Marketing is an essential aspect of any business. It has just as much importance as everything else and sometimes more. It helps create awareness about your company and its products or services, attracting new customers and helping to retain the ones you have.
Put aside the notion that you can exist on word of mouth only. That is sheer madness. Word of mouth should never be used as your only form of marketing. On its own - it's unreliable and inconsistent, with limited reach, difficult to track results, and prone to bias and manipulation. This strategy should be used when everything else is working well and aligned. WOM should be seen as the cherry on top, not the whole darn sundae!
As a local business, you need a unique mix of online and offline strategies targeting the local community and your ideal customer that lives within it.
Below are a few that you can start implementing today, all marked number one, as they are just as important as the next!
Hosting an event is a great way to attract the local community and create awareness about your business regardless if your customers are B2B or B2C. The event can relate to your business, such as a product launch, new season stock, an open house, or a networking breakfast. Alternatively, you can host a community event, such as a charity fundraiser or grab a stand at a local festival. This can help you build a positive relationship with the community, leading to increased sales and brand loyalty.
A loyalty program is an excellent way to retain customers and encourage repeat business. You can offer discounts, free products, or other incentives to customers who frequent your business. This can also help you collect valuable customer data, such as their preferences and purchasing habits. Side note - make your offers interesting 10% off will not hold your customer's attention for long if someone else offers a better deal. In this day and age, you cant have a sucky offer.
Partnering with local businesses is a great way to cross-promote each other's products or services. Otherwise known as a JV or Joint Venture. For example, a bakery can partner with a coffee shop to offer discounts when customers purchase a pastry and a coffee. This can help you expand your reach and attract new customers who may not have heard of your business before. They can be as simple, like above or as complex as you'd like to make them and are a great way to establish yourself - especially if you are a new business.
Sponsoring a local sports team or event can help you increase brand awareness and support the local community. This can also help you target a specific demographic, such as families or sports enthusiasts. Make sure to choose a team or event that aligns with your brand values and message. It doesn't have to be sport related. Get creative and think outside of the box.
Social media is an excellent way to connect with your local community and promote your business. You can share updates, photos, videos and promotions. You can also use social media to interact with customers, answer questions, and receive feedback. Remember, Social media is just a tool and not the whole strategy and just like word of mouth should not be the only marketing you do. A good social media strategy will also contain both paid advertising and organic.
Who doesn't like a freebie...Free samples are a great way to introduce potential customers to your products or services. This can help you build trust and generate positive word-of-mouth marketing. You can offer samples at your business location or at local events.
A referral program can help you generate new business by using word-of-mouth marketing as part of a well thought marketing mix. You can offer incentives to customers who refer their friends or family to your business. This can also help you track the effectiveness of your marketing efforts and identify your most valuable customers.
Local SEO (Search Engine Optimisation) is the process of optimising your website and online presence for local search results. This can help you rank higher in local search results and attract potential customers actively searching for products or services in your area. Make sure to include your business name, address, and phone number (NAP) on your website and other online directories.
Hosting a competition is a great way to engage with your local community and generate buzz around your business. You can ask customers to submit photos or videos related to your business or products. You can then choose a winner and offer a prize, such as a gift card or free products. If you use social media to help generate awareness of your competition, make sure you stick to the rules of the platform you are using. Time and time again, we see like, comment and share posts, that will get your business banned if a sneaky competitor reports you.
Outdoor advertising is a great way to target potential customers walking or driving by your business location. You can use A-boards, banners, flags, window decals or signs to promote your business and attract attention. Basic, but it works,
If you'd like help moving away from being a WOM-bat, we can help you with a great marketing mix, especially for you and your business.
Local Marketing Made Easy is a full-service local marketing agency based in Greenwich, London. We can show you how a good marketing strategy can increase sales - ultimately putting more money in your pocket.
To see how we can help your business, call us on (0203) 303 0625 or book a callback request via the form below.
