Local marketing can be simply described as any marketing activity which puts your business in front of consumers within a certain radius of your location. While that’s straightforward enough, there are lots of different types of activity that fall under this neat umbrella.
Local marketing is especially important for small and medium businesses which rely on clients physically visiting a brick-and-mortar location to make a sale or access a service: dentists, physiotherapists, and chiropractors for example or retail stores without an e-commerce presence, bars, and restaurants, locksmiths, plumbers, a builder’s yard or car dealership. Our research confirms that within the last 12 months, 90% of consumers have used the internet to find a local business. Local marketing is therefore vital to connect your offering with those in need of a local service provider or retailer.
By its nature, local marketing is highly geographically specific. This means it’s important to carefully consider your strategy as you need to be sure that all of your efforts are being directed at exactly the right person within what could well be a small geographic area. The danger with local marketing is that you think too big and waste budget on incorrect location and consumer targeting.
Casting too wide a net means your precious funds (and time) will likely be spent trying to gain the attention of people who are too far away to ever convert – 93% of consumers say they won’t travel more than 20…