A Little LAM Goes a Long Way in Supporting Corporate Success

Do you ever stare longingly at the commercials and campaigns of multinational companies, wondering how they are so successful while your own business has trouble staying afloat? Those companies had to learn to crawl before they could walk (and eventually run) in the corporate world. In fact, many still rely on the same secret weapon that got them to where they are now: local marketing.

Climb the Stairway to Success . . . One Step at a Time

Consider the statistics: Over half of your customer base lives less than three miles from your store. By catching – and keeping – local interest, you’ve already done much of the hard work of creating reliable revenue. Therefore, the biggest questions are:

How do you reach customers, and how do you keep them coming back for more?

Behind every iPhone, iPad, social media account, and computer screen is a human being. Despite flocking to the newest technologies en masse, humans still have emotions and want to feel connected. There’s power in a simple connection:

Local area marketing

Local area marketing (LAM) bridges the gap between geography, social class, and economic status that often stands between larger companies and clients. It targets a certain audience based on the local trends, customs, age, and socioeconomic status of customers most likely to buy your products. When you satisfy their desires, customers will remember your company’s name and be more likely to return to you for their next purchase.

Batting against Local Competition

When you’ve pinpointed who to target in the area, it’s time to take action. You will need to create a message that is clear, concise, and consistent. Repetition leads to memorization, which means in time your new customers will associate certain products with your brand and will return to you when they need more. Once they know what they want and who they want it from, they will want to know where else to find it. Telling customers exactly which local stores stock your products makes them much more likely to go there.

The marketing message is just the first part of the LAM equation, however. To make it more effective, you need to scope out your competition. Keep up with the business across the street by following their social media pages, subscribing to their e-mail newsletter, and taking a peek at their website at least once a month. Feel like you’re forgetting something? Set up a Google Alert to get notifications whenever your competitors write a blog, post updates online, or make the news.

Before you start a search for what others are doing, however, you need to make sure that other searchers can find you. Place listings in print directories, like YellowPages, as well as online hubs, like CitySearch and Google. If someone searches for a business like yours on GoogleMaps or Foursquare, it’s important that the correct information pops up so loyal customers and interested consumers can call or stop by. After you’ve checked with all the relevant listing services, you can further spread the word of your business by distributing content.

Channeling Your Energy

No two people are alike, and although your targeted group shares many commonalities, each individual will respond to stimuli in different ways. Some people – particularly those who are older and have less access to technology – are likely to go directly to a store to browse for and buy an item, but those numbers are dwindling fast. Most shoppers are using the internet to find the brands and products they love before they go to a brick-and-mortar establishment. As you can see, reaching out to your clients via the web, mobile devices, and social media is one of the best ways to contact them.

Channeling Your Energy

By taking your LAM strategy to the web, you can stay in touch with your supportive local network of customers and have a much better chance of finding potential clientele. As your company’s popularity grows, your web traffic increases, and your SEO rankings rise as well – in other words, when people type in certain keywords, your company’s name will be on top.

Starting small helps you to win big. Targeting a local audience establishes critical connections and creates the network you need for sustainable growth. What are you waiting for? Tap into the local market with internet marketing to increase the chance that casual online shoppers will be converted to your loyal buyers.If you want to get a leg up, consider upcoming trends before making a CMS purchase. Right now, this means making your content accessible through multiple channels, facilitating collaboration, and enabling data-based decisions, among other necessities. For those business owners who feel lost in the digital playing field, a web management or online marketing professional can steer you in the right direction.

Treat Your Company Website to a Makeover for Better Business

There are different types of marketing mediums, but these days one is more important than the rest: a website. It’s the face of your company. Having a great website is the key to drawing and retaining customers, and web designers and marketing experts agree that a good site contains one-of-a-kind features yet is easy to navigate and peruse. When you want to capture your audience’s attention and make your brand name memorable, consider adopting innovative web design concepts, which will make your audience not only click but take notice.

Show off Your URL

A website doesn’t just have to look good to be good. Who cares about a beautiful, state-of-the-art website if no one ever sees it? Don’t overlook search engine optimization (SEO), a web marketing fundamental will increase the number of hits your site receives and boost its overall ranking on Google, Bing, and more. Essentially this means the words on your website should match what your target market will be looking for.

Creating a uniform and consistent brand identity is also critical for improving SEO rankings, as well as making your company’s name, image, and products memorable. According to research, a significant part of the success accrued by the world’s top name brands – Starbucks, McDonalds, and Dunkin Donuts – is due to their recognizable identities and clear, focused advertising messages. These studies have shown that consumers are able to correctly identify these brand names in different places, online and in person, nearly 100% of the time.

Pay-per-click advertising (PPC) is another simple way to increase traffic to your company’s website and increase its quality scores.

Show off Your URL
                                                                                                            Source: TheLogoCompany.net

Stand Out from the Crowd 

When designing or redesigning your corporate homepage, it is also important to consider conversion rate optimization (CRO) and user experience (UX). UX refers to the ease with which users can access, navigate, and ultimately remember (and return to) your site. CRO involves adding the bells, whistles, and unique features that make your company’s name and image stand out in the minds of your audience members. A successful website balances the two – it’s simple enough for your customers to use, but unique enough for them to remember.

Be a Social Butterfly

Given the power and success of social media, sites such as Twitter, Facebook, and LinkedIn can (and should) be a part of your web design or redesign plan. It is fairly simple and quite cost-effective to set up accounts on these sites, and with the myriad of social connections each of your customers have, these networks are an invaluable marketing tool.

Make it easier to make new connections – and easily reach your loyal customers – by integrating social media into your website. It can be as simple as adding a Facebook “like” button for your page, or fully synced to share your live Twitter feed. Check out Dictionary.com; everywhere on the page, there’s something related to social media: Google+, Facebook, Twitter and even Instagram.

Be a Social Butterfly

Check Your Progress

Once you start a design or redesign campaign, you will be eager to know whether or not it is actually working. Capture sales and marketing data on various parts of your site through Analytics. This will help you measure performance and make targeted adjustments when necessary. A digital marketing expert can provide and manage the progress-tracking tools that will help your website – and by extension your company – grow to the next level.

Regardless of which web host, content management system (CMS), or online marketing tactics your business is using, it is absolutely essential to have a user-friendly website. Social media is powerful too, but those cookie-cutter profiles can’t capture the unique vision and perspective that your company offers. If you don’t have an easy-to-access website, your audience will be lost without a touchstone. Help your fans engage with everything your brand is doing online – from following your social media and resharing your posts to reviewing your industry-specific content and searching your entire inventory of products.