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5 Strategies That Are Shaping the Future of Local Marketing

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5 Strategies That Are Shaping the Future of Local Marketing


Most small business owners are aware they need to focus their marketing efforts towards a local audience. But many of those same business owners may not be aware of the major trends that are shaping local marketing, and instead resort to traditional marketing strategies such as email.

And while email marketing remains a powerful tool, especially when it comes to marketing automation, we still see a very small open rate for emails. Some may even consider a 10% open rate for emails an excellent figure, while a 20% open rate would be sublime. But compare this to SMS, which regularly sees a 90%+ open rate, and you can already see how much more effective SMS marketing can be.

In fact, many online marketers believe mobile may represent the future of marketing. This is because by using text messaging and chatting apps like Whatsapp or Telegram, businesses can interface directly with their customers and communities, which engender stronger loyalty and revenue streams.

This is just one of the strategies that are helping to shape the future of local marketing. We’ll cover SMS and other developing local marketing strategies today.

1 – Go granular with your keywords

Ostensibly, local marketing is all about trying to target the communities and areas, especially if you’re a business with a physical location. While it’s true that most advice seems to be global marketing, a lot of that advice is aimed at those who are trying to sell on a global scale, and that doesn’t necessarily align with every business. This becomes especially true when discussing SEO techniques to increase traffic and how it specifically relates to a local business.

Take, for example, a local bakery in Brooklyn. It’s never going to compete in terms of SEO when it comes to the word “Bakery”, obviously, but it can start to compete with “New York Bakery”.

Even better, by going more granular (think something along the lines of “Brooklyn Bakery”) not only do you encounter less SEO competition overall, but you are also more likely to capture those within its area. After all, there’s a concept that 80% of customers only purchase within twenty miles of where they are, so a twenty mile radius is roughly the sweet spot a local business would want to target.

2 – Make the buying process simpler for customers

Another important factor to keep in mind is making the buying process as seamless and easy as possible for clients and customers. A slow or awkward buying experience that involves multiple steps isn’t something that customers will forget.

For example, reliable cloud-based invoicing software that comes with crucial features, such as email integration and multiple payment options, can help streamline the customer journey during the checkout process. This is especially the case if a large portion of your business is a service, rather than a physical product that is being sold and shipped.

3 – Utilize SMS marketing

Why is SMS so effective even though it’s a nearly decades-old technology? Well, it takes the average individual around 90 seconds to answer a text vs. 90 minutes for an email, which is a significantly shorter time and excellent for time-sensitive marketing. It is also equally great for abandoned cart recovery, especially in those moments the customer still remembers the purchase, and of course things such as customer service requests.

Another thing to consider is that SMS marketing is very unique in that it’s not as cold and associated with spam as sometimes emails may be. As such, it works better with customer retention strategies, where a customer may be made to feel as if they are a part of the brand than just purely a customer. It also helps make up for a lack of brick-and-mortar shops that direct-to-consumer businesses often have to deal with.

Finally, with a strong marketing strategy and budget, it will actually help decrease the customer acquisition cost, and somewhat level the playing field with bigger corporations. The truth is, as eCommerce and automation advances, the more SMS can be achieved, and a full online shopping experience may ultimately only be a few years away.

4 – Optimize your My Google Business page

Another thing that many companies forget to do is optimize their local My Google Business page, and oftentimes, don’t even bother claiming one or filling it in. This is a big mistake not only because it can provide at-a-glance information about your business to a potential customer, but it also avoids having somebody maliciously take over the page and Ransome you for it.

Additionally, what’s important to note about MGB optimization is that with their new zero-click searches, it’s become more important than to make sure you show up in the snippets. These two strategies alone can help not only strengthen your keyword standings but also help you grow your local business.

5 – Have a developer optimize your website

Besides your My Google Business page, look to optimizing your website as well. Just because there’s a focus on the local marketing aspect doesn’t mean that your website should be forgotten.

Even if you have a physical brick-and-mortar store downtown, your website (essentially your virtual store) is more likely to serve as the first direct contact with customers. It’s important to have a website that is professionally designed, and how you pick a dedicated website developer is similarly important. A developer can help make your website easier to navigate with a superior layout and reduce site downtime if you grant them access to the backend.

The most affordable way to hire a developer is to hire a self-employed developer via a freelancing service versus hiring an agency. But carefully look into the applicant’s background and their portfolio of work, especially since a majority of developers working today possess less than five years of experience.

Ultimately, the truth is that marketing as an industry is changing, and it’s going to change quickly. As the market gets saturated with businesses competing for fewer keywords, the next step will be to focus on innovative techniques of approaching old technologies to help level the playing field. This is where SMS comes into play, as it provides a quick and direct connection on a personal level.

Conclusion

Local marketing helps a business feel more connected to a specific region or neighborhood, even if they aren’t necessarily from that area. That being said, be careful how you approach marketing localization if you’re not from the area since this can easily backfire. Nonetheless, SMS and local marketing strategies are here to stay, and they’ll likely be a large portion of what marketing and customer relations are going to look like in the future.



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses


A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses. 

The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers selling publisher ad space, demand-side brokers selling ads, or ad exchanges connecting buyers and sellers.

Image from CDTA factsheet

The bill, introduced yesterday by Sen. Mike Lee (R-UT) and co-sponsored by Sens. Amy Klobuchar (D-MN), Ted Cruz (R-TX) and Richard Blumenthal (D-CT), bans companies earning more than $20 billion in annual digital advertising revenue from participating in the online ad ecosystem in a way that creates conflicting interests. 

It also imposes consumer protection rules similar to ones governing financial trading. Under the law, businesses with more than $5 billion in digital ad transactions annually would have to: 

  • Act in the best interest of customers by getting the best bids for ads.
  • Provide transparency customers can verify that.
  • Create firewalls between their buying and selling operations if they are allowed to operate both.
  • Treat all customers the same concerning performance and information related to transactions, exchange processes, and functionality.

“Digital advertising is dominated by Google and Facebook,” Sen. Lee said in a statement. “Google, in particular, is the leading or dominant player in every part of the ad tech stack: buy-side, sell-side, and the exchange that connects them. For example, Google Ad Manager is used by 90% of large publishers, and in the third quarter of 2018 it served 75% of all online display ad impressions. Google uses its pervasive market power across the digital advertising ecosystem, and exploits numerous conflicts of interest, to extract monopoly rents and stack the deck in its favor. These monopoly rents function as a tax — upwards of 40% — on every ad supported website and every business that advertises online, collectively a huge segment of the modern economy.”


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The new law is a response to the anti-competitive practices Google has been accused of. These include Project Bernanke, the focus of an antitrust lawsuit filed by the attorneys general of more than a dozen states. The suit claims Google ensured ads booked via its AdX system would win ad space auctions. 

“The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE,’” Sen. Lee said.

Read next: Is there any incentive to crack down on programmatic ad fraud?


2022 MarTech replacement survey


About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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