Local marketing is a powerful tool that can help any business generate leads and close new business at a local level. It is an unreasonable expectation to think that most business people will be highly skilled in the fine art of local marketing so here’s a quick snapshot of some pointers that may indicate that your local marketing could do with a tune up.
1.Your business is mono-tactical in its approach to generating leads and winning new business. This is quite common – especially amongst small businesses. For example a local plumber may advertise in the local classifieds to generate 100% of his leads and sales. Some companies may use a handful of local marketing tactics. The point here is that your business will go from strength to strength if it increases the actual number of local marketing tactics used.
2.Your company doesn’t have a local marketing budget allocated, but instead will look at opportunities as they arise. This is another popular approach amongst franchisees and small businesses. The key here is that there is no pro-activeness in funding and executing local marketing strategies on a regular basis. Imagine the possibilities that arise when you regularly allocate funds to local marketing programs.
3. Your firm is oblivious to peaks and troughs in your revenue cycle and schedules local marketing activities without thinking about the impact they may have at various times of the year. Just as you wouldn’t dare plant carrots in June because they won’t grow, there my be times during the year when local marketing will have a minimal impact on your target market whilst at other times clients will be falling all over themselves to do business with you. Identifying these cycles and making the most out of them is the key to being successful.
4.Your company doesn’t track the return on investment it gets from any local marketing activity that it implements. This is possibly the biggest local marketing sin a business can commit. Without a formal review of the success of local marketing activities undertaken a company can’t realistically make a well considered decision to replicate or reject a tactic that it has used.
5.Your business doesn’t have a formal, conscious plan that incorporates the use of other people’s people and other people’s money. Your suppliers, local business associations, sponsorship properties and even charitable organisations have much power in being able to assist you in successfully marketing your business throughout your local territory. By identifying ways to use other people’s people, money, resources, advertising, business relationships, time and capital a company can expand its local marketing capability and reach.
So there you have it – some common local marketing mistakes that franchisees and small businesses tend to make and some of the ways to overcome them. By addressing one or more of these five areas a company can positively impact the number of leads and new sales it can attract through local marketing activities.
For more information about local marketing and local area marketing planning, contact Greg Mullane, Marketing Manager, LAM Plan
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