Monday, 21 October 2013

Should Your National Business be Marketing Locally?

Maybe you started a new business that took off overnight, or maybe you’ve been diligently building you brand for years. Perhaps you’re even an online business that’s always sold all over the country and you’re just not sure where to go from here.
One of the smartest things you can do for your national business is to micro-focus your marketing efforts. You don’t have to have a brick-and-mortar store in every small town to effectively market locally, but there are a few things to keep in mind…

Local Search Results Matter
If you’re not capitalizing on local search terms, you should be. Paid search campaigns as well as a solid, local-keyword focused SEO program are a great start, even if you need to bring in an expert to help. Statistics say that 88% of people who type in a local search query either call or visit the business they look up within 24-hours. That’s incredible!

You Already Have a Leg Up
If you’ve got a national business your website is probably already better than most locally-owned small business websites anyway. Over 60% of local business websites don’t even display the business’ phone number! Use your digital advantage to grab customers who really want convenience and professionalism, regardless of where the business is located. Make sure your initial landing page gets people through the buying or contact process quickly and efficiently.

Mobile is the Future
The great thing about mobile internet usage is that it levels the playing field between local and national businesses. If you can get an app, a local coupon, or even a paid search ad in front of a customer across the country you can win that customer. Estimates show that mobile usage will overtake desktop usage as early as 2014 and locally-based businesses are more than behind the curve when it comes to most mobile marketing.

Word-of-Mouth is Your Best Tool
By marketing locally, either using traditional avenues or online, you’re able to hyper-focus your benefits on a specific target market. If you become the go-to in this market by providing superior service, products, etc., then you can count on this core to spread the word, particularly in rural, harder-to-market to areas. Finding the way in is the hard part, but once you’ve got a loyal base in a super-specific local zone your marketing can be more hands-off.

Local Email Marketing Works
Statistics show that 66% of “decision makers” check their email by phone. That means that locally-focused email blasts can really, really work if you plan them correctly. It’s worth investing in geographically-specific customers lists or even working with local marketing companies in an area you’re trying to reach to get in front of these customers. 

The great thing about marketing locally is that it can be done many, many different ways. You don’t have to put up a billboard on every rural route to be “marketing locally,” you simply have to know the needs of a geographic area and speak directly to those needs with your marketing plan. It may be a little more work to segment your marketing this way but ultimately, it’s worth it.

this is a guest post by Ryan Currie,a product manager at, with 5 years experience in online marketing and product development.  In addition to web related businesses, he also enjoys the latest news and information on emerging technologies and open source projects.

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