How to Market a Business Locally

With the internet, there’s a whole world of potential. Businesses can market globally, embarking on worldwide adventures; obtaining new customers. There’s a notion that “bigger is better,” and so, successful, well-established businesses can forget about their local customer base. So, if you are an established retailer, how can you find your roots and campaign at a local level? Here’s how.

You’re an established retailer; an international success with a market abroad. You already have an email marketing campaign; yet, your local customer base could be improved. Google says 97% of consumers search for local businesses online; therefore, you could be neglecting a profitable market.

Email helps large retailers connect with customers on a personal level and target their locale. Marketers found that sending personalised emails produced 2.5x more click-through rates and 6x more sales. However, to personalise your emails, you must collect clean data on your local consumers and segment the findings.

Like appealing to your international market, send your local consumers relevant content to their gender, age and location. If you are a clothing brand whose largest customer base is in Australia, for example, your Australian cliental may be experiencing summer in December, but your local customers in Britain will be looking for winter warmers. Make sure to cater to both.

Segmentation allows you to differentiate between global and local customers. As a large corporation, this can become difficult. 74% of consumers become frustrated when they open an irrelevant email, so ensure your data is correct and segmentation relevant.