Engaging with customers has always been the name of the game in marketing. Thanks to the Internet, target audiences are increasingly spread out. That isn’t to say the Internet hasn’t been a benefit to marketers. It unquestionably has. However, the Internet isn’t marketing’s final frontier. Far from it, actually. When you think about some of the biggest digital channels businesses are using today, mobile devices like smartphones and social networks like Facebook unquestionably come to mind.
When you break down those two categories into their core elements, however, what you’re left with is the same type of local marketing businesses have been using for decades. This is why traditional print marketing and — more specifically — local marketing remain hugely valuable tools to businesses in the 21st century.
What Is Local Marketing?
Studies have long shown that most people do most of their shopping within a ten mile radius of their home. This is still true, even at a time when people can have something delivered to their home with the press of a few buttons and the click of a mouse. People are still willing to venture out of the home to pick up that hot new item or to participate in a service they truly believe in. They just need to know where to look.
According to a recent report released by the CMO Council, 49% of all respondents to a survey agreed that localized marketing was crucial to the overall growth and longevity of their business. More than that, one in four marketers were spending at least 50% of their total marketing budgets on localized programs, certain location-centric promotions, and more.
At its core, local marketing allows you to use these types of stats to your advantage by not just targeting as many customers as you can with your campaigns, but by targeting the right customers — namely the ones who live in the area where your business is actually located.
The Benefits of Local Print Marketing
To illustrate just how effective local marketing can be, think of one of the oldest such strategies in the book: the business card. As you meet new people or network with fellow industry professionals, you’re likely to hand out a business card to whomever you meet. Even if that particular person doesn’t have any use for the product or service you provide, they may know someone who does. Thanks to your business card, they now have something tangible they can give that person to point them in the right direction.
The whole idea is brilliant in its simplicity. You’re establishing your organization as a local leader in a way that creates increased traffic right to your doorstep. On the one hand, it really is no different than sending out mobile "push" notifications to a smartphone or making people in your area "friends" on your Facebook page. The advantage it does have over those digital channels, however, is that it’s something tangible. By tailoring your printed materials to a local market, you’re instantly increasing their relevancy in the lives of those people. The result is improved marketing effectiveness, which will ultimately build brand awareness and position your business as the type of authority you know you are.
Targeted local marketing remains one of the best ways to bring your organization to the attention of a new set of customers who may not even realize you exist. In an age where you’re competing with digital businesses that may offer the same services, it’s no longer about trying to attract the biggest possible audience. It’s about attracting the right audience. That’s the power local marketing gives you if you know how to use it.