Digital marketing has made it easier than ever for businesses to connect with customers. A social media post or paid advertisement can reach users down the street or across the country.
Increase your impact by tailoring your content for different customers. Many companies have two different versions: the local business and the national business. Many advertising techniques work both locally and nationally, but you should customize your approach for each audience.
In this article, we’ll share our top tips for promoting local and national brands. We’ll also discuss how Optimize can help you develop effective campaigns for all types of audiences.
On the local level, your target audience includes your immediate community and neighboring towns. These customers typically provide the main source of your income and support your business’s growth.
Before planning your marketing campaign, research your local audience’s needs and preferences. You can use many different strategies to learn about your customers, including:
These tactics will help you understand what local consumers need. For instance, surveys might reveal that the community wants mobile car repair services. You may also discover that your business can offer a unique value proposition, like a specialized repair service with online scheduling.
Next, use the insights you’ve gained to tailor your marketing campaigns for your local customer base. Start by crafting a relatable and unique brand identity with these elements:
Look for ways to include the local community in your marketing strategy.
Say, for instance, that community involvement is one of your brand's values. You could demonstrate your commitment to this value by donating to the neighborhood's animal shelter or sponsoring the local high school basketball team. Highlight these endeavors on social media to build community goodwill.
Additionally, you could feature local landmarks and influencers in your marketing campaigns. This familiar content will highlight your local ties and help you build an authentic connection with your community.
Many local brands are part of larger national chains, like NAPA Auto Care. These businesses must properly represent both their local and their national brands.
Juggling your business’s two identities requires careful planning. On one hand, you want your marketing materials to have local relevance. On the other hand, you must follow the national chain’s guidelines and maintain brand consistency.
There are many ways to strike the right balance, including:
At Optimize, we work with local businesses that are part of larger brand families like NAPA Auto Care and Tire Pros. We closely collaborate with our partners to promote their nationally known brands while marketing for individual local shops.
Our services include website creation, editing, and managing. We design custom websites to showcase each client’s services. We also offer predesigned websites, which can be branded for Bridgestone, NAPA, and other major franchises. Clients who want to save time and money may prefer the second option.
No matter which services you choose, our expert team will help you balance your local image with that of the national brand. If you want to learn more about how Optimize can help manage your online presence, schedule your free consultation today!
We handle your online presence, so you can focus on what you do best—growing your business.