You are a business owner, and you want to reach people in particular areas. However, you also want to prove that you are globally-minded and can potentially operate anywhere. Is this a fundamental contradiction in ideas? Not necessarily. The key lies in how you express yourself in your marketing.
We have created a list of points to follow so that you can successfully speak to people in your area and also prove that you are a business of the world. If you do it right, you will make yourself into a superstar, wherever you are.
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Be really local
What does this mean? We all know this instinctively, even if we can't express it in words. We all remember what it was like when someone moved in from out of town and didn't get the local culture. So be as local as you can. Specifically:
- Use local jargon and local ideas. Did you grow up being a fan of your town's football team? You know exactly what fans say when they watch the game. It goes far beyond “Go team!” You've got your own lingo, your own gestures. If you are a business owner, throw this into your marketing full-steam. If you do it right, people will get it.
- Utilize local talent to whatever extent possible. If you are from the area where you are marketing your business, you will know where the local talent lies. If not, take it as a project to figure this out. Find out who the local leaders and influencers are. But make sure they are right for your market; a big-shot TikTok influencer could be great, but not necessarily if you are advertising geriatric products.
- Take advantage of affiliate marketing. Using affiliate marketing is one of the best ways to expand your audience and get noticed online, regardless of where you are. Check out affroom.com and see how you can make your online presence as big as possible.
- Collaborate with other businesses. In the same way that you should take advantage of local influencers, you should grab the opportunity to multiply forces by joining with like-minded businesses. If you sell eco-minded products and have the opportunity to collaborate with a health foods store or fitness club, take advantage of it. Just be sure that your collaborations are appropriate, and that the people you choose to partner with have a good reputation and are respected by the community.
General principles to follow
Beyond thinking locally, there are certain things that every business operating in the modern era should do. This includes:
- Making yourself as digitally visible as you are physically. Make sure that you've got a really solid website and other social media, and that everything is coordinated and your branding consistent. This might sound obvious, but you would be amazed at the number of businesses that don't manage to do it right. Make sure that your branding, logos, vision statements are all consistent from medium to medium. And make yourself easily findable through localizing your SEO. If you have a brick and mortar shop, provide clear directions so that people can reach you. If you give them any difficulty, they will give up easily and go to the competition.
- Make your business scalable. Your goal is to eventually grow into something big, right? Keep this in mind as you create your marketing materials. As you build your messages, think about how they would look in other markets. This doesn't mean ignoring the local context, but rather making yourself into a proud, top-class business. Again, consistency and professionalism in branding is key.
- Show that you want to give back to the community. Make an effort to care about the same things your target audience cares about, and integrate this into your marketing. If you live in a place that values the environment, brand yourself in a way that encourages recycling to make the town a better place. Sponsor a charity event that collects funds for a local hospital or schools. And be concerted in your efforts; be sure you choose causes that you really understand and have a genuine concern for.
- Include diversity in your messaging. How exactly you do this depends on your audience. If your marketing is directed towards an area that values LGBT rights, integrate these principles into your strategy. If you live in a devoutly religious community, keep this in mind. Remember, context is everything.
Always keep the long term in mind
Finally, you should always keep your long-term goals in mind. While your individual campaigns should be specific and time-specific, you should always have one eye on the future. Integrate your marketing campaigns with your long-term sales goals. Get the formula right and you will have customers for life!
