Even though it’s called the World Wide Web, online marketing absolutely can be conducted on a local basis. In fact, there are a number of situations when locally targeted marketing makes sense, even for national brands. What’s more, marketing using local listings also conserves capital, even while maximizing your potential for success.
Building Local Brand Awareness
Different regions of the country are unique in a number of ways. This makes marketing specifically to them easier and more effective. Catering to the particular needs of customers in these areas can give those shoppers reason to identify with your brand. In addition to enhancing brand awareness, promoting local deals leads to more engagement.
Striving to Improve Customer Loyalty and Retention
Employing local listings will enable you to speak specifically to your target audience in a given location. This is particularly true for mobile advertising, in which you can craft your messages to appeal to an individual based upon the location in which they happen to be searching. This helps previous customers find you more readily, enabling you to more readily keep them in the fold.
Gaining More Bang From a Small Budget
In this case, a granular focus can produce greater efficiency. In other words, training your budget on a smaller area can have more impact than trying to make the same dollars deliver significant results over a larger region. In fact, wasted impressions often result from broader targeting. Going smaller can actually improve your performance, which, in turn, amplifies your ROI.
Increasing In-store Performance
Ironically, thanks to the rise of mobile computing, shoppers are using hand-held devices to locate brick and mortar locations. In fact, according to a Nielsen study, the most popular methods of brand interaction via mobile device hinge on location. Some 50 percent of mobile users use their devices to find the location of a retailer. Another 39 percent call the business and 48 percent use smartphones to get maps and driving directions. Taking advantage of local listings with this in mind will attract more customers to your physical store.
Breaking into a New Market
When you’re entering a market for the first time, you have to create an initial splash. Locally targeted marketing makes this much easier to do, as you can build your campaigns around the exact characteristics of the local customer’s mindset. Yes, this means you’ll have to take some time to get to know your ideal customer in any given area. But once you do, personalizing your messages in local listings has the potential to render them considerably more appealing.
Locally targeted marketing absolutely makes sense in these five scenarios. They are also when Yahoo Small Business local listings make it a lot easier for your business to be discovered online. Try them today!