Community-focused marketing has never been more important for local businesses. 97% of customers discover local businesses online before anywhere else. Localizing your marketing helps you build strong relationships with your customers and fosters loyalty among residents of your community.
In this post, we’ll cover how to create a local business marketing plan to build community and your business.
How To Create A Local Business Marketing Plan
Creating a successful local business marketing plan involves several key steps:
1. Define Your Target Audience
Start by identifying the demographics and interests of your community. Are you focusing on families, young professionals, or retirees? Understanding your audience is important to making effective marketing messages.
2. Set Clear Goals For Your Marketing
Establish specific objectives for your marketing efforts. Whether you aim to increase foot traffic, grow your social media following, or boost sales during a seasonal promotion, having clear goals will guide your strategy.
3. Choose Your Marketing Channels
Select the channels that will best reach your target audience. Consider options like social media, local events, email newsletters, and community boards to maximize your outreach.
4. Develop Your Messages
Craft messages that resonate with local values and culture. Highlight what makes your business unique and how you contribute to the community. By highlighting what makes your business unique—whether it’s your products, services, or the way you engage with customers—you can build trust and loyalty. Show how your business not only meets customer needs but also actively supports the local economy and fosters a sense of belonging.
5. Create A Budget
Determine how much you can grant to different marketing activities. A well-planned budget helps ensure that your marketing efforts are sustainable and effective.
Marketing Ideas From 6 Local Businesses To Inspire Your Marketing Plan
Plumbing Services: Red River Plumbing
Red River Plumbing Inc. has been in the business for over 10 years and specializes in providing residential and commercial plumbing services to the residents of West Fargo, ND.
Target Audience: Homeowners and renters in Fargo-Moorhead.
Marketing Strategy:
1. Local SEO Enhancements
- Service Pages: Create dedicated service pages for each type of plumbing service offered, such as “Emergency Plumbing in Fargo” or “Water Heater Repair in Moorhead.” This helps with search visibility for specific queries.
2. Website Marketing
- Promotions: Use the website to promote seasonal discounts or special offers. For instance, if you have a special on estimates, highlight this on the homepage and in email newsletters.
3. Video Content
- “Learn More” Video: Incorporate the “Learn More” video prominently on the homepage. This video can explain the services offered, showcase the team, and provide an overview of what customers can expect when they choose Red River Plumbing. Encourage visitors to watch the video for a deeper understanding of the company’s values and commitment to quality service.
HVAC: Moorhead Plumbing and Heating
In business for over 100 years, Moorhead Plumbing & Heating is a locally owned and family-operated business serving Moorhead, Fargo, and surrounding areas with top-quality plumbing, heating, and air conditioning services.
Target Audience: Residents needing heating and cooling solutions.
Marketing Strategy:
1.Customer Testimonials
- Showcase Reviews: Use a dedicated testimonials page on your website to feature positive feedback from satisfied customers. Highlighting real experiences can build trust and encourage potential customers to choose your services.
2. Online Scheduling
- User-Friendly Booking: Ensure that your website includes a straightforward online scheduling tool for service appointments. This convenience can encourage more residents to book services directly from your site.
3. Emergency Services
- Highlight Emergency Services: Ensure your website emphasizes your availability for emergency HVAC services. Providing clear information about your 24/7 support can reassure residents that help is just a call away.
Florist: Blossom Flower Delivery
For over two decades, Blossom Flower Delivery has taken great pride in our unbeatable commitment to customer satisfaction. You’ll find bouquets for all occasions: birthday flowers, anniversary flowers, Just Because, New Baby, Love & Romance, I’m Sorry, Get Well, and Sympathy.
Target Audience: Local event planners, wedding couples, and everyday customers.
Marketing Strategy:
1.Event-Specific Arrangements
- Featured Collections: Use the website to showcase special floral collections for events like anniversary or birthdays. Having a dedicated page for these collections can help event planners easily find what they need.
2. Seasonal Promotions
- Highlight Seasonal Offers: Use your homepage to promote seasonal flower arrangements or holiday specials. This can attract customers looking for timely gifts or decorations.
Local Grocery Store: Hornbacher’s
Hornbacher’s currently operates eight grocery stores in the Fargo/Moorhead area. Shop with us in store or order online for Hornbacher’s grocery delivery or pick-up.
Target Audience: Families and individuals in the Fargo-Moorhead area.
Marketing Strategy:
1.Local Partnerships
- Bison Branded Products: Consider offering exclusive NDSU Bison branded products or merchandise in-store, such as team colors or themed food items. Highlight these collaborations on your website, especially during sports seasons, to attract Bison fans and enhance their game day experience.
2. Newsletter Campaigns
- Weekly Newsletters: Implement a weekly newsletter that features local recipes and highlights store specials. Use the website to encourage sign-ups, emphasizing the benefits of receiving exclusive offers and updates on local produce.
3. Recipe Ideas and Cooking Tips
- Dedicated Recipe Section: Create a section on your website for recipe ideas that utilize ingredients available in-store. This not only provides value to customers but also encourages them to purchase the highlighted items.
Bakery: Nichole’s Fine Pastry & Café
Located on Downtown Fargo’s Historic Eighth Street, Nichole’s Fine Pastry and Café creates small batch baked goods in the European tradition as well as classic American and local favorites.
Target Audience: Dessert lovers and local event hosts.
Marketing Strategy:
1.Seasonal Offers
- Custom Event Cakes: For special occasions like fall and winter holidays, Nichole’s offers custom cakes and desserts. The “Wedding & Event Cakes” section on the website could be expanded to include a focus on fall and winter specialties, showcasing custom cakes and seasonal treats made for events like Thanksgiving, Christmas, and New Year’s parties. Specifically, adding a “Seasonal Specials” tab to the website would allow customers to easily browse and order fall and winter-themed cakes, desserts, and treats designed specifically for these holiday celebrations.
2. Catering and Event Services
- Event Catering: The website already promotes catering services, allowing customers to order pastries and desserts for weddings, corporate events, and private parties. The Catering section features detailed descriptions of the available options, along with a contact form for inquiries. This marketing strategy can be enhanced by offering package deals for local businesses and event planners, and showcasing success stories of past events on the website with testimonials and photos of the desserts featured at these occasions.
3. Online Ordering and Delivery
- Online Ordering: Nichole’s Fine Pastry & Café offers online ordering for customers wanting to order pastries for pick-up or delivery. This is a central feature of the website, allowing customers to easily place orders for events, holidays, or casual enjoyment. Online ordering could be further promoted through weekly or seasonal promotions like discounts on bulk orders, as well as limited-time online-only specials, which could be featured on the homepage.
Local Restaurant: The Boiler Room
Discover the upscale tavern fare at Boiler Room. Indulge in bar food. Visit us in Roberts Alley in the heart of downtown Fargo.
Target Audience: Diners in Fargo-Moorhead looking for casual dining.
Marketing Strategy:
1. Host Local Events
- Community Events: The Boiler Room already hosts live music and karaoke nights, creating a vibrant, entertaining atmosphere. These events are prominently featured on the website, helping to draw in customers looking for more than just a meal.
2. Mailing List & Email Campaigns
- Email List for Updates: The Boiler Room uses its email list to keep customers informed with updates on events, specials, and promotions. By encouraging more people to sign up, the restaurant can enhance its connection with the community. The website features an option to join the mailing list for regular updates, which can be leveraged to send subscribers information about upcoming live music nights, trivia events, special menu items, and exclusive offers. This keeps customers in the loop and encourages them to return for events or take advantage of promotions.
3. Menu Variety
- Showcase Menu Variety: The Boiler Room offers a variety of dining options, from lunch and dinner menus to specialty items and happy hour offerings. The website already features a section for their menus, but it could be further enhanced by making these menus more accessible and visually appealing. For example, adding interactive elements like dropdowns or tabs that allow customers to easily navigate between regular menus, seasonal specials, and happy hour deals.
Community-targeted marketing is important for the success of local businesses in Fargo-Moorhead. By engaging with residents and understanding their needs, businesses can have strong connections and loyalty that translate into success. Whether you’re a plumber, florist, or restaurant owner, implementing these strategies can help you thrive in your community. Embrace the opportunity to connect and grow—your business and your community will benefit!
Tactics To Add To Your Local Marketing Plan
To make your local marketing efforts more effective, it’s important to implement a combination of strategies that resonate with your local audience. Here are several tactics that can help you boost your visibility, attract more customers, and build lasting relationships within your community:
1. Claim And Optimize Your Google Business Profile
A well-optimized Google Business Profile listing is one of the most powerful local marketing tools. It helps your business show up in local search results, Google Maps, and Google’s Local Pack. Be sure to:
- Complete every section of your profile, including business hours, contact information, and services.
- Upload high-quality photos of your business.
- Encourage satisfied customers to leave reviews, and respond to them to show engagement.
2. Use Local SEO To Optimize Your Website
Local SEO is essential for ensuring your business ranks in local searches. This involves:
- Using location-specific keywords on your website.
- Creating content that speaks directly to local issues or events.
- Building local backlinks by partnering with local businesses or getting listed on local directories.
3. Leverage Social Media For Local Engagement
Social media platforms, especially Facebook and Instagram, can be great tools for connecting with your local community. Some strategies to consider include:
- Joining local Facebook groups and engaging with the community.
- Running location-based ads to target nearby customers.
- Sharing content about local events, news, or causes your business supports.
4. Host Or Sponsor Local Events
Being active in your community is one of the most effective ways to build brand awareness. You can:
- Host workshops, seminars, or charity events.
- Sponsor local events like festivals or sports teams to increase visibility.
- Offer your business’s space for local meetups or events.
5. Use Local Influencers Or Brand Ambassadors
Partnering with local influencers or brand ambassadors can help you tap into their established audience. Consider:
- Reaching out to local bloggers, social media influencers, or community leaders.
- Offering free products or services in exchange for reviews, shoutouts, or coverage.
- Collaborating on local content that highlights your business’s values.
