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How to advertise locally

How to advertise locally

You already have 3 of the 4 P’s of marketing: product, price, and place. Now, it’s time to promote. How do you reach new customers and convince them they should spend money with you? For small business owners, here are 6 ways you can market your local business at little to no cost.

1. Engage customers through social media

Not only is social media free, it’s also key for gaining new customers and engaging your most loyal ones for your small business. Almost 90 percent of marketers say social media has increased exposure for their business. Social media can help you connect directly with old and new customers. It can also help ensure your local business stays on their radar and top of mind when they need your products and/or services.

Understand the special strengths of each social media channel—for example, Instagram is best for visual content like images, LinkedIn for professional networking, and Nextdoor for local happenings and recommendations—before coming up with a social media marketing strategy.

Nextdoor is a neighborhood hub designed to build local communities online, from local businesses, public agencies, and residents. With its emphasis on local, Nextdoor offers local marketing tools specific for helping local small business owners increase their online presence in their neighborhoods. You can set up a free Business Page in your neighborhood to gather recommendations for all your neighbors to see, and grow your brand via word of mouth.

2. Blog content customers find useful

Blogging is great for sharing high-quality information about your small business, product, and news. Plus, behind-the-scenes stories can help customers feel like insiders of your local business.

To make your content useful, start by thinking about your target audience. What does your ideal customer want to know? What day-to-day challenges do they face? And how can you help solve their problems for them?

Plan your posts around answering these questions. Share your content on social media and through your email list. Also, reach out to other business owners and influencers to get their opinions. Tap into their networks to get your content to new customers.

You can bring additional eyes to your site by following SEO or local search engine optimization best practices. Great SEO will ensure search engines keep finding your site and directing potential customers to your small business.

3. Make sure customers can find you on Google

According to Pew Research Center, 91% of online adults use search engines to find information online. So it’s vital your small business is listed on Google Maps. Simply Google search for your local business listing and claim it, which you can do with a free Google My Business account. If your business listing doesn’t appear, add it as a place to Google Maps and then claim the local listing.

Make sure to list a phone number with your local area code. Google flags toll-free 800 and 877 numbers because they’re often used for spam. Having a local phone number helps your small business rank higher in Google Maps and verifies for customers your local business actually is local.

4. Email your customers directly

There’s good reason to share news, sales, and upcoming events straight from the horse’s mouth. Customers can receive the most accurate information about your local business. Just as importantly for you, email marketing earns $38 for every $1 spent.

Encourage new customers to join your email list through perks like a loyalty program with rewards.

But make sure your content is timely, relevant, and valuable. Otherwise, you might risk your email marketing being marked as junk mail.

5. Don’t underestimate word of mouth

According to Brightlocal, nearly 90 percent of consumers read reviews for local businesses before checking them out. So online reviews of your small business can go a long way toward bringing new customers your way.

Encourage customers to share their experiences on sites that feature local business reviews like Nextdoor, where 67% of members share recommendations with one another.

6. Participate in your local community

For starters, join your Chamber of Commerce and small business associations. Not only will these be great for networking, but you can also show you’re investing in your local area by supporting all local businesses.

Also use events like Small Business Saturday (during Thanksgiving weekend) to connect even more with your local community. Engage with other business owners to increase collective visibility for all local businesses. Launch sales and special events, with offers like special one-day discounts or raffle drawings to increase foot traffic.

Finally, use this chance to prepare for long-term marketing strategies throughout the year. Collect the contacts of every new customer for email marketing, social media, or direct mail so you can keep reaching them after the event.

​Promoting your business locally, especially in Malaysia, is a challenging task. ​Would you like to get more customers and leads knocking at your door?

More importantly, do you want to learn how you can promote your business online and make the money you deserve?

This article covers how you can promote your business locally without overstretching your marketing budget and increase your sleepless nights.

​1. ​Look at your business plan

​I know you want to promote your business locally but are you missing out some important points?

You see, stress can lead to overlooking important matters that could easily affect your business.

​At the same time, this is also a great time to take a look at your overall business plan. For example, are you leaving out anything that you could be doing that lead to better promotion and happier customers?

​Here are some ideas you can start with.

Running a restaurant or cafe in Melaka. You may want to focus on creating Instagram-able food and beverage items. You can also use loyalty program to retain customers and lower cost menu items to capture the attention of lower-paying customers.

eCommerce website owner. It would be challenging for you to compete with bigger brands such as Lazada. However, you can easily leverage the power of remarketing to increase sales conversions. Afterall, remarketing is often 50% much cheaper in advertising and provides 25% more sales opportunity.

​Running a brick and mortar service. You should consider adding local marketing into your overall strategy. This means that your brand should be visible in many places as possible, promoting the vision and ission that you believe in. For example, sponsoring an event is a great way to build strong audience and visibility back to your brand.

​2. Understand your ​customers

​Let’s take Melaka for instance. There are so many cafes and restaurants in town. How can you promote your cafe business locally and successfully?

​This is where you take the time to understand your audience. here are some questions you need to answer:

  • ​What are they looking for?
  • ​What are their needs?
  • ​Do you cater more towards family friendly cafe or for couple?
  • ​What is your price range when compared to other cafes within your area?
  • ​Are you customers loyal to you or just one-off?

​I got to be honest. These are some tough questions but the tougher the questions are, the better your answers would be.

​And magic happens when you are able to answer tough questions!

​How do you get insights from your customers?

  • ​Surveys
  • ​Analytics
  • Research

​Doing surveys or questionnaires will give you deep insights on your customers. When it comes to survey marketing, make sure you ask very precise questions and avoid asking more than 10 questions (5 or less is always the best).

​You should have a website (even if you are brick and mortar business) because that gives you instant boost of visibility in the online world. Open up your Google Analytics and perform searches such as “Landing Pages” and “Exit Pages.” These data will give some ideas of your potential customers.

​You can also understand your customer behavior by doing research. ​The research process ia always complicated, expensive and time-consuming. Therefore, it is not a favorable marketing choice for many ​cafe owners.

​3. Getting ​reviews

​Reviews can either make or break your business. But if you seriously in promoting your business locally, you need to strive hard to get reviews.

Allow me to share a case study we did recently.

​There are many hotels in Melaka and we were fortunate to be able to work with a hotel in terms of branding. Due to the client’s budget constraint, we decided to implement very actionable strategy to boost online reviews.

96% of positive reviews for three months in a row not only incerases the hotel’s rank on TripAdvisor, it helped the hotel to generate more sales faster and more efficiently! For the record, an increase of 31% of revenue when compared year over year (YoY).

​4. Network and promote your business

​One of the best way to promote your business locally is through participating in local networking events. This is literally the place where you introduce your business to other business owners.

If you are running a cafe business, consider inviting them over for a drink or food after the event to further boost your visibility. And when this happens, remember to take photos with them (tagging them as well) on social media.

​5. Search engine optimization

​Search engine optimization is one of the best marketing strategy to promote your business locally.

What is search engine optimization?

It is a marketing process where it helps your content to rank higher on Google result pages. The higher you rank, the more traffic you will get!

Want to know more?

Read this case study on how Marketing Lancers helped one of our clients achieved 200% more visibility and traffic in just 15 days.

​6. Social media marketing

​Using paid ads targeting locals and people residing near your business is a great way to promote locally.

​Social media advertising isn’t entire free local marketing strategy and often requires the usage of ads.

With proper targeting, paid social media ads can yield high ROI for your business. ​​

​BONUS

Are you waiting for the best time to promote your business?

No, you should do it right now and if you need help promoting your business (or even need some quick marketing ideas), feel free to reach out to us by clicking on this link!

Our crew is always on standby if you need any help. Don’t be shy to ask for help or free consultancy.

2 comments on “How To Promote Your Business Locally?”

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With the internet literally at our fingertips and offering so many free marketing resources, it’s easy to forget that there are plenty of other ways to promote your small business, too. We’ve put together ten easy ideas for promoting your small business right in your town.

Sponsor a Good Cause

Buy jerseys for a local Little League team or sponsor the town’s annual art fair. Local good causes are always fundraising, and you’ll build goodwill with the community and get your name out in front of everyone in town.

Rent a Booth at Local Events

Speaking of good causes, local events will often allow sponsors to rent a booth and give a demonstration of their product or simply talk to the public. Bring some swag and great marketing collateral about your business and prepare to meet the town face to face!

Take Out an Ad in a Local Directory

Sure, many people turn to the Internet first when looking for a product or service, but not everyone is connected or digitally savvy. Take out an ad in the Yellow Pages or an even more local directory like the town’s free magazine, a newsletter for a large neighborhood, or a local website.

Place an Article in a Local Magazine

Speaking of magazines, many towns have free magazines that make their money from advertising and distribute to all the mailboxes and PO Boxes in town. Though it will usually cost an advertising fee, you can write an article on your area of expertise and have it sent out to nearly everyone in town!

Write a Press Release

Does your business have a big announcement? You signed a key international client or are bringing more jobs to the area? Send a press release to your local newspaper or local news website. Local papers, especially in small towns, love to cover their citizens’ good news. Just make sure that the story is news for everyone in the community, and not just for your business.

Write a Letter to the Editor

Just as with a press release, this idea relies on timing. If a local issue that impacts your business has come up recently, write a letter to the editor of your local newspaper to have your voice heard on the issue. Again, as with a press release, this isn’t a way to overtly promote your business. Instead, it’s a way to make yourself known as a thoughtful leader in the local community.

Attend a Networking Event

Most towns are rife with networking groups, professional associations and social clubs. Find the ones that are filled with your customers and get involved. Once you’ve found some likely targets…

Offer to be a Speaker

Local groups are always looking for speakers to entertain, educate and inform. Once you’ve become involved with a local group that you feel will benefit your business, offer to speak or do a presentation there. Be sure to keep it informative and not overly sales-y.

Participate in Small Business Saturday

Small Business Saturday takes place every year on the Saturday after Black Friday. An enormous marketing campaign encourages consumers everywhere to shop small and local rather than spending all their money at big box stores and huge chains. Does your town celebrate Small Business Saturday? Get in on the action by offering a discount or freebie to potential customers on this special day.

Form a Cash Mob

The idea behind a Cash Mob is for a group of people to get together and patronize one small, local or struggling business in a single day. In their own words: “We target the small, local businesses that make each community special in order to give the business owners an economic stimulus. We help businesses grow, we make people happy, we get stuff for ourselves, we have a great time, and we get a drink to celebrate afterward!” Form a Cash Mob in your town or find one to participate in! These are just a few ideas for promoting your business in your town.

Selling your used car yourself will take more work to get the price you want

If you choose to sell your current vehicle on your own, you will likely get a higher price than if you decided to trade it in. You can always expect to get more than the wholesale price, and unless the vehicle is in big demand, buyers should expect to pay less than the retail price. But selling your car yourself takes a lot more work than just driving to a dealership for a trade-in. You’ll have to go through the hassle of advertising, taking phone calls, and showing the car.

Set a Competitive Price

By checking the car model pages at ConsumerReports.org, you can get a good idea of what the retail and asking prices are for your vehicle. Take it a step further and browse the CR Used Car Marketplace to review comparable listings in your area.

If you checked to see what a local dealer would offer on a straight-up sale, you should have plenty of information to price your car reasonably. Remember, it’s always smart to price your vehicle just a little bit higher than what you are willing to take for it. That way, the buyer can negotiate for a slightly lower price and feel good about it. Don’t be greedy, though. You could scare off potential buyers who don’t think they have a chance to negotiate.

Advertise Effectively

Some advertising methods are more effective than others, and cost can vary from free to quite expensive. Don’t feel limited by the suggestions you see here. Use your imagination and go with what you think will work.

  • Word-of-mouth is very effective. Tell your friends, relatives, colleagues, and anyone else you know that you have a car for sale. If your network of contacts on Facebook is big enough, you might be surprised at how much interest you generate. And it’s free.
  • Online classified ads may be the easiest and most effective way to sell your car. Craigslist, the free classified listing service, can get a lot of local attention for your car. Cars.com offers several ad packages from free to $49 depending on what’s included. Free ads run for 30 days with five photos of your car that you upload with the ad. $49 buys 150 days, 15 photos, and a Carfax report. CarGurus.com is a free service that includes showcasing six photos of your car. AutoTrader, which is partnered with MSN Autos, offers packages from $25 to $100. The AutoTrader packages offer free renewals and a moneyback guarantee. The basic package is four weeks and three pictures, and you can step up to a package of 18 pics, no time limit, and a preferential "spotlight" ad running for two weeks.
  • Daily newspaper ads can work but aren’t as effective as they used to be. Some newspapers will give you a print and online ad for one price. Rates can run about $30 to $40 for a week or two, although some major metropolitan papers charge more.
  • Ads in weekly shoppers and free newspapers can work, but they may have a lot of competition.
  • There’s always the traditional way. Just put a "For Sale" sign in the window of your vehicle with your phone number and a few other details, such as model year and mileage.

Showing Your Car

Once you’ve placed your ads, make sure you keep your car’s specifications, mileage, and other particulars near your phone. Interested callers will want to see the vehicle, so have your schedule ready so you can set a day and time. That said, don’t be surprised if some callers never show up.

When you do show the car, answer all questions honestly. Be prepared to provide service receipts and to accompany the buyer on a test-drive and to an independent mechanic.

The Prepurchase Inspection

Just about any savvy buyer will want to have your car inspected by a mechanic before the sale takes place. If the buyer is a friend or relative, there should be little risk in allowing them to take the car for an inspection. If the potential buyer is a total stranger, however, you’ll probably want to drive the car to the shop yourself. It shouldn’t take more than an hour.

Have the Proper Paperwork

The paperwork requirements for selling a car vary from state to state. In some states, transferring ownership of a vehicle to another person is a simple process of entering the odometer reading, sale price, and your signature on the back of the certificate of title. In other states, you must fill out official title-transfer forms. Contact your state’s Department of Motor Vehicles to see what you should do.

If there’s an outstanding loan on your car, you and the buyer will have to go to your lender and make sure the lender gets its money before you get what’s left. In some states, the lender holds the title until the car is paid off. And a bill of sale is often required by the buyer for sales-tax purposes. Contact your state’s DMV to see if there is a specific bill of sale form. And always keep of copy of the final document for your records.

How to advertise locally

Do you have a small business and are looking to attract customers in your local area? Businesses such as restaurants, cafes, hairdressers and shop fronts usually have a predominantly local client base and should therefore focus on localised advertising. Effective local advertising can help you target your ideal customers and will get you better known within the local community. Once you have a few loyal customers who love what you do, word of mouth often does the rest!

But in this modern-day and age, we have so many different ways to advertise, so how do we know which local advertising methods are the most effective? In this article, we look at some of the very best ways to advertise locally!

Make sure your location is listed

First things first, there is no point in advertising to a local audience if no one can work out where exactly you’re situated. Make sure that your address is listed on your website, your Facebook page, your Instagram page, and anywhere else that you may advertise your business.

Ensure that your address is also listed on Google Listings.

Work with a local influencer

Advertising through influencers has proved to be one of the most successful and affordable marketing techniques of our time. While it may not work for certain businesses, it can be exceptionally advantageous for businesses that fall within the beauty, fashion, hospitality or tourism industry.

Offer something in return

It works by offering a local influencer a free meal, free clothing items, or a free stay in exchange for them posting about your business and sharing their thoughts with their followers. In some instances (especially if the influencer has a large following), they may also require payment for their services.

Create more local followers

The major advantage to this is that the majority of their audience will most likely be from the local area, and influencers’ followings are known for being incredibly loyal. So by them just posting one or two things to their Instagram and Facebook, you could find your own following doubling and see many more customers walking through the door.

Pick brand ambassadors

If you really enjoyed working with a particular influencer, you could always ask them to be a brand ambassador in which you’ll form an ongoing relationship/deal with them, and they will be a representative of your brand. Ensure that you pick your brand ambassadors wisely as their behaviour and what they post on social media will be a reflection of your brand.

Facebook

Facebook truly offers small businesses a world of opportunity for advertising, including:

  • Facebook marketplace – Directly list your products and services on Facebook’s marketplace. Your location will influence the people who see your ad. This service is also absolutely free.
  • Post on groups – Post your products and services on local community groups if the group guidelines allow for advertising.
  • Paid advertising – Pay to create a Facebook ad that targets a very specific group of people, which can be location-based.
  • Connect with your audience – Facebook provides you with the opportunity to connect with your audience.

While some people believe that Facebook is outdated, it is still a great place for businesses to advertise their products and services. This all depends on the demographics of your target audience, of course!

Optimise your website for local searches

Think of your website as an advertisement for your business. It needs to be a good representation of what you stand for, be attractive and appealing, and clearly list the products and services that you offer. To optimise your business for local searches, you should:

  • Create a Google My Business profile with clear details of your business.
  • List your website on numerous local directories.
  • Add schema markup to your website coding.
  • Use your local area in your keywords when implementing SEO techniques.

Partner with other small businesses

Partnering with another local small business is a great way to gain each other’s customers. For example, a local tattoo studio and a local coffee shop could partner so that with every tattoo you book, you will get a certain percentage off your next coffee at the nearby coffee shop. There are many ways that you could partner, including raffles, giveaways, and even hosting a community event together.

If you are looking to attract local customers, you need to find innovative ways of connecting with other local businesses and becoming an integral part of your local community.

Create a blog for your business

Create a blog for business in which you give tips and tricks, report on the latest industry news, and provide something valuable for your customers. This will act as a fantastic piece of marketing material so long as you remember to use the right localised keywords and share your blog to your social media pages.

Get customer reviews

Customer reviews are an advertisement in themselves! Ensure that you get customer reviews by sending emails prompting customers to write them. You can gain customer reviews on Google reviews, Facebook, and you can even create a review section on your website. Reviews are actually more important than ever before as many people need to read about the experiences that other customers had at your establishment before going there themselves.

You should also monitor and respond to reviews. Bad reviews can be very scary, but it will look good on your part if you deal with negative reviews in a mature and responsible way. This way, potential customers know that you hold yourself accountable and deal with situations instead of ignoring them.

Reviews will also help you improve your overall service as you’ll gain valuable insight into what customers like and don’t like.

It’s important to remember that not every one of the abovementioned local advertising methods will work for your particular business. It will all depend on your needs, your target audience, and what industry you’re a part of.

If you are struggling when it comes to connecting with your local target audience, you should look into hiring a sales and marketing firm to advise you on the best possible options for your situation.

The internet may be global, but you can still keep your advertising local. Show your ads to customers nearby at just the moment they need your services.

Luis Gonzalez, Owner, Roses Cleaning Corporation

More people than ever before are using Google Search to find service providers near them. This creates an opportunity for advertising your business locally. You can show your ads at the exact moment people nearby are searching for the services you offer.

Find the right tools for your small business

Get started with your step-by-step Digital Essentials Guide.

REACH MORE CUSTOMERS

Book local jobs with online ads

When you search online for a nearby service, you may see a Local Services ad like the one below.

These ads are tailored to the needs of local service providers. You can set your ads to only show up for people in your area when they’re looking for the types of services you offer. Plus, customers can call or message you to book your services directly from the ad.

There’s been a 34x increase in people using Google Search to look for things “near me” in the last four years*

CONTROL YOUR SPEND

Set a budget that works for you

Local Services ads give you the flexibility and control you need as a small business owner. You’ll set a budget based on the number of new customers you want each week. You’ll only pay for leads, like when people use your ad to call or message you. And, if your schedule fills up or you go on vacation, it’s easy to pause your ads.

MANAGE YOUR BOOKINGS

See all your leads in one place

You’ll be able to manage all your leads from your account dashboard, keeping your customer contacts organized and easily accessible in one place. You’ll also get helpful reports that show how many bookings you’re getting from Google, so you know how well your advertising is working.

Get a Google Guarantee badge

When you hire someone to fix your sink or clean your house, you’re looking for a combination of qualities: honesty, trustworthiness, and experience, to name a few. Same goes for when a customer hires you to perform a service. That’s where the Google Guarantee badge comes in — it can help you build a great reputation online.

When you have the Google Guarantee, your ads will carry Google’s green check badge. If your customers aren’t satisfied with work quality, Google may refund up to the amount paid for jobs booked through Local Services ads, with a lifetime cap for coverage.

Having the Google Guarantee badge can help you build trust with potential customers and boost your business’s online reputation.

SEE IF YOU QUALIFY

Sign up as a service provider

To start using Local Services ads, you’ll need to sign up as a service provider. Some of the types of services included are HVAC, cleaners, movers, plumbers, electricians — see the full list to know if Local Services ads are right for you.

How do you get your ads in front of people in your area?

If you have a retail business and want to reach people who are near your location, then you'll want to use the Promote Your Business Locally ad.

Add your business location to your Page

Before you can promote locally, you'll need to tell people where to go.

  • Go to your business Page and select Settings.
  • On the left menu, select About.
  • In the right corner, select Edit Page Info.
  • Fill out the address information and close the window.

Create your local promotion

To create an ad from your Page intended for a local audience, follow these steps.

Click the steps below to reveal more.

1. Go to your Page and select Promote.

Go to your Page and select Promote in the left column.

2. Choose a goal.

While all of the promotion types can be used to reach local customers, the simplest way is to select Promote Your Business Locally.

3. Define your audience.

Define your Audience. Set the radius around your location. Choose your age range, gender and special interests.

4. Choose your ad creative and a Call to Action.

Choose your Ad Creative. We'll suggest an image and ad text automatically, but you can swap them out with your own choices of image, video or slideshow and text.

Pick a Call to Action that fits your goal for this ad. This button appears across from the Headline.

5. Set your budget.

Set how much you want to spend by clicking the drop-down below Daily Budget. Select a pre-filled budget or click Choose Your Own and type in a custom budget.

6. Set the duration.

Under Duration, set how long you want to run your ad. Choose 7, 14 or 28 days, or set a custom duration by clicking in the Run this ad until field.

Duration vs. Budget

A food truck owner could spend $100 with a one-day duration, while the owner of a consignment shop spends $100 spread out over 14 days. Their promotions will theoretically reach a similar number of people once completed.

But the food truck owner only wants to promote for a single sports event, while the shop owner doesn't have such a time-sensitive business goal.

Alternately, since the consignment shop is always in the same location, the owner could run an ongoing Local Audience Promotion to bring in new customers as they move to the area.

How to advertise locally

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as” Brand (TM)”.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

How to advertise locally

Head of Global Brand Communications & Narrative
Nike

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

Q&A With
Gadi Amit

Founder, New Deal Design

Gadi: The development of serendipity in recommendations is very important. An analogy I use is that of a restaurant. If you go to a good restaurant, you don’t always want to see what you’re looking for. You’re looking for surprises. It’s not the expected, it’s the unexpected. You trust in the restaurant’s atmosphere. You don’t know exactly what you’re getting, but you trust their creativity and that you’ll enjoy whatever they serve you.

Do you think it is possible for a streaming service to become that “restaurant” – a trusted source of serendipitous recommendations?

Gadi: I absolutely do. But it is difficult. It’s a long game. It requires them to build trustworthiness with audiences through genuine content recommendations over the years.

Q&A With
Gandi Amit

Found New Deal Design

Gandi: The development of serendipity in recommendations is very important. An analogy I use is that of a restaurant. If you go to a good restaurant, you don’t always want to see what you’re looking for. You’re looking for surprises. It’s not the expected, it’s the unexpected. You trust in the restaurant’s atmosphere. You don’t know exactly what you’re getting, but you trust their creativity and that you’ll enjoy whatever they serve you.

Do you think it is possible for a streaming service to become that “restaurant” — a trusted source of serendipitous recommendations?

Gandi: I absolutely do. But it is difficult. It’s a long game. It requires them to build trustworthiness with audiences through genuine content recommendations over the years.

Q&A With
Jonathan Miranda

Emerging Strategy Principal, Salesforce

Another expectation among younger generations seems to be personalization. How are you seeing this play out in media?

Jonathan: If you go into the world of advertising and marketing, customized, personalized advertising is more important than ever before. There’s a realization that eight years of funny commercials that we’ve showed everybody probably for the fourth time, doesn’t work anymore. So there’s a lot of companies moving towards specialized advertising.

How does this type of personalization translate to personalizing content beyond advertising? Who’s going to predict what people will want to watch, and do it first?

Jonathan: It’s not about being the first to predict what people want to watch. It’s different. It’s about getting viewers to browse. You want to show them the value of all of the money Hulu has spent and the great range of TV and film for them to choose from.

Q&A With
Julie DeTragila

Head of Research & Insights, Hulu

Julie: There are vast differences between the way under 35-year-olds watch TV and over 35-year-olds watch TV. I grew up in a world where there were maybe 10 channels, and my viewing changed as technology and options changed. Younger viewers started from a really different place. Everything has always been on-demand. Anything they ever wanted to see was available to them, and they therefore have different expectations for TV.

How so?

Julie: One of the things we found with Gen Z is that they really want to be immersed in something for a long time. They want to have content that they can live with for a while; it’s like this long, seamless storytelling. They’ll knock off a couple episodes a night and it will last a couple of months. And then they’ll re-watch it a million times over.

What other shifts have you seen happen-with Gen Z but also more broadly-with the rise of streaming?

Julie: For years, television had to deliver a specific rating. Shows had to appeal broadly or else they wouldn’t survive. And those days are long gone because, with streaming services, shows can reach hundreds of thousands of people or tens of thousands of people and still be considered successful. There’s more experimentation with the types of content; we’re not locked into an hour, a half hour, a comedy, etc. The industry can create really niche shows to appeal to niche audiences, but also simultaneously create big, broad experiences that are shared by millions.

The world of online marketing and general business marketing opens up a wealth of opportunities to get the word out there about your business. There are many ways within a marketing strategy that you can get the word out about your business to people across the globe.

What do you do, however, when you want to know how to promote your business in the community around you? Local marketing can be very different to online marketing, where you’re trying to reach the general populace, and due to the amount of marketing and communication now achieved through the internet and virtual contact, it can even seem daunting to take a step back and look into traditional methods of connecting with those in your local community.

Despite the world being a highly virtual place, there are still many solutions for promoting your business in the community with many high-quality marketing opportunities, which local businesses need to know about. It’s always important to combine traditional face-to-face methods with online marketing to keep up with a competitive business market and better learn how to promote your business in the community.

Optimize Your Business for Local Search

Online SEO is crucial for any business wanting to draw the attention of potential customers and market towards its targeted audience. When it comes to promoting your business in the community, you also need to think about local SEO and local search, as this will be fundamental for finding business opportunities in your area.

Local search on Google is an extremely helpful feature, and it’s ideal for local small business owners who are looking how to promote their business in the community. Local search results on Google will bring up businesses on the main results page, which are within distance to the needs of the searcher, and provide all relevant contact information such as an address, phone number, and official website, as well as an overview of the business.

Therefore, when looking for how to promote your business in the community, set your business up with Google listings and enter as much relevant information as possible regarding your contact details and opening times. This can be extremely helpful for local searchers.

It’s also a good idea to use analytics to better understand what people are searching for so that you can tailor for that.

Distribute Your Business Cards Locally

With so much business and advertising now happening online, you may think that finding a way to promote your business in the community doesn’t involve traditional printed business cards — but it can and does! Business cards are not obsolete, and they’re still great tools for getting your name and contact details out there with potential customers.

In regard to local distribution and how to promote your business in the community, you can look for opportunities to place your business cards where possible. This could be on the postings board in a local shop or post office, which might advertise local businesses. You could ask for a business card stand to be placed on the counter of shops or pay for the service to be able to do that. You can hand your business cards out in the local community when speaking with people or attending community events.

Business cards are definitely handy tools when looking at how to promote your business in the community.

Advertise with Your Local Newspaper

News can easily be accessed online nowadays, but newspapers still exist, and communities still enjoy reading newspapers — which means business advertisements in your local newspaper will never be a wasted opportunity.

Plan to design an eye-catching newspaper advertisement on the relevant pages for your business, and include relevant contact details to ensure that your business gets more easily noticed within the community.

Try Your Local Chamber of Commerce

A local chamber of commerce is the ideal opportunity for local businesses to interact, communicate and indulge in some key networking. So if you’re not already considering your local chamber of commerce as a great way to market your business to the community, you might want to.

Chambers of commerce are also very respected institutions with a history, which means any local business getting involved in one is also getting involved in a reputable opportunity, with the chance to engage with the local community.

Encourage Word of Mouth Marketing

What’s great about local communities is that a lot of people will interact, know each other and talk. A tight-knit community will often make recommendations to each other in passing conversation, especially about local services and business requirements. Therefore, it’s a good idea to encourage as much word-of-mouth marketing as possible.

While you can’t directly control when and if people talk about your business, there are plenty of ways you can encourage a positive experience to make it more likely for consumers to recommend you to others. Interact directly with your customers, deliver positive customer service, ensure you go above and beyond to meet their needs, and even directly request that they recommend you to family and friends if they’re satisfied.

Get Involved with a Trade Show

Exhibitions and trade shows are prime opportunities to show off your business brand to the local and global community alike. If you can find local trade shows that cater to people in your area, this is a key solution to promoting your business in the community and getting involved with those potential consumers who matter.

Local trade shows are also perfect opportunities to provide custom promotional products which can raise awareness of your brand and help people in the community to remember you by using free custom merch and other goodies.

Use Branded Gear Out in the Community

Exploring how to promote your business in the community is naturally going to see you spending more time out and about with local people in order to see how best to market your business. That means it’s the perfect opportunity to show off your brand with clothing items that reflect your business. These could be t-shirts, hoodies, or custom hats.

If you’re getting out in the community and promoting your business, wearing such merchandise can have a more positive effect and make your brand more memorable if people in the community can see you wearing it. You may also want to use custom screen printing to make wearable items for the local people you interact with too.

Use Email Marketing and Email Lists to Your Advantage

When exploring the different ways to promote your business in the community, it doesn’t mean abandoning the power of online and email marketing potential. You can target your email marketing to people in your area and build an email list for the relevant people in your community. As you start to build a consumer list, be sure to use email marketing tools to stay in touch with the community at large and send out relevant information, like a local newsletter or product sales. This is key.

Start Writing Blog Posts

Blogging is one of the fundamental ways you’re going to be more easily found by search engines and local customers. It’s a key component of good SEO practices, so you’ll want to make sure you have a business blog when deciding on the best ways to appeal to your community.

Blogs are great for engaging new customers regarding your products or services, as well as keeping existing customers informed and entertained.