other gadgets that are used on the go are designed for convenience. People are able to access information on a real time basis no matter where they are. This is the reason why businesses must also evolve to make sure their consumers find them online no matter the gadget they use. Mobile Website searches are usually of a more urgent nature than desktop searches. Mobile Website Design in the legal profession has become very important due to this.
A Couple of Reasons to Have a Mobile Website
1. Most users on mobile will search locations and places using search engines. They want to find quick answers to their queries. They want to find the closest retail shop or best law firm in their current location. They’ll search online and choose the one with the most reviews, or the one that appears first on the search engine results. If they’re looking for a restaurant, they’ll find one with rave reviews and clear directions as to the restaurant’s physical location. This is the reason why it is important to invest in a site that is responsive on a mobile. On top of searching for places and locations, shopping has gotten easy using mobile phones. The use of apps and memberships allows users to find the best deals in an area before others. Even the US Government has apps on their sites. This way, if they’re driving near their favorite store, and they find a good deal, they’re more likely to stop by for a purchase.
2. A person who is searching for an item on their mobile phone is more eager to buy than one browsing at home. The user on the mobile phone is probably seeking for a better deal. They want to be able to have different choices. If your site is online and you’re in their vicinity, they’re likely to check out your products, compare them to others and make a choice. This is the reason it is advisable to make product catalogues accessible on mobile phones. Have a mobile website designer tailor-make your site to respond to mobile screens. Make sure that consumers are able to navigate through the products without any challenges. The easier it is to access your products and services, the more likely the consumer is going to purchase them.

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