Some tips on digital for Local Area Marketing.
Not so long ago, if we wanted to buy a kitten, the first thing we’d probably do is grab our old, dog-eared copy of the White Pages and look at all the ads for pet shops in our area. If out of the local 20 physical pet shops, only 16 had placed an ad in the phone book, it’s highly unlikely we’d end up buying that cute little kitten from one of the remaining four pet shops.
In some ways, little has changed over time. Those same small businesses that market themselves well and advertise in the right places at the right times will be more successful than those that don’t. These are the 16 pet shops of today, which are still doing their best to be ‘found’ by the customers that are looking for them.
In other ways, there’s been a massive shift. The marketing marketplace looks nothing like it did ten or fifteen years ago. Today, if you only advertised in the White Pages, none of the people who used an online search engine, like Google, to try and find a “local pet shop that sells kittens” would be able to find you. And year on year, all the data is showing us that more and more sales are taking place through some form of online interaction, increasingly using a smart phone or other mobile device.
Digital marketing has changed everything
If you have a digital presence, the web has made it possible for your business to be discovered by anyone, anywhere in the world, at any time of the day. If you run a global eCommerce empire like Amazon that level of reach gives your business an incredible boost, but how do you use your digital presence to your advantage if you’re only a fraction of the size?
Where once we turned to the phone book to help us find what we wanted, we now almost exclusively use search engines, online directories, review sites and social networks to perform the same role.
If you choose the right tools for your operation, you can better advertise your business to your local audience, which will improve the chances of your company being chosen over one of your competitors.
Search engines – use keywords with local meaning and relevance
Search engines, like Google, are the most frequently used tools for finding things that people want. By advertising on them using keywords that describe what you do, you can make sure that only people in certain locations will see your details by limiting your campaign to a specific radius around your business area.
Look for your local social networks
Social networks and local entities like local papers and radio stations, offer business pages, as well as paid advertising to target local customers so they can use digital for Local Area Marketing. Facebook, for example, can work out where people are, and in a similar way to search engines, lets you tailor your ads so that only people who are nearby receive your message.
If you’re not confident about managing paid advertising on social networks yourself, there are a number of ways to get started such as attending networking events and workshops to seek advice from those with a little more experience.
You could also do some online learning through programs like Google’s Digital Garage; or even outsource your efforts to services that offer to manage your social advertisements entirely for you.
Local directory and review websites are worth considering
Local directory and review websites usually allow your listing to appear for free. Often, they’ll let you pay a small fee for your ad to be shown in premium locations, such as their search results and even on your competitors’ listings.
Creating relevant messages for people who are nearby
If you know that the person receiving your message is reading it nearby, you can use that information to speak to them more directly about them needing something ‘now’.
Local advertising channels can also offer some unique features, like listing your hours of operation or only showing your ads when you’re open. If you know that your potential customer is using a smartphone or mobile device, you can use some of their in-built functionality to help them find you more quickly.
Making the most out of the latest mobile phone technology
Firstly, and most importantly for digital for Local Area Marketing, make sure you have a website that looks good on all mobile devices and that the correct contact information is prominently displayed.
Next, make maximum use of the functionality that sits on most people’s mobile devices. Because you know that your potential customer happens to be in the immediate vicinity, you could use the GPS function on their device to see where they are and direct them straight to your door. You can also let them ring your phone number with a single tap, or let them browse all your great reviews — or connect via Facebook, Instagram Business pages, WhatsApp or Messenger.
Finally, always make sure that you’re keeping up-to-date with the latest mobile phone technology and change your marketing strategy accordingly.
And, in the next few years, 5G will start to shake things up. Find out more.
With thanks to AusPost.