Neighborhood marketing is for local businesses, right? Well, that’s half ideal.
While the brother or sisters that own the independent bookstore down the street, as well as your next-door neighbor that runs a pet-grooming business downtown, are clearly serving your local area, the national brands who run in your neighborhood are, too. This suggests that those nationwide brands are likewise required to assume neighborhood when it involves advertising and marketing.
Consumers Demand Local Outcomes
Think of just how you browse when you’re aiming to solve an issue. If you need a noontime caffeine pick-me-up however aren’t sure what your neighborhood options are, you’ll likely get in a search question like “coffee bar near me.”.
Today, more than half of all searches take place on a mobile device, and, according to Google, more than 80% of customers are looking with neighborhood intent. While the independent coffee bar wants to show up in your search, the nationwide brand that has a location neighboring intends to be in the mix, as well! If your neighborhood advertising and marketing approach is disregarding these types of targeted searches, you’re likely not being seen by some consumers.
Consumers Shop Locally.
Even if yours is just one of the most significant brand names in business, your consumers are still all neighborhood. What’s going on in your store in Los Angeles doesn’t matter to clients that reside in Seattle or Boston. They would like to know what’s taking place at the shop in their yard.
National brand names are important to establish location-specific social media sites accounts, landing pages, or microsites. If your Los Angeles store is offering swimsuits in January, that content won’t be relevant for your Boston-based consumers, however, those staying in sunny LA will like to know about it. Customizing web content and other marketing messages to customers depending upon where they’re located can help you attract them as well as personalize their experience with your brand name.