Boost your business with a smart local Marketing Strategy
Published on 12 July 2024
Popping into a local shop versus visiting a giant chain store online just feels different, right?
That’s because there’s something special about local businesses - they're not just physically located within the community; they are the community.
And that’s their advantage.
Which is why, in today's fast-paced, slick-marketing world, having a strong presence right at home, amongst the people who are most likely to stop in and support your business, is incredibly valuable.
Creating meaningful business connections within your local community drives both repeat business and word-of-mouth referrals, giving your business a real edge.
But the big question is: how do you successfully market your business locally?
It’s certainly more than just setting up shop, throwing your doors open and hoping for the best.
There are a plethora of things you can do to help the process along.
But first – here’s why you should look local before you consider going global.
The benefits of local marketing
Local marketing goes beyond simply reaching an audience; it’s about forming a genuine connection with the community.
Think of a strong local customer base as a good friend - reliable, supportive and there when times get tough.
Plus, local customers are likely to spread the word about what you do in the most authentic way: through personal recommendations. Genuine reviews truly are worth their weight in gold.
What’s more, local marketing is often far more cost-effective and targeted than broad marketing strategies that cast a wide - but often irrelevant - net, reaching lots of people... but not the right people.
A locally-focused approach ensures you spend precious marketing dollars on reaching individuals who are most likely to purchase your products or services.
So now you know why local marketing works, the next question is how can you implement an effective local marketing strategy?
Here are eight effective ways to get in front of a local audience - and, most importantly, have them remember you.
- Join regional associations
- Participate in local events
- Establish local partnerships
- Design a customer loyalty program
- Engage with the community
- Leverage local SEO
- Get social media savvy
- Traditional advertising, gone digital.
Join regional associations and networking groups
Getting involved with regional business associations or networking groups can seriously boost not only your local visibility, but your credibility, amongst other local business owners.
These groups are a great way to make valuable new contacts, get your business out there and tap into local resources.
Plus, they often have their own member directories that offer extra exposure online.
How do you find them? Start with your local council or industry body, who will be able to point you in the right direction, or check out the City of Onkaparinga’s Business Association listing page which will give you a list of the Business and Tourism Associations in your area.
Participate in local events
Actively participate in or sponsor local events, festivals, markets and fairs.
These activities are a great way to get your brand out there and meet local customers face-to-face.
Consider setting up a booth at a local farmers market, where you can offer samples and gather feedback in real-time. Or sponsor a local charity fundraiser by offering your services up for auction in return for some exposure in their advertising.
Establish local partnerships
Team up with other local businesses to cross-promote each other’s products or services.
This not only broadens your network but also builds community goodwill.
Whether it’s co-hosting an event or offering joint promotions - like a local gym partnering with a health food store to offer discounts to gym members - it’s about supporting each other and growing together.
Design a customer loyalty program
Consider introducing a loyalty program that makes regulars feel extra special.
This could include a simple punch card system where customers receive a free item or service after a certain number of purchases, or setting up a membership club where participants can earn points towards a gift or reward.
It’s a small way to say thank you that not only makes customers feel valued, but keeps them coming back for more.
Engage with the community
Getting involved in local charity events or community service projects that benefit your local area can build tremendous goodwill.
That’s because it shows you care about more than just business - you’re invested in the wellbeing of the community too.
For instance, a hardware store might sponsor a kids sporting team, or a bookstore might host free monthly reading groups and donate books to a local community centre or library.
Leverage local SEO
More important today than ever before, it’s crucial to ensure those looking for local products and services find you first on Google.
How? By optimising your online presence for local searches.
This means setting up your free Google Business Profile listing, tailoring your website’s content to include local keywords, ensuring your contact details are consistent (and current!) wherever they appear on the web and encouraging happy customers or clients to leave reviews.
If SEO feels overwhelming, consider hiring the services of a professional marketing expert or copywriter to help.
Get social media savvy
Use social media to connect and engage with local customers.
Shout out local events you’re involved in, collaborate with other local businesses, feature your customers’ experiences and share images and information about your own products and services.
Create posts that tag other local businesses to increase visibility and engagement too.
For instance, if you own a café, you could post a “coffee of the day” with beans sourced from a local roaster, and tag the supplier.
It’s about keeping the local conversation flowing, sharing the local love and demonstrating commitment to your community.
Traditional advertising, gone digital
Last, but not least, don’t forget about good ol’ online directories and publications.
To reach more locals, make sure your business is listed everywhere it can be, like Google Maps and your local newspaper’s business directory, and keep those listings up to date!
Advertising in local e-newsletters, on popular local blogs and online forums can also attract more eyes to your business.
Adopting a local marketing strategy is more than just doing business locally – it’s about nurturing your business’s growth by strengthening your brand, and building relationships with the people most likely to help it grow.
By implementing some, or all, of these local marketing strategies, you can ensure your local business not only survives but thrives!
And if you need some extra advice and guidance?
Why not reach out to one of the incredible business mentors as part of the Southern Business Mentoring Program.
Appointments are FREE and available to businesses, including start-ups, operating within the City of Onkaparinga.