How Businesses Are Adapting Their Marketing to Stand Out Locally
If you have an internet device then unless you have purposely switched it off it's highly likely that your device is keeping track of your location, and that this information is being used within a local digital marketing campaign.
The businesses that are succeeding with local marketing campaigns are embracing this digital innovation to improve their marketing strategy, campaign planning and consumer engagement across the digital channels relevant to their audiences. Here is an overview of how these businesses achieve local success and the approaches behind it.
They know their audience
Modern businesses ensure that they have done their marketing research and they have an understanding of local consumer behaviour and the required marketing mix.
Being responsive to the economic and cultural characteristics of your local area in your digital marketing campaigns ensures that you connect to your target audience. For example, whether you're in Fashion & Retail, Food & Beverages or financial services, the tastes, trends, and expectations of your audience are vital information not only for your marketing campaigns but also for product and services development.
They are not afraid to outsource
It's now easier than ever to get digital marketing services and marketing communications support from a contractor or full service marketing agency for web design and development, IT & technology or digital advertising services support. Whether you choose an A-Team of independent freelancers, a small to medium (or maybe even large) partner agency, you can now get world class digital marketing support wherever you are, whether that's in South West England, North London or a remote Scottish island.
Social media services
Paid Social Media Management is one of the most common digital marketing disciplines successful businesses choose to outsource. Organic and paid Social Media campaigns are often a part time role assigned to full time employees, however the negative impact of this is that the employee can be pulled between this and their main role meaning that both roles suffer.
Google Ads Management
High performing local businesses engage a number of PPC management options, however many of the best performing Google Ads campaigns are managed by a dedicated Google Ads agency. Agencies typically have experience managing a huge range of ad campaigns, meaning that as a collective they have the knowledge and skills to improve campaign performance effectively and efficiently.
Creative Services
Business owners typically wear many hats, from finance to web design and customer service, and for many founders creative services like content marketing or graphic design do not always come naturally. Content is still King, so many successful business owners will outsource management of creative content marketing channels they are least comfortable managing themselves.
Email marketing
Successful email marketing heavily overlaps with content marketing as many successful email campaigns use content (blogs, guides, videos, reviews or tips) as the main source of value. However this equates to yet another skill to master both from the technical knowledge required to set up and maintain an email marketing campaign to the creative skills required to make every newsletter visually engaging and valuable.
They've most likely attended a digital marketing workshop (or 2)
Modern business owners are maximising the explosion of accessible marketing knowledge, from digital marketing masterclass webinars to live classes with UK marketing gurus.
They understand the power of local case studies
Documenting the successes you've already had working with businesses in your target areas shows potential customers that you understand the nuances of their location. It's also highly likely that they may know the businesses you've worked with adding another layer of trust.
They see online and offline experience equally as valuable
The companies that truly succeed in local online marketing follow through excellent online user experience and website services to amazing real life in person customer services. Appearing first in Google search results, and having high social media engagement or being the most memorable brand on social channels means next to nothing if a customer's offline experience is poor.
They rigorously measure and optimise for local marketing success
Depending on your business type you may need to merge multiple marketing analytics tools or CRM systems to ensure your actions are having the desired impact with local businesses.
Google Analytics still remains the cornerstone of measurement efforts, with specific emphasis on Website usage and browsing data for your target country, region (county/area), and town or city.
Continuous adaption is a must
Modern concentration spans, tastes and trends do not always last very long, this means that businesses that are succeeding are continually campaign testing and adapting their approach, optimisation and campaign assets.
The businesses that are flourishing now look into and try everything that may have value, they try again if things don't work and continually check back until they see the results they are looking for.
