Local And Relevant Wins Everytime
Are you tired of your inbox flooded with newsletters and blogs that no longer hold your interest? Has the sender gone en-masse with their publications and forgotten that you are actually a real person and not a number on their database? “You really do matter to us” they said. But if you mattered to them, why are you thrown in the basket with all the other customers? You are unique and you want to be treated as such. And you deserve to have marketing sent to you that holds your interest, something that is relevant.
That is the problem with not segmenting your database into categories i.e. clients, suppliers, workshop attendees etc. The communication from you to me will be different in accordance to my specific needs and wants. If I attended your workshop, I may need further educating until I am converted to your client. Whilst that is the goal, one would hope, in the meantime, their communication should read a little different to your existing clients. That makes sense, doesn’t it?
A business that is local to a specific area is not able to compete directly with a larger competitor in another geographic location so rather than spread yourself too far and wide, therefore even more important to keep it local and be niche. So a local company needs a targeted marketing strategy to attract a new set of customers who may not realize that there is a local speciality business in the area namely your business.
When you receive articles from another business, do you really want to know what is happening outside of your sphere of interest? Are you concerned about real estate auction clearance rates in Melbourne if you live in Brisbane? Probably not unless you own an investment property in Melbourne. And does the price of wheat in Western Australia hold much relevance to you if you are into poultry farming in Queensland? I guess not either.
I’d like to share a little story with you – for the past six months I have been working with a local business producing their monthly newsletter. In recent times, they have been acquired by a large national company with head office in another state. Whilst there was talk of myself managing the newsletters for all the business now, head office has changed their mind and decided to appoint a marketing guru closer to them. Consequently, my services are ‘on hold’. The local manager rang me with more than a disappointment in his voice that we were parting ways, at least for now. I say ‘at least for now’ as we both agreed that having articles sent to the Queensland database from an interstate marketing guru will consist of generalised information and no longer be local and relevant to his clients.
The most basic type of local marketing is to use a business card or flyer for your offline marketing but that is just the beginning. You can give these out as you meet new people or begin work projects with them. Old school letterbox drops can also be effective if you have a relevant ‘call to action’ included in it to circulate in your local area. This should enable the individual to refer to your business, website or phone number when future contact is necessary. Your offline marketing should compliment your specialised online local marketing strategy and we all know the majority of people search the internet to learn more about companies they are evaluating doing business with. You may even have two different profiles for your marketing depending on the product or service you wish to promote i.e. retail or wholesale, sales or servicing a product. But at the same time, both aspects of your business can cross-promote. That is for instance, if I purchased a product off you, then you should be promoting the follow up servicing and maintenance of that product. That would now be relevant since I have your product.