Welcome to ReferralHero, the most hopping marketing market around! Explore the colorful booths, delicious street food, and cornucopia of hand-made referrals. If you stick around long enough, you just might discover a one-of-a-kind sales campaign, with no haggling required.
My favorite thing about farmers' markets is that I can find unique, high-quality work and feel good about supporting local. A smart marketing team should be able to harness that Saturday afternoon warm and fuzzy feeling, and alchemize it into a powerful week-long sales campaign!
Local businesses, brick-and-mortar stores, and region-specific services are in a unique position when it comes to marketing. You likely have power (and challenges) that larger corporations couldn’t dream of, which means the marketing solutions for those corporations don’t always fit the bill.
With the right amount of planning and some creativity, you can leverage your special position as a local business and turn it into a memorable (and profitable) marketing campaign!
Offline Marketing Strategies
One of the biggest strengths of being a local business is your physical presence within the area. Don't let that energy go to waste! Here are a few show-stopping ways to get the word out IRL (in real life).
Community-Based Marketing
Take care of your community, and it will take care of you! If you're looking to tap into the fresh Gen Z market, it's important to remember that they are just as invested in your brand values as your product. Showing them how important the community you're a part of is to you is sure to catch their eye.
For example, you could sponsor a local charity event or sports team, or donate prizes for a contest in your area. This will not only show your customers that you care about the community, but it will also help you make a name for yourself in the local market.
Create Local Partnerships
Partnering with other local businesses can help you reach a wider audience and strengthen the bond between you and your town.
You've likely heard that people buy experiences, not products. When you connect your product or service to another in the area, suddenly your customers are engaging with the local flavor.
Let's say you run a restaurant and want to increase the turnout on a Thursday evening. Partnering with the theater next door to offer "dinner and a show" will bring people in, and bring your business to people's minds every time they think about a fun night on the town!
Use Signage and Billboards
As the world moves faster and faster, having a solid physical presence becomes more and more valuable. For example, if I see a specific sign or billboard on my way to work every single morning, I'm ultimately going to remember it without even noticing it take hold.
Signage is an excellent way to draw attention to your business, especially if you're located in a bustling area. Having fun, eye-catching graphics, or referencing a city-wide inside joke is always a plus!
Billboards are also a great way to reach a wide audience in a specific area. You can use clever copywriting and eye-catching imagery to draw in customers, and you can even target specific demographics with the right messaging.
Take Advantage of Events
Every town has some kind of event going on, whether it's a street fair, a farmers market, or a concert. Take the opportunity to set up a booth and get the word out about your business.
You can also look for ways to be involved in the events. Offer to provide snacks, host a promotional giveaway, or just be a friendly face.
People love to support local businesses, so make sure they know who you are and why they should choose you.
Engage With Local Media
Every area has that one radio station that everyone tunes into when they don't know what to listen to. Chances are, your local radio hosts, reporters, and news anchors hold more sway than you realize.
Take out an ad in the paper, or arrange for an interview on the radio.
This will help you reach a new audience and make sure that people who don't already know about your business know what you have to offer.
It also lets them know that you're invested in the local culture! A win-win!
Online Marketing Strategies
Just because you're a local business doesn't mean you have to stick to traditional methods of marketing. Going digital lets you meet people where they are, and opens up the possibility for more creative ways of reaching them!
Local Search Engine Optimization (SEO)
You want your business to be the first result when someone searches for you online. That's why local SEO is so important. It helps you reach potential customers who are actively looking for businesses like yours.
Make sure you're optimizing your content with local keywords, such as the name of your city or region. You can even have some fun with this and look up your local search statistics!
For Example, in 2022 New York residents searched for "disco" more than any other region! Coming up with some disco-themed ads would not only be fun, but effective for a business in the Big Apple!
Local Online Advertising
Social media platforms allow you to have unprecedented control over who sees your ads. Kick that algorithm into overdrive and get specific with your targeted marketing.
When setting up an ad on Facebook, Google Ads, Instagram, and beyond, not only can you filter the geographical area your ad shows up, but you can also select the age, gender, and interests of your ideal customer.
This can plug you right into your local niche in no time at all.
Create Local Content
Your potential customers are likely to find your business if you're creating content that's specific to their area. For example, if you have a restaurant in a major city, create a blog post about the best dishes from that city.
If blogs aren't for you, you can also try making videos, taking pictures, and using other visual mediums to create content that gets their attention.
This kind of content not only helps your search engine optimization but also establishes you as an expert in the local area. And in your expert opinion, people should check out your business!
Encourage Online Reviews
Let's be honest, before many of us check out a new restaurant, activity, or even store, we're scrolling through some online reviews to make sure it's worth the effort.
Make it easy for customers to leave reviews by providing links on your website and social media accounts. You can even send out email reminders with a link to your review page.
If you respond to negative reviews, be cordial and personable. People are likely to give your response as much weight as the review itself, if not more.
Set Up Your Online Presence
I can't tell you how many times I've looked up specific businesses "near me." This is a common and powerful way of finding something new and exciting!
To get your business popping up in these searches, you need to make sure your Google listing is fully set up, complete with your address, hours of operation, and some compelling photos.
It's also important to make sure your website looks great on all devices. Mobile optimization is key, as many people are searching for businesses on the go.
Referral Marketing Strategies
When I'm looking for a new local business to check out, chances are I'm going to ask the people I trust the most. My friends and family!
Word-of-mouth marketing is always powerful, but when it's done locally it's even more effective. Moreover, it can bridge the gap between online and offline solutions, giving your business a leg up everywhere.
Offer Referral Incentives
If you really want to get the word out there, it's a good idea to offer referral incentives. This could be discounts, free merchandise, or promotional items to customers who refer new ones.
For example, a local salon could offer a discount on a customer's next appointment for each referral they make. This gets people in the door, builds brand loyalty, and ensures people keep coming back.
Gamify Referrals
Another great way to get the most out of referral marketing is to gamify the process. This could be done by giving customers points for each referral they make or offering special prizes for the customer who refers the most people.
This not only encourages people to refer more people to your business but also makes it more fun for everyone!
Create a Customer Loyalty Program
Rewarding people for getting invested in your company is a great way to build loyalty and encourage more referrals. A loyalty program can incentivize customers to keep coming back and can make them more likely to bring their friends along!
The Bottom Line
Being a local business is a little like having a marketing superpower - if you know how to use it. With creativity and engagement with your community, you can craft a marketing campaign that’s more successful than a mega corporation’s.
If you’re still lost, ReferralHero is chock-full of experts who can help you make the most of your local marketing opportunities.
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