Too many times, it goes this way: you run a digital ad. Someone clicks on it. Maybe they complete a transaction, ma...
Given the pressure placed on brand marketers to deliver results, it's surprising that more isn't done to roll out the “local red carpet” for customers. We recently conducted a survey, asking: "Why don't more brands engage in local marketing vs. simply ‘geo-targeting’ ads?"
Our results indicate that 42% of brands don't consider “local” to be a priority, while 32% are concerned about “getting it wrong.” Another 26% cite “budgetary limitations” regarding scaling any local efforts. These are seemingly easy “outs,” but in today’s marketing climate, they prove unwise. Let’s explore that further.
Think With Google, Google’s think tank and social research division, reported that, “People expect to be able to find exactly what they’re looking for, wherever and whenever they’re looking for it.. [with many expecting] so much from search that they’re even dropping the phrase ‘near me,’ but still expecting local results.” People want relevance from brands because Google has spoiled them. Thus, you need to think differently about how to create a value exchange with your customers.
Let’s look at each excuse:
For a very few categories this might be valid, but think about what your customer is trying to accomplish. Consider these examples:
Naturally, no marketer wants to make mistakes when “localizing” their efforts. Finding experts who empathetically understand different geographic markets within a particular vertical, and who can suss out content partners in that area (with significant scaled expertise) makes it easier.You don't need to generate “all-new original” content to be successful.
Think about the Travel site we referenced earlier: it allows the consumer to plan every aspect of their trip. The site adds value, but it didn't originate all that content on their own: they sourced much of it from other credible sources, aggregating it on their page. And the Realtor definitely isn't inputting all that school, commuting and other relevant content to their page. They find it elsewhere.
The bottom line is, there are many ways to add content that will help you add powerful “local” credibility for your customers. And it can scale in an economical way.
No marketing team has a budget that covers everything. Debating where to allocate money across the marketing mix is an increasingly tough decision. Because these days, the customer has more control than ever over how much of these messages they want in their life.Currently, customers tune out most advertising. They don’t answer the phone, they’re unsubscribing to all but the most necessary emails. It’s time to start seriously questioning the value of the “usual” tactics.
Today, customers think of your product/category when they need it. Then they seek out solutions that may (or may not) include you. Wouldn’t you want to be there when they need you? And what is that worth? Adding the “local” angle to your marketing plan dramatically increases the odds they’ll turn to you in that moment.
OK, on top of what we’ve discussed, here are some solutions your local business can implement ASAP:
Your take-away? Focusing on bringing “local” flavor to your business will pay off in enormous ways.
Too many times, it goes this way: you run a digital ad. Someone clicks on it. Maybe they complete a transaction, maybe they don’t. After that, the customer goes away. Once your paid campaign stops, so do your interactions. If you want to re-engage, you need to start at Square One with yet another digital ad.
The point of Nextdoor is neighborhood. To leverage this emerging platform, make sure that your content is relevant to that local audience. Here's how.
In this video, Mike Raleigh, VP of Growth, discusses how sometimes brands spend time geotargeting their digital media to start a conversation with customers, then drop the ball when they click.
We power local solutions for the biggest brands across categories, delivering the scale of national reach and the impact of community level engagement to our clients. To help them drive engagement, leads and conversions.