What is Local Advertising and How Does it Work? [+ Examples]

A couple of years ago, I ran to every grocery store and convenience store in my area, looking for one specific thing.

I wasn't going to rest until I found it, and it took months upon months of searching high and low, almost every week, until finally, my eyes settled on the slender, enticing beauty in front of me, right there in my local grocery store.

A bottle of Coke with my name on it.

Finally, I could indulge in a drink I don't even prefer, just because my name was on it. This is the effect of the分享可乐campaign: a global company taking steps to localize their efforts.

The great thing about this type of marketing, called local marketing, is that it favors small businesses. You don't have to be the Coca-Cola Corporation to start a local marketing campaign and have it be effective.

Here, let's explore what local marketing is, and how you can use it to maximize your own marketing efforts in 2020.

What is local marketing?

Local marketing is the strategy of targeting audiences close to the location of a business with messages reflecting the local market. A business wanting to use local slang or influencers to attract customers living nearby would benefit from local marketing.

The messages using this method relies on proximity. Local marketing materials engage with the communities to build a presence. Tactics like local influencers, advertisements, or hosting public events are all examples of local marketing.

Check out this Instagram post from beauty brand Frank Body. Frank is using local marketing by connecting their products to a cause specific to their home region, in Australia:

A post like this shows how local marketing can start small and then expand to the masses, by having the sale apply globally. This sale builds Frank's reputation as a brand that cares about the local population.

Small businesses can benefit exponentially from local marketing, especially in building a loyal customer base by using local assets.

但是，在不了解当地观众的情况下，您将为如何与市场的关键部分建立联系而失去基础。

For instance, let's say you lead marketing efforts for a tech company, and after conducting market research, you've found that a common perception about your brand is that your laptops are of lower-quality than competitors.

To switch that perception, you might invite students, young professionals, and business owners in your area to perform important job functions on your laptops in-store, documenting opinions. After, the participants share high praise on social media to their followers, tagging your brand. Using those posts, you have now created a用户生成的营销活动.

这就是本地营销表明，关注当地和市场研究可能会引起广泛的受众的共鸣。

让我们看一些更多的想法，以使其进入本地营销世界。

本地营销Ideas

These ideas can be scaled to your business and its needs. Remember, you don't always need millions of dollars to be effective, you just have to focus in the right areas. Use these examples as inspiration when shaping your campaign.

1. Support a cause.

您的品牌想领导吗cause marketingcampaign? This can be woven into local marketing. Conduct market research on social issues important to your target audience, like Smirnoff did with inclusivity.

通过研究，Smirnoff发现被确定为跨性别或性别不合格的千禧一代中有12％。为了表达他们的支持，该公司创建了一个名为“bob全站appWe're Open。”

这项总部位于伦敦的运动采取了行动，在威斯敏斯特委员会的帮助下，通过志愿者的帮助来帮助边缘化团体安全地帮助边缘化团体。通过在特定社区的特定位置采取行动，Smirnoff巩固了他们对全球问题的立场，并采取了行动来支持它。

2.个性化您的努力。

One of the key aspects of local marketing is how personalized it can be. Like the "Share a Coke" campaign, personalized messages can make consumers feel special. Coca-Cola isn't the only global brand making local strides.

Have you ever seen the location-based mugs in Starbucks? The colorful mugs usually come with the city you're nearest to printed on them, or with popular landmarks that define the area. It's a fun way to be proud of where you're from or collect a souvenir on vacation.

这种互动”杯地图" on Starbucks's website shows how the massive coffee company uses their global resources to keep local marketing a prominent feature of their brand. You don't have to look far to feel included.

Personalized marketing doesn't have to be super expensive, though, either. If you're a B2B company, think about how customers in Perth, Australia can benefit from anAustralia Daypromotion.

3. Get focused on demographics.

假设您想利用总受众群体中的某个小组。Activiawanted to do the same, and started conversations about thewell-being of womenafter recognizing that typically, women are their own worst critic.

They jumpstarted this campaign with a video that showed interviews with American women talking about their connection to well-being, and specifically targeted women in the U.S. between the ages of 25 and 55.

By doing this, Activia started a conversation in a demographic that makes up a large portion of its target audience. They also improved the perception of their brand in this demographic globally by focusing on experiences to which other women can relate.

4.主持本地事件。

Similar to the tech company example (above), grocery storeLidlfound, after market research, that the public perception of their brand was centered around low-quality food. In order to change that, they invited food specialists based in London to a private farmers market in a popular area.

结果是，社交媒体上以有竞争力的价格赞扬了利德尔食品的高质量。该品牌在其商店中对社交媒体上的横幅上使用了一些赞美，这引发了伦敦地区的赞美和品牌知名度的多米诺骨牌效果。

通过举办特定于社区的活动，您可以点燃客户在某个领域的兴趣，并邀请他们探索您的品牌。对于一家小型B2B公司，公开演示的产品将是建立积极声誉的好方法。bob全站app

因此，既然您对本地营销的外观有了一些想法，那么您可能想知道这一切都会花费多少。让我们接下来探索。

How much does local advertising cost?

It probably doesn't come as a surprise that the cost of ads fluctuates depending on your goal. Even so, there are handy benchmarks to point to when considering online ad costs. Here are a few of them for the most popular ad platforms, based in CPM (cost perimpressions), unless otherwise noted.

• Google Ads: $2.32 per click
• Facebook: $1.72
• LinkedIn: $2
• Instagram：$ 5
• Snapchat: $2.95
• Microsoft Ads: $1.54 per click

Online advertising can cost thousands per month for small businesses, so make sure your decisions are informed when you make them. Ad costs can also change based on location, and that's where location targeting comes in.

位置定位allows you to pick and choose certain geographic locations to advertise in. This can tie in directly with local marketing. If you only want ads to appear in a certain city, region, state, country, or continent, you can.

What's helpful about location targeting is that you can set up ads that are most beneficial to certain audiences to make sure you'll have a more impactful ROI. Most ad platforms have the option for location targeting, so be sure to look for that when considering ad space.

Additionally, when you buy ad space, track your analytics so you can measure performance.

When it comes to ad tracking, HubSpot has anad tracking platform在CRM内。它可以为您繁重提升数据收集，并衡量广告系列的投资回报率，使您可以将实时结果与活动的其余部分同步。

在线广告可能是一项棘手的业务，如果您刚开始使用这种可能性，我们将有一个完整的guideavailable with everything you need to know about it.

下次我与某人分享可乐时，我将考虑市场研究可口可乐，最有可能弄清楚有多少个某些名称要发送到特定地区。

How will you use local marketing to impact your business?