Local Marketing & How to Get It to Work for Your Business

If you run a company that depends on local customers, marketing within your community is an essential skill to learn. Beyond creative or catchy advertising, building a business is about developing human relationships. Your marketing should have the objective of reaching out to prospects in a way that's meaningful and personal. Here are some ideas to gain your local market's attention in a positive way.

Shake Hands

Introducing people to your company face-to-face is something that's more impactful and much harder to forget than simple advertising. Old-fashioned networking is something you can do everywhere you go, whether it's attending a party or waiting in the checkout line at the store. Engage in friendly conversation, mention your business, and end each dialog with a handshake and a presentation of your business card. Include your website's URL on the card. Successful restaurants, like Tony Roma's, take advantage of internet mapping tools to guide customers straight to their locations.

Make Employees Your Ambassadors

Encourage employees to become community advocates. Give them freebies like mugs or T-shirts emblazoned with your name and logo, and encourage them to give them away. You could provide employees small rewards, family discounts, or bonuses for referring new customers in their daily activities. Younger people tend to have wider social circles, and 50 percent of their friends do online searches for places like restaurants while still in the car. Just be sure to keep your employees happy and loyal in order to turn them into your ambassadors.

Consider a YouTube Channel

Video is one of the popular forms of content online, and it costs you nothing to create a YouTube channel of your own and start posting content. In fact, you could make additional money through outside advertising if your channel takes off in popularity. Take and post high-resolution videos that audiences will relate to positively, such as employee or customer success stories, industry or technology seminars, facility tours, how-to tutorials on your products or services, even funny out-takes if that fits your brand.

Check That Details Are Correct

In both offline and online advertising, be sure to check that your business information, such as address, hours, and phone number, are accurate. This is particularly important for restaurants, as 89 percent of customers research dining choices on the internet before eating at any establishment. Google your company regularly to ensure that all the online information provided about your business is accurate.

Whatever marketing channel you use to focus on, look for positive ways to increase your visibility. Continually look for new ways to connect with people, both directly and indirectly.