If you own a business that operates across a range of regions, it’s important that you’re in tune with your local markets. Many business owners make the mistake of approaching business from a macro perspective—it’s much more important to cater to local market segments.
Technology has made it much easier to provide custom marketing materials to different areas. But you still might find it difficult to come up with ideas to target local areas. This post will give you tips that will help you vastly improve your local marketing campaigns.
Create Unique Landing Places for Your Different Markets
Most businesses have a single website for their entire operation. While this seems practical from an organizational standpoint, it creates a series of problems that might be damaging your ability to convert sales or services. Many consumers want to know they are working with a business that are local and understands their specific needs and preferences.
Sending customers to your homepage might impact your ability to convert sales or provide services. Consumers can be skeptical of large businesses, that’s why it’s important to appear to be a local expert in your trade. You don’t want to turn off customers by appearing ‘too big to care.’ Create different landing pages that provide information on your company in a local context.
Creative Door, one of the largest garage door companies in Western Canada, has multiple branches, and each has its own location page. From garage door repair in Calgary service quotes to installation quotes in Vancouver, customers land on a page that is local to them, which increases the chances of conversion because customers know they are on the right location.
Register All Your Branches to Google My Business, It’s Free!
Google My Business is one of the most effective ways to get brand recognition online for free. It ensures your business is located in Google’s database and Google Maps. It will also provide your information to anyone who searches locally for your company online. You can input information for a range of different branches and locations easily.
By registering your local branches to Google My Business, you’re allowing local consumers to access your information on the top part of search results. Many consumers look for companies nearest to them, having a local listing with Google can drastically improve the amount of exposure you have to different markets.
NationServe installs garage doors in Houston but also has several branches across America. All their branches have their own Google My Business listings which helps their local customers reach the nearest branch.
Use Different Social Media Ads for Different Target Audience
Social media has become one of the primary ways to target consumers, this is especially true for younger generations. If you own a business, chances are you’ve used social media to search for customers in the past. One of the great benefits of social media advertising is the ability to target different market segments very effectively.
Not only can you target individuals with certain interests and online habits, you can target different people in different areas.
Upfitness, an online personal trainer site, shares, “While many business owners use the same ads across different geographical regions, this is an outdated technique that wastes social media’s capabilities. Make your ads customized towards each different area that you target—it can quickly improve customer engagement.”
It’s All About Connecting to Your Customers
If you want to compete in today’s economy, you have to understand the importance of connecting with consumers. By not having a local connection, you distance yourself from individuals who might be interested in your products or services. Use any of the tips provided in this post to improve your regional appeal.
Published in Partnership with Free Branding & Digital Agency