No matter the size of your business, it is important to build a large base of local customers. Why? Studies have shown that the approximately 90% of customers to a brick-and-mortar store are those within a 15-minute drive. This highlights how imperative it is to target the local geographical area with advertisements. For this reason, it’s important to be aware of the best advertising strategies for connecting with local consumers.
#1 Citation Management
One great strategy for reaching local customers is to make sure that your business shows up on directories such as Google My Business with accurate information. This includes your business name, address, and phone number (often referred to as NAP), as well as additional details such as hours of operation or accepted methods of payment. Providing accurate and updated information is essential for businesses when attempting to reach local consumers. Nearly 9 in 10 consumers utilize the internet to find local business information.
However, incorrect information on directories can frustrate potential customers and cause your business to lose authority with Google. This is just one of the many reasons why citation management is an important aspect of your business’s local marketing plan. For more information, check out our post “The Importance of Citation Management”.
#2 SEO-Optimized Website
Consumers are looking for local businesses, but can they find yours? An updated website that is optimized for SEO is a great place to start. An updated website provides the latest information for local consumers while also helping to rank in search engines. Since almost half of Google searches are local information queries (according to HubSpot), having an SEO-optimized website is a great asset to potentially bring more customers to your business.
#3 Event and Charitable Involvement
Another great strategy for reaching local consumers is to participate in local events and become a part of the community. Consider participating in, advertising at, and/or sponsoring local events such as fairs or marathons. Be sure to also use the company website, social media, email newsletters, and other outreach opportunities to inform customers of the company’s involvement in the event and invite them to join you.
Donating to or volunteering with a charitable organization in the community is a great method for gaining local exposure. You can demonstrate your organization’s values while also advertising your business to local consumers. In addition to donating to and volunteering with the charitable organization, you can also promote of the organization online. This benefits both your business and the charitable organization. Examples include giving them a shoutout on social media or sharing photos of your company’s volunteer day with the charity organization.
#4 Traditional Media (TV, Radio, and Streaming)
Cable advertising includes broadcast and cable programming. Ad programs can be targeted based on the time of day, day of the week, and even specific programs so that you can reach your local audience when and where they are watching. Cable advertising is not only an affordable option for businesses, but also offers opportunities for hyper-local creative, ensuring that you are customizing your message for local consumers.
Radio advertising is a great way to reach local consumers, no matter where they are: at home, at work, or on the go. Radio—including local stations, public radio, and streaming radio—reaches approximately 9 in 10 Americans and is reasonably priced. Buyers can often negotiate a package including extras. Extras may include the DJs discussing your product or service, broadcasting from your location, or giving away a promotion. Radio advertising also offers options to vary ad frequency, reach your target audience, and more.
Streaming television is yet another powerful advertising solution due to its targeting capabilities, which include location, keywords, and interests. Although some streaming services do not offer advertising capabilities, there are several popular platforms that do, such as Hulu.
Streaming radio includes platforms such as Spotify, Pandora, and iHeartRadio. With a growing listenership and opportunities to target ads at local audiences, streaming radio is yet another great platform for local business advertising.
#5 Direct Mail
Another great strategy to reach local consumers is to bring your ads directly into the consumer’s mailbox. Mail pieces can reach your top customers to promote a sale, new service, or featured product. Direct mail is also a great option for sharing exclusive discounts and promotions or re-engaging with past customers via retargeted postcards. However, direct mail is not a medium for branding. Instead, your direct mail piece needs to motivate local consumers to take action quickly since mail is often only saved for a short period of time.
Start Reaching Local Consumers
Local consumers provide a great market for your business, so it is important to know and implement several strategies to reach them. These 5 tactics are a great place to start and Media Venue is always happy to help you implement them in your marketing plan. For more information on our services, check out our Digital and Traditional Advertising capabilities and contact our Media Director to discover how we can implement a marketing strategy to meet your business’s goals. Enhance your marketing investment with Media Venue!
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