You've heard that local marketing is the next big thing, and you wonder what it is? You've come to the right place.
Definition of local marketing
Local Marketing refers to all marketing actions used to reach a local population. It is mainly used by brands and networks of physical sales outlets that wish to reach consumers in their catchment areas. By this means, communications giving information about your company's activity or your points of sale (products or services offered) are personalised, and therefore have high results.
Examples of actions for the marketing strategy of your points of sale
In your campaigns, local marketing can be declined in several actions such as :
- The ISA "Unaddressed Print": all advertisements and flyers sent to the mailboxes of your potential local customers without a full name or address.
- Local advertising: anything on the street, at bus shelters, in the press and more that encourages passers-by and locals to go to a nearby outlet.
- Direct marketing: addressed mail (different from ISAs), telemarketing, etc.
By playing on proximity, your communications will encourage new customers to visit your points of sale. Each channel or media offers you a different benefit or type of customer. By testing them, you will determine the most effective one for your business. Yes, local marketing is the key to the success of your business or store.
Digital in the local marketing of your points of sale
Today, local marketing alone is no longer enough to attract people to your point of sale. To increase the performance of your campaigns, you need to think about local digital marketing for your store. Local digital marketing is a strategy similar to local marketing that uses the internet and other technological resources to attract more customers. The advertisement or message can then be delivered to the prospect's mobile devices. It exploits the potential of new technologies for the benefit of the local area. Indeed, now it is not only the inhabitants of the catchment area that are targeted, but also and above all geolocalised devices (smartphone, tablet, etc.): the local customer may end up being just a passing customer who simply searches online.
These actions, integrated into your local marketing campaign, also play on the question of proximity, by widening your potential customers and thus improving your chances of results. By applying this, you avoid making one of the 7 mistakes that retail networks make.
The different levers used to deploy a good digital and local strategy are both digital and physical. It is by combining both in your marketing and communication campaigns that your online visibility will only increase, and therefore your in-store traffic. In addition to the different channels mentioned above, you can also add Google My Business, Google Local Search Engine Optimization (SEO) or digital advertising on Google, social networks and GPS (mobile and software) for example.
There are many local digital marketing solutions such as local SEO, Google My Business, social networks, Google or Facebook ads...
Their optimization is made easier when you use local marketing platforms that allow you to apply your marketing strategies to each of your points of sale in one click, like The Ramp.
If the local dimension is important for your retail network, it is important for you to take it into account when choosing a marketing solution or platform. Indeed, such a platform will help you attract new customers to your stores.
Wondering about other marketing definitions?
Read these articles to learn more about digital marketing, marketing and advertising platforms, marketing campaigns, marketing strategies, marketing automation, catchment areas, communication, Google MyBusiness, and more.
Things to remember
Local marketing is therefore the solution to attract new customers to your points of sale. After having identified your catchment area and the segmentation criteria of the Internet users to be targeted, it is necessary to think about the marketing strategy that you are going to set up for the campaigns of your points of sale.
The numerous local digital marketing solutions such as local SEO, Google My Business, social networks, Google or Facebook ads... are to be implemented as much as the more traditional media.
Their optimization being facilitated by local marketing platforms, it is important for your network of points of sale to consider their use. Once again, if the local dimension is important for your retail network, it is important for you to take it into account when choosing a marketing solution or platform.