Competing with larger businesses can be the greatest obstacle to getting your business’s message out to the world through advertising.
These big brands often have significant advantages, including a larger staff of employees, improved resources for crafting ads, and a larger budget for more large-scale advertising campaigns.
That kind of advantage may seem insurmountable – without the same resources and finances as your rivals. It may seem like you can’t compete at their level.
Are you using local marketing in your business?
Fortunately, you don’t need the big brand advantages to succeed in your advertising efforts and business. It is critically important to recognize the significance of local advertising in leveling the playing field and helping to attract local customers.
Being a smaller business gives you a strength that larger businesses can’t effectively enjoy: local advertising. The ability to advertise locally and focus your marketing and advertising strategies on this more targeted audience can put your business ahead.
Engaging with the community and building relationships with local businesses can lead to long-term recognition and support. A well-planned local advertising strategy can boost your brand's visibility and generate leads.
The potential of a local focus is readily apparent from Google search statistics – 46 percent of all Google searches are local. What’s even more impressive is that offline purchases are the result of 78 percent of local mobile searches
Here are a few reasons why a local business advertisement is so powerful and can transform your small business. This technique is critical to digital marketing success if you advertise local products or services.
Local Advertising Is Highly Targeted
Many small businesses aren’t aware of how to advertise a small business locally.
You’re probably already aware that more precise targeting of your advertisements can make them much more effective – this applies to Google Ads and other advertising platforms like Facebook.
Using tools like Google Business Profile and focusing on your local market can help you better understand consumer habits and potential customers' interests.
As a result, you’ll be able to craft more effective ads that engage them and convert leads to customers. Understanding your target audience is crucial in crafting ads that resonate and drive engagement.
Mobile Local Customers Are Ready to Buy
Shopping – and researching purchases – on the go is a huge percentage of your potential customers, and it’s only continuing to grow. Browsing time on smartphones has already outpaced browsing on desktop computers in the U.S. at 87 hours compared to just 34 hours.
This is a huge opportunity for your small business, as 79 percent of consumers make a purchase decision after seeing a mobile ad targeted to their location.
Free local advertising can be a crucial strategy for small businesses seeking cost-effective marketing solutions. Local ads can be particularly effective in reaching these mobile customers, creating lasting customer relationships, and often being more cost-effective than national campaigns.
Combining the right ad at the right time and place is difficult for a larger business to capture – but it is an advantage you can claim for your small business. Utilizing Google Local Services Ads, alongside other forms of advertising, can be an effective tool for reaching mobile customers.
Higher Conversion Levels Come From Local Businesses Advertising
Local directory marketing – sites like Yelp and Foursquare – has been proven to have a higher conversion factor than other types of advertising, mainly traditional advertising options.
For example, local advertising methods include addressable targeting, search engine marketing, and traditional advertising. Displayed on the first page of most search results, these directories display your business name, address, phone number, and more to potential customers looking for a solution in the area.
This makes having complete and accurate information on these websites important to maintain engagement with existing customers. Additionally, targeted local advertising strategies, such as social media and radio ads, can effectively engage local customers by creating visibility and fostering community connections.
Better Use of Your Local Advertising Strategy
Many of the best opportunities for local advertising of your business will cost you nothing more than the time it takes to claim your business and provide the right information so customers can contact you or visit your store.
Direct mail is an effective local advertising method that enables businesses to reach and engage with potential customers in specific geographic areas. Building relationships with other local businesses through networking and community investments is also crucial.
From the directory sites listed above to Google My Business and Bing Places for Business, listing your business is free and can bring you many new customers without the cost of standard search ads.
Small or medium-sized businesses can benefit from local advertising solutions. By using hyperlocal targeting, focusing on mobile customers in your area, leveraging social media platforms, and taking advantage of free local directory listings online, you can attract more customers ready to buy and experience a greater return on your investment in advertising.
Shop local campaigns have created an empathetic relationship between local advertisers and consumers.
Engaging with the local community through sponsorships, events, and print advertising fosters brand awareness and loyalty among residents. When people ask, “What is local advertising?” a local business can easily say, “Local advertising is neighbor-to-neighbor marketing.”
Frequently Asked Questions (FAQ) About Local Advertising
What is local advertising, and how does it differ from traditional advertising?
Local advertising focuses on reaching potential customers within a specific geographic area, such as a city or region. Unlike traditional advertising, which may target a broader audience, local advertising is highly targeted, making it ideal for small businesses that serve a specific community or region.
How can local advertising benefit my business?
Local advertising can significantly boost your visibility within your community, driving more foot traffic to your physical location and increasing your online presence among local customers. It allows you to build strong relationships with your local audience, leading to higher customer loyalty and repeat business.
What are the most effective local advertising strategies?
Effective local advertising strategies include using local SEO to ensure your business appears in local search results, running targeted social media ads for users in your area, and utilizing local print, radio, or community event sponsorships. Additionally, engaging with your local community through events and partnerships can enhance your visibility and reputation.
Is local advertising suitable for all types of businesses?
Local advertising is suitable for a wide range of businesses, particularly those with a physical location or providing services within a specific area. Whether you're a restaurant, retail store, service provider, or any other local business, local advertising can help you attract more customers and build a strong presence in your community.
Ready to Elevate Your Business with Local Advertising?
Connect with Your Community: If you're ready to take advantage of the powerful benefits of local advertising and want to learn how to reach your local audience effectively, we're here to help. At Asymmetric Marketing, we craft tailored local advertising strategies that drive real results.
Get Started Today:
- Contact us to discuss how we can develop a local advertising plan that suits your business's needs and goals.
- Schedule a complimentary consultation to explore your specific market's best local advertising strategies.
Mark Hope
Partner, Asymmetric Marketing
📧 mark.hope@asymmetric.pro
📞 (608) 410-4450
About the author
Mark A. Hope is the co-founder and Partner at Asymmetric Marketing, an innovative agency dedicated to creating high-performance sales and marketing systems, campaigns, processes, and strategies tailored for small businesses. With extensive experience spanning various industries, Asymmetric Marketing excels in delivering customized solutions that drive growth and success. If you’re looking to implement the strategies discussed in this article or need expert guidance on enhancing your marketing efforts, Mark is here to help. Contact him at 608-410-4450 or via email at mark.hope@asymmetric.pro.