How Local Businesses Should Be Marketing

This happens at the beginning of each year: after the ball falls, local companies are eager to activate their marketing plans; but after a busy holiday season, even the most seasoned marketers can be confused.

Some questions we hear a lot from local companies:

  • Where do we start our marketing for 2019?
  • Do we need to continue paying for PPC even if prices go up and more platforms are added?
  • Did digital media minimize the benefits of traditional vehicles, such as billboards?

Yes, you can clean up the mess and boost your brand

Over the past 40 years, my law firm has grown from a humble beginning to a recognized legal practice with local offices in two states. Although we advocates are subject to stricter advertising and marketing standards than most local companies, and although we are in a highly competitive industry almost every year, with some of the highest pay-per-click (PPC) rates, we have managed to place you in touch with more customers.

PPC is the new ‘cost of doing business

Before my career as a lawyer, I worked as a brand strategist in advertising, helping national advertisers determine which messages, media, and advertisements would reach the consumer’s ‘buy button. Much of the knowledge and experience applies to the marketing of small and medium-sized enterprises (SMEs).

Measure PPC’s success in customer awareness, not just cost-per-click

The investment in PPC campaigns goes beyond the results of organic research.

Today, most entrepreneurs would not think of starting a business without an online presence, such as a website and a Facebook / Instagram page. You must think the same thing about PPC advertising – it has become a fundamental cost to enter the market and be competitive. Increase your traffic faster and help people recognize you or keep you at the center of your target market.

Define and expand your brand through different media

Online marketing campaigns are an important part of your strategic marketing. However, there are equally important ways to identify and strengthen your brand with other media. You can lose potential customers if you focus only on digital communications. This is especially true for older demographics who are uncomfortable in a click-and-click environment.

Make sure your marketing budget takes into account the right media for your target market:

  • Television (broadcast, cable, online TV … you can start small)
  • Radio (transmission and streaming)
  • Press (newspapers and magazines, including digital editions)
  • Billboard, roadside posters, other outdoor ads
  • Social networks (Twitter, Instagram, Facebook, Snapchat, others)
  • A website with a lot of content
  • Other guarantees (brochures and press releases)

Provide meaningful content that values your brand

Today, potential customers are online. Your ads will receive a lot of attention, but many potential customers/customers will search your site or your comments to learn more before signing up.

Let customers know that you have the best interests in mind

If you focus entirely on the customer, cross-selling is a matter of course. Of course, when your company is set up to meet the needs of customers or clients, you will find other areas where you can help them get more than they need, and you can often find additional revenue opportunities for your company.

Naturally, increase cross-selling opportunities

The customer base offers cross-selling opportunities. Therefore, your marketing campaign must provide sufficient opportunities for dialogue with the customer. Do you provide a safe place for customers to provide feedback and ask questions? This is where social media can shine – platforms like Twitter and Instagram are great for interacting.

Take advantage of your natural advantage as a local company

National and international companies must have a broad appeal; As a result, they can become a little generic in their marketing. Local companies have a lot of power that national brands do not: local actors understand the needs and trends of their community. This is a great advantage over national brands.

Partnerships with the community help a lot in brand recognition

Branding is not just advertising. A brand is the sum of all the experiences that someone has with your product or service – a deep, emotional, and loyal bond that people associate with your brand.