Advantages of local advertising
There’s no doubt that advertising on a national level has the potential for your brand to be in front of millions of eyeballs. But, there’s a downside – how many of these millions of people are interested in your brand or product? Chances are, only a slim percentage. Although national marketing campaigns can help build brand awareness, sometimes it’s better to start local. Local marketing campaigns reach your target audience in a more strategic way, like when they’re actively searching for your goods and services in their area.
We’re not here to tell you that national campaigns are a waste of money – there is absolutely a time and place for these! However, businesses may be unaware of the advantages of local or regional advertising. In this article, we’ll go over a few ways advertising locally can help you stand out amongst your competition. Once you’re done reading, you may have an idea or two to add to your advertising strategy.
Traditional marketing shines locally
Local advertising can really shine when paired with traditional marketing. Big companies with big budgets might be competitive on a national scale, but locally, they won’t know your city as well as you do. Traditional marketing such as print ads in newspapers and magazines, Out-of-Home like billboards and bus shelters, broadcast TV spots, and radio all have deep roots in local communities.
If you want to incorporate traditional marketing into your strategy, starting at the local level can be a good place to test these tactics. Traditional media is often cheaper when buying in smaller, more strategic markets. For example, local TV spot costs are typically less than national spots, because the number of local impressions aired is smaller. Depending on the market and time of day, local TV channels can still reach hundreds of thousands, or even millions, of people.
Traditional marketing methods continue to play an important role in reaching local audiences and interacting with them on a personal level. There are many benefits businesses reap using traditional methods – we go over them in-depth in this article.
Local search intent personalizes SEM
If I’m searching for a new dentist on Google, I’m looking for dentists near me. So if you’re a dentist who serves the greater Grand Rapids area, it doesn’t make sense to spend your time and money marketing to clients in Los Angeles.
Location-based SEM marketing delivers highly relevant ads to targeted areas. If you’re looking to test this strategy, Google offers some localized ad types to help you stand out.
Google Local Service ads
One of these ad types is Google Local Service ads. These are designed for service-based businesses, like dentists, to promote their services to local customers. According to eMarketer, data shows that 66% of people want ads customized to their location. Local service ads appear above the top three results on Google Maps when customers are searching for services in your area, putting your business front and center to relevant users.
You can also gain an edge for local keywords using PPC. Beefing up basic search ads with location extensions helps you get even more out of SEM marketing. Depending on the device, users might see your address, phone number, or a clickable call button in an ad. They could also see the city and the distance to your location. Using location-specific information works – nearly two-thirds of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.
Add local flavor to PPC
PPC localization doesn’t have to stop with location extensions. There’s an opportunity to add local flavor to your PPC ad copy. Use jargon locals know. Reference locations using streets or landmarks. The zip code’s the limit!
Boost local advertising with a local partner
Working with a knowledgeable local partner can boost your market competitiveness. While big marketing agencies may have an impressive client roster and awards under their belts, they may not be the right fit for your business needs. A local marketing agency has the advantage of living and working in your region.
Another advantage of partnering with a local agency is the network of vendors and contacts they can leverage for your benefit. Established agencies typically have ongoing relationships with radio stations, billboard companies, and television stations. These deep-rooted relationships often mean direct media contacts for questions and any troubleshooting. They also may have better pricing and exclusive deals, which stretches your budget further.
Gain a local edge
Local advertising offers many advantages for businesses. While it’s tempting to start an advertising campaign with a huge scope, you may waste money on low-quality impressions. If you’ve always wanted to run a TV spot, tackle traditional methods that seem out of reach nationally on a local scale. Reach specific audiences with formats designed for local search intent, like Google Local Service ads and localized PPC. Gain market share by leveraging the expertise of local agencies who know the communities and audience you’re trying to reach. Everyone has local customers – why not try to reach yours?