Local businesses need to focus their marketing efforts on a
local level. This is because, with occasional exceptions (such as if you
operate an online store as well), your customer base will be overwhelmingly
local. Small local businesses need the support of their communities to survive
and thrive, and their approach to marketing should be different than a larger
company. Consider these ways to upgrade the local presence of your small
Target Locals Online
Every small business should have an online presence, even if
you primarily cater to locals in a relatively small geographic area. One of the
best ways to do this is to create and maintain a Google My Business profile,
which makes it easier for customers to find your local business when they
search online and a Flyer or Brochure Website. You can also create online advertisements that only target a
specific geographic location on services like Facebook and Google Ads.
Certain traditional ways of advertising can be beneficial
for small local businesses. For example, direct mailing campaigns can be highly
effective to get the word out about your business. In them, you can provide
coupons or special offers as an incentive for people to come in. Local radio
ads are also a possibility. Always evaluate the cost vs. return of each ad
before you decide to run it and focus on reaching your target demographic.
Attend or Host Local Events
A great way for any local business to connect with the
community is to participate in or even host local events. You should try and
match these events with something that is relevant to your business. For
example, a veterinary clinic or pet store should be sure to have a presence at
pet-based events. Be sure to create and share these events on social media.
Hire A Marketing Firm
There is often only so much you and your employees can do if
you are not trained marketers. Hiring a marketing firm is an option if your own
efforts have not been especially successful or if you are looking to take
things to the next level. Research a variety of firms and lean toward ones that
are familiar with your local area and industry. They can perform much of your
marketing efforts for you, leaving you time to grow and expand your business.
Small local businesses should always be looking for ways to upgrade their local presence. It can take some time to build up a relationship with a community, but once you do, your business may become a local fixture. Don’t give up and try different options until you find something that works.