How to Target Your Local Market


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Steven Conway

Entering the global market and having as many international customers as possible is the goal of many businesses; however, targeting your local market should not be neglected. It is a crucial cog to every successful business.
Targeting your local market costs less than global market targeting, and the highly targeted nature of local-based marketing can drum up more business - both long and short-term. Whether you are an e-commerce store or a bricks-and-mortar business, here is a guide on how to target your local market more effectively.

Search engine optimization (SEO) may be considered a tool for the business giants, however, small businesses looking to target their local market should utilize this marketing strategy, too. Title and meta description tags are still vital elements to your business's marketing strategy; each character matters, so your text must be compelling, descriptive and not over-run the required character count to avoid the ellipsis from appearing in your organic search results.
And, to reach local customers, make sure you include the name of the city your business is in or the area your business serves. For example, "Specialist Pet Groomers in Austin, Texas."

When conducting keyword research, remember to focus on the area you work in or your business's location. Continuing with the pet groomers example above, when writing on-site and off-page content (link building, for instance), use keywords such as "pet groomers in Austin,” “dog groomers in Austin, Texas," etc. If you are unsure on how to curate an effective SEO strategy, though, there companies such as Digital Mark Group that can help. These experts can direct you toward the best practices to enhance your SEO efforts.

Loyalty Marketing
According to the Total Retail, 3.8 billion US consumers hold memberships to customer loyalty programs. Big brands such as Macy's and Dunkin' Donuts have added loyalty programs to their marketing campaigns, hoping to entice return visits and higher conversion rates. Loyalty programs are:
- Easy-to-use
- Affordable
- Cost-effective
- Engaging

It's a known fact that acquiring new customers is more expensive than retaining them. Businesses need to nurture their current customers or use the loyalty program to win back customers who have walked away.

There are many different types of loyalty programs on the market:
1. Points-based programs. Encourages your customer to spend on your brand; every amount they spendconverts into points, which can be redeemed later for rewards.
2. Loyalty card programs. Gives your customers a card that your employees swipe on the POS terminal. Reward loyal customers with discounts, coupons, etc.
3. Gift card loyalty programs. Loyal customers who enjoy your brand are more likely to spend more with you, so give them a gift card for your store. Not only will this entice customers to spend a certain amount, but the gift card will also be used in your store by either the purchaser or recipient, a new customer.

Online Directories
The internet is the go-to resource for many. Whether looking for a restaurant, a plumber or a clothing store, typing targeted keywords into Google or other search engines is how the public find a trusted business.

As a business, the first step to take is to get listed on Google My Business. By doing so, potential customers searching Google and Google Maps will be able to find your contact details, as well as reviews. Facebook and Yelp are also major online directory platforms where you can to list your business. However, it is not in your best interests to devote hundreds of hours getting your company listed on as many search engines, indexes, and apps as possible.

What's more, by listing your business online it 1) verifies that your business exists, 2) confirms that you are the owner, and 3) authenticates your business so that your company is trustworthy.

Targeting your local market, Loyalty Marketing, Google My Business


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