If real estate’s most recognizable mantra is “location, location, location,” then the equivalent for

small businesses is “local, local, local.”

Traditionally, small and mid-sized businesses (aka SMBs) have been able to compete with their

bigger competitors by listing in the Yellow Pages. But now, you’re more likely to search for

products and services on the web, and, increasingly, the mobile web. So are your customers.

To reach customers who may be searching for what you offer, the latest trend in marketing is to

“think small.” Keeping your marketing local is key to big success.

Small businesses should deliver messages only to people most likely to be your customers—those

within 10 miles or 10 minutes from your door. But, how do you—literally—look in your own back

yard for new customers?

Here’s how to “think small” in your marketing:

Look for potential partnerships

Tap into potential partnerships within your neighborhood: local businesses, schools, homes

and high rises, community events and even fellow retailers can become your promotional

allies in building your business. Not only does partnering with other great, local businesses in

your area help you both profit, but also the stamp of approval of another credible well-known

business goes a long, long way.

Build your referral network

Think about ways your referral network can convey your marketing messages to your local

community. For example, you can go first to your employees, then from your employees to

your clients or patients, and from them to their families, friends, neighbors and co-workers,

and so on and so on. Referral marketing is intimate and personal, and small businesses are

getting smarter about managing customer reviews on channels like Yelp, Google Places, or

Yahoo Local.

Think local first

Contrary to some of the old “rules” of advertising, local marketing shuns “exposure”

advertising. Any local marketing program must pay its way, and it’s either profitable or

unprofitable based on results. But think of local search marketing as a “gift that keeps on

giving,” because efforts that your company makes today in establishing a solid online

presence will pay off tomorrow and well into the future.

Engage and educate

Treat your customers as the authorities, and educate them about what you do. Ask their

advice and opinions of your business, such as how you might improve it to better meet their

needs. Don’t be afraid to reveal inside information, and be open about sharing tips, best

practices, or how-to’s. The more your customers understand your business, the more they will

respect what you are doing, and they will talk about it on the web and everywhere!

Bottom Line: Think small and local to get the dollars in the door

If you have limitless funds to throw at local advertising campaigns, by all means go ahead. But if

you want to get the best prospects in the most efficient, results-oriented manner, put the

neighborhood to work for you, with local marketing approaches that will work for your business.

Think small, think local, and get the client and their cash that is within easy reach of your location.

POSTED IN: DEMAND GENERATION / TAGGED: WEBSITE OPTIMIZATION

A thought-leader in the technology marketing space, Julie Bevacqua is a leading expert in

business-to-business (B2B) marketing with hands-on executive experience in corporate, industry,

and product marketing; demand management; and social media. She has held executive positions

at global enterprise software companies, heading up integrated marketing strategies from brand

differentiation, demand generation, sales and marketing integration, and digital marketing

strategies to media and analyst relations and corporate social responsibility.

By taking every opportunity to extend the company’s digital footprint, Julie guides her team to

achieve online dominance within the global marketplace. A natural networker, motivator and

mentor, Julie shares her marketing and business savvy through her blog www.JulieBevacqua.com.

Business and corporate marketers and entrepreneurs gain unique insights into the latest

techniques on digital and social marketing that can be applied in any organization.

Julie lives and works in Vancouver, British Columbia, a haven for technology and enterprising

upstarts, dubbed ‘Silicon North’.

Reach Julie Bevacqua at:

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