Accessing your local market can be a game-changer for your business – but it requires strategic planning and consistent messaging. Part One of this 3-part series will focus on how to research and strategize for your local market, using your Wherewolf data.
Local marketing is not just about promoting sales; it’s about building meaningful connections and making a positive impact in your community.
By taking the time to understand and cater to the needs of your local audience, you can establish a strong presence and become a valuable member of your community. So don’t underestimate the power of local marketing – it could be the key to success for your business!
Let’s first explore local consumer behavior and why they choose businesses like yours.
Understanding Local Behavior
Locals find services differently than travelers. While vacations are often pre-planned, local service needs can be immediate and spontaneous; like when the weather changes last minute so the picnic birthday party needs an alternative. Or when a summer day stretches on and the parents need to get the kids out of the house for a while!
This means your marketing improvements can yield faster results.
Reasons Locals Visit Your Business
People are drawn to brands they respect and share common values with. Whether it’s supporting a local school or sponsoring a community event, consumers want to feel a connection. Your brand’s involvement in local activities can foster this connection and encourage visits.
Supporting local businesses benefits everyone:
- Ensures financial security for neighbors and friends.
- Stimulates the local economy.
- Provides exciting new experiences for the community.
Parents, teams, and individuals all seek activities – your business can offer the fun and excitement they crave!
Putting Together Your Local Personas
Each business and its local market is unique. Start by creating 1-3 buyer personas. This helps you visualize your target market.
Steps To Create a Buyer Persona:
- Describe your ideal consumer:
- Name
- Age
- Gender
- Marital/Family status
- Location
- Income
- Hobbies
- Identify their goals and challenges:
- What do they aspire to achieve?
- What obstacles do they face?
- What do they value in life?
- Understand their communication preferences:
- Do they participate in local clubs or read specific newspapers?
- Do they listen to the radio during commutes or get news from social media?
If you’re using Wherewolf, export your data and analyze it by state or region. This provides valuable insights into your guests’ demographics and preferred marketing channels and will form the starting block of any market research.
Another important aspect of local marketing is understanding the values and priorities of your target audience.
By tapping into their beliefs and interests, you can create messaging that resonates with them on a deeper level. This will help you build a stronger connection with potential customers and ultimately drive more business. With exciting experiences you can stimulate the economy, provide financial security, and make a positive impact on your community while also growing your business. Combine this with your local buyer personas to develop an in-depth understanding of your audience, then tune in for part two, where we dive into the strategy and implementation of your findings!