There is a shiny object syndrome. Something new comes along and we get distracted.
Before jumping in, and changing direction, make sure the basics are in place.
So what is a simple basic marketing strategy for a local business?
A local business is 100% dependent on local sales. People buying in the area. In some countries, the country is so small, that you can say the same strategies applies. For these reasons, building a database of loyal customers is critical.
Here is a base marketing and sales strategy for a local business:
- Integrated system: Have a system that integrates your clients into one central communication platform.
- Customer Segmentation: You have different groups of clients in your business.
- VIP Customers: They have bought frequently over the past couple of months (ie 4 purchases last 3 months)
- Lapsed Customers: They have not bought in the last 3 months
- Recent Customers: They bought in the last 30 days
- Various Marketing Campaigns
- You need campaigns tailored towards your customer segments and not just one
- Online campaigns to create awareness and build trust
- Seasonal or special day campaigns (ie school holidays, Valentines day, etc)
- Ongoing Engagement: Email and SMS reminders
- SEO (search engine optimization): A lot of local searches, you want to focus on these
- Local Visibility: Be where your local clients are, this could be directory listings, Facebook groups, etc.
- Online Reviews: Get more reviews, especially from your VIP clients and on GMB (Google My Business)
That is the strategy for a local business. By mastering these basics, a local business can maintain steady growth and avoid unnecessary distractions.