If you’re running a small business, and you are marketing to the local community, there are four things you should consider. I’ve listed them in the order of importance.
# 1 – Reputation
What people think about you and your business is important. Actually, it’s very important. In a local community, reputation is everything. Hence, customer service should be what you focus on. You should deliver WOW through service.
# 2 – Word of mouth
It’s easy to spread the word in a local community. I remember the story about the pizza delivery guy. I told it to all my friends and family, and a few days later, a lot more people told me that they’ve heard the story.
The most powerful form of marketing is when you get the story from one of your friends or a member of your family. Focus on your reputation by delivering WOW through service, then focus on word of mouth.
Word of mouth is the story of the Polish carpenter and the wizard.
# 3 – Use free local media
Get your local newspaper or your local tv station to run a story about you and your business. It’s completely free, and a lot of people, a lot more than you think, will notice you.
You could write press releases, your local newspapers and your local tv station will notice. But you should understand what to focus on when you’re writing press releases for local media.
# 4 – Use social media
You should also focus on social media, because you can use Twitter to promote your local business and you can use Facebook Ads for local marketing – when it comes to social media it’s all about target and attention.
The last thing you should do
The last thing you should do, but I’m not saying you shouldn’t do it, is to use regular paid advertisement. It’s a lot easier and a lot more powerful to focus on customer service and word of mouth when it comes to your local community.