May be you’re up to expanding your own business or willing to empower your clients, creating a strategy to target the local buyers is a hard nut to crack. To craft a local targeting strategy, you should have a deep understanding of your local markets and searching pattern of the local consumers.
To achieve the best results, you need to put in place a solid local branding strategy. The strategy needs to be in line with your potential local customers and the way they find and engage with your offerings.
The article brings forth seven tested ways that can help you generate more traffic for your local clients or your own local business.
How to Develop a Local Branding Strategy?
Branding is anything but beyond an extraordinary logo and captivating brand tagline. Your brand strategy must pose a strong brand message that resonates with your target local audience. Following are the major steps that brands should consider to create an effective local branding strategy to generate huge traffic.
1: Extensive Local Market Research:
While creating a local marketing strategy, brands should have a basic understanding whether they are offering what the target market is looking at. If you fail to understand the market, your strategy may backfire.
An extensive and well-planned local marketing strategy depends upon multiple things that include: the geographical area do you serve; nature of your business (offline / online); the size of your local market and strength of your competitors. Having right answers for these important questions will help you set the focus for conducting market research.
2: Client Profiling:
Once you’ve finished setting the tone of the research, it’s time to go full throttle to get the right audience. Unless you have the right audience that would be interested in your products, no local marketing strategy can get the desired results. Only the right audience can resonate with what you offer.
A client profiling helps brands getting the precise understating of an ideal client. A comprehensive client profiling helps you unearth important client details such as their identity, their pain points, and their buying pattern.
You should have a questionnaire ready with important questions related to your clients. If you get right answers to these questions, you’ll have a great client profile.
- Your clients’ pain points
- Services they have tried already
- Their likes and dislikes about a particular service
- Factors that influence their decision making
- Online platforms they spend time on
The answers of the above will help you empower your local marketing strategy. With precise client profiling you can be sure of:
- Your marketing unique selling point
- Services that you can offer them
- Tone of your brand
- Marketing platforms to focus on
3: Prepare your Brand Message:
A detailed market research tells the brand what the audience needs and how the brand can deliver that. Once the brand gets to know enough about the targeted audience and potential clients, it can directly address the audience with an appealing brand message.
Brands must prepare brand content that’s consistent and sets the tone audience can resonate with. A right brand message that’s ideally curated for targeted audience includes the following:
- The brand values a brand can offer
- Brand USP that may outshine competition
- Message tone of the conveyed message
- Benefits that the brand can offer with the product / services
- Calls-to-Action that brands want its audience to take
If a brand includes all the above points while creating a brand message,campaigns it creates will be more effective. Having these points in mind, a brand can be able address the right audience with the right message in the right way at the right time.
4: Apply Local SEO
For brands targeting local customers, Local SEO offers big benefits. Optimizing online business for local audience is probably the most trusted way to generate targeted, sustainable traffic to your website. Local SEO is tested method get traffic for terms that users are actively searching in local places.
Local SEO comprises all the standard SEO practices but with an added focus targeting customers from a particular geographic location. Usually, an SEO consultant executes a local SEO strategy through precise use of localized keywords, local citations, and link building.
A perfect local SEO strategy must include a few integral strategies. Make sure that your online website is mobile friendly and loading fast. You should be targeting localized keywords along with citation building in local and niche-related directories.
5: Build Partnerships
It sometimes becomes difficult to target your local market if the customers are not highly engaged. In this case, strategic partnerships and referrals help a lot. Such relationships can go handy both in person and online. The focus behind building partnership is to build relationships that mutually beneficial and funnel leads. Being a marketer targeting local markets you can push partnerships through outreach and content marketing. To bring clients on the same page you should convey the value that’s provided to the partner.
6: Share on Social Media:
If you find that your audience is quite active on social media and use to consume content there, your next step should be to create content that suits them. Content should be attention grabbing so that they can engage. Prepare content that must contain wow factor and has ability induce reader’s emotion. The content you create should have all the elements of attention. The content must be accurate, relevant, timely and well-written.
Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.