Online ads (advertising, ads)
For traffic on the website and to draw the attention of as many people as possible to the offers on the Internet, it helps to place external advertising, so-called ads. This can either be posted directly on search engines such as Google, on other sites, online media sites or on social media. The advantage of this, compared to printed ads, is that clicks and other interaction rates are direct measurability and easy cost control by paying per lead.
Search engine optimization (SEO)
In general, the number of search queries on the Internet at Google and Co. has increased significantly in recent years and has also become increasingly important in local marketing. The search is usually carried out via Google, mobile and “nearby” for a search query, for example to do another quick transaction on the way or to withdraw money from the bank. It is therefore important in search engine optimization (SEO) to be able to find the relevant keywords and to optimize your homepage accordingly.
- Clubs and associations
- gastronomy
- hotel industry
- Healthcare
- telecoms
- and much more
Directories & reviews
In order to be found on the Internet on Google and on other search engines, there are some additional tips, such as being listed on various business directories (local listings). For example, a Google My Business entry or an entry on Google Places that, when searching, shows the most important information about opening hours, contact details and address at a glance. These are often linked directly to customer reviews, which local marketing should regularly govern and provide the impetus for improvements.
social media
In order to use social media in local marketing, the platforms must be filled with relevant content regularly and several times a week. The right platform (Facebook, Instagram, LinkedIn, etc.) should be selected depending on the product or service. Social media is also suitable as a platform for distributing digital ads and advertising and showing content to the right target group.
Local marketing and advertising materials
When considering the options for approaching customers successfully and with strategy, print advertising media are traditionally also available in local marketing. Especially with Advertisements and advertising for regional media A large number of potential customers can be reached directly and with little effort. In addition, new customers can use advertising about Leaflets, flyers and brochures as well as mass mailings and online marketing be achieved. This option is particularly useful for existing customers and for exchanging information. Another important point that should not be neglected is the point of sale (POS) — in-store advertising. At the POS, potential customers can be addressed directly and convinced of the product and your company with the help of special measures. In order to successfully draw the attention of customers to the shop or office, it is a good idea to pay attention to the design of the shop and the shop window. In addition, interested parties can Events such as readings, trade fairs or other activities targeted at the POS be lured. This in turn offers the option of distributing printed advertising materials such as postcards or stickers. However, in most cases, it is no longer enough just to limit yourself to classic advertising, even Online marketing is becoming increasingly important for local advertising. Ideally, they create a Connection between offline and online marketing — for example through printed QR codes that lead to the homepage or tips that provide online information about events in the shop.
- insurances
- banks
- franchise
- trafficking
- automobile
- voyage
Despite advancing globalization and an increasing number of international and supra-regional companies, the majority of business is achieved at the regional level.
Local marketing in times of globalization
Despite advancing globalization and an increasing number of international and supra-regional brands and companies, the majority of business is achieved at the regional level. In addition, there are also major brands, in a decentralized structure, dependent on responding locally to its customers and the individual target group. In order to reach these people, local marketing is usually used at various levels to carry out targeted advertising.
Local vs. global marketing
To talk about local marketing in more detail, it is important to differentiate it from international (including global) and national marketing. National marketing refers to the promotion of commercial goods and services in one's own country. International marketing is used in various countries to make products or brands better known. This is particularly the case with major, global brands such as Coca-Cola, Nestlé and BMW. In comparison, local marketing is in turn limited to an even smaller area of influence within national marketing, which may consist of a city, municipality or region, for example. In particular, the target group for local marketing (local marketing) is clearly narrowed down. This type of marketing and advertising appeals not only to small, local companies and retailers, but also to supra-regional companies. They all depend on local marketing. Because of the different interests and living environments, not many companies are able to use international marketing strategies, particularly In decentrally organized brands, marketing is usually adapted locally. However, companies should use their Apply the strategy to the local level and strive for uniform (local) marketing.
Sectors where local marketing is relevant:
Local marketing and digitization
New digital advertising tools, online marketing and social media are also becoming increasingly popular at regional level. When searching for a store or company in the region for the first time, you can no longer avoid search engines like Google. This development can be used for local marketing strategies. In particular, the problem of scatter losses can almost be avoided through targeted online targeting. Through the Location-based use of smartphones but also most laptops, online advertising can also be ideally and locally tailored. Especially with social media and search engines (Google and Co.), the search results are successfully tailored to the user's current location. In order to score the best possible points, it is recommended that to always keep your own homepage up to date and, for example, to integrate new and current events to provide visitors with the information they need quickly and easily.
Benefits of local marketing
- Tailored targeting
- Precisely defined target group
- Manageable range of marketing applications
- Combining offline and online marketing
- Use knowledge about your own target group
- Quick reactance
Corporate identity challenges
Especially in local marketing of decentralized companies, it is important that To keep the look and address consistent across the company, despite local marketing campaigns. Only those who can offer a coherent look as well as uniform photos and standards will engage customers in the long term and create a high identification potential with the entire brand. In addition to content, the focus here is primarily on appearance. Uniform layout and familiar color schemes, photos and motifs retain customers. A strong corporate identity also makes it possible to set yourself apart from competitors and strengthens the brand and also the products. Even with a local focus, it is therefore important not to forget what the entire company stands for and how this can be expressed. In most cases, however, this can only be resolved through uniform communication and good agreements between the individual partners.
software support
Software solutions can help to simplify exactly this communication and exchange between the marketing center and the team of partners as well as among individual partners. In these programs and portals, content and templates can be passed on to local partners and the corporate design can be maintained directly. There are various options and cost models on the market for integrating these software solutions.