What is the Local Marketing?
The Local Marketing is the set of communications and marketing activities that your business or company must implement in order to bring more customers into your store – or any other location where it will complete the transaction – and raising the profile of your brand.
In this article of Local Advertising Journal, we reveal six easy tips to put into practice for your marketing strategy at local level and to create a strong synergy between your local online activities and in-shops and vice versa.
Local marketing: Many changes for your local business
In recent years, what seemed to be the trend of the future, where the shops in the center closed in favor of an ever-increasing amount of e-commerce, it has been reduced to an almost unexpected phenomenon, but in some natural ways.
It re-emerged strongly the need to forge local relationships and make purchases from small local stores where to create a relationship of trust and more human.
The web has thus become more and more a tool to understand and investigate the context that surrounds us and that we live every day. You will certainly happened to googling information about the local activities of your city or end up in a store after having appreciated the Facebook page of the same. From this radical change, as these necessities comes the local marketing.
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The mobile marketing key for local marketing
The mobile devices that we use every day are becoming increasingly influential in the purchasing behavior of our customers. Google has just released a set of data that more and more highlight this trend. Big G says in fact that 64% of mobile users consult with device before they go into a shop to buy a product and 76% of consumers performing these searches visit the physical shop within 24 hours. Yes, you read that right, 76%. Of these 28% then proceeds with the final purchase.
The above data are remarkable and we have to figure out how much importance we give more and more to our traditional and digital marketing strategies. The young local marketing is a topic that is gaining increasing value, day after day, within marketing strategies at the local level and that will grow exponentially.
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In the following sections of this article we will look at 6 simple actions of Local Marketing and Local SEO that can implement the relationship between local online marketing activities and activities in shop.
1) Tailored newsletter for customers of your shop
One of the most simple activities that you can immediately get started is to ask customers their email and its far nothing new. A good habit would be to combine then these mails by category in order to send each customer the email more appealing to your interests.
Take for example a customer who buys tea, herbal teas and spices excel as both online and in their store. For example, if Ariana is a loyal customer who always buys spices, but never bought teas, insert her email in the list of those most interested in spices, to send not only the offers and new arrivals, but also blog articles about spices, interesting post found online and maybe dedicate a special offer for that category.
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2) How to get more reviews: Lifeblood of local SEO
The reviews for a local business are extremely important for their strategy Local SEO.
Research shows that … “88% of people trust online reviews as much as personal recommendations”
Getting reviews is not difficult when you offer a service or a product of great quality that fascinates its customers who, with pleasure, give positive review naturally to your local business. But how do you get more reviews on Trip Advisor, Facebook, Google My Business or your site beyond the “natural”? A simple and practical that you can implement right now it is to give something back to your customers in exchange for a review. It may be a little discount, a gift parcel, a product for tasting or even a simple coffee offered after a meal. In this way, not only you will get an online review it probably won’t have received, but also it will demonstrate helpful and attentive with your customers that will certainly appreciate.
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3) Calculate the ROI of your advertising campaigns for your local business
Until a few years ago on the advertising company, it was almost entirely the prerogative of big brand or who could afford to be followed by a team of digital marketing professionals. Today advertising tools offered by the various platforms (for example, Facebook Ads and Google AdWords) have been simplified so that anyone in a few clicks can create a paid to promote their online business. We can also track conversions that take place in shops starting from an online advertising campaign.
One of the easiest methods is to offer a coupon for people who come into the store because they saw our ad on the company. For example, imagine you have created a sponsored post on Facebook with this message “From today at our store you will find the new line of products ‘Ready to Eat’, come and discover it! 20% discount for you on all new ‘Ready to Eat’ line with the secret word ‘IWANNAEAT’!”.
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With this simple forethought, we can measure the ROI of our campaign and find out if it was actually effective or not. Simply divide the total spent on sponsored posts to Facebook for the number of people who have adopted our dedicated discount coupon. To find out what is actually there it costs per conversion, and if indeed these conversions have brought a greater gain of the spending made in advertising.
4) Dedicated Products and previews for fans and followers
Would you like to increase the focus on a new product by your customers? Are you searching for a way to “pamper” your community of fans and followers of the company? Would you like to create nice and unusual initiative to bring more people into your local business? Then the next tip you will love!
Take the case of a clothing store downtown that is ready to launch its new line of sneakers for the spring collection, and who wants to do Monday, June 1. An initiative sympathetic and catalyze the attention on the new line would be to make trialing and allow the purchase of new shoes to fans and followers already the last week of May, making a call on their specific company. The creation of a dedicated product – even if temporarily, in this case – solely and exclusively to their fans not only gratify those who already follow them for a long time on the company, but will ensure that anyone who still does not be pushed to do so to access initiatives and promotions exclusively for the fans and followers.
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5) Enhance your online content in your shop
The information content and in-depth relevant to your product / service and the values they embody are of great importance for those who understand what the narrative is a fundamental aspect in a local marketing strategy. All of you will have heard of content marketing and storytelling and then you’ll know how in most cases is not to sell the product, but the product narrative.
Assuming that this concept is already well established in the mind of each of you and then you produce already beautiful online content that tell your products and services, your brand and related issues, you may want to deliver this content even offline, in your store for your customers who do not follow your online communications. Create a magazine monthly print and collect post of your blog and you can give to your customers or make infographics / posters that summarize the key concepts of your enrich online content value of your products and services. It will push those who do not follow your blogs and social to want to learn to access all other content that you have produced and that you will release in the future.
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6) Go live! History and values of your local business directly
The 2016 saw the explosion of the phenomenon of direct online “Facebook Live” become increasingly high numbers in terms of both production and use and other platforms such as Periscope. These tools are very useful for telling about your products and services in a transparent way in a form that users increasingly appreciate. They are simple to make – you do not have a royal or no post production – and they will be video content – in the case of Facebook – that will remain forever and that you can reuse at any future time.
Take the example of a small company that produces bags from recycled materials, from old inner tubes of bicycle with recycled PVC banners from the fairs and sells both online through its e-commerce through their physical shop. This local business could take advantage of “Facebook Live” to show the creation of their product, describe the steps that lead to the creation of the same and tell the origin of recycled materials. An equally you can use Periscope in a really very creative way. Once the product is purchased online, in the mail of thanks we could plug a live link Periscope realize the bag purchased. The link could also share it on twitter where, 24/7 would be accessible not only from customers but also from our followers and if we are lucky who do not know us yet.
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The use of live video will then provide additional content to the client, increasing the product’s value and reputation of our brand, but will also serve us to make us learn more from those who are already following us and who still does not know however that there will be so encouraged to visit our e-commerce or retail outlet.
We arrive here at the end of our article through the simple activities to implement the relationship between online and shop. Over time, surely we will continue to address the issue of local marketing that we like so much in our journal. We invite you to continue to follow us.
The activities to create a synergy between online and in-shops are so many and we have discuss only six today, we would like to know which ones you made, those who believe apply and those in which instead does not make sense to invest. We will be happy to read your comments and discuss together this exciting topic.