Using a Global Platform to Boost Your Local Marketing

Give the Engine a Jump Start

Small business might be the engine of the economy, but that doesn’t mean it’s easy to keep one going. Like a small boat on an ocean full of big ships, sometimes the waves can seem overwhelming, if not insurmountable, and this is especially true of local marketing. A small business might not have the advertising budget to wage a full-fledged television campaign, much less one that can compete for airtime with your national competition. However, that doesn’t mean you can’t leverage your unique qualities to create an effective, local marketing campaign.

It All Starts With a Website

The first step in any local marketing campaign is to create an effective Web presence. This may seem counter-intuitive, because the Internet is a global marketplace. The truth, however, is that most users are local users – they search for shops, restaurants, museums and businesses that are near them. Ideally, you could communicate to your Web-based audience with a stylish, modern, mobile-responsive website, but websites can be an expensive undertaking, especially as they will always require a professional skillset to accomplish effectively.

Your website should be a brief introduction of you and your services – in fact, many small business websites aren’t any larger than one page – but it’s a vital marketing tool. Many potential customers feel that if you don’t have a website, you simply don’t exist.

Interacting on the Web

If you don’t have the budget to build a website, all hope is not lost. Indeed, there are some budget-friendly ways to get a foothold on the Internet, and the most effective of them is through social media. A Facebook page is key to any marketing strategy, as is a Google Plus page. If you have a strong Google Plus presence, not only will you rank well in Google searches, but you’ll also appear in Google Maps searches, which can be vital for a small business. The more followers you get, the more free advertising you can accomplish.

Social media marketing also gives you an opportunity to show off the personality of your brand. The more personality you exhibit, the more engagement you’ll receive from users, and the more engagement you can generate, the less you’ll have to work to spread the word when you want to stage a promotional event.

The Power of the Personal Touch

There are many unique ways that small businesses can gain a marketing foothold. It’s worth mentioning that fast-food giant Chipotle does not air television ads, but it does create media, just not in the way you traditionally think. For example, its T-shirts have clever messages and its bag has interesting copy written all over it.

Small-business expert Ezra Gabay mentions that “… word-of-mouth advertising is often the best. It doesn’t just have to be literature, either. Get shirts made that feature your logo. Pass them out and have your staff wear them. Include your tagline on pens. The most effective promotional items are those your target audience would find useful – such as mugs, chip clips and letter openers.” It’s a great way to get the name of your business out into the public, to keep reminding your customers that you exist and that, yes, they should indeed use your services.

Marketing Is About Sharing an Experience

Marketing in the 21st century is about sharing an experience with the consumer. Remember that not only every customer who walks in the door but also every employee who clocks in and every manager who fills out your inventory are sharing that experience as well. You can set the tone for your customers’ experience by keeping your employees happy and your customers satisfied. You can then share this experience through the online mediums that fit the budget of your business.

You don’t have to master SEO or social media; you just have to engage your audience on Google Plus, Facebook and your website. Remind your customers that you exist by maintaining a strong Web presence.

Using a Global Platform to Boost Your Local Marketing