In January, Forbes published key trends to watch regarding local marketing in 2013.
Among their predictions was that Facebook paid advertising will continue to be “a flop” with most local service businesses. They also said national brands with multiple locations will transfer more of their marketing dollars to local marketing and away from branding.
There are two key items to pay attention to in these predictions. The first is that the promise of new media, while seductive will continue to disappoint.
The second is that big companies – your competitors – will be investing more money in advertising and marketing. That means if you don’t want to be eaten by all the “wolves at your door,” you need to beef up your special bond with your customers, clients, or patients NOW.
A new report from the CMO (Chief Marketing Officer) Council reveals that senior marketers indicated that it is essential to engage in localized marketing for lead generation and revenue to stimulate business growth and profitability. Yet surprisingly only 7% rated their ability to activate local audiences as being highly evolved.
In other words, companies are failing at local marketing.
In my book, No B.S. GrassRoots Marketing, co-authored by Jeff Slutsky, I discuss the fact that the strongest, most profitable small businesses are owned and operated and promoted by people who rely predominately on what Jeff calls “grassroots” marketing. This is magnetic marketing done at the street level, by direct connection by integrating with their customers, their community, and their daily activities.
When you think of it, this is very similar to politics.
In politics, it’s the guy with the most doors knocked on, the most yard signs and bumper stickers that wins. So, one of my big pieces of advice for local small businesses is the same today as it was 35 years ago when I began giving it: Get up every morning and act as if you were running for mayor.
Being a local business has one advantage no big box retailer or big company or distant discounter can match – the customers, patients, or clients who you’ve formed a special bond with consider themselves ‘customers for life’ and in a monogamous relationship with you. Examples of these are the car repair shop owned by Joe who’s lived in the community all his life, or the dry cleaner on Main Street or the corner restaurant.
Despite hard times and discounter competition, people prefer to shop at locally owned, independent retailers. A small business survey from American Express found that 93% of respondents believe it’s important to support local businesses.
This advantage however can become a huge hazard, and even more so in light of the movement of marketing dollars from big companies to your local market. The hazard? This may be the only sustainable advantage available to you and if you fail at it, you fail entirely.
NOTE: Up until now, we’ve had to keep the identity of our local marketing SuperConference speaker, Mr. X a secret. But, for the first time, Mr. X is allowing us to reveal his identity as Ryan Deiss!!!
Like you, Ryan knows the wealth in your business is in the lead flow. The more people who know about your local business, the more opportunity you’ll have to win against Mr. Big Box and Mr. Discounter.
The problem is how to compete against the marketing dollars these big companies are now throwing at local advertising. Ryan Deiss will show you how to get thousands of leads in just a few days using a new strategy which is based on a model I believe EVERY business needs.
In addition to Ryan Deiss, this year’s SuperConference will give you ample opportunity to arm yourself with what your business needs to win the “mayoral” race in your local community. In an entirely new presentation I’ll be introducing ‘The Specific-Customer-Focus Process®’ which will show you how to attract the hugely valuable customers within your market.
We also have three presentations that will give you three fast and easy strategies that’ll drive more leads to your local business so you achieve more certainty, sustainability and control in your business.