The shift from Outbound Marketing to Inbound Marketing changed everything in the marketing game.
Marketers were used to targeting large audiences and creating strategies on a wide scale, and, then, tactics became more personalized and directed at specific buyer personas.
Even with that scenario, a huge number of prospects were still an important indicator.
However, local online marketing approaches came in, and some businesses started to realize that attracting just a few prospects based on where they live could be even more interesting and profitable.
Since then, the Digital Marketing world has turned it into a powerful way of optimizing results and generating brand awareness as well as conversions.
If you’re interested in knowing more about that, check out the following topics!
This post will go over:
- What is local online marketing?
- Why is local online marketing important after all?
- How to implement local online marketing?
What is local marketing?
The Inbound Marketing era brought attention to a new way of thinking: what if brands adapted to what customers already do, which is searching for answers on Google and taking the very first step to knowledge the brand?
Inbound became massive, and marketers all over the world started applying those tactics.
But, then, after a while, you had a whole new world of companies trying to fight for the viewer’s’ attention on the internet.
Big brands have money, so they work even more on personalized ads and segmentation.
And what about small, local ones? They were competing with those big market leaders.
That’s when marketers started to notice the power of local Digital Marketing. They started thinking that a way of winning this battle could be personalization based on region and areas.
So, now we have a definition. Local marketing is a set of tactics focused on a specific group of people that live in a particular place.
That can be a whole state or just a small town. By talking only to those that are nearby, you optimize the chances of getting them forward through the buyer’s journey. It’s a very smart way to deal with big competition.
Now, let’s analyze the customer’s perspective: consider if you as a buyer have the chance to buy a product from a big company that’s miles away from you and also have an opportunity to buy from a small business that’s close to you. By the way, for the sake of this example, both offer good solutions.
The first option is a big brand, sure, but they are farther. Whereas the second option is closer, so in case something unexpected happens with your product, you can easily and quickly get them to look at it.
After all, they’re just a few blocks from you. Since it’s that easy and fast to contact and get solutions, close alternatives are more attractive and reliable.
Sometimes, the user only wants to have a great experience without having to go all the way across the state or the city, for instance. They want to see what’s best around them, and local tactics are about showing them exactly that.
Why is local online marketing important after all?
Ok, but why is this a thing now? What are the most important points to remember when we talk about the effectiveness of local marketing? Let’s find out!
Less waste of time and money
First of all, you avoid waste of both time and money.
After all, your team will work completely focused on a limited set of prospects, investing all the resources and strategies to grab their attention. So it’s way less effort than it would be to target a wide group.
With local marketing, you’re surely getting a funnel with fewer prospects on top. That happens because the brand’s not going for everyone, but only for a small community of users.
Higher ROI and lower CAC
Also, the Return Over Investment (ROI) is higher, and the Customer Acquisition Cost (CAC) is lower.
With local tactics, you talk to people interested in discovering new solutions nearby, so the chances of a successful purchase are huge.
You need less effort, time, and money to bring them into the funnel as well, so the overall cost is smaller.
Another topic that has everything to do with ROI is brand loyalty.
Yes, that is such a buzz expression nowadays, and sometimes it feels like it’s way beyond our wildest dreams, but it’s easy to accomplish if you try a local digital marketing strategy.
After buying from you, if everything goes right with the experience, the customer will develop a relationship based on trust and loyalty.
In this case, the lifetime value is higher, as they always come back for more. That’s more likely to happen because you’re also neighbors.
So, it’s not like buying something from someone you don’t know and only have met for commercial reasons. It’s more like purchasing from a person you’re familiar with.
Another key point about those tactics is the buzz.
Think about it: if you have a small business delivering great experiences in a tiny neighborhood, users may easily spread that around to bring more customers in, don’t you think?
People like to share the experiences they have, and they also like to recommend places and products to each other. So, going local in a marketing strategy is a way of tapping into word of mouth to improve results.
That is also a great method to develop partnerships with different businesses located in the same area.
If you focus more on the place you live, you will get to know other companies as well. With that bond, it’s easier to improve customer experience, and the sky is the limit for new approaches.
How to implement local online marketing?
Let’s understand how we can implement that type of marketing in a company.
One good way of improving your local strategy is to get good reviews on the internet. Especially, on Google my Business.
Remember those reviews that come up when you Google a specific store or company location? That is essential because it’s important data for Google to see your brand is locally relevant.
Here’s what local reviews look like:
You can use remarketing to do the job as well. It means following the user around the internet, with specific ads that link to your website.
In this case, geotargeting is even more effective because it involves personalized ads based on the location people are when visiting sites on the web.
SEO is still one of the best techniques to attract, organically, visitors to your blog or site. This means that you need to look up for good keywords, that normally your audience is searching, and work them in your domain.
If made carefully, an on-page SEO strategy will also help to boost your results.
Adopting titles with the name of the city or state, personalizing the meta description, the content of the pages, the title of videos, and the alt text for images, you’ll be able to target locally.
Now, an example of how to use URL and page title in such strategy:
Google My Business
Google My Business is an easy tool that helps brands on the internet.
There you can fill out forms with your address, hours of operation, phone number, and anything that’s important about your business.
That data will be available to whomever searches for solutions that are close to them. Or even when they use a standard keyword, Google may display the info you gave them to show users you may be a good option to buy from.
Local Digital Marketing is all about sending messages to those who are nearby. You narrow your audience, so you can work focused on bringing them in and turning them into customers. With limited scope, the effort is smaller, whereas the ROI is higher.
And if you are thinking about investing in a local online marketing strategy, it’s really important to understand all the terms in the Digital Marketing ecosystem. Check out our glossary on the main terms and be up to date with your strategy!