5 Ways to Dominate the Local Market
Find Local Sponsors
Local sponsors might seem like a thing of the past, but there are lots of ways you can make this work for your marketing strategy. For example, are there any local nonprofits that align with your values and company mission? Not only does working with a nonprofit get your name out there, it also helps the community associate you with a positive image. Furthermore, if the nonprofit has a website, this offers you a great opportunity to build some links. They’ll link to you and you can link to them, which is a great win-win for you both. Plus, because you’re both local, that’s a lot of location relevance you’ll gain just from partnering with a nearby nonprofit!
In addition to nonprofits, you might want to try looking for sponsors at local entertainment events, conventions, networking events, sports teams, university groups, or any other local influencers you can think of. Be creative and don’t be afraid to reach out!
Host Local Events
If you’re not sure where to start with local sponsors, it might be a good idea to make the first move. Organizing your own local event gives you the opportunity to reach out to sponsors and vendors who would be interested in helping out.
You can try organizing a seminar, workshop, networking event, art exhibit, potluck dinner, cultural or religious event, or even an outdoor movie and BBQ night. Use your imagination! If you’re feeling ambitious enough to do this, you’ll be sure to make some waves. You’ll also benefit from a lot of press surrounding your event: List your event online to gather backlinks (for example, creating an event page on Facebook or letting your local paper know the details). People will also be happy to post reviews of their experiences at your event. You can try to create a unique hashtag for people to use on social media to make it easier to find photos, videos, and posts about all your hard work!
Forge Local Business Partnerships and Connections
Who else can you think of that might be interested in working with you? How can you partner with them to bring your shared pool of customers the best deals?
This might seem counter-intuitive, but hear us out: If you partner with other businesses in your area, you both gain referrals and word-of-mouth advertising benefits. Let’s say you’re a local dog walker. You could partner with another local shop that supplies pet owners with custom leashes, coats, and collars for their animals. You could reach out to a groomer’s shop and find a way to bring more value to customers who would like to use both of your services.
As with the other suggestions, you get local SEO benefits as well. Two local businesses can operate as referrals for one another, which sends strong signals to search engine ranking algorithms.
Local Service Ads
If you want to try your hand at Google ads, then this is a great way to do it. You can target local audiences down to neighborhoods if you so choose. Or, you can open up your ads to a wider radius to try to snag more views. It’s up to you—you might want to have a conversation with your marketing team to see what they suggest. Local service ads are a great way to attract local audiences, but the setup isn’t always the most straight forward. It’s best to read about them on Google and decide for yourself if this is something you want to tackle or if you’d like some professionals to help you out.
Pay for Targeted, Sponsored Social Media Content
Did you know that you can also pay for social media ads and sponsored content to reach local audiences? You can! And it’s relatively inexpensive.
How can you make social ads work for you?
Make sure to define your area well—you don’t want to include all of Dallas, TX. But you will want to include the neighborhoods surrounding your business. You can use geo-tagging features to narrow your target audience down to a small area.
Caveat: You can also define your audience by age, interest, keywords, and more! Be sure to target those who are most likely to click on your ad.
Use local references in your ad copy. For example, landmarks, other local buildings, the city name, the county or zip code.
Using photos that evoke local associations are better than using stock photos. People are going to respond better to something they know and love rather than some generic stock photo they may have seen on another page!
Direct traffic on the ad to your website or a sign-up page to receive a newsletter.
By playing this method smart, you can get a lot of clicks to your website and a lot of signups so that you can email customers later. This allows you to stay in contact with your local audience digitally. You can send them special offers and give them easy links to follow to give you reviews and follow you on other social media platforms. All of this translates to more local relevance for the search engines.
Can you think of any other ways to dominate a local market? We’re ready to hear your suggestions! Just drop us a comment and let us know!