6 Reasons to Trust Local When It Comes to Digital
Connecting with your audience means targeting the right customers. The more you understand your audience, the more you can tailor your message to resonate with them. Digital marketing’s granular targeting capabilities make it increasingly effective for reaching local customers. It is a powerful entity for small businesses when partnered with radio and outdoor ads, increasing brand recognition, attracting qualified leads, and driving conversion.
Reaching potential and existing customers in your area requires more than just technical and marketing ability. Most locals know when someone is familiar with their town, culture, and customs and when they aren’t. That’s one of the many reasons why local firms are stronger choices for small business digital marketing.
Let’s look at other benefits of partnering with a local marketing firm.
1. Local Firms Know Local Audiences
There is something about having someone speak to you in the vernacular of your youth. The unique sounds of your friends, family, and neighbors resonate with shared experiences, creating an instant familiarity and connection. A New York firm might make a summer ad campaign for a local sporting goods store showing local kids playing softball or riding their skateboards down the sidewalks to highlight the store’s products. On the other hand, a Chicago firm would communicate in a local voice: the kids would be playing 16-inch and running down the gangways on their block, just as many of them did growing up.
2. Reach Customers Within Your Business’s Area
Some small businesses aim to serve only their local community, whether due to cost-effectiveness, convenience, or offering specialty products or services in their area. Reaching those customers requires a different approach than appealing to global audiences. While other firms can use geofencing and other techniques to target local traffic, they don’t know the people like someone like a local firm will. The audience in your area trusts the voice they hear daily on the radio, the businesses their friends frequent, and the power of the community to support the small businesses in their neighborhoods.
3. Increase the Effectiveness of Your Other Ads
You already know digital ads effectively increase your reach, brand recognition, and lead generation. You may not be aware of how powerful it is to combine digital with audio or radio ads as part of an integrated campaign. Your audience likely sees many digital ads daily and might be curious but unsure if it is a business they can trust without more information. Hearing a local radio influencer talk about their experience with that same business makes it credible, much as if they’d heard about it from friends or family.
4. Stand Out Amongst Your Competitors
Many small businesses are in an industry where competition is steep and pits companies against virtual titans. Convincing your audience that your products or services are the better choices may seem like an impossible task. However, remember that many people still want to visit stores or offices in their community before making a purchase. Your digital presence is critical, as 76% of consumers research a business online before visiting it. Having a local marketing partner ensures your customers know they can trust your company.
5. Enhance Your Online Presence for Local Searches
Search Engine Optimization (SEO) is vital for your site to perform well for visitors and rank highly on search engine results pages (SERPs). Local SEO ensures your organic visibility. The more localized the content on your site, the more readily the search engines can find and rank you for relevant keyword searches. In other words, when your target customers search for “[insert your business type here] near me,” your company name shows up at the top of the list.
6. Earn More Regular Customers
Earning new customers and maintaining a steady, loyal customer base means staying visible, relatable, relevant, and engaged. We’ve already discussed the criticality of local SEO and local content. One of the other vital elements in growing a regular customer base is encouraging customer feedback through reviews. Whether responding quickly with a thank you for good reviews or swiftly offering to investigate and correct any adverse experiences, keeping on top of your digital reputation is vital. It helps establish a trusting relationship that assures potential and existing customers that your business cares about them.
A Local Voice Is a Trusted Voice
When you want to tailor your digital marketing messaging to local audiences, you need a firm that knows how to connect with them. Local radio is a voice of reason and, for many, a trusted friend they depend on for recommendations. When you combine audio with digital ads, you expand your reach, boost your credibility, and establish your small business as the one to trust.
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