Any retailer’s goal is to drive a sustainable stream of shoppers to its store. All things considered, you won’t stand a possibility of making sales in the event that there’s no one to sell to.
One method for doing that is through local marketing. By reaching people within a certain radius of your store, you’ll raise brand awareness to such an extent, preferably, that the following time they elapse your store, they’re constrained to drop in (as opposed to driving past).
Local marketing is the process of attracting local customers and driving them towards your retail store.
The goal is to drive them toward the location with the expectation that they’ll come in and buy something. You could see it alluded to as “neighborhood marketing” hence.
Local marketing strategies can be both online and offline. One way or the other, the goal is something similar: to target customers within a particular geographic location and drive them towards your store.
The significance of local marketing
We’ve all seen the statistics that demonstrate retaining customers are more straightforward and cheaper than acquiring new ones.
Since implementing client loyalty programs, sales have increased by 80%. A large portion of it comes from customers recommending or buying our products again and again.
Local marketing pushes close-by shoppers to continue visiting your store. Convince customers to hand over their email address or follow your brand on social media while they’re in-store. You’ll have a direct line of communication to gather feedback and build loyalty.
Increase foot traffic
The more people that visit your store, the more probable you are to make a deal. That is particularly evident if the different regions of your store like the layout, smell, and atmosphere are already right on the money.
Local marketing gives you the tools to raise brand awareness and drive shoppers to your brick-and-mortar store. People within nearness will realize it exists.
Regardless of whether they make a special effort to visit, that brand recognition could prevent them from just walking by whenever they’re in the mall.
Associate with the local community
On the off chance that the COVID-19 pandemic has taught us anything, it’s the worth of community. Humans are wired to find their “tribe” a gathering with shared interests, values, attitudes, and goals.
Engage with your tribe and catch the 52% of global shoppers who are bound to purchase from an organization with shared values.
Local social media groups
Social media can possibly drive local consumers towards your store, particularly assuming that you’re getting involved in local groups.
Take Facebook Groups, for instance. You’ll find them in pretty much every town or city. More than 1.8 billion people use Facebook Groups month to month a considerable lot of whom use them as a news source to remain refreshed on what’s happening in their local communities.
To find social media groups in your space, do a Facebook search for your town or city.
Build an online presence that meets local shoppers in the search engine with local landing pages for every business location. Apply search engine optimization (SEO) to these pages and increase the chances of each page ranking for local search terms with no ad spend required.
Did you have any idea that 30% of all mobile searches are connected with location?
That, yet 28% of Google searches for something close by the result in a purchase.
Redirect those searchers towards their local store with:
- A Google Business Profile listing. Include fundamental NAP information: your business name, address, and phone number. Pick the right categories, ensure your opening hours and your contact details are right, have phenomenal photographs, and ensure you earn great reviews, and UTM tags to all of your website links, so you can gauge the effect of local SEO on your main concern.
- Pay per click (PPC) advertising. Pay to appear in the main arrangement of Google search results with PPC ads. Show positive reviews, fulfillment options, and stock availability at local stores with localized shopping ads.
- Google Maps ads. Google Maps is the most well-known navigation app in the US. A small cash investment can cause your local store to appear when people are searching for products you offer — like Walmart when a Maps client searches for an electronics store around Cincinnati.
Word-of-mouth marketing and referrals
Word-of-mouth marketing is an enormous business. Customers who prescribe products or services to their own network create $6 trillion in income for retailers. Get in on the activity by encouraging local shoppers to suggest your store.
Remember that you could have to incentivize these word-of-mouth crusades with a reference marketing methodology.
Convince existing shoppers to push their loved ones towards your store with coupon codes to reclaim on their next purchase.
Signage and open air
Research shows that retail signage — be that banners, blackboard signs, or infographics decidedly affect sales. The greater part of businesses said they saw a 10% increase in sales by adding or updating their signage.
Local TV news is the most famous offline news source for US consumers. In the event that you don’t have thousands to invest in producing and running TV adverts, you can catch local shoppers’ demand for news through different media outlets, including:
- Local newspapers. Interface with local columnists to educate consumers concerning your store. The way to progress is a public statement on something exciting like a selective spring-up store you’re hosting in the local region.
- Web journals. Find local bloggers within closeness to your store and invite them in to see it. Intrigue them with your products, and you could land inclusion on their blog.
- Radio advertising. While it’s anything but a free local marketing tip, consider investing in radio ads to come to the 83% of US adults who pay attention to week after week radio. Advertising charges start at $200 per week, depending on the crowd size.
- Web recordings. Famous urban communities particularly vacationer areas of interest often have digital broadcasts that share what’s happening in the local region. Secret History of Los Angeles, for instance, is a digital broadcast for Angelenos to find unlikely treasures in the city.
You picked your store’s location for a reason likely in light of the fact that there’s a pool of possible customers within a short distance of it. Ensure you’re capitalizing on the open door with your local marketing endeavors.
From occasion sponsorships to omnichannel experiences that permit in-store shoppers to counsel mobile gadgets mid-visit, the goal is to drive people towards your actual location. Give them a memorable experience, and you’re en route to making the store a triumph.