If you live in a small town or an area where you have limited competitors, your marketing plan is going to be a little different than the marketing plans of those who have a lot of ground to cover. While many of the principles remain the same, local marketing and national or global marketing can vary drastically. So to help those whose businesses are limited to a town or smaller group of people, here are three tips for doing local marketing in a small geographic area.
Still Narrow Your Focus
Even if your town or the entire population that you could market to is relatively small, it’s still important to narrow your focus to your true target market. Having everyone as your target audience isn’t going to work even if you’re only covering a small area. To be most effective, you’ve still got to narrow.
Becky McCray, a contributor to SmallBizSurvival.com, shares that when attempting to narrow your focus, try to have your goal be that your brand becomes synonymous with your product or service to the people within your target market. If you’re able to accomplish this, you’ll know that the narrowing of your focus has been successful.
If you’re only working with a few thousand people in your target audience, you have a much better chance of getting to know your potential customers or clients on a personal level as compared to businesses with larger customer bases. The best way to leverage this is to get as involved as you can in your community, especially with the people in your target market. Susan Solovic, a contributor to Constant Contact, suggests that, depending on your industry, you could get involved by sponsoring a Little League team or sporting event, volunteering at hospitals or libraries, or simply driving a branded vehicle to local events. Whatever you can do to get your name out will be beneficial.
Even if you feel like you know the people who comprise your target market already and can connect with them face-to-face, you still shouldn’t overlook online marketing and local SEO. Sara MacQueen, a contributor to Big Fish Media, suggests creating online content that can help you rank for a small list of your target keywords accompanied by your town or neighborhood name in order to reach those who may not be privy to your business yet or who could just be passing through. This will help you make sure you have all your marketing bases covered.
While marketing to a smaller group of people in a small area can make some things simpler, it also comes with its own set of challenges. Use the tips mentioned above to best meet those challenges head-on.