March 14, 2019Marketing
Whether for your own business or for your customers, without local brand strategy targeting a local market can be difficult.
On the other hand, you must have a solid understanding of the scope of your local market and how your potential customers are looking for you geographically.
Another factor is the possibility that you face a traditional competition that may depend on pedestrian traffic and references, while you can be a new player in the field.
That being the case, some digital marketing methods may not be as effective for you.
You need a local brand strategy that focuses on where your potential customers are and where they find their services online and in person.
Here is a seven-step method to get more traffic for your local customers or your own marketing agency.
How to create a local brand strategy in 7 steps
The brand goes beyond a slogan and a logo.
The most important component is to cultivate a strong brand message that resonates with your target audience. If you get full into marketing tactics, you’re missing more than half the equation.
That’s why this process starts with market research and brand messages.
Follow the steps at once to create a local brand strategy that works to get the traffic you deserve.
1. Conduct local market research
By creating a marketing strategy, the first step is always to understand what your target market really wants. If it doesn’t, you can lose the brand completely and your marketing efforts will fall on deaf ears.
For local marketing, this may seem a little different, as you should also consider the location of your audience.
But before starting to survey your audience, you must answer some central questions regarding the structure and objectives of your business. These include:
- What is the geographic area they serve?
- If you have a physics office, where are people willing to travel physically to get their services?
- How big is your local market?
- How many competitors do you have? What are your unique outlets?
Answering these questions will lay the groundwork for a market research because you will know where to set up your sites. Starting too wide will be a waste of time, and you will spend energy concentrating on people and competitors that are not relevant to your business.
Do you have these questions covered? Good. You can now immerse yourself in market research by creating an ideal customer profile.
Creating an ideal customer profile (Buyer person)
Understanding your audience is the best way to create a brand strategy that resonates with them.
To do this, you can create an “ideal customer” profile to find out who you are, what you want, what you need, and where you are looking for services like yours. This is an avatar of the perfect customer who wants to attract your business.
Consult the questions below to survey your audience (you can use social media or survey templates for this) and get information that will help you know your local brand strategy.
These questions include:
- What are your three main points of pain?
- What solutions have you already tested?
- What did you like about these solutions?
- Why you are upset?
- How old are they?
- What’s your income level?
- What values are they looking for in the business they work with?
- What is the # 1 factor in the decision to work with a brand?
- What online platforms do you spend more time on?
- Where are they going to look for marks like yours? (i.e. Google, social networks, references)
This information will help you determine:
- What unique point of sale (USP) should be used for your brand to stand out.
- What services you must offer to make your audience more interested.
- What tone to use in your marketing content and website.
- Which platforms you should market.
Having this market research at hand will only prepare you for success.
Once you have your market research, it’s time to master your brand’s messages and engage in the right platforms to stand in front of your audience.
2. Master your brand’s message
Your market research must tell you what you value most and need your audience.
Knowing this, you can position your mark to appeal directly to them by saying, ” Hey. We understand why you should work with us.”
Larger brands do this by creating a brand style guide that they refer to each time they create marketing content or website. This ensures that the message is consistent and that your audience always knows what to expect.
Your brand message will include:
- Brand values: what do you defend?
- Your only point of sale: what makes you better than your competitors?
- Tone: is your audience looking for professionalism? Humor? Direct? Peculiar?
- Benefits: what benefits do your services offer?
- Calls to action: what actions do you want people to take when they see your brand?
Address all of these points and keep them handy when you’re going to create website content or launch a new campaign.
That way, you will know that you are always addressing the right audience with the right message in the right way at the right time.
The brand messaging formula
Many brands and marketers think that the brand is reduced to brand colors, a logo and a catchy slogan. Unfortunately, they focus too much on what they (the brand) want and not enough on what their audience is looking for.
Therefore, if you are going to create a brand message or a slogan, You must put your audience in front and center.
A local brand messaging formula can be broken down as follows:
We help [audience] in [Area] [achieve profit] through [services] that [characteristics].
For example, if you are a personal injury attorney in Los Angeles, your brand message could be:
We help victims of workplace injuries in Los Angeles get the Justice and compensation they deserve through legal services that focus on aggressive and compassionate representation.
Here, it is clearly stated who your audience is, what benefits it provides and what service is relevant to them.
This can be replicated for any brand and can even be applied to individual service pages. In addition, when it comes to SEO, the field [area] can be changed for local orientation.
Then it’s time to put your brand’s message to good use through strategic marketing.
3. Implement SEO local
The local SEO is huge for local brands due to accuracy in local orientation. It is really the best way to generate targeted and sustainable traffic to your website.The local SEO is huge for local brands due to accuracy in local orientation. It is really the best way to generate targeted and sustainable traffic to your website.
What better way to get traffic than to classify the terms that users are actively looking for in their local area?
With local SEO, most SEO best practices are still implemented, but with an additional focus on targeting a particular geographical location. This is usually done by using localized keywords, Local quotes, and link building.
Your Local SEO strategy should include:
- A web site attractive and well designed.
- Fast loading speed of the website.
- SEO page oriented to localized keywords.
- Building appointments in local directories and related niches.
- Optimize your Google My Business profile to get traffic from local searches and maps.
- Construction link with high authority websites in your niche and local area.
- The localized content that incorporates your focus keywords and is of interest to your audience.
While a complete guide could (and has been) written in the local SEO, the above steps and resources should be sufficient to begin. Remember that SEO is a long game and will involve additional testing and optimization over time.
The important thing is that you stay focused on what your local market wants and what you look for in search engines.
4. Building strategic partnerships
Local marketing can be especially difficult if your audience is not very involved online. In other words, they could resort to traditional methods such as newspapers or rely on references from family and friends.
So how do you take advantage of that market if you’re not online?
By building strategic alliances with local companies.
Let’s just say your client is a construction material manufacturer in Denver. They could build partnerships with local contractors who could be encouraged to use their materials and send business their way.
In return, they could offer discounts on construction materials and refer customers to contractors for their projects.
Mutual benefit approach
Such relationships can work in person and online. The goal is to create relationships that are mutually beneficial and that lead to each brand for different (but related) services.
As a marketing professional, you can help your customers build these partnerships through outreach and content marketing. Some great platforms for this are LinkedIn and email marketing.
Just make sure you communicate the value provided to the partner and that the brand values are aligned.
5. Share targeted content on social networks
If your market research determined that your audience is active on social media, and you know what those major platforms are, it’s time to create content that works to get your attention.
Many brands worry too much about” hacking ” the algorithm and sharing content across all social media platforms. You don’t have to do that. This is where your brand’s message comes in.
You just want to share content that makes your audience say, ” Wow, that sounds like me!”And encourages them to read more.
You want to focus on content that is:
- Well written.
- On-Brand (tone, values, style).
Using the Personal Injury Lawyer’s example again, some effective ideas of social media content could be:
- A testimonial video of a client telling how to work with a lawyer helped them get the compensation they deserve.
- A blog post of the “10 main things you should know before filing an injury claim”.
- An infographic on navigation through the legal process.
- A public opinion survey on the latest workplace-related legislation.
- A meme about what it’s like to work with tough bosses.
Here are some types of content that are not as effective:
- Sharing your last blog post without a title.
- Archive images of people with an ad in ” contact us today for help!”
- An update on what happened in your office this week.
- A information about current events and politics.
- A cat trend video.
- You should try different types of content and then focus on what works and get rid of what doesn’t work. Look to see what your competitors share and if that would also be effective for your audience.
Social media marketing is more about sharing value than consistency or mastering the algorithm. Share what your audience wants to see so they keep coming back for more.
6. Attend network events
Even online it can be easy to stay in our own”bubble”. Although the truth is that people still value human connection, they make networks and marketing in person highly effective.
Not only will attending local networking events help you build these strategic alliances, but you can also rub shoulders with some of the big players in your industry. With an introduction and shared interests, they can become a potential customer.
Being active in your local area can be a competitive advantage in itself. If you’re able to organize workshops and talk at events, even better. These can be a great source of lead generation.
7. Run advertising campaigns PPC
If you want to further increase your search engine marketing efforts, launching a pay-per-click advertising campaign (PPC) could be the way forward.
The main platforms for this are Google ads and Facebook ads, and both allow you to target a particular audience according to geographic location and interest. Your market research will help you determine what the segmentation parameters will be.
Google vs. Facebook ads
With Google Ads, you will bid for keywords that will make your ads show up every time a user searches for the term in Google.
For example, to address users looking for a Personal Injury Lawyer in Los Angeles, you may want to look for terms such as “personal injury attorney of the”, “PI lawyer of Los Angeles”, “Personal Injury Attorney of Los Angeles” and the like.
For Facebook ads, you can add a tracking pixel to your website to re-market users who have already visited your site.
You can also create customized audiences to segment with specific campaigns and channel them to an established target page. The stronger your brand’s message is, and the better your orientation is, the more likely you are to convert.
PPC is one of the fastest ways to generate more potential customers for your business or your customers. If the budget is there, this could become an important part of your local brand strategy.
While some local marketing components may make it more difficult than other markets, there are still many effective methods you can use to generate traffic for a local brand.
But, before focusing on techniques, you need to get a solid understanding of what your local market wants and where you are looking for the services you want.
Without market research and a strong brand message, local brands will waste time and money focusing on the wrong demography. In addition, your marketing campaigns will simply not be effective.
Work through the previous seven steps to cultivate a local brand strategy that works and your customers come back for more.