{"id":31138,"date":"2022-09-07T10:34:55","date_gmt":"2022-09-07T17:34:55","guid":{"rendered":"https:\/\/www.xpressdocs.com\/s\/?p=31138"},"modified":"2023-12-15T21:10:45","modified_gmt":"2023-12-16T04:10:45","slug":"local-marketing-tips-that-work-for-any-business-sf","status":"publish","type":"post","link":"https:\/\/www.xpressdocs.com\/s\/blog\/local-marketing-tips-that-work-for-any-business-sf\/","title":{"rendered":"Local Marketing Tips That Work for Any Business"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">Marketing advice is sometimes structured to work for certain businesses. Large companies, try X and Y. Small businesses, your budget might make sense for A and B. It\u2019s true that certain strategies appeal to particular businesses. Then again, some approaches make sense no matter what or where your business leans.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Plus, technology makes it easier for almost any brand to attract customers worldwide. So, it makes sense that many brands underestimate the potency of a solid, local marketing effort.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Still, appealing to your local community has countless benefits. It makes your brand more approachable and endearing, because it lets you master the day-to-day of being a part of something bigger. And if you keep your hand on the pulse of the area\u2019s values and preferences, you have a better chance of winning repeat business. Because more than ever, consumers want to buy from businesses who share their beliefs.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Let\u2019s look at several ways your business can keep it local.<\/span><\/p>\n<h3><span style=\"font-size: 14pt;\"><strong>Direct Mail \u2014 A No-Brainer<\/strong><\/span><\/h3>\n<p><span style=\"font-size: 14pt;\">Few marketing strategies can boast an ROI as impressive as direct mail\u2019s. Not only can direct mail response rates be up to <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2017\/08\/30\/why-direct-mail-marketing-is-far-from-dead\/?sh=235fde65311d\" target=\"_blank\" rel=\"noopener\">30 times higher<\/a> than other channels\u2019, but a <a href=\"https:\/\/www.uspsoig.gov\/sites\/default\/files\/document-library-files\/2015\/rarc-wp-15-012.pdf\" target=\"_blank\" rel=\"noopener\">study sponsored by the U.S. Post Office<\/a> found that folks exposed to physical ads had heightened excitement levels and a stronger desire for the advertised products. And, a whopping <a href=\"https:\/\/www.businesswire.com\/news\/home\/20210608005391\/en\/Research-Shows-Increased-Interest-in-Advanced-Addressable-Direct-Mail-for-Leading-Brands\" target=\"_blank\" rel=\"noopener\">80% of consumers<\/a> get jazzed about what\u2019s in the mailbox.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Maybe we\u2019re getting desensitized to digital messaging, or perhaps tangible marketing will always outweigh its digital counterpart. Whatever the case, it\u2019s clear that digital fatigue is real, and high-quality real-life communication is where it\u2019s at.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">To ensure your direct mail methods make the cut, remember a few best practices:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\"><strong>Keep it short:<\/strong> Whether you\u2019re pushing seasonal inventory or offering 30% off last year\u2019s goods, remember to keep the vital info. and let the rest go. Especially when it comes to handheld advertising, you have to hook them fast and try not to lose them with lengthy explanations.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Keep it customized:<\/strong> People are people and want to be addressed as such. Use recipients\u2019 names to start, and make sure your product or service is appropriate for the audience (please don\u2019t plug your pool cleaning services to apartment dwellers).<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Keep it triggered:<\/strong> <a href=\"\/s\/marketing-automation\/\" target=\"_blank\" rel=\"noopener\">Direct mail automation<\/a> technology lets you communicate with customers and prospects based on their habits and preferences. For example, software can automatically create a postcard (with an offer to save 15%) on a customer\u2019s birthday or service anniversary. Who wouldn\u2019t enjoy a little gift for doing nothing?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">Even though direct mail sits at the top of our list, here at Xpressdocs, we understand and embrace marketing of all varieties.<\/span><\/p>\n<h3><span style=\"font-size: 14pt;\"><strong>Other Easy Ways to Attract Local Customers<\/strong><\/span><\/h3>\n<p><span style=\"font-size: 14pt;\">When you want a homegrown following, you need a multi-pronged plan of attack. Because there are several ways to spread the word around town, sometimes it makes sense to start simple\u2026and digital. Check out these effortless local marketing tips for getting started:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\"><strong>Get (and stay) listed \u2013 <\/strong>Yelp, Trip Advisor, Google My Business (to name a few) help people find businesses by area. Choose a few sites that work with your goals, then create and maintain the core details (e.g., website, address, available hours, phone number). For best results, aim for consistency across listings.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Encourage reviews<\/strong> \u2013 This approach works best when you first identify the right moment to ask (according to each customer\u2019s journey). Some excellent starting points include, in person after a positive interaction, a follow-up email post-purchase, after a re-order (they clearly like your business if they come back), or after a tag on social media. You can also train team members to ask for reviews after a meaningful service encounter, include requests as part of your marketing automation messaging, or include review links in outgoing communications.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Use local hashtags and tags \u2013 <\/strong>A little social media know-how goes a long way. Always tag your posts with your store\u2019s location (if applicable) and include the city name in most or all hashtags. This extra step will help locals spot your business online.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Maximize local SEO \u2013<\/strong> Remember to pay attention to the latest SEO guidelines (they change all the time). Use key words for product descriptions and services on your website, as well as local descriptors (city, town names). And remember to optimize all content for mobile devices.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Try eye-level adverts \u2013 <\/strong>yard signs \u2014 a primitive but worthwhile way to get noticed as folks meander by (hint: spring and summer are ideal\u2026because sunshine!). Place your eye-catching sign at the entrance of a nearby neighborhood or intersection, and wait for the calls to roll in.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Take advantage of list-building tools<\/strong> \u2013 Boost your direct mail efforts by saturating local neighborhoods, zip codes, or even entire cities. You can find your ideal customers by demographic, too (homeowners in their 30s and 40s, parents with teenagers, renters). <a href=\"\/s\/eddm-elite\/\" target=\"_blank\" rel=\"noopener\">EDDM Elite<\/a> is a sweet tool and costs 6 cents less per piece than standard mail (bonus!). Plus, when you use Xpressdocs, our in-house mailing and shipping teams take all the menial work off your shoulders. And, we have lots of fresh templates if you need inspiration!<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Give \u2018em swag \u2013 <\/strong>Have you heard that <a href=\"https:\/\/www.linkedin.com\/pulse\/5-reasons-why-promotional-products-crucial-business-robin-richter\" target=\"_blank\" rel=\"noopener\">6 in 10 people keep branded promotional products<\/a> for up to two years? That means if you put your logo across mugs, tumblers, bags, pens, or even Chapstick (who doesn\u2019t need an extra tube of this stuff?), folks will see your brand repeatedly. And you don\u2019t have to do anything extra beyond hand the goods out at events, to regulars, or to the local track team.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Prioritize QR codes \u2013 <\/strong>QR codes\u2026you see them everywhere for a reason. People already know what they are, so you can place them almost anywhere with solid results (flyers, postcards, infographics, contest entry tickets).<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-size: 14pt;\"><strong>Not-So-Easy (But Worth It) Local Marketing Tips<\/strong><\/span><\/h3>\n<p><span style=\"font-size: 14pt;\">The truth is, sometimes you have to sweat a little to help your business grow. Fortunately, although it might take more time, some methods yield outstanding results. In short, the extra legwork is often worth it:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\"><strong>Sponsor a local team<\/strong> \u2013 You can find a local team pretty easily no matter where you are. Plus, little league and youth clubs almost always survive on aid from local organizations. And when you go this route, you can meet other community leaders and nurture relationships that will keep your business in the loop.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Don\u2019t forget PR events<\/strong> \u2013 Grand openings, open houses, community festivals\u2014showing up (branded gear in tow) to local happenings can show your presence in the community, generate buzz, and provide fun material for social media posts.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Plan a cool contest (and give away free stuff)<\/strong> \u2013 More swag. What can we say? The tactic works. For best results, after you and your team brainstorm a great contest, remember to promote it on social media platforms (using local hashtags) and your business website. You could also encourage more foot traffic with an offering like, \u201cThe first 40 customers through our door get free Chapstick (we can\u2019t help it, Chapstick is the best).<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Volunteer <\/strong>\u2013 Even without handing out free stuff, you can always give time. And doing so within your community comes with more benefits than helping your local marketing strategy.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Plan a partnership <\/strong>\u2013 Teaming up with another local business is a great way to promote your brand. Find a nearby business with products or services that complement yours, and you create a significant cross-selling opportunity.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-size: 14pt;\"><strong>Final Thoughts<\/strong><\/span><\/h3>\n<p><span style=\"font-size: 14pt;\">Your business is part of a greater whole, and nearby customers are often a huge untapped resource. If you think about it, local marketing is simply another form of personalization. Is selling air conditioning units the same in Maine as it is in Texas?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">So, give your business a strong foundation and invest in local marketing strategies that work. And if you need help along the way, <a href=\"https:\/\/www.xpressdocs.com\/s\/\">Xpressdocs<\/a> has solutions that partner with your existing methods to help your marketing (and your bottom line) take off.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing advice is sometimes structured to work for certain businesses. Large companies, try X and Y. Small businesses, your budget (&#8230;)<\/p>\n","protected":false},"author":21,"featured_media":31964,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[373],"tags":[322,131,339,327,119],"class_list":["post-31138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer","tag-digital-marketing","tag-direct-mail","tag-local-marketing","tag-marketing-tips","tag-social-media-2"],"_links":{"self":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/31138","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/comments?post=31138"}],"version-history":[{"count":1,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/31138\/revisions"}],"predecessor-version":[{"id":31139,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/31138\/revisions\/31139"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media\/31964"}],"wp:attachment":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media?parent=31138"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/categories?post=31138"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/tags?post=31138"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}