Starting a small business is challenging, especially for competitive industries. This explains why startups take a long time before they win the first few customers. Established companies, on the other hand, have many loyal clients and a big budget to attract new ones.
Although startup businesses might feel overpowered by national and international companies, they can use local marketing strategies to beat the competition. Generally, big companies focus on a large scope and serve more customers, which leaves some clients dissatisfied. Small entities can focus on local needs and ensure their customers are satisfied.
Local marketing might seem ineffective at first since the target customers are likely to be loyal to big brands. Therefore, startups must push their brand until some customers decide to try out their products or services. Before that, the startup owner might feel like they have exhausted all local marketing ideas. This article will highlight a few local marketing strategies for startups.
Print and Distribute Printed Materials
Many businesses today focus on winning online clients. They usually overlook traditional advertising, which could attract local clients. Print materials such as banners, posters, stickers, billboards, brochures, and flyers are pretty effective when targeting the locals.
With printed materials, the possibilities are endless. Startup owners can install or stick the materials around the town in strategic locations where their potential customers frequent. They can also hand the printed materials to the target clients directly and work with the sales team to distribute the materials.
Although print advertising is effective, startup business owners should partner with reliable printing companies. For instance, those who need banner printing chicago can partner with one of the leading printing firms in the city. The printing company will customize banners and other advertising materials with the target market in mind.
Since more businesses focus on online marketing, print advertising is likely to have low competition and more impact. Besides, more people are likely to ignore digital ads, which usually distract them when browsing websites or social media. So, the attention span on the physical is noticeably longer than that of the digital ads. Printed materials can also last longer and win more people than digital ads, which are more expensive to place.
Create a Localized Website
Targeting the local market does not mean startups should not have a website. However, the website should be localized to capture local searches. The web content should focus on the needs of the locals and use a local language. If the startup has several locations, its website should have location pages.
The local pages should share content with keywords that the locals use when searching online. Each page should have contact details of the local office or store, which improves the customer experience of the locals.
Startup business owners with little or no SEO experience should partner with a local SEO company. The experts will write engaging content that attracts and engages local customers, increasing the chances of turning them into loyal customers. Publishing fresh content with the right keywords for local customers can help improve local search engine ranking.
Use Social Media
Social media is a powerful local marketing tool for startups with less money to spend on marketing. Unlike websites and print media, social media encourages conversation between the business owner and the target customers.
Business owners can join local groups, pages, channels, or platforms to engage with the locals. They can also post community-focused content that addresses issues affecting them. Pushing the startup brand is easier when the locals recognize the business owner as an authority and a valuable member of the community.
Another reason to use social media is that satisfied customers use the same platforms to share their experiences and refer other clients. Therefore, it is advisable to ask clients to leave reviews and feedback on local social media pages. However, the business owner should avoid publishing promotional content every time since this might frustrate potential clients.
Joining most social media platforms is free. Most platforms support diverse content, from images to videos and articles. This makes it a versatile and inexpensive method of promoting local brands. However, buying paid social media ads can help push the brand further and reach more local customers.
Partner With Local Businesses
Some business owners see every local business dealing with the same products or services as competition. However, it is easier for a competitor who does not have what clients need to refer them to a less-known startup business. Cross-promotion always works for both businesses since a startup can also refer clients to the competitor.
Besides, business owners in the same industry can come together to deal with external competition and address local challenges affecting their industry. The thriving businesses might not like cross-promotion but will likely appreciate it when the startup refers a few clients to them. Therefore, startups can learn from competitors and partner with them to ensure local clients do not order products from other locations.
Sponsor Local Events
Some towns and cities host cultural, religious, entertainment, or sports events. Sponsoring these events makes it easier for unknown brands to enter the good books of the community. The good news is that social events have many sponsors, so startups do not have to spend too much of the advertising budget.
Event sponsors are allowed to install their banners on the stage, take photos with the guests, share videos or pictures on social media, and appear on the list of sponsors. This is all a startup brand needs to raise awareness and win a few clients.
In addition to advertising, sponsoring local events gives business owners an opportunity to network with other business owners. Networking could lead to future business opportunities since they are likely to trust a brand if they know the people behind it.
Remember to print attractive banners with business logos and details such as websites and contacts. This ensures potential customers can reach out when they need to order goods or schedule services. After local events, more customers will likely visit the website and local outlet, which increases the chances of making sales.
These innovative local marketing methods can help startups raise their brand awareness and win customers. However, business owners should identify the strategies that work best for the industry and invest a reasonable amount to promote their brand. This approach will help them win clients without breaking the bank.