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A total of 46 percent of all search queries on Google are so-called “Nearby” or local queries. And not only online, but also in general, local marketing, i.e. the local marketing of small businesses and branches of larger companies, is becoming increasingly important. In addition to online trading, despite globalization, many people still rely on local business, which can now be found a lot via digital and online channels. In order to address these local customers, the businesses rely on increased local marketing, in which the various components of the marketing mix become important. Here, too, it is important to advertise as versatile and varied as possible and to address customers on social media as well as personally or via traditional media, newsletters or blogs.
Many local businesses have the problem that they do not have the same tools and software support as large businesses. As a result, the marketing results are often insufficient or can only be measured imprecisely. In addition, local customers often have a different customer journey than the general target group of the company. Online platforms are also becoming more and more important, but the business’s own website is rarely visited and advertising in the local environment is increasingly being made through personal contact in the branch or at regional events and trade fairs. In addition, local businesses are faced with the challenge of digitally targeting their advertising measures and articles with the right targeting in order to reach the right people and not waste money and resources from SEO or social media unnecessarily.
With the right local marketing software, you can offer all employees in the company an important tool in local marketing and strengthen your own business in the long term. The versatile marketing tools that are currently on the market support local companies in the various areas of marketing that are not only represented online, but also in classic offline marketing.
Especially in local marketing it is important to be listed in the countless digital business directories. These so-called local listings lead to being found more quickly on search engines like Google and ranking better (SEO) as well as generating more views on your own website. In addition, uniform and complete information has a professional and convincing effect on customers. Local listing tools offer the possibility to collectively fill and update all directories. In addition, reviews and ratings can be dealt with and general monitoring can be carried out. This means that new reviews are no longer overlooked and, if necessary, a direct response can be provided.
Local marketing tools also offer support in booking and creating online advertisements, for example on search engines such as Google or on any website. Targeting and booking can be carried out directly in the tool. This ensures that the right target group is reached not only personally but also digitally. A / B testing can be used to find out which ads are successful for your own business.
Local marketing software can not only use classic ads on social media for local marketing, but also simplify the sharing of your own posts. Especially for a small business or company with a minimal or no marketing department, it can often be overwhelming and labor-intensive to fill the various social media channels and your own website and to log into the platforms regularly. Local marketing tools help to fill everything at a glance and to be able to plan posts. In addition, comments, replies and reviews on the social media platforms can be monitored directly here.
Local marketing software can be used to address customers not only digitally, but also using traditional media. Thanks to the integrated maintenance of media contacts and the direct sending of mailings, not only advertising material or articles can be sent, but the local media can also be supplied with information. Tools not only help in traditional marketing, but also for all PR activities.
As already mentioned, search engines (e.g. Google) are particularly important in local marketing. Here potential customers look for branches and shops in the area. With the right SEO of the website and in connection with the local listings, a local marketing tool can help to make the website easier to find on Google and Co.
In order to be able to work as effectively as possible and not start directly with all marketing channels at the same time, it is advisable to find out which channels are important for your own local customers. In this way, the software can also be tailored and adapted to your own needs and preferences. Ideally, the selected tool should combine all the necessary forms of marketing to prevent employees from using different platforms and again creating more work. Software systems that have a modular structure (social media, SEO, advertising, local listings, PR, etc.) and can therefore be expanded to include additional local marketing areas in the future are particularly recommended.
Head of Customer Success, Authorized Signatory
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