Running a small business in a competitive landscape means fighting with bigger companies for clients. Even if you offer the best product and services, unless your customers know about your existence, it will be challenging to draw attention to yourself and make a profit. Word of mouth is your best friend and the best marketing strategy that you can use as a local business owner. Unfortunately, it is not enough to rely solely on the recommendations of your friends, family, and acquaintances in the network. As your clients become more tech-savvy, they hop from one channel to another, searching for desirable goods and services.

Therefore, you need to develop a strategy for local business owners that will help you build your brand image in the area. Successful companies do not focus on a single channel but use a marketing mix and simultaneously advertise in several sources. While reviewing the options for marketing to locals with experienced professionals at AlphaGraphics Charleston, you will see how the strategy that includes print and offline marketing will get you more clients than running only online ads.

Why Local Marketing Is Important for Your Business

When people think of modern marketing, they often imagine social media and online advertising. However, physical objects and tools also have their place in marketing. After all, people spend most of their time in the physical world, and physical touchpoints influence their purchasing decisions.

The reason why multi channel local marketing is a must is that it is convenient for customers to find you in the physical world. For example, a typical customer path for local business owners looks like this:

  1. A customer receives a postcard with information about your services.
  2. He or she sees your ad on the local community center’s website.
  3. Next, the client goes to search on the web for reviews about your company and hours of operation.
  4. In the end, the person comes to your store or gets your quote online.

Note that if one step is missing, the potential customer may choose your competitor. The most effective marketing mix will build your brand image so strongly that customers remember you and choose you over other local companies.

Step 1: Ensure That Your Online Presence Is Strong

First, make sure the digital marketing side of the business is ready to get new clients. As the local customer path example above shows, people may get your postcard or flyer and then go online to look for your website. If they cannot find the necessary information on your site, they will likely turn to your competitor.

Therefore, before using any other marketing tools, optimize your online presence. The critical points to do local marketing correctly include:

  • Optimizing your business: Make sure that all the information about your company is correct and consistent on your website and all directories.
  • Photos for Google and directories: Upload pictures of your storefront and employees so that it becomes easier for clients to find you.
  • Reviews: Encourage your customers to leave feedback on your pages. It is essential to maintain a good relationship with them by replying to positive and negative reviews.

Moreover, create an informative, easily accessible website with a responsive design. Ensure that people can find the most crucial information about your services and location on the home page.

Step 2: Include Direct Mail In Your Marketing Strategy

Direct mail is a highly effective way to reach homeowners and local residents. Unlike online ads, physical mail stays on the table or the floor where it is thrown. Thus, you have a higher chance of getting your message across to potential customers. Mailing is an affordable and reliable option for local business owners that provides a substantial ROI.

Focus on targeting your letters and flyers rather than sending them to every household in the state. Modern companies offer EDDM (Every Door Direct Mail) programs that help businesses get their marketing materials on every doorstep on a selected route. Choose the criteria that best fit your customers, and mailers will bring your posters and leaflets straight to these doors.

Additionally, you should invest time and effort in making the most out of the postal mail. The essential tips for creating a postcard for business owners include:

  • A straightforward message: Make sure that the primary point of your postcard is clear and concise.
  • A call to action: Provide a short instruction for the people receiving your mail, for instance, ‘Bring this card to our store for a 15% discount.’
  • A scannable QR code: Print a code that will lead to a special page on your website. This way, you will get more inquiries and track how many people responded to your mail.

Step 3: Make the Best Out of Your Storefront

Believe it or not, but your physical location is one of the most potent marketing tools that you can use. Every person that passes by your window or walks your lobby gets a chance to see your posters, menus, and coupons. Therefore, you must not miss on the opportunity to utilize your storefront for local business marketing. The essential tools include:

  • Outdoor signs, banners, and A-frames: Attract more customers’ attention to your logo and services. Make sure to change the signs’ content often to refresh the design and update the promotions.
  • Sidewalk graphics: Similar to A-frames, sidewalk signs draw the attention of passers-by. Change the signs’ content often to keep your target audience interested.
  • Interior collateral: Place the information about your services and special offers near the cashier or waiting line. Moreover, give a small coupon for a percentage off the regular price as a bonus for a prompt return.
  • Bounce-back coupons: It is a particular type of coupons that are included in the bags at the checkout. The idea is that a customer can return with a friend or family member in the next 30 days and get a discount.
  • Loyalty cards: A simple loyalty program can get you more clients and turn one-time customers into your regular visitors.

Step 4: Sponsor Local Communities and Events

Local marketing is not only about direct mail and your storefront. As a small company owner, you have the chance to engage with your community in unique ways. Sponsoring local teams and events is a great method to get your brand in front of more people in your network.

First, you can get your ads in front of a broader audience by participating in local events. Set up a booth at the farmers’ market or other local events and spread your flyers. Bring unique promotional items that people can use after the event, such as a bottle of water or a bag made from recycled materials. Moreover, you can collaborate with other companies in your locality that are not your competitors. For instance, a local coffee shop can offer a discount for book buyers at a nearby bookstore.

You can use the ‘barter system’ to promote each other’s business by placing flyers at the lobbies of collaborating organizations. This way, you will reach more potential customers without spending much money on traditional advertising.

Step 5: Measure and Optimize Your Progress

Finally, analyze the marketing campaigns that you ran and measure your progress. It is crucial to invest in the marketing mix for local business owners that includes direct mail, online promotions, and community sponsorships. However, you must understand how each tool influences your conversion rate and modify your strategy accordingly.

For instance, use landing pages or special promo codes to measure the effectiveness of a particular local marketing scheme. At that, different discount systems work with different channels, so make sure to track the codes for local radio stations, stores, and social media influencers. Ask your clients how they found out about your company, and collect the data in a spreadsheet to see what marketing strategies bring the most visitors to your local business.

Posted by Elaine Bennett

Elaine Bennett is an Australian-based digital marketing specialist focused on helping startups and small businesses grow. She writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.

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