Local marketing is any marketing strategy that targets customers by a finely grained location such as a city or neighborhood. It is used by small local businesses to conserve resources and develop unique advantages by reaching the customers closest to them.
Local SEO is all about increasing search visibility for businesses that serve their communities face-to-face. These can be brick-and-mortar businesses with physical locations, like a grocery store or dentist’s office, or service-area businesses that operate throughout a certain geographic area, like an electrician or house cleaning company.
Local marketing campaigns may use a number of different strategies in order to build awareness within a neighborhood, often beginning with simple direct mailings featuring coupons or upcoming sales. As with any marketing campaign, information is key. Businesses should identify local organizations (including sports leagues, clubs, and homeowners’ organizations), schools, and living centers (such as senior apartment complexes, which often host community events). They must understand the various schedules of these organizations, and reach out to groups to support local events.