With the growing popularity of buying local and supporting your community, local businesses are becoming more popular nowadays, though this wasn’t always the case. In the past, big businesses were more frequently targeting the global market with the help of digital marketing services, as this was easily accessible to businesses making a high profit. This created an issue for many startups, as they were finding it difficult to maintain the same profits as their competition.
The introduction of the term ‘Local Digital Marketing‘ was an eye-opener for countless startup companies and local businesses. This digital marketing strategy was well worth the investment as it allowed businesses to focus more on the local target audience, and increase their profits. Many startups found that focusing on local consumers can be more profitable than aiming for the global. This started affecting the market share of big brands within the local market, especially multi-location businesses; thus leading to many businesses altering their approach from digital marketing strategy to local digital marketing strategy.
So, what were the reasons that made these businesses decide on local digital marketing? According to a survey conducted for this study, here are The Top 3 Reasons Digital Marketing is Going Local:
1. Consumers Prefer to Buy Locally:
97% of all consumers use online media to do research before making any purchases. When consumers look to make a purchase, they want to buy from a trusted seller, often preferring someone that is connected to their geographical location. This makes them feel as though they are buying from a trusted source and even provides them with a higher sense of community. Localizing your digital marketing strategy can help your business become more engaged with your target market and local clients.
2. Tailored Approach for Each Local Market:
Each local market is unique to their clientele, whether varying products based on seasonal demands, requiring certain services specific to that region, etc. In order to be more successful, businesses need to relate and match promotions, campaigns, and content to the needs of each local market and how they vary. Successful companies are using local digital marketing services like localized websites, personalized emails, relevant social media and direct mail to make a real impact on the local market in the most efficient way possible.
3. Local Digital Marketing Strategy Gives Preferred Visibility:
Search engines are in the business of providing users with exactly what they are looking for; people want to connect with local businesses nearest to their location. Companies like Bing, Google and Facebook are focusing on showing individuals localized search results. Thus, small businesses with local relevance proved to be more popular than national sites when consumers searched for specific items in their region. This is especially important in our current society, as individuals are using their smartphones to search for items nearby; with location awareness, smartphones have the ability to pick up on the closest goods and services within the range of that consumer.
Considering the increase in global vs local competition, businesses who have not adopted the local digital marketing strategy need to become more proactive.
Lore Digital, a preferred digital marketing company in Boston, Massachusetts, helps you to implement the best suitable digital marketing strategy for your business. Our digital marketing team will help you to discuss the opportunities for your business and map the best local digital marketing strategy.