Local Marketing: A 2023 Guide to Dominate Your Market

Local marketing is a top strategy for small businesses like yours looking to create an identity within their industries. Due to many changes within the business world due to the introduction of new technologies, the way marketing as you know is set for some major changes. It’s vital for small businesses looking to succeed and lead in their local markets to stay ahead of these changes in the field.

This guide includes best practices, and effective strategies designed to address the specific challenges and opportunities for small businesses like yours. In this article, we will dive into the latest trends, technologies, and consumer behaviors impacting local marketing in 2023. Most importantly, we’ll offer advice on how to apply this knowledge to your small business for success in your local market.

What is local marketing?

Local marketing refers to the marketing strategies that a business uses in-person and online to get its brand and products/services in front of local target audience members. It also includes being able to engage new and potential customers within a specified location with the intent of turning them into loyal customers.

Local marketing is most used by businesses that may have physical storefronts or service small businesses or individuals. With so many kinds of marketing strategies that your business can use, we’ll explain why local marketing should be one of them in this guide!

14 Local Marketing Strategies and Ideas You Need to Try

As a small business, it may be hard to come up with local marketing strategies that will lead to success and that will convert leads into long-term customers. However, with this guide, we will provide you and your small business with 14 local marketing tips.

1. Optimize your Google Business profile.

Google Business is an essential tool for small businesses like yours looking to succeed. Google Business is a resource that many business owners use in order to manage their online profiles. This resource is a free tool created by Google that allows small businesses to manage their online presence and to show up on search engines like Google Search and Google Maps. With a Google Business profile, your business can create and maintain a detailed business profile that includes important information such as your name, address, phone number, business hours, website, and a description of your products or services.

Another benefit to utilizing Google Business is that it allows you to interact with your customers by responding to any reviews, posting updates, and sharing important announcements. These kinds of interactions contribute to building trust and engagement with your customer base. This resource is a powerful platform for increasing your visibility and attracting local customers to your small business.

2. Engage in community activities.

Building a strong presence in your community is an amazing way to enhance your local marketing efforts! In order to do this effectively, you should consider participating in local events, fairs, or even charity events to increase your reputation in your community. You can also partner up with other small businesses for joint marketing efforts. Hosting workshops or even seminars not only establishes your presence and dominance as a small business but it can also bring potential customers to you!

In your local marketing journey try to show your commitment to your community by supporting local causes or charities, which can boost your reputation and convert leads to long-term customers.

3. Craft localized content.

Creating content that is tailored to your local audience is a great way to connect with potential customers. In order for your localized content to actually work you should begin with writing location-specific blog posts or articles that address topics, news, or events in your local community.

You should try to include local keywords in your website so you can improve your search engine rankings for local searches. Show reviews and stories from local customers to prove your brand’s trust!

4. Implement loyalty programs.

Loyalty programs are a great way to increase your customer base and to better improve your marketing efforts! These programs vary from each type of business, but may include a points system or even rewarding customers for repeat purchases. Loyalty programs help keep your customers and can even attract new leads to your business.

Loyalty programs come in many forms, but when done right, you can increase customer engagements and build loyalty within your customer base. Sometimes loyalty programs can sway customers who need more convincing to choose your product or services.

5. List in local directories.

A great way to enhance your local marketing strategy is by putting your business info in local directories. A local directory is basically an online platform or service that collects and displays business listings, often categorized by location and industry.

By listing your business in these local directories, you make sure that potential customers can easily find you when they try to search for products or services in your industry. It’s a simple but very effective way to boost your online presence and attract customers. Make sure to keep your directory listings up to date to keep accuracy and reliability for your potential customers.

6. Encourage customer reviews.

Customer reviews play an important role in shaping your online reputation and bringing in potential customers. Encouraging and managing customer reviews should be a very significant part of your local marketing journey.

As a small business owner, you should engage with your customers, respond to their reviews, and ask for feedback to show your commitment to providing amazing service.

7. Distribute flyers and postcards.

More traditional marketing efforts like distributing flyers and postcards can still be highly effective in reaching a local audience. By distributing these kinds of marketing materials, you can engage potential customers in your local community and provide them with a physical reminder of your business and what you offer.

8. Optimize your website to attract leads.

Your website is an important component of your online presence. Try to optimize it to attract leads by ensuring it is user-friendly, informative, and has clear calls to action so customers are more persuaded to use your services or products. Make your website a conversation starter and consider adding a web chat feature, such as Podium’s Webchat to provide real-time customer support!

With tools like these, you can increase customer interaction and make sure potential leads feel like their needs are being met.

9. Create SMS campaigns.

SMS campaigns are an excellent way to target your local audience directly and engage with them. Sending relevant text messages can drive revenue and build customer loyalty. Use tools like Podium’s ready-to-use texting templates to improve your SMS campaign efforts!

10. Encourage customer retention.

Customer retention is just as important as attracting new customers. As a small business owner, it is important to keep your current client base satisfied with your products and services. To keep your customers satisfied try implementing strategies to keep your existing customers coming back.

By offering loyalty programs, discounts, and great customer service you can significantly contribute to customer retention.

11. Sponsor local events.

Sponsoring local events is a fantastic way to increase your brand visibility within your community! It demonstrates your commitment to the local area and offers opportunities for direct interaction with potential customers.

By sponsoring local events your credibility and reputation also increase within your community, establishing your business as a trusted brand, and creating a positive image for both you and your small business.

12. Engage on social media.

Actively engaging on social media platforms with current and potential customers is essential for local marketing. Regularly post updates, engage with comments, and utilize social media advertising to reach a wider local audience.

By maintaining social media pages like Facebook, Instagram, or even Twitter, you can control your online reputation and make your business easily accessible to customers.

13. Create local landing pages.

Local landing pages on your website can cater to specific areas or locations, making it easier for customers to find the information most relevant to them. A landing page is the first page potential customers land on when visiting your site.

You should include general information about your small business that is easily accessible, such as business operation hours and the services or products you offer. This not only enhances the user experience but can also improve your local search rankings.

14. Partner with other local companies.

Collaborating with other small businesses can open up new marketing opportunities for your brand. Cross-promotions and partnerships can help you tap into each other’s customer bases and build a stronger presence in the community.

By incorporating these strategies and tips into your local marketing strategy you can propel your small business to new heights within your community and potentially into new markets, leading to long-term growth and success for your small business!

3 Trends Impacting Local Marketing

Local marketing is constantly changing, and staying up to date with the latest trends is vital for small  businesses looking to succeed in their markets. Here are 3 key trends that are currently shaping the world of local marketing:

1. Reviews

Online reviews have become the backbone of successful local marketing. The opinions and experiences shared by your customers hold immense power in influencing the decisions of leads. Whether it’s on Google, Yelp, or other review platforms, small businesses must recognize the significance of maintaining a positive online reputation. Responding to reviews, both positive and negative, and seeking feedback has become a standard practice to build trust and credibility within the local market.

2. Mobile Phones

The increase of smartphones over these past years has changed the way people interact with local businesses. Mobile devices are often the first point of contact for customers looking for products or services close by. To adapt to this change,small businesses need mobile-optimized websites, suited for local search. Additionally, mobile apps and text message marketing can also be used as effective tools for engaging with your local customers.

3. Customer Expectations

Customer expectations have changed significantly in today’s business landscape. Customers want convenience, and personalization. Small businesses are now focusing on providing services like curbside pickup, local delivery, and online reservations to meet these customer expectations. Personalization in marketing messages, recommendations, and loyalty programs are becoming increasingly important to create a memorable and satisfying customer experience.

As local marketing continues to transform, small businesses that adapt to these trends and prioritize reviews, mobile optimization, and meeting customer expectations will have a significant advantage in connecting with their local audience and thriving in today’s competitive market.

3 Local Marketing Channels You Must Master

Local marketing can be a complex and dynamic field that small business owners may struggle in navigating. However, there are tools you as a small business owner can use in order to master local marketing! To succeed in reaching your local audience, there are three key channels you can use to your benefit

1. NAP (name, address, phone number)

Your business’s NAP(name, address, phone number) information posted across all online platforms is an important element of local marketing. Ensuring that your NAP data is up-to-date on your website, social media profiles, review sites, and local directories is crucial for your customer base. This consistency not only helps customers find your business but also helps  your search engine ranking, making it easier for leads to locate you.

2. SEO (Search Engine Optimization)

Search engine optimization can boost your local marketing strategy. Local SEO techniques, like optimizing your website with keywords, managing your Google Business profile, and having high-quality backlinks, can significantly impact your local search rankings. SEO can help your business appear at the top of search results, making it more visible to your potential audience.

3. Sponsorships

Sponsorships of local events or philanthropic causes provide you valuable opportunities for connecting with your local community. By sponsoring local issues, you not only show your commitment to the community you are located in but it can also help you gain exposure and positive ties with organizations you support. Sponsorships are a powerful way for building brand awareness and loyalty in your local market.

Mastering these 3 local marketing channels can enhance your ability to connect with your local audience, improve visibility, and establish a strong presence in your community.

How to Create a Local Marketing Pricing Strategy

In a competitive local market, your pricing strategy can make or break your business. To ensure you set the right prices that resonate with your community, consider these 7 key pricing strategies. Each of these approaches can help you find the perfect balance that not only attracts customers but also ensures your business thrives within your local environment.

Here are 7 key pricing strategies to consider when creating a local marketing pricing strategy:

1. Price Skimming

Price skimming is basically setting higher initial prices for your products or services when they are first introduced to the market. This strategy is often used to target early adopters and maximize initial revenue. Over time, prices may be lowered to attract more customers.

2. Penetration Pricing

Penetration pricing is setting lower prices than competitors to gain a larger share of the market. This strategy is effective for small businesses looking to quickly establish themselves and compete with established competitors.

3. Competitive Pricing

Competitive pricing is essentially matching up your prices with your competitors. This strategy helps you stay competitive while avoiding pricing wars. Monitor local competitors’ pricing and adjust your own as you see fit.

4. Premium Pricing

Premium pricing shows your products or services as high-quality and justifies a more expensive price tag. This strategy is perfect for small businesses looking to emphasize quality and exclusivity. It can help maximize your profits since customers will be willing to pay more for a high-quality item or service.

5. Loss Leader Pricing

“Loss leader” pricing is pricing one product or service below normal cost so you can attract local customers. Once they’re in your store or using your services, you hope they’ll purchase other items at regular prices. This strategy can increase overall local sales and customer loyalty/satisfaction.

6. Psychological Pricing

Psychological pricing uses pricing methods that influence how customers perceive your products or services. For example, setting prices below a whole number like $9.99 instead of $10 can create a perception of a lower price.

7. Value Pricing

Value pricing focuses on offering the best value for the price. It’s about making sure that your customers see the benefits of your products or services as worth the cost. Communicate the value you provide to the local community through effective local marketing.

When creating a local marketing pricing strategy, your target audience, and your business’s value. Combining these pricing strategies or adapting them to the local market can help you optimize your strategy for local success.

Local Marketing: Crucial Concepts You Should Master

Local marketing is a very dynamic and competitive field that requires an understanding of key concepts to succeed in today’s market. Here are some key concepts you should master to improve your local marketing strategy:

1. What is geotargeting?

Geotargeting is delivering content or advertisements to a certain audience based on their location. Understanding and using geo targeting can help you match your marketing messages to local customers, increasing your relevance and engagement.

2. How to rank for “near me” searches?

Optimizing your local SEO for “near me” searches is very important for attracting customers in your area. Learning these strategies to rank well in local search results is critical for small businesses.

3. How to build an online presence for brick-and-mortar stores?

Creating a strong online presence is vital for physical stores. This involves optimizing your website, using social media, and leveraging review sites to connect with your local audience.

4. What is cross-selling?

Cross-selling is a sales technique that basically involves offering additional products or services to customers based on their current purchase. Mastering cross-selling can increase profits and customer satisfaction.

5. What is omnichannel marketing?

Omnichannel marketing focuses on providing a consistent customer experience across various marketing channels. Understanding and using omnichannel strategies can help you engage local customers from in-store to online.

6. What is local SEO?

Local SEO is a set of practices aimed at improving a business’s visibility in local search results. Learning about local SEO is vital for achieving a strong online presence and attracting local customers.

7. Lead Generation

Mastering lead generation is fundamental for local marketing success. Learning how to capture potential customer information and convert leads into customers is a key aspect of your local marketing strategy.

8. Google Local Services Ads

Google Local Services Ads is a paid advertising platform that can help boost your visibility in local online searches. Understanding how to use these ads effectively can help you connect with local customers seeking your services or products.

By mastering these crucial local marketing concepts, you’ll be better off to navigate the local market, engage with your target audience, and ultimately achieve success in your community.

Dominate Local Marketing With AI

While artificial intelligence (AI) may seem a bit intimidating for everyone, including small business owners, it can actually serve as a really great and effective tool to help you on your local marketing journey. AI can completely change and improve your marketing plan and help you gain even more customers while not having to spend too much on an extravagant marketing plan. There are many platforms you can use that will help you achieve more profit and maintain a loyal customer base and one of these include Podium. With Podium you can communicate with your local customer base, respond to reviews and messages, and respond to customer questions instantly with our AI Assistant Tool.

This resource is a great tool to reach out to leads and grow your small business. Podium’s AI Assistant and other valuable resources have proven effective at growing small businesses like yours!

By using AI in your local marketing journey, you can simplify your processes, increase your efficiency, and dominate the local market. The AI Assistant from Podium is your key to achieving these goals faster!

Ultimately, every business is unique and your business’s local marketing strategy should reflect the methods that are best suited for your brand, goals, industry, and customers. No matter which local marketing tactics you choose to test, Podium can help.

FAQs:

Q: What is the role of local marketing?

A: The role of local marketing is to advertise your products or services to a specific area or local community. It is meant to establish a strong presence in local markets, attract local customers, and build a loyal customer base. Local marketing can help businesses connect with their community and improve their visibility, which may drive revenue growth.

Q: How do I start local marketing?

A: Starting with local marketing involves many key steps. First, claim and optimize your Google Business listing with the correct information about your small business. Next, create a mobile-optimized website and create local content that your clients will connect with. Use social media platforms to engage with your local audience, and actively seek customer reviews. Collaborate with local organizations and businesses, and maybe even consider implementing paid advertising or local SEO strategies to boost your visibility.

Q: What is local marketing with an example?

A: Local marketing is a strategy that focuses on promoting products or services to a specific area. An example of local marketing for a dental practice might include using targeted ads to reach people in the nearby area, offering special discounts on teeth cleaning or check-ups to local customers, and actively participating in community health fairs or sponsorships to establish a strong local presence. By implementing these strategies, the dental practice may attract local patients and create a loyal customer base within the community.