When it comes to getting your business's message out to the world through advertising, competing with much larger businesses can be the greatest hurdle. 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.
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.
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 why it has the power to transform your small business. If you advertise local products or services, this technique is critical to your digital marketing success.
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.
By advertising locally and focusing on your local audience rather than a national or global audience, you can develop a much better understanding of those potential customers and their interests. As a result, you'll be able to craft ads that are more effective in engaging them and converting leads to customers.
Mobile 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. Combining the right ad at the right time and in the right place is difficult for a larger business to capture -- but an advantage you can claim for your small business.
Higher Conversion Levels Come From Local Advertising
Local directory marketing -- sites like Yelp and Foursquare -- has been proven to have a higher conversion factor than other types of advertising, particularly traditional advertising options. 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 it important to have complete and accurate information on these websites.
Better Use of Your Advertising Resources
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 that customers can contact you or visit your store. 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.
Being a small or medium-sized business can benefit from using local advertising solutions. By using hyperlocal targeting, focusing on mobile customers in your area, and taking advantage of free local directory listings online, you can bring in more customers who are 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 local consumers. When people ask, "What is local advertising," a local business can easily say, "local advertising is neighbor-to-neighbor marketing."
Need Help With Local Advertising?
If you are interested in gaining the benefit of a local business advertisement or learning the benefits of local advertising, give us a call.
Asymmetric, led by former Army Delta Force operator and corporate executive, Mark Hope, can help you implement these ideas in your business. You can contact Mark by email at firstname.lastname@example.org, or by telephone at +1 866-389-4746, or you can schedule a complimentary strategy discussion by clicking here. You can read all of his articles on Medium.
Mark A. Hope is the founder and CEO of Asymmetric Marketing – a unique agency specializing in building high-performing sales and marketing systems, campaigns, processes, and strategies for small businesses. Asymmetric has extensive experience with organizations across many industry segments. If you would like some help in implementing ideas like these in this article, feel free to give Mark a call at 844-494-6903 or by email at email@example.com. Read Mark's other work on Medium.