A local business is one that offers products or services in a particular establishment and requires that its customers go to it to consume it.
Whether we talk about clothing stores, a spa, dry cleaners, medical services, even a miscellaneous, aesthetic, or housing development, a local business “needs” the customer to go to its establishment to buy the product or service.
We can also take the local business to the online world, where the local or establishment can be a good e-commerce platform, but for the purposes of this article, we will talk only about those who do not yet sell online, of those thousands of SMEs that still require the physical presence of the client in your business to make your sales.
The main difference between the marketing of local businesses and one that is not based on territoriality, local business needs to be physically found, and generally, its main area of influence and target is in its surroundings.
Remember, of course, that according to your business, turn, and philosophy, some ideas will serve you better than others.
- Your Local should talk about you
If you are a doctor, it offers comfort while the client waits for his turn, good chairs, coffee or water service, music, NEW magazines, TV, or WiFi.
If you are a spa, it offers an atmosphere of tranquility, confidence, personalization, pleasant smells, soft sounds, and a relentless presentation of the staff and facilities.
If you are an elementary school, it offers lots of light, a pleasant atmosphere, smiles, tenderness, a comfortable area to give reports, and a planned tour.
These small details make the difference in the customer experience, and no matter how big, complicated, or simple, your product/service can find ways to make it unique and special for your visits.
It is also great that you have brochures or flyers with this information, there will be people who do not have time to buy at that time, but you can take information to remind you and do it later.
Always give a business card to people who visit you, use them as personalized flyers, try to make them attractive and original.
Do all the branding you can within your store, examples: that your paintings are of satisfied customers, that your windows have the logo of your brand, that your uniforms have your brand and its colors, that your labels are personalized, etc. Use your brand as much as you can.
- Local and Specialized Advertising
When choosing which means to use to promote yourself, take care that they are local, and if your business deserves it, they are also specialized.
The best advertising for these businesses is that which is segmented by specific market areas. Some examples: Magazines or Local Newspapers, flyers, Spectacular, Directories.
The most important in your advertising to make it effective are the messages you use in it; do not forget to always include a call to action, address, and telephone.
Non-local mass media such as radio, press, and magazines can help you if your brand is already positioned or if you are launching your business, but the truth is that I advise you to start by more segmented means by colonies or specialization.
Build service packages to cross your sales and increase them. No matter your business, just like McDonald’s, you can offer complementary products for each purchase:
- If you are a doctor, you can offer medicines or vitamins at a lower cost after certain consultations.
- If you have an aesthetic, you can offer vitamin ampoules for hair after a dye.
- If you sell houses, you can offer the move at a lower cost after each purchase.
- If you have a cake business, you can offer coffee to go after each purchase.
There are many examples, the idea that you use your creativity to fit attractive packages that invite you to buy more at a better price.
- Secondary Products
Do not let your entire business revolve around the star product or service, develop other types of products/services that allow you to have extra tickets.
If you have a dental office, you could place a showcase with hygiene products such as toothpaste, brushes, floss, etc.
If you have a SPA, you can sell your client’s health books, nutrition, recipes, beauty tips, etc.
If you have a party room, you can have as piñatas secondary products, decoration, shows, or invitation printing.
Find an extra ticket, which means that other customers can reach your business for them, even if they have not yet decided on the main product/service.