If you want to make an impact in your industry, you have to understand how your market behaves on a local level … and how to reach them.
Consumer behavior (how people select and use products and services) has changed in our new omni-channel world… a world where businesses sell “both online and offline –– likely also selling through multiple online channels (i.e. on Amazon, eBay, Facebook, B2B),” according to BigCommerce.
It’s tempting to reach far and wide when you want to fill your sales funnel. However, don’t miss the opportunities closest to home. Localized marketing can help your brand in more ways than one.
Here are 3 localized marketing statistics that will convince you to connect with your local community.
1. Web searches lead to local store visits
More than 72% of consumers who search the web visited a store within five miles, according to Clix Marketing. If you want to increase in-store foot traffic, ideal customers need to be able to find you in a local online search. Local search helps businesses (e.g. restaurants, beauty shops, apparel stores, rental and real estate marketplaces) attract new customers.
Consider signing up for a free business listing on Google My Business to start building visibility in Google Maps and Google Search in your local community. Depending on target audience demographics, local business directories like Yellowpages.com for general business, WiserAdvisor.com for finance and accounting in the US and Rentspot.com for rental properties in Canada, are good options.
2. Consumers prefer tailored communication
More than 70% of consumers prefer tailored advertising. Location, interest and behavior are three prime factors to consider if you want to attract local leads. Tailoring your marketing campaign to specific locations can also create a positive brand identity for your business.
According to a Nieman Journalism Lab study, geo-targeted Facebook posts are 6 times more effective when compared to a post shared with a global audience. Meanwhile, a survey of 3,000 online shoppers revealed that 75% of consumers prefer to purchase products in their native language.
Today’s customer prefers content that is relevant to what matters most with regards to location and lifestyle. So, before you expand your business globally, consider market needs (e.g. localized slogans, taglines and marketing messages) that resonate with your ideal customers in a personalized way.
3. Millennial consumers trust online reviews
According to a PowerReviews study, “ratings and reviews have become a prime source of information for shoppers on their path to purchase: 95% of consumers reported consulting customer reviews. Millennials rely on reviews even more than their older counterparts. And all consumers rely on the presence of negative reviews for authenticity and credibility.”
Marketing localization and reviews are a winning combination. Millennials are likely to visit local review sites to check out reviews before visiting a business. So, a focus on cultivating local reviews and testimonials will help you gain the trust of millennial buyers. As you actively build a good local reputation, you’ll find millennials more receptive to further communications.
Adapting marketing campaigns for different locations and consumer interests is time-consuming, and it’s certainly not always easy for small businesses without reliable local expertise. However, when you understand local market preferences, cultural tendencies and languages you’ll increase conversions and gain a competitive edge.
This article has been edited.
Key Acanto is a content writer and editor at Scoopfed.com. She is focused on writing about business, marketing and related topics. She is also a part of Dlinkers writers’, where she shares her insights and knowledge on digital marketing. Connect with @keyacanto on Twitter.
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