Is Focusing Only on Local Market a Smart Idea?

local spice market in india — *A local market scene in India. Many of these spice merchants are also exporters. Photo courtesy: Paul Laherty*

Many would argue that in the digital world there is no local market anymore. With every business with a website becoming an international company there are still plenty of businesses that specify their service to a single, local market, and they intend to keep it that way.

The reason for this is simple – whenever a majority of people is doing something one way, you do something different. And small local businesses are profiting from this type of approach by catering to their local communities and establishing trust-filled relationships that are more than enough to make their company thrive in the market without having to go through the hassle of managing an international company.

Still, even with the realistic risks of overcrowding and huge competition, focusing on your local market can be a good idea if you know how to take advantage of the opportunities that present themselves, in order to get ahead and thrive in the local community.

Get Online, Get Ahead

Whether you own a local butcher shop or a fortune 500 company, having an online presence is no longer a choice, it’s a necessity. Roughly 39% of shoppers check out a product online before going to the store to make a purchase, so you need to have a good website in place if you want to compete locally.

This means you will need to optimize your website for both mobile and website users. However, be careful! Studies have found that people prefer experiencing websites in their browsers rather than stuffing their phones with apps. So be sure to have a responsive website that fits any screen size.

In addition, you need to improve your local SEO. People search for local businesses not by strolling around the neighborhood, but by going online, so why wouldn’t you improve your website’s SEO ranking as much as possible? The manner in which Google puts priority on websites is greatly influenced by the type of content you produce, so be sure to use quality keywords and optimize your website to always be location-dominant.

Your content will be the key to recognition and SEO improvement, so make sure you start a blog that will feature important topics for your industry that will not only provide valuable insights and attract new customers; it will also help Google rank you better by recognizing significant keywords in the text.

Finally, put some effort into social media and email outreach. Become active on social media and manage your business profiles to drive traffic to your website and physical location. Monthly email newsletters can also give people valuable insights into the industry and showcase your benefits, the discounts you offer and any new services.

Get Offline and Personal

Having a well-rounded online presence will certainly mean the world for your local business; however the fact that your business does serve a local community gives you the golden opportunity to reach out to people in a very personal way. This not only builds trust but it also puts you on a physical map in people’s minds, and people love knowing that you are near and not somewhere on online. In my hometown, many Sydney businesses have opted to grow their companies in local communities, such as Parramatta lawyer offices, who have created both an online presence as well as an offline relationship with the locals.

This approach helps create a business that is trustworthy, and makes it very hard for any competition get the piece of the action. Get close and personal, by holding outdoor events in your local park, schedule meets and greets, organize competitions, dog shows or various other activities people will enjoy and that aren’t directly related to what you do.

By doing this, you will present your brand name in a positive context without being a pushy salesman, and people will love it. Along with that, you should also put some thought into your direct offline marketing efforts, such as pamphlets and samples you can leave on people’s doorknobs and mailboxes.

Lastly, focus on customer experience. Assuming that your local business comes in direct contact with people, the way your customers feel about your staff and services is of utmost importance. Devote your attention to delivering the best consumer experience possible with a healthy atmosphere and top-notch service.

While focusing on your local market can be a double-edged sword, if you make some smart moves and stick to these guidelines, you will create a successful business in no time, with little to no chance of losing loyal customers to any competition.

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Nate Vickery

Editor-in-Chief at bizzmarkblog.com

Nate M. Vickery is a business consultant from Sydney, Australia. He has a degree in marketing and almost a decade of experience in company management through latest technology trends. Nate is the Editor-in-Chief at bizzmarkblog.com