Local marketing refers to all marketing actions used by a company to reach consumers inside their customer catchment area. Digital communication is essential in this kind of point-of-sale strategy to catch the attention of qualified prospects in an ultra-targeted area.
What’s local marketing ?
Focus on the key success factors of a digital strategy.
#1 - Knowing your local market well
Knowing your local market is essential to local marketing. What’s my customer catchment area? Who are my competitors? How am I situated compared to them in my market? What are people saying about my business on social networks and client reviews? … So many questions that are useful to consider before launching a campaign.
#2 - Fix specific goals
Before even starting a new campaign, it is crucial to define objectives that are clear and measurable. What is the goal of my next marketing actions? Is it to generate more traffic into store, increase turnover, and if yes, by how much and for how long? What resources can I use compared to my competitors?
#3 - Adapt your mixed media strategy towards your goals
Once your goals are set, several strategies can be used: Google Adwords, Facebook, LinkedIn, display… as many channels as needed to maximise your campaign results. Also, all means are not necessarily adapted to all objectives. For instance, a lead generation campaign will focus on Google Adwords where as a branding campaign will concentrate more on display and social networks.
#4 - Manage your budget across media channels
According to the mixed media strategy that you’ll take, your budget must be optimised. Indeed, it’s important to allocate resources by channel and targeted goals; and to evaluate the investment level in your local market which cannot be at the same level as the national. In addition, pay attention to all retail points to which you want to communicate. Each of them has their own customer catchment area, situation, and local competitors.
#5 - Have a good understanding of traffic management costs
Profitability is a primordial subject in a campaign setup. A small budget requires as much time as the biggest campaigns for specific tasks like setup and reporting. Traffic management needs to be optimised in order to maximise time and assure the best possible performance. This is an equation that’s even more complex with small budget campaigns.
#6 - Follow used media efficiency
Defining metricsis necessary to follow campaigns and their performance. Reach, engagement rate, click through rate, drive to store, sales turnover … there are multiple indicators to help you assess the campaign’s efficiency and adjust it according to its performance.
All these metricsare essential to implement a local strategy, and require an organised, equipped, and knowledgeable approach. DeepReach is the first cross channel, fully optimised campaign platform, that is ultra-local and geo-targeted to maximise an advertiser’s performance in their local area.