How do I Promote My Local Company?

Converting casual browsers into loyal customers requires a well-thought-out and executed marketing strategy.

Identifying your market niche, USP, and brand identity are the first steps in developing a successful marketing strategy. Your strategy rests on this triad. Everything else will fall into place with greater ease once you’ve laid that groundwork.

First things first: establish your brand’s identity.
Shoppers now have access to an infinite number of products and services, and their lives are saturated with advertising. In this chaotic environment, how do you make sure that people actually hear you?

Success in today’s competitive market requires that you carve out a specific place for yourself, both in terms of your niche and your brand. The more specific and relevant your marketing messages are to the individual, the more likely they will be read.

Your brand’s identity, USP, and target demographic should all be intertwined. As you develop them further, try to keep their connections strong.

Who are your intended customers?
It’s human nature to want to cast a wide net when searching for new customers. There’s no way that not everyone in the world could use what you’re offering. However, when you try to appeal to everyone, your message becomes so diluted that no one pays any attention to it at all.

Customers should be defined as precisely as possible. Multiple target audiences are acceptable if they are well-defined. However, it is easier to get started in marketing if you focus on just one strategy at first.

For help focusing on your ideal customer, consider the following options:

Types of people by age and sex
Comparing City Life to Rural Life
Places geographical
Earnings Interests Hobbies Interests Personality
Values for Household Size
Methods of financing
The point is to draw a complete picture of your ideal customer, or buyer persona. Alice, a young, middle-class mother who enjoys life but worries about keeping her family safe, could be one of your customers. Or perhaps your client is the free-spirited man of midlife named Karl who needs to plan for retirement but hates doing so. Create in-depth buyer persona profiles based on real-life customer experiences.

Take into account the wants, pains, dreams, and ambitions of these fictional people to better target your marketing efforts.

What makes you unique?
The USP, or Unique Selling Proposition, is a central concept in marketing.

What makes your company unique and how you intend to position yourself in the market are articulated here. Here are some examples of how you could describe the unique selling proposition of well-known products:

  • Apple: state-of-the-art technology that anyone can use
  • The organic, healthy, and environmentally friendly foods sold at Whole Foods are carefully selected.
  • Save the most money on pantry staples by shopping at Aldi.
  • Nike: Serious equipment for peak athletic performance
  • Your unique selling proposition (USP) should be a single phrase or sentence that addresses the question, “Why should people come to you for X instead of anyone else?”

If you’ve been in operation for some time, you might want to conduct a survey to learn more about your customers’ buying habits.

If you haven’t launched yet, take a few minutes to jot down, as quickly and unfiltered as possible, the various things that come to mind when you think of your brand. Then, from that list, select the most compelling words and concepts to use in a succinct summary.

The most obvious reasons people buy from you should be ignored in favor of the emotional ones. Customers shop at Whole Foods and Nike not because they have an actual need for their products but rather because of the image of the customer they project.

Figure out who you are as a company
Your brand identity (often shortened to “brand”) should develop from your unique selling proposition (USP). A company’s brand is its identity; it’s the way consumers perceive your company.

The aforementioned brands, for instance, can be written as:

  • Stylish Apple
  • Whole Foods: Conscious living
  • Aldi: Bargains
  • To paraphrase Nike, Strength
  • Consider the case of two competing companies, both of which are promoting the same set of resorts, to appreciate the significance of a clearly defined brand. Both will fail if they both promote themselves to “everyone who wants a vacation” using stock photos of swimming pools.

But let’s say one resort positions itself as a destination for young families, with the unique selling proposition that it provides a wide variety of entertainment options for kids. For example, if the resort wanted to market itself as a place where families can have a good time, it might use catchy slogans, cartoonish typefaces, and photos of happy families in action.

Let’s pretend the other travel agency caters to well-off women aged 40 and up and touts the fact that its trips are ideal for getting away from it all. The company’s brand could be “serenity,” and it could be represented by photos of women lounging in hammocks on deserted beaches, among other things.

Now that each of these businesses has been given its own distinct identity, it will have a much easier time targeting its ideal customers.

Keep in mind that your intended audience, unique selling proposition, and brand identity are all interconnected. If you take the time to define your brand in a way that highlights your USP and speaks directly to your target market, you’ll have a leg up when it comes to marketing your company.

Method Two: Locate Your Target Market
You can now focus on attracting your target demographic’s attention to your brand by developing content that speaks directly to them.

Raise your site’s profile in search engines.
Want to increase your website’s visibility without breaking the bank? Search engine optimization (SEO) is less complicated than you might think.

Do this by selecting a long-tail keyword. Start by thinking of a phrase your ideal customer might use in a search engine to find your goods or services. Selecting a long-tail keyword (a phrase of 3–5 words rather than a single word) helps you stand out from the crowd and rise to the top of search engine results pages.

One resort may select “best vacation with young children,” while the other may select “luxury beach getaway” in the aforementioned example. They’re both superior to more general terms like “travel” or “vacation,” which receive a lot of search volume but offer little in the way of specificity. For a highly competitive keyword, reaching the top of search engine results would be a formidable challenge.

Make sure the name of your city or town appears in the long-tail keyword if your company serves the local community.

Improve the quality of your writing.

It’s important to let search engines know the subject matter of your site, so use your long-tail keyword as often as possible in the following places:

If you don’t have one already, please share your URL.
Name of Your Webpage
The Title of Your Home Page
At least one subheading in the initial paragraph
Alt tags for images on a page’s meta description
Repeat the keyword phrase more often if it flows naturally into the text, but avoid overdoing it. Websites that employ natural language receive a higher ranking than those that overuse keywords.

While it is possible to optimize for multiple keyword phrases, it is recommended that you begin with just one. Make sure to optimize each individual landing page or blog post as you add new keywords. Long-term, with little or no investment in advertising, your business can grow with the help of search engine optimization strategies implemented as part of an online marketing plan.

Create new blog entries.

A great way to increase organic traffic for more keywords is to start publishing blog posts. Either you or someone you pay can write them. Any way you slice it, you should anticipate the queries your potential customers might enter into a search engine and provide answers to those queries. Long-tail keywords can be derived from the language of those queries.

For the keywords “what to pack for children on vacation” or “best airline to fly with kids,” the family resort website may publish a blog post. Blog posts would provide in-depth responses to each inquiry and encourage readers to join an email list in exchange for entry into a giveaway or special discount.

Sign up for a Google My Business Page

If you own a local business, it’s worth your time and effort to set up a Google My Business listing for free because it can improve your search engine rankings. Managing your Google Maps presence is just one of the many features you can access and modify through your listing.

Contact the press
In what online and print publications do your customers most frequently engage? Send them periodic press releases outlining anything novel or noteworthy your company has accomplished. Also, mention that you have knowledgeable employees who are available for interviews.

Another great way to let your audience “meet” you and get backlinks is to write guest posts for popular blogs that they read. Make sure to reach out to both national and regional media outlets if your company has a local presence.

Promote your products and services on the web
The scope of your advertising campaign need not be constrained by a limited budget. The two largest players in online advertising, Google and Facebook, both allow you to choose your own spending limit. Better yet, you can choose to operate on a “pay-per-click” basis, which means you will only be charged for ads that result in clicks.

You can set a daily budget in Google Ads, and Google will increase it by 30.4% every month until you reach the maximum amount you’ve designated. To spend $30 per month on Google AdWords, for example, you would need to allocate $1 per day. Your monthly ad budget of $30.40 has been reached.

You may be surprised at how simple it is to make Google display ads. Google will automatically take the headline and images from the page you specify once an ad is set up. Using those components, Google can automatically construct ads of varying shapes and sizes; if you don’t like the results, you can modify them.

Similar features can be found in Facebook’s display advertisements. Boosting a post on your Facebook page can cost as little as $1 per day, depending on your target audience. If you run your business on a tight budget, Facebook ads are a fantastic promotional tool.

Google and Facebook both have tools that allow you to target users based on demographic information like age, income, location, and interests. Advertising on either platform will allow you to reach your desired demographic, be it local teens, retirees, or young mothers who enjoy knitting.

Think before you post on social media.
If you’re just getting started with social media, it’s best to concentrate on one or two platforms. I recommend beginning with the platform on which you are most at ease and where you anticipate having the greatest success in establishing a rapport with your intended audience.

Facebook, on the other hand, is popular among those over the age of 30, while Instagram is more popular among those in their teens and early twenties. Even though men are more likely to use social media platforms like Twitter and YouTube, women can be reached effectively through the visual social network Pinterest.

Make sure that the content you share on social media accurately represents your brand while also providing value to your target demographic. Be sure to mix in posts about your products, services, and promotions with helpful information, humorous anecdotes, and interesting links to keep your audience engaged. Ask them questions and solicit their feedback to keep the conversation going.

To save time, you can repurpose parts of your blog posts for use on social media, with or without direct links to the full posts. Try to think of different ways to present the same information, such as making an explainer video or compiling a list of suggestions into a set of simple graphics.

Keep posting valuable and engaging content, and your readership will increase on its own. Giveaways and other contests can also help spur expansion.

Build a system of competitions and prizes
Some small businesses rely heavily on contests and freebies to expand their customer base, promote their brand, and acquire new email subscribers. If you want to see success with this promotional strategy, consider the following:

Pick a prize that will really excite your demographic.
Make promotional content for the competition that also highlights your brand and unique selling proposition.
Get people to subscribe to your newsletter and/or follow you on social media to enter the contest.
If they help spread the word about the giveaway, reward them with extra entries.
Send a message of welcome to your new subscribers.
Third Step: Create Relationships With Your Clients
As your email and social media followings grow, it’s crucial that you invest as much time and energy into maintaining those relationships as you do in building new ones with customers and other influencers.

Make a plan for marketing via email.
Email allows for personal, one-on-one communication, while social media platforms are better suited for reaching large audiences with a single message. When someone subscribes to your email list, you should send them a welcome email (or a series of them) and then keep in touch with them on a consistent basis.

How should you structure your messages? In addition to informing your audience of any sales or new products, it is also important to keep them interested and engaged by sending them content that is humorous, thought-provoking, or otherwise enjoyable. The rate at which your email subscribers open your messages will be higher if they know you won’t always be sending promotional material their way.

Email can be used to strengthen ties with current and potential customers. Demonstrate that you care about them and can respond to their needs. Make it easy for them to become familiar with your brand and your company’s offerings by giving them ample opportunity to do so. Customers who feel a strong affinity for your brand are more likely to return as repeat buyers and to advocate for your company among their social circles.

The capabilities of automated email go far beyond the standard fare of a monthly newsletter and introductory message. Systematically reminding customers of items they’ve abandoned in their shopping carts, following up with those who have shown interest in previous communications, and suggesting additional products that may interest them based on their previous purchases are all features that can be implemented.

If you use automation, your company can keep in touch with customers even when you’re not there to do so manually, such as while on vacation.

Learn who your target market is.
Constantly keep the lines of communication open. At the same time that you’re introducing your email subscribers to your company, you should be gathering as much information about them as you can. If you have more information about your subscribers, you can send more relevant emails to them and have a lower rate of unsubscribes.

Using email list segmentation, you can customize your messages for each individual customer. You can divide your audience into subsets based on factors such as their past purchases, their level of engagement with your brand, the page they were on when they signed up for your newsletter, and the topics in which they have expressed interest.

You can save a lot of time, energy, and effort by integrating your marketing platform with your e-commerce system. In order to better serve your customers, you can categorize them into different groups using their purchasing habits and actions on websites like MailChimp. The system will then be able to monitor their actions and send them customized emails based on their responses.

So, Mary purchases some wine glasses from you, as an example. Connecting your marketing and e-commerce platforms means you can immediately send Mary a “wine lovers” segment of your email list and a “thank you” note for becoming a customer.

Mary is then sent two discount offers, one for a wine storage rack and the other for a different kitchen item, along with some advice on selecting, storing, and enjoying wine. There is a possibility that she will be added to a new segment and receive emails with additional cooking tips and kitchen item discounts if she makes the purchase.

Advancing to Step Four: Cutting-Edge Advertising
Once you have the fundamentals down, you can expand your marketing strategy to include additional tactics. What follows are some widespread choices that many small businesses have found to be successful.

Remarketing
It’s safe to assume that a sizable portion of your time and energy is dedicated to advertising your website to potential customers. But if they leave without buying anything or subscribing to your list, how can you keep in touch with them?

You can target recent site visitors with remarketing or retargeting campaigns. Ads from your campaign will appear on any site that the user visits that is part of the Google Marketing Network. The goal of remarketing is to get people who visited your site once and showed interest back to it so they can make a purchase.

Like-minded crowds
Prospecting can be facilitated by examining your current clientele for commonalities and then reaching out to those who seem to fit the profile. What we’re talking about here is a “lookalike” or “similar” audience.

Advertising can be more effective when it is directed at people who are most likely to be interested in them. Google, Facebook, and Mailchimp all have systems that can analyze your list and find people who share similar demographics and interests. This is an efficient way to broaden your audience’s reach once you have established a solid, responsive list.

Cooperation When two businesses with complementary products or services work together to market to a common consumer base, everyone benefits. Businesses that share your target market and your brand’s values but aren’t in the same industry as you but would make good partners should be pursued. Once you’ve identified a potential business partner, the next step is to discuss ways in which the two companies can benefit from working together.

Here’s an example:

Have a joint event, either in person or online, and invite people from both of your communities.
Discount each other’s wares as a means of attracting customers.
Make a contest that features prizes from both companies.
Share guest posts on each other’s websites and newsletters
Share promotional content on your online platforms or in your correspondence.
B2B advertising
Online marketing does not account for 100% of all marketing efforts. Offline promotional strategies are still effective and should not be disregarded.

One choice is to use direct mail. A cheap way to spread the word about your business and promote your wares is to send out postcards to people who have interacted with you online.

Organizing or participating in events is yet another choice. If you run a local business or belong to an industry that regularly holds conventions, you should target those events. Spend some money on a booth and give away branded swag or free software downloads if the event is virtual. If you want to impress people even more, offer to speak and give a presentation that will help people in your field.

The big picture and how everything connects
When you’re trying to promote your company, there are a lot of details to remember. As you progress through this checklist, however, you’ll see how each tactic contributes to a more comprehensive marketing plan.

You can reuse the content you’ve already created, like blog posts, by repurposing it into other forms of media like social media, videos, or guest posts on other blogs. Exciting content like this can also be used to connect with your email list. In addition, you can make the most of people’s interest in what you’re selling by using a remarketing campaign to reach them after they’ve visited your website through email, ads, or social media posts.

Maintaining cohesion and consistency across all of your marketing efforts requires consistently incorporating your brand’s unique selling proposition and identity. In the end, you’ll have a strategy that attracts new clients and drives up revenue for your company.