Friday, 19 October 2012

The Importance Of Local Marketing

You might think that the increasing use of the Internet to find products and services would mean that there is more onus on companies to extend their influence further afield. In fact, the opposite can be true. With the huge amount of competition out there, companies need to reach out to clients on a local level to build trust and differentiate themselves. Even the large global companies are hiring local marketing companies to boost their regional appeal.

It is not enough, however, to rely on word of mouth any more to promote a business on a local level. To rival their competitors, companies need to adopt a kind of multi-pronged approach, using a range of media and technologies.

For example:

Online: There are a number of online strategies you can use to improve your company’s visibility on a local level. When it comes to SEO you can, for example, include locations in your keywords to place in Meta tags or anchor text on links to images. All this will help if potential clients are dong online searches for local businesses. You should also get listed in online business directories and make use of local social networks.

Range Of Media: When it comes to creating awareness of your brand, marketing companies will tell you that it’s best to attack on as many fronts as possible. With that in mind, try and use as many forms of local media as you can. Send press releases to or advertise in local newspapers. Organise innovative promotional events and try to get interview slots about these on your regional radio or TV station. Whatever you can do to get your name well-known in the area, don’t be afraid to try it.

Use Traditional Methods: It’s important to keep up-to-date by promoting your company online or through the television – but don’t neglect more traditional forms of advertising. Sometimes a simple, eye-catching banner outside a shop can be far more effective at reaching out to local customers. The beauty of signs and banners is their immediacy and the effect they have on passing individuals. This is part of what generating local business is about.

Local Partnership: Another good way to establish a regional presence is to combine forces. Why not consider a partnership with another company in a complementary field? This way you can promote and recommend each other. You could also try doing work for non-profit organisations and charities in the area. This will present your company in a positive light, as one that cares for the local community, and also offers a great advertising opportunity.

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