The Local Marketing Landscape Today
Attention is valuable – It’s a digital currency that people are not willing to trade lightly.
Increased competition online – 10 years ago most small businesses didn’t have a website, but now most businesses do.
Content marketing keeps getting better – Marketers are learning to add value to their target audience in order to hold their attention and beat out the competition.
Marketing for human beings
The local marketing offering helps businesses show up in front of their target audience online. Because attention is increasingly moving online, staying up to date with the moving marketplace is a key for small business owners who are looking to increase leads, revenue or brand awareness.
Simply “showing up” is no longer enough for some businesses. Now holding people’s attention through value-add content is more needed than ever before.
SEO is a term used by marketers to describe the process of getting a website to have lots of traffic through Google. If you look at Google you’ll notice that the search results are nearly endless.
As you can see from this Google search for “contractor in forsyth county georgia” there are 7 million results!
Certainly there are not that many contractors in Forsyth County, which only has 250 thousand people, but Google is pulling in all sorts of content that touches on the topic of contractors.
How does a business show up in such a competitive marketplace?
Just having a website is no longer enough to get people’s attention. A digital marketing strategy built on the principle of giving people value is the key to being first in line and having a great conversation with target customers.
Fire & Hammer's home base is in Forsyth county Georgia so we’ve built out local marketing materials to connect with local businesses and add value to them.
This is one part of the local marketing strategy for Fire & Hammer. However, marketing strategies are different for every business.
There are templated solutions that can be put in place, but in today’s competitive environment, human beings displaying empathy provide the marketing materials that drive real business to customer relationships.
Some of the techniques used in local marketing campaigns include:
- Local SEO (Search Engine Optimization)
- Local website redesign
- Local social media marketing
- Local content marketing
- Local accounts based marketing
If you’ve tried any of these on your own as a business owner or hired someone to do it for you and the desired results weren’t there, then it could have been for many reasons.
We believe that marketing is more human than it is technical. Even in the new digital landscape where it’s so easy to hide behind a keyboard, local marketing is all about people, interactions, engagement, empathy, and trust. So, a marketing campaign built around technical services like the list just above that is missing the heart of the purpose of the business is more likely to fail. That’s because the internet has changed.
Ten years ago you only needed a website and people would find you.
Nowadays adding value to people is key to showing up and holding their attention.
There are three reasons for this.
- Attention is valuable. It’s a digital currency that people are not willing to trade lightly.
- Increased competition online. 10 years ago most small businesses didn’t have a website, but now most businesses do.
- Content marketing keeps getting better. What does that mean? Marketers are learning to add value to their target audience in order to hold their attention and beat out the competition.
So, for most competitive local markets, these three points are huge. But for some smaller local marketing environments like rural counties, the competition is not as fierce now, but the trend is that over time competition will get there.
Marketing has to be more personal and human to meet the demand of the people.
Local SEO and local marketing is all about empathy, serving, trust and going first.
Brands that put the consumer first instead of putting a search engine algorithm first will win.