Think Local, Act Global: The Importance of a Local Marketing Strategy for Small Businesses

Jennifer LaFleur • May 30, 2023

Think Local, Act Global

The importance of a local marketing strategy for small businesses.

As a small business owner, you may be wondering if a local marketing strategy is really necessary. After all, you have a website, a social media presence, and maybe even some digital ads running. But, are you getting the most out of these efforts? Are you reaching the right audience to help your business grow?


The truth is, a local marketing strategy is essential for small businesses. In this article, we will define what local marketing is and explore why it is vital for your business's success. We’ll also provide 11 local marketing strategies you can start implementing today that will help you improve your reach and connect with potential customers nearby.

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What is Local Marketing?

Local marketing refers to targeting an audience based in the same town or region as your business. It is essential for businesses tied to a physical location such as restaurants, retail operations, and professional services.


It aims to spend your marketing and advertising budget more efficiently by narrowing the focus of your digital marketing efforts to potential nearby customers.

Why is Local Marketing Essential for Small Businesses?

Local marketing is an essential element of a larger marketing strategy for small businesses because it can get your brand in front of a broader local audience likely to patronize your business in the near future. But, what can you do as an entrepreneur to improve your small business’s reach with a local audience?


Here are seven quick, free tips that can immediately improve your local marketing strategy:

1. Optimize Your Website (and Localize It)

Your website should follow Search Engine Optimization (SEO) best practices, and the content should be informed by keyword research. It should also offer a top-notch mobile experience. Furthermore, make sure your website is localized by incorporating local SEO. This means that you determine the keywords based on local SEO, and frequently mention your community or nearby communities.

2. Update Title Tags and Meta Descriptions 

Keep your website's title tags and metadata up-to-date by making sure the title tag reflects your brand and location in fewer than 60 characters, and your meta description concisely explains the kind of information found on your webpage in 160 characters or less.

3. Set up Local Landing Pages for All Your Business Locations 

Create an individual page for each location of your business on your website to further your localization efforts. Include your community and nearby communities' keywords, directions, and store hours.

4. Claim Your Google My Business Listing 

Claiming this business listing is one of the most effective local marketing strategies you can employ immediately. It provides search engine users with information like your location, store hours, and contact information directly on the SERP.

5. Optimize Social Media Pages 

Social media marketing is critically important when it comes to local online marketing. You should provide up-to-date information such as your business location, contact information, and store hours.


You should also maintain an active social media account and preschedule social media posts using tools like Hootsuite.

6. Encourage Positive User Reviews 

Encourage satisfied customers to leave you positive reviews online. Spend time responding to the reviews your customers leave online promptly, and avoid copying and pasting generic responses.

7. Host or Sponsor Local Community Events 

Consider sponsoring or hosting a local event whenever possible to increase brand visibility in your local community. This is also a great way to land local press coverage, which improves your odds of being found online by a local audience.



Three Additional Strategies to Implement: 

  • 1. Utilize localized email marketing

    Local email marketing is a powerful tool for small businesses looking to connect with their local customers and drive conversions. By personalizing messages based on the recipient's location, interests, and behavior, you can create targeted campaigns that resonate with your audience and increase engagement rates. A localized email strategy allows you to highlight local events, promotions, and community involvement, making your brand more relatable and trustworthy. Additionally, this approach enables you to build stronger relationships with customers, creating loyalty and driving repeat business. Overall, implementing a localized email marketing strategy is an effective way to maximize your marketing budget and drive growth for your small business.

  • 2. Try a direct mail campaign

    Despite the growth of digital marketing, direct mail campaigns remain an effective way for small businesses to reach local customers. A localized direct mail campaign utilizes targeted mailing lists based on geography, demographics, and purchase history, allowing you to connect with customers in your immediate area more precisely. Additionally, unlike email or social media ads, a direct mail campaign can make a more lasting impression on your audience by providing a tangible experience with unique designs, memorable calls to action, and targeted offers. By incorporating a localized direct mail campaign into your overall marketing strategy, you can maximize the effectiveness of your marketing dollars and drive greater traffic and revenue to your business.

  • 3. Partner with other local businesses

    Partnering with other local businesses can be a powerful way for small businesses to increase their marketing efforts and reach a wider audience. By collaborating with complementary businesses, you can cross-promote each other's products and services, leveraging each other's customer bases and creating a more comprehensive offering. Additionally, partnering with local businesses can expand your reach into new markets, providing exposure to potential customers who may not have been previously aware of your business. Building relationships with other local businesses also promotes a sense of community, which can be attractive to prospective customers who value supporting local enterprises. Overall, partnering with other local businesses is a cost-effective way to create mutually beneficial relationships that boost your marketing efforts and drive long-term growth for your business.

Grab the low-hanging fruit and implement a local marketing strategy in your business

As a small business, optimizing your digital properties for a local audience is essential. And there is a lot you can do at little or no cost to your business. From setting up an optimized and localized website to claiming your Google My Business listing, engaging your local audience both online and in the real world is key.


By responding to reviews and organizing community-based events, you can increase your visibility and create a stronger bond between your brand and your audience. Follow these tips, and see what kind of impact your business can make in your community by implementing an effective local marketing strategy today!

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