Getting closer to your customers through local marketing

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To have a successful business, we don't need to tell you anything, you need to create proximity with your consumers . This is a key factor in developing your business and generating traffic at points of sale.

Indeed, for 72% of consumers it is essential that a brand understands its customers 1. The customer needs recognition , to feel in agreement and taken into account by your brand.

But how to do it? Follow the guide: we explain how to be jordan mobile phone number list closer to your customers using local marketing techniques .


1. Integrate into consumers’ daily lives
2. Make your customer unique
3. Interact with your customers
Conclusion


customer proximity local marketing

1. Integrate into consumers’ daily lives
To begin with, you have to keep in mind that proximity comes through repetition. If someone says to you "Leerdammer or I...", you immediately reply "... make a killing". That's the power of repetition, otherwise known as advertising bombardment .



Example of a Leerdammer advertisement

Example of a Leerdammer advertisement



Well, it's the same for you. To get closer to your customers, you need to be visible in their daily lives! You need to demonstrate geographic proximity to them by developing your local visibility. This is where local marketing techniques come in to help you achieve this goal.

To attract your customers to your store , you must start by being visible. Locally, of course! To do this, develop your presence management . Did you know that 30% of consumers search for local businesses at least once a week 2 . And that 72% of prospects who perform a local search visit a store less than 8 km from their current location 3 . Local visibility is therefore the first key to success!

As in the example below, create a Google My Business profile and local social media pages for each of your points of sale . Make sure to complete all the elements necessary for prospects and update them regularly. Also consider investing in public space with 4x3 panels or posters. By developing your local presence, you gradually integrate into the daily lives of your consumers. Coming to your store becomes a reflex.



google page clothing store close customer local marketinggoogle my business profile clothing store close to customer local marketing

Example of a Facebook page and a GMB listing of the same brand



We also recommend using another local marketing tool : geolocalized ads. As with presence management, local ads allow you to get closer to your customers by integrating them into their daily lives. If they regularly see your advertising content on Google and social networks, you gain an unconscious place in their minds. Which instinctively directs them to your brand! As proof, publishing targeted content creates 7 to 8 times more in-store traffic 4 .





make customer unique local marketing

2. Make your customer unique
To get closer to your customer, you need to make them feel unique. Value them so that they feel important to your brand. They also need to be able to identify with your values ​​and belong to a group. Did you know that for 25% of French people, identification is a reason why they love their favorite brand the most 5 ? It would be a shame not to capitalize on this data!

With local marketing you can send your customer highly personalized communications. This gives them the feeling of being unique and valued. To do this, use direct marketing tools such as emails, SMS and voice messages.

Let's take two examples:

Send a text message for Mr. Dupont's birthday (see example below)
Send a personalized voice message to launch the sales: “Hello, I'm Véronique from your Eram store in Lyon. I'm calling to give you an additional 10% discount in store for the launch of the sales tomorrow. We'll be delighted to welcome you in store. See you soon. ”


birthday sms close customer local marketing



In both cases, you contact your customers in a very personalized way within your catchment area. Your consumers feel close to your brand, valued and taken into account. This increases their loyalty and generates traffic at points of sale ! As proof, the personalization of communications allows you to obtain an ROI 5 to 8 times higher 6 .

Obviously, to be able to use this local marketing technique you need to have a database with detailed segmentation.


interact customer close local marketing

3. Interact with your customers
Finally, you need to create a relationship of proximity and complicity with your consumers. By offering fun and local content , you encourage interactions and get closer to your customer.

In the example below, the Decathlon store in Rennes Chantepie highlights one of its employees in a video on social networks. Ombeline presents the Vitality program offered by the brand. As a result, customers interact directly with an employee they met in store, which helps to humanize the company.



interact customer be closer local marketing

Example of an interaction between a store and its customers on Facebook



You can also offer contests and user generated content (UGC). The idea is to animate your community on social networks and to retain your followers . By interacting regularly with them, you increase your goodwill and therefore generate traffic in store . As in the example below where the store "Les grands prés" offers a contest on Facebook encouraging people to come and participate in a draw in store.

Example of a competition publication on Facebook

Example of a competition publication on Facebook

Remember that brands must prove their added value and highlight their differences against the competition. Local marketing helps you stand out from the crowd by promoting interactions and proximity with your customers.
Finally, don't forget to respond to your customer reviews . It is also a powerful local marketing tool to interact with them. By providing them with personalized and adapted responses, you strengthen your local presence!



Conclusion
Local marketing offers a range of techniques and tools to be closer to your customers. It allows you to integrate the daily life of your consumers thanks to presence management and geolocalized advertising . To make your customers unique and to value them with direct marketing techniques . And to interact with them in particular thanks to fun content on social networks. By multiplying the points of contact with your consumer, he feels close to your brand and you build loyalty .

Managing all of your local marketing can be time-consuming, especially for a network with many points of sale. To make your life easier, you can rely on a local marketing platform like Digitaleo, which manages all of these aspects for you!