12 ways a business can aim for a more local marketing approach

Marketing is how businesses put their product or service in front of people. Many businesses with large customer bases aim for a marketing approach that covers as many bases as possible. While this is a useful measure, recent marketing approaches that target a more local reach are increasingly successful.

This means that companies that cater to a large region should look to localize their marketing strategies to take advantage of this trend. These 12 professionals Advice from the Forbes agency offer their advice to help companies move from a holistic approach to a more targeted approach to a localized area.

Photos courtesy of individual members

1. Start with market information

If you have a large following and want your marketing to feel more local, be sure to start with local market information and tie that information back to your story. Take cultural nuances into account, both in your tone of voice and in your choice of words. Before activating your marketing activity, run it with local customers to see what resonates. – Alisha lyndon, MomentumABM

2. Highlight local customers and testimonials

One of the best ways for business-to-business businesses to make marketing more personal and local is to create regional or local web pages on their site that include case studies or testimonials from customers in the area. If possible, include images, logos and video testimonials. Also make sure that all local images are unique – avoid stock photographs. – Alex Membrillo, Cardinal Digital Marketing

3. Find voices and faces they trust.

Organic and Paid Ambassadors can make a huge difference. Whether online or offline, there are now established networks to access trusted voices in communities across the United States. These could be moms, chefs, educators, or even business thought leaders. Find and access a network that can echo your messages with audiences who trust them, then deliver them on every channel possible. – Dan Cohen, Communications with the press of the Plenary Court

4. Focus on engaging the local community

National and regional brands can authentically connect with audiences in different cities / markets by supporting the things that matter to both the brand and the target. Brands can create stronger emotional bonds and local awareness by sponsoring local sports teams, venues, events, festivals, or advocating for local programs that benefit that specific community. – Sara soseman, Zero Department

5. Make your employees your ambassadors

The employees of a company are the generally untapped resource. They interact with clients and prospects on a regular basis, but most companies discourage rather than encourage their employees as ambassadors. “Local” is misleading because it can mean geographic; but more importantly, it should mean “like-minded”, so that virtual communities of like-minded people are a key “local” target. – Merrie spaeth, Spaeth Communications

6. Focus on collaborative activations

Collaborative activations are a great way to let your audience learn about your brand. Affiliating your brand with local events, philanthropic initiatives, and other in-person activities will allow your brand to further assert its voice by supporting what it believes in, creating a deeper connection with your audience. – Alex quin, UADV

7. Take advantage of Google Maps

In particular, local marketing is happening more and more on Google Maps, and people are using it just like they would with the Google search engine. The result is that good Google Maps entries will attract far more customers than mediocre ones. Photos, ratings, and hours of operation can make a huge difference. The best thing is that it’s free. – Timon hartung, Real impact advice

8. Prioritize local SEO efforts

Consumers are increasingly turning to search engines to answer their local questions, and search results prioritize local content. To make sure your business ranks in local searches, implement consistent and accurate location information across your websites and other sites (think Yelp, Google My Business), optimize for local keywords, and create a website page for each business location. – Donna Robinson, Nina Hale – Digital Marketing Agency

9. Combine online and offline data

Businesses can meet the needs of local consumers by leveraging offline data to reach online shoppers, where they spend most of their time, and drive more in-store sales. Leveraging solutions such as deterministic matching or AI technology that delivers personalized product recommendations based on user behavior across all channels can help close this gap and provide a more complete view of the buyer. – Jessica breslav, Criteo

10. Use geo-targeting with a commercial twist

Many marketers and business owners understand the concept of location targeting using Facebook Ads, Google Ads, and even paid media broadcast on local TV using broad match criteria. However, there is another way. Set up a geographic barrier around another business with the same customers as your future avatar. They are indeed known buyers if they frequent the company. – Baker Patch, Mobius Media Solutions, Inc.

11. Find Triggering Moments

To be truly personal, brands need to understand the micro-trends and underlying currents that fuel conversations between different tribes. In the age of social media, brands can’t get away with simply translating global content. Brands need to use technology to create targeted content and enable microsegmentation based on the triggering moments of truth of their target audiences. – Lars Voedisch, Valuable Communications

12. Forget the local, go for the tribal

Nowadays, the geographic location is overrated. A 20-year-old player located in Singapore may have more in common with a New York-based person who has the same interest than with their local peers, family members, etc. As e-commerce and social media create a global marketing channel, the emphasis needs to be on being on personalization at the individual and tribal level rather than geographically, based on data. – Hamutal Schieber