For many small businesses, the local market is very important. To have longevity, it can help to develop a relationship with your community and foster recognition. Here are seven local marketing tips to consider.
1. Get Involved with Local Nonprofits
Nonprofits are appreciative of small businesses giving charitable donations. You can also have employees volunteer, or you can host a raffle to benefit the nonprofit you wish to support. Research which nonprofits are in your area, and find a cause that you believe in, and that you believe that your customers might also be interested in supporting. Perhaps you can donate a portion of your sales to charity or ask customers to round up to the nearest dollar to donate.
2. Sponsor Local Events
Sponsor local events. These can include nonprofit-affiliated events and others.
"Sponsoring charitable events in your local community provides a golden opportunity to raise brand awareness," says Anita Campbell in a post on the SBA blog.* "Make sure the event or cause is not only something you believe in, but also something that might appeal to your target customers. For example, a toy store might not do so well sponsoring an event at a local nightclub. Sponsoring a kids’ sports team would be more relevant.”
You can also sponsor charity walks, local adult sports league events, school programs, or business organization events, such as those put on by the local Chamber of Commerce or Rotary Club.
3. Build a Web Presence
A web presence is important for ecommerce businesses. It's critical that local consumers are able to find you online, so they know how to find your store and location. Most people aren't using the phone book these days. They should be able to find you on Google and social media channels. Keeping up with social media also allows you to update your customers about company news, events, discounts and other relevant information. Maintain a professional-looking website where customers can find information they might need.
4. Encourage Customer Reviews
Encourage customers to review your business online. You can ask them to do so in person when they visit your business. Send email follow ups letting them know how helpful it is to have positive reviews. Include a call-to-action on receipts and/or invoices and have attractive imagery around your store that encourages reviews.
5. Form Partnerships with Other Local Businesses
Find other businesses in your area that would make great partners. Research possible candidates in your area and learn about their markets and values. Determine their reputation and credibility and assess their compatibility with your own business. For example, do you have similar customers without directly competing? You might be able to drive referrals to each another.
6. Use Locally Targeted Social Media and Search Ads
In addition to your online efforts to manage a website, you may add to results and visibility if you pay for localized social media and search ads. You can get very targeted with these to reach the types of people who are most likely to be interested in your products or services.
7. Use Local TV and Radio Ads
Even though online marketing is a focus of our current age, advertising like local television and radio can still be effective. They can provide wide reach while helping you target specific demographics. Traditional radio and TV can also lend an air of credibility that some online advertising might not.
Local marketing is critical for small businesses. As appealing as it may be to
have a wider audience with the web, meaningfully engaging with your local
community may help deepen customer relationships.
* https://www.sba.gov/blog/10-local-marketing-strategies-work
