When budgets are limited, local marketing creates better conversions and a more reliable monthly income.
by Crystal Covington
As our digital world has expanded, it has become increasingly popular for small businesses to market themselves nationally with e-commerce stores or online services.
The problem is that many of these businesses are abandoning their local marketing efforts in favor of a national approach, believing it to be a better option. They have been led to believe that focusing locally limits their potential base while national marketing opens the door to a larger number of potential consumers. While this is technically correct, the logic ignores the level of scale needed to convert customers nationally and the conversion benefits of local marketing.
Local marketing is less expensive than national campaigns
It is a well known fact that a person needs many touches to become a customer. We need to reach out to a potential buyer at least half a dozen times to convert (or become a paying customer). This requires both an investment of financial resources and time.
Using digital methods to do this usually means using multiple mediums to attract those potential customers and educate them to choose you. Common strategies include social media, digital advertising, SEO, PR and email marketing, to name a few. Spreading these marketing methods nationally is a major undertaking that often does not produce the results business owners expect.
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Converting digital traffic works differently
A business owner with a storefront in a large city recently described his decision to build an e-commerce platform on Shopify and launch promotions nationally. She spent about ten months using this method on a $3,000 monthly budget, and found that her sales did not increase. Her storefront revenue ranged between $32,000-$43,000 per month while her online shop earned only $3,000-$7,000 on average.
With $30,000 spent and hundreds of hours on the team devoted to building and managing the online store, she lost. She wondered why she wasn’t converting customers, and was making significantly less than her local storefront revenue when traffic to her store was much less than that of the site.
An audit of her site revealed a number of issues, including poor photographic visuals, product pages with little or no description, and no customer retargeting built into her site. This meant that his shop was not only making a bad impression, but was also not building long-term relationships with people who had come in the past.
In contrast, her personal shop was located on a busy neighborhood avenue, which meant that passersby could subconsciously be exposed to her brand as part of their daily routine. Once they were in his system, he sent them coupons to return, and usually organized special events to entice local customers. It’s a completely different customer experience, which is why his brick-and-mortar store was many times more successful than his. His online effort.
Location is a differentiator
Apart from just being an affordable marketing strategy, location is also a different factor that can aid in the decision making process for customers.
For example, someone looking for a freelance writer might be excited to learn that their potential assistant is based in the same city. It means you have something in common, and potentially lowers the barrier of trust by creating closeness.
In some industries, location can be a particularly relevant advantage because it means your company can also link to other local resources to support a major project. For example, an event planner may technically be able to work anywhere, but a local focus means having a list of tested, and quality local vendors, and resources that can save time, and a Can ensure quality event experience.
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Out-of-market local targeting
In some cases, your local market may actually be too small or there may not be a substantial need for your product or service. In this case, a great way to expand without becoming completely national would be to create a regional campaign or select specific cities or states to target. This allows you to expand your market without increasing your budget too much.
Doing this well requires solid market research to make sure you’re selecting the best possible markets, those that need your services, and aren’t already saturated with providers.
Local development can boost national outcomes
Ultimately, starting local, and working outward is a great way to maximize your advertising budget and can lay a foundation for future national campaigns.
For example, a virtual accounting pro who ran a local SEO campaign to promote her brand locally also found that her national ranking increased simultaneously. In a few months, she will expand her budget nationally while retaining her local leadership for a long time.
Going national later allows you to create a small test market to experiment with, and maximize conversions before moving to a wider market where there may be less room in your budget for test ideas.
No matter your industry, local marketing is a highly valuable platform for growing your business, and an essential component of a successful digital marketing campaign.
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This News Originally From – The Epoch Times