The document discusses how businesses can better connect with local customers by taking a more localized approach to marketing, similar to how small, independent local stores operate. It provides examples of how hardware stores, outdoor outfitters, and non-profits can deliver locally relevant content, services, and events to specific cities and towns to develop deeper connections with local audiences rather than just temporary campaigns. Taking this localized approach can help any business, both online and offline, become a more valuable resource for customers in their area.

1. Local. National.
And Back Again

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Once upon a time, all shops and
service providers were local. They were
present in town, knowledgeable about
their specialty, personal in their
customer service.
Ahh, the good ol’ days.

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Then, came big chain stores.

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Then, came big chain stores.
After that, e-commerce.

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Then, came big chain stores.
After that, e-commerce.
Now, little mobile computers in the
palm of your hand.

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Then, came big chain stores.
After that, e-commerce.
Now, little mobile computers in the
palm of your hand.
Local stores have dwindled, and now
even the biggest chains are being
challenged. We’re living in the age of
Amazon.

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But let’s think about what made that
local guy “special” in the first place –
because this is the very heart of today’s
smart digital marketing strategy.
I’ll use my neighborhood hardware
store as an example.

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At one point, he became an ACE
Hardware franchise, but a year or two
later wrestled back his independence.
His store is the picture of chaos, a
total mess!

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But it doesn’t matter because he
knows where everything is and always
has what I need. If I don’t know what
I’m looking for, but can kinda sorta
articulate my project, he’ll make
suggestions and provide a ton of
helpful guidance.

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His little store could fit 50 times over
in one of those big-box joints, yet it
competes on a whole different level.
He's not just surviving in dodgy
economic conditions – he's thriving
because he's local, knowledgeable,
valuable. In today’s digital parlance,
he’s “hyperlocal.”

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Whether your business is a “big brand,” e-commerce or a combination of
both, what can my local hardware guy teach you?

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Whether your business is a “big brand,” e-commerce or a combination of
both, what can my local hardware guy teach you?
WHAT'S YOUR DEFINITION OF
Local

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If you think that running a simple
geotargeted ad campaign translates
as “deeply connecting” you to local
consumers, you’re way off base.

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Sure, you may get a little bit of
action, somewhere in the vicinity of
1-2%, for as long as you keep funding
that campaign.
But once you stop?

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Sure, you may get a little bit of
action, somewhere in the vicinity of
1-2%, for as long as you keep funding
that campaign.
But once you stop?
Nothing.

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Think of it like staying at a rental
property. Once your vacation week
ends, you pack up, leave and that’s it.
Next time you run another campaign,
you’ll be spending that first dollar all
over again to reach many of the same
people. This is inefficient and wasteful.

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SO… WHAT CAN YOU DO?
No matter if yours is a brick-and-
mortar model or e-commerce, act like
you have “locations” in any of the
places that are relevant to your
business.

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Here are a few examples of how to do that:
Hardware Store Outdoor Outfitter Nonprofit Organization

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Let’s stick with the hardware store example.
Say your brick-and-mortar business is running an
online ad about “spring cleanup” in some local
town in New England.
Offer some helpful tips and resources specific to
that area. When someone clicks, they’ll find
relevant content about clearing out remaining
leaves, repairing damage from snow dams --
things that any local resident would be familiar
with.

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Remember, keep the content as specific to
that area as you can.
This kind of “geolocal” focus demonstrates
your expertise and understanding of what
customers in a particular area need.

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Each of these friendly “guides” should be
connected to the materials, services, tools,
and other items that might be needed.
Then, make it easy to purchase them by
highlighting the fact that they can be picked
up at the store on Main St. or ordered online!
This kind of contextual marketing makes it a
no-brainer for customers to turn to your
expertise, just like I do with my trusty
hardware guy.
You
Your local store

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An Outdoor Outfitter is a good example of an
e-commerce business delivering a robust
local connection.
When someone clicks on an activity like, say,
fly-fishing, they find helpful information on
great local spots, resources about local
permits, fish stocking areas and the like.
They throw in some “how to” videos and
gear “checklists.”

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Now, the customer is getting inspired to go
out fishing.
And conveniently enough, all the necessary
gear they need is right there to purchase.
Again, we’re talking about contextual
marketing, making content specific to an
area, thus making it far more relevant.
You can do the same.

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Non-profits also need to connect at
a local level.
From the beneficiary to a volunteer
or a potential donor, think about
delivering a truly “local” experience.

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Too many non-profits have become so
big that they risk losing the connection
to those they serve.
People care deeply about the resources,
events, and other information specific
to their community. Your non-profit is
about them, in their city or town.

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How can you deliver that message,
from volunteer to donor to beneficiary?
Think of your marketing in those terms.

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Each of these examples demonstrates empathy and relevance to a particular
location. They deliver service, ease of utility, and thus real value – to an audience.
Your business becomes a resource to return to, again and again (unlike the
temporary ad flight we mentioned that puts you back at Square One.
Every. Single. Time).

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Plus, you can keep expanding that local connection through fresh content,
products, and recommendations.
Again, think like my go-to hardware store: Be local. Valuable. Knowledgeable.

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We are experts at helping large scale
companies create, sustain and monetize
location-based digital presences in any
and every city and town, anywhere.

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One example on our fast-growing client
list? We implemented, currently manage
and host 29,512 city and town “Location
Pages” for a national organization
boasting 38MM members.
Those pages address the different, subtle
needs of each community involved.

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One example on our fast-growing client
list? We implemented, currently manage
and host 29,512 city and town “Location
Pages” for a national organization
boasting 38MM members.
Those pages address the different, subtle
needs of each community involved.
That’s what we call effective “local reach.”

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Let us show you how you can “hang your shingle” literally everywhere you need
(or want) to reach.
And how to deliver a robust, knowledgeable and above all, local experience that
will drive ongoing engagement.

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Thank You!