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Local Content marketing offers businesses an easy, cost-effective way to target their most loyal customers in their geographic area. It’s also an effective way to grow your business and generate new leads. If you’re not already doing marketing in your local area, you’re missing out on a huge opportunity to grow your business. There are plenty of great reasons to start local marketing as well as a few things you should avoid so that it doesn’t backfire on you. This article covers everything you need to know about starting a successful local marketing campaign for your business.
Create Local Content Marketing That Converts
Local content marketing is more than a series of blog posts. It’s an entire marketing strategy that includes creating quality content, publishing it regularly, and building a community around the content to gather email addresses and build a loyal customer base.
Local content marketing is the process of writing and publishing articles that are relevant to your audience.
This content can be for any topic and can be informational, educational, or sales-focused. You can also create local guides and how-to’s for your audience. Tailor this content to your audience, including their interests and preferences, and you’ll be able to create content that your potential customers will find useful and find it easy to consume.
Local content needs to be created with one goal in mind - to convert visitors into customers. If your content isn’t attracting new customers and instead just pushing the same old sales leads through your funnel, then it’s not working and you need to change it.
Research and Analyze Your Local Market
The first step in launching a successful local marketing campaign is to conduct market research. This can be as simple as visiting your business’s current customers and asking them what they like about your business.
Or, it can be conducting a more structured survey with participants that allows you to collect data on demographics, purchasing habits, and other relevant information.
Next, analyze the data you’ve collected and identify the areas where you can improve your services or improve the customer experience. If you notice that a specific demographic is struggling with their order, you could offer to send a gift certificate or offer them a discount on their next order. If a customer has a complaint about your products or services, you can use that feedback to improve your offerings.
Focus on Benefit-Based Marketing
When it comes to local marketing, there are a few things you need to keep in mind before you start writing or creating content. First, your content needs to focus on benefits. What are customers getting out of your products and services compared to other products and services they could choose? It’s better to focus on the benefits customers receive from your products and services than it is to focus on how good you are at writing sales copy.
This is a subtle shift from the traditional focus on the features customers will receive. However, benefit-based marketing is still focusing on the features customers will receive, just with a different focus.
You also need to avoid the temptation to try and be someone you’re not. The best local businesses love their products and services just as much as customers do, but they also want to be helpful and provide value to their community. If you’re trying to be someone you’re not, you’ll come across as fake and that will harm your brand.
Track What Works and Avoid What Doesn’t
While you’re creating and publishing your content, take the time to track the results. You can use tools like Google Analytics to track traffic to your site and track the conversions that occur. You can also look at social media platforms to see how many people you’re attracting, where they’re coming from, and how long they spend on your website.
In addition to tracking results, make sure you’re also recording your failures. What didn’t work? What articles did you publish that didn’t get much attention? What events did you attend that had no impact on your business or brand? These will help you identify what’s not working and what needs to change so that your local marketing efforts produce better results.
Don’t Forget Offline Marketing Strategies
There are a number of offline marketing strategies you can use to help boost sales from your online efforts. First, host a small event or mini-conference that attracts customers to your business and allows you to make in-person connections. This can be as simple as holding a free educational seminar, hosting a networking event, or participating in a local industry conference.
If your business primarily sells products online, you can also consider holding in-person sales events that cater directly to your customers.
These sales events can be as simple as selling your products at a fair or as fancy as setting up a pop-up store in your customers’ neighborhood.
Keep in mind that any sales event needs to be relevant to your audience and have a benefit that is relevant to your business and customers. You don’t want to just be selling your products, you want to be selling something that customers value.
Conclusion
Local marketing is an excellent way for businesses of all sizes to connect with their current customers and attract new ones. But you need to approach the process with a strategy in mind.
Start by conducting market research so that you understand your target customers better than they know themselves. Next, focus on creating content that benefits your customers and avoiding cheesy, over-the-top sales copy. Track what works, avoid what doesn’t, and don’t forget offline marketing strategies like holding in-person events and selling products.
With these tips in mind, you can start building a successful local content marketing campaign for your business.
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