Any goal for any seller is to attract a sustainable flow of shoppers to their store. After all, you won’t have a chance to make sales if there is no one to sell to.
What is Local Marketing?
Local marketing is the process of attracting local customers and directing them toward your retail store.
The goal is to drive them to the location in hopes that they will come and buy something. You may see it referred to as “animal marketing” for this reason.
Local marketing strategies can be online and other means. In both cases, the goal is the same: targeting customers within a specific geographic location and directing them to your store.
The Importance of Local Marketing
We’ve all seen the statistics that show retaining customers is easier and cheaper than acquiring new customers.
Since implementing customer loyalty programs, sales have increased by 80%. Most of it comes from customers who recommend our products or purchase them repeatedly. Eric Mills, Owner and CEO of Pro Support Accessories
Local marketing drives shoppers nearby to continue visiting your store. Convince customers to provide 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 who visit your store, the higher the likelihood of making a sale. This is particularly true if other areas of your store – such as design, scent, and atmosphere – are already perfect. Increase in-store foot traffic using Shopify
Shopify POS comes with built-in tools to bring more online shoppers to your store. Manage your Google Merchant Center listing without leaving your point of sale, showcase the availability of every product across all store locations, offer in-store pickup, and more.
Local Marketing: Strategies, Ideas, and Trends
Local Marketing: Local Strategies on Social Media
It has the potential to attract local consumers to your store, especially if you participate in local groups.
Take Facebook groups as an example. You’ll find them in almost every town or city. Over 1.8 billion people use Facebook groups each month – many of whom use them as a news source to stay updated on what’s happening in their local communities.
To find social media groups in your area, search Facebook for your town or city. Filter results by group and join relevant groups.
Local Marketing: Local SEO
Build an online presence where local shoppers meet in search engines with local landing pages for each business location. Apply search engine optimization (SEO) to these pages and increase each page’s chances of ranking in local search results – without spending on ads.
For example, Magnolia Bakery ranks for “bakery near Central Park” with its local page:
Local Marketing: Geotargeting
Did you know that 30% of all mobile searches are location-related? Not only that, but 28% of Google searches for something nearby result in a purchase.
Turn those searchers toward their local store with:
- Google Business Profile listing. Include the essential NAP details: business name, address, and phone number.
- Pay-per-click advertising (PPC). Pay to appear in the top search group on Google with PPC ads. Showcase positive reviews, fulfillment options, and inventory availability at local stores with local shopping ads.
- Google Maps ads. Google Maps is the most popular navigation app in the U.S. Small cash investments can make your local store appear when users search for products you offer – just like Walmart when a Maps user searches for an electronics store in Cincinnati.
Local Marketing
Local: Local Events
The global event industry is expected to reach a size of $1,552.9 billion by 2028. Get involved by finding and attending events in your local area. This can include:
- Exhibitions
- Craft fairs
- Weekend markets
- Food and beverage festivals
Your attendance at these events doesn’t have to be in the form of a temporary shop entirely. You can distribute flyers, display banners near the venue, or sponsor the event – all of which will benefit from foot traffic at the event without being a large time investment for your store.
Local Marketing Ideas
Collecting Email Addresses at Checkout
Email marketing is a channel known for its high return on investment. Research indicates that merchants who send emails achieve a return of $42 for every dollar they invest. But to take advantage of this opportunity, you need to collect customer data.
Sending digital receipts via email is a great way to organically collect customer contact information at checkout, track their purchase history, and build an email list to enhance your marketing. Just ensure they have opted in to hear from you before sending anything their way.
Contests on Social Media
Social media is a crowded space. Stand out from the crowd with a contest. Not only does the promise of free products stand out, but invitations to participate in the contest also convert at a 3.73% higher rate than traditional social media content.
To run your own contest, start by determining the prize. This could range from just a bundle of your best-selling products to an exclusive shopping trip where the store is closed for your VIP contest.
Set entry requirements (such as liking the post or sharing it with a friend) and promote the contest on your social media platforms using hashtags and geotags to reach a local audience.
Using Geotags on Social Media
As mentioned earlier, targeting geolocation helps merchants reach online shoppers who are nearby. Many social media platforms, including Instagram, allow brands to tag their location in specific posts.
SuitShop capitalizes on user-generated content by reposting photos of newlyweds wearing their suits and tagging the wedding location.
In-Store Events
What would make a social media user put down their phone and visit your store? According to Daniel Carter, editor at 88Vape, “Offering exclusive deals and offers to customers is a good way to encourage them to visit your physical store.
People who shop in-store receive a special offer that other customers don’t, making them feel special and encouraging them to shop with you.”
Local Business Marketing Trends
Experiential Retail
The promise of experiential retail – whether through workshops, pop-up stores, or in-store virtual reality technology – aims to attract shoppers to retailers.
According to a study by Forrester Consulting on behalf of Shopify, over two-thirds of consumers (35%) plan to engage with brands through experiential moments in the next year.
Omnichannel Experience
Think about the last time you purchased something in-store. Did that happen by passing by and walking in? Or did you come with a clear intention to buy a product you saw online?
While both can happen, the latter is becoming more common. Modern consumers desire a seamless omnichannel shopping experience that allows them to switch between devices, locations, and platforms – from your e-commerce store to the physical location and vice versa.
Focusing on Community
The power of community is undeniable, especially if you leverage the conversations that happen within it to help your store grow. Research indicates that 84% of companies that enhance the customer experience through community programs see an increase in revenue.
But
Focusing on the local community doesn’t need to be a big-time-consuming event. You can support charities or non-profit organizations in your local area, such as Made With Local. CEO and founder Sheena Russell says, “Participating in community-led events is not just a way to give back, it’s also marketing.
We make it a strategic point to engage in events that we know our target audience will be at, such as marathons and outdoor events.”
Starting to Market to Your Local Customers
You chose your store’s location for a reason – likely because there is a pool of potential customers just steps away. Make sure to take advantage of this opportunity through your local marketing efforts.
From sponsoring events to multi-channel experiences that allow in-store shoppers to utilize mobile devices during their visit, the goal is to draw people toward your physical location. Provide them with an unforgettable experience, and you will be on the path to making your store successful.
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