BET ALSO FOR THE PHYSICAL BUSINESS
Some time ago we published a post that talked about how to sell beyond your online store, in it, basically, we exposed a series of sites and strategies to be able to sell beyond, simply, your commercial platform. Today we want to follow that path, and we are going to talk about local marketing.
Local marketing, also known as neighborhood marketing, is a type of marketing that is focused on a community around a physical business. That is, promotional messages are directed to a local target audience, rather than the mass market via the Internet. In practice, many local businesses contact consumers directly through email, in-town events, local team sponsorships or advertisements in the local newspaper.
Well, if even the guy at the corner bar does it, why shouldn’t you do it with your ecommerce?
Local marketing is a proven and very valid way to reach consumers, with which you can attract a lot of attention. An ecommerce represents a wealth of data about customers and prospects, but local marketing is no slouch. Here are a number of advantages of using local marketing in an advertising campaign:
- More relevant audience
- Create partnerships
- Other marketing possibilities
- Saving money
- Leverage word-of-mouth marketing
Local search is now increasingly being used to buy directly from a mobile device or PC. And there are already major retailers who are getting into the act. Most supermarkets already have this mode of shopping for those looking for the convenience of having it delivered to their home. Or for those who do not have more time due to current work demands.
Now, El Corte Inglés has an app for online shopping and offline collection and payment in the brand’s stores. No waiting, no queues, and no need to go through all the aisles looking for products. And all at no additional cost.
why not sell all these advantages to the people in your area and also make it clear to them that you are also a local business? That the money is not going to be taken by a huge multinational, with the profits made in a tax haven. No. You’re just another neighbor, only you’re on the Internet.
Why it’s a good idea:
- The local search, the proximity to be able to value the product continues to be a value of weight at the time of purchase
- Fast delivery, even on the same day, among them Amazon or Zappos are already providing this type of service in large cities
- Ommichannel, more and more these marketing techniques are applied to impact a consumer, and if it can be also physically they value it.
- mCommerce, mobile searches already exceed those of the PC, and access to the purchase from this device will be the one on which large consumer manufacturers are betting.
- Personalization, consumers like to be advised, to be offered quality products and to be professionals in their sector, and here local businesses win by quite a distance.
In the end, it is also advisable to monitor the results as you would do with a digital strategy. Then you have to eliminate what does not work and focus on what generates benefits. The return on investment will not be as clear as with Google Adwords, but our presence will be more durable in the memory of consumers.
how to do it? Well, that’s the fun and frustrating part of the process. How do you reach your neighbors? How do you get them to stop shopping where they always do and try something new in their own locality? There are a million things you can do, and a million more things you can try. Imagination is your only frontier (well, and economically too, what are we going to fool ourselves, but we can assure you that for a little money, you can do very, very cool things)
how do you see it? do you dare? are you afraid? would you like to do it but you don’t know how? Give candle to our mailbox, that’s why we have it 🙂
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