Which Strategies Work Best for Local Brands?
There is a plethora of advice available online for businesses. From marketing to inventory management, you’ll find it all. Unfortunately, all too much of this advice is geared for bigger businesses and/or those with an online-exclusive presence. How can small businesses – especially those focused on a local audience – compete in the 21st century?
Taking advantage of online resources is one of the easiest ways to improve performance, but knowing which strategies are best-suited for a local businesses is crucial. Because of this, we’re going to look at which strategies are ideal for small businesses wishing to make a name for themselves in local markets.
Connecting with a local audience is easier said than done, but it’s easier for local businesses to do because they already have relationships in their communities. Whether it be personal friends or a small base of existing customers, pinging users on social media can provide small businesses with a local base.
Using networks like Facebook can be done both organically or via paid ad campaigns. If you have something relevant to offer customers or visitors, then marketing that at a local level is quite easy. Over time, you’ll build a larger audience and be able to convert that into more sales and in-store visits. Arguably, social media is the great equalizer for small, local businesses seeking to grow like their bigger competitors.
There are many ways to be seen when you’re a local business, but most of the online variations somehow wind their way through Google. As the leading global search engine, most of your web traffic will likely be funneled through this critical chokepoint.
Examples of services that can be useful for capturing local attention online include Google My Business and AdWords. The former is easy-to-use and setup, allowing your business to be identified by Google and more adequately assessed for relevant search results. AdWords gives you the ability to custom-target a variety of unique audiences at the local level and funnel advertisements to them. There are many other Google services that provide value to local businesses as well.
Whether you’re selling products or providing services, pinging users with content is a tried and true way to expand your audience and gain recognition. Especially true when providing relevant content that offers everyday value, this form of marketing can help you be seen by people you’d never otherwise reach. Whether it is via shares of your content on social media or a search query that leads back to your blog post, local businesses stand to gain massively from targeting audiences with locally-relevant content.
Not all strategies deliver beneficial results for local businesses. Some are simply too expensive, while others only provide benefit on a larger scale. These three strategies are among the best options for local businesses wanting to grow their visibility and expand their operations, and we hope these tips will be helpful to you.