Think Global – Market Local | Episode 23 Local Knowledge
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For those of you who have products or services that can be sold anywhere the Internet has opened up new revenue and growth opportunities for small business that never existed before. But just because you can get business from anywhere doesn’t mean that your marketing effort should be similarly broad.
While I encourage you to think globally when it comes to your ideas and marketing differentiation I would strongly suggest that you act locally when it comes time for targeting your message and advertising. The money you can make from competing aggressively in your local market can fuel your ambition to expand regionally or nationally.
In the mean time you’ll spend MUCH less time on your internet marketing, see results faster and things like social media outreach and search engine optimization are childs-play at a local level as compared to similar national/global efforts.
Here are a few examples
Local Marketing Effort
- Search engines: you only compete on your search terms with local geographic modifier (e.g. Florists Los Gatos not Florists EVERYWHERE)
- Advertising: you only have to rise above the local advertising din. It’s easier to make noise locally with any kind of online or offline advertising
- Social Media: you only have to target local users of social media with Twitter, Facebook and YouTube, an effort that will lend itself to a much more manageable social Rolodex.