Flexing your marketing muscles starts at the local level
Where do you have the most control?
Where do you/will you have the most influence?
Where does/will the bulk of your business come from?
Where should you concentrate your effort, your focus, your marketing budget?
These questions should be asked before you reach out with your marketing messages.
Defining your territory and knowing your customer is a must.
For most small businesses the answer is local.
Maybe you have a neighborhood business or a citywide business, some may even have an influence and presence throughout their state or within a multi-state area. It’s important to understand your territory and range of influence. It will help you to better understand your market, which in turn, will help you plan your marketing strategy and focus your efforts.
4 Things to help you market locally:
Create a customer profile that includes demographic, psychographic and geographic information of your ideal customer. This profile will help you focus in on your target market.
Make sure you are consistently email marketingto your current customers. Staying top of mind with current customers can lead to repeat business and referrals.
Determine a physical radius of influence for your business. Do the bulk of your customers live/work within 1 mile of your business? 10 miles? 100 miles? Etc. Knowing this will help you place more effective advertising. Facebook advertising and other online media allow you geographically target this way.
Get out there and mix and mingle. Attend workshops, chamber meetings, conferences and other events in your area. The local people you meet can become a valuable source of information, referrals, ideas and business.