What is local marketing?
Local marketing or location-based marketing is marketing applied to a geographic area. It consists of sending communications to a nearby audience (potential customers).
It is particularly relevant for local businesses like brick-and-mortar stores, restaurants, and services. Franchisors also use this method to optimize their strategies for each of their locations to increase sales.
How to market a local business?
Marketing a local business means that you must include the geographical dimension in your strategy. In fact, this is the first important thing you need to consider. Your customers are nearby and you need to reach them immediately. It also means that you don’t need to send communication to others to save money! See “what is a local marketing strategy” to get more information.
What is a local marketing strategy?
A local marketing strategy applies in all of your channels to propose an omnicanal experience to your consumers.
Both SEO and SEA must be geotargeted.
Your website needs to be SEO (Search Engine Optimization) optimized on local keywords: “near me”, “near by” and the name of cities and places your company is marketing.
SEM (Search Engine Marketing) is mostly Google Ads where you can buy the same keywords and use extensions like directions and phone number of your ads. See advices on Google Ads. Also, Facebook and Instagram are pretty powerful tools to do online OOH communication (out-of-home).
You will need to know which areas you want to target. OALLEY help you to extract easily zip codes and cities in your actual catchment area made in isochrone (actually more accurate than using radius or official boundaries).
Finally, use Google My Business tool! This is the key action of your local marketing strategy.
You can also launch print campaigns by sending or sharing flyers. To do that, you will need to assess the volume and eventually extract zip codes in the neighborhood you want to launch your campaign. OALLEY help you to do this.
How to do local market research?
Local market research is particularly meaningful for understanding your customers and prospects in your catchment area.
To do local market research, follow these 3 steps:
- Determine the area in which your will conduct your research
To do so, you need to know exactly what is the influence of your business on the ground. You may need to use your CRM data to know where does come from your customers. If your business doesn’t exist yet, don’t hesitate to launch a survey!
The area’s size varies a lot depending on the sector and the product or service you provide. For example, a catchment area for a fast-food restaurant in a big city will be very different from the trade area of a DIY shop in the countryside. The size, the time or distance, and the transport used will be very different.
On OALLEY, you can draw as many catchment areas as you want, in many different ways: isochrone, isodistance, or manually with parameters about timing, distance, and means of transport. Start drawing your area
- Define your target audience
Who are they? If you’re conducting local market research to know which location is better for your brand, this step is necessary. If you’re conducting local market research to know who is present in your catchment area, go directly to step 3.
You need to know who is your target audience: are they male or female? Or they young or old? Do they live in cities or the countryside? Are they living in houses or apartments? Define your target market. And then you know which data you need to analyze your area.
- Find and extract the data you need
Software like OALLEY permits you to access demographics data in your area. The algorithm calculates for you the number of people and their sociodemographic indicators: age, gender, socioeconomic classification, households, etc.
Extract this data in Excel reports to analyze them better. You can go further in your local market research by importing your CRM data on the map. It will help, for example, to assess your market penetration.
How the demographics affect your local market?
Demographics are an essential part of a marketing strategy for small or local businesses. Demographics permits you to understand who are your potential customers in your catchment area. Understanding their profiles and behaviors will help you for growth: marketing, product development, services optimization.
It is also very useful for marketing strategies to do more targeted content campaigns.
OALLEY helps you launch local marketing campaigns
Draw your catchment area, assess the volume of your audience. Extract zip codes for targeted campaigns.
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