4 Digital Marketing Tactics for Local Reach

Written by: Jason Bayless | October 15, 2016
When it comes to local marketing campaigns, you want to have a mixture of community-based marketing that will also follow with online exposure. Local digital marketing can be a lot of work, but you can optimize your connections with local influencers and journalists while becoming more visible in the community. This will translate into more digital visibility too.

Sponsor Local Events

Your company can’t get the same kind of reach online through ad campaigns as it can through event sponsorship. When you’re sponsoring an event or working with local organizations, you’re benefiting the community, which doesn’t happen with advertisements otherwise. Local events allow you to be part of the community.

Movie nights, farmer’s markets, summer concerts and weekend 5k events create a sense of partnership with the residents, but it goes beyond that. Through partnerships and sponsorships, you’ll be able to get mentions on social media, website links and newsletters.

Specific Local Connections

Tell the story of why you came to be in the area that you chose as the home base for your business. You might be from the area where you saw there was a need that wasn’t being met by other businesses. There might have been a gap that you believed could be filled by your business.

The reason you chose the community might not have been for sentimentality or the ability to write a story that would connect you with locals, but that doesn’t mean you can’t make that connection with the residents. Explain why you’re in the area. What needs have you been able to meet that others weren’t addressing before you came to the community? These are specific facts you can use to tell your company’s story.

Donate to Local Nonprofits

While it can be hard to measure the ROI if donating to local nonprofits, it’s still a great way to make a connection in the community. It’ll get your name out there with blogs, online newspapers and social media focused on local news stories.

When donating to a local nonprofit in a deserving community, you’re creating a natural vehicle for communicating with journalists in the area. Those journalists as well as local influencers will share the news with their followers and friends. They might add mentions in newsletters too. The nonprofit will be sharing the news with their board of directors and investors. These are people who can also share the news of your donation as well as become a customer or client of your business.

Connect with Local Bloggers

Many businesses will share products and services with bloggers to gain the notice of their fans and followers. While you can certainly participate in this type of sponsored post on their blogs, you might have a conversation with their followers that doesn’t involve promotions and sales. Invite local bloggers to events where you’re a sponsor. They will most likely tell their audience, which is other residents, about the invitation and how they had a great time.

You can interview them for a piece on your local blog instead of the other way around. Ask them what needs you’re meeting in the community. If you’re filling a certain niche, ask about others in the space. It’s a great way to find out if you’re doing all you can in the community for your customers. Those bloggers you’ve interviewed will link to your blog, which will provide ranking signals to Google and other search engines.

When you have a local business, all your customers are residents in your city and surrounding areas. The best way to connect with them is through the community, but you’ll also want to create digital marketing campaigns that being in more business. It’s a delicate balance that can be tricky to figure out, which is why most businesses ignore local digital marketing.