In the first section of three for Local marketing 2017, there's an overview of what it is to how to do local SEO, and more.

1. Local
Marketing
2017:
An overview of how businesses can
use local marketing from facts to
different challenges companies face.
1

2. Table
of
Contents:
PageTitle: Page Number:
Facts 4
Elements to Consider 11
Other Facts 17
Types of Affiliates 23
Statistics 28
Campaign Planning 38
Campaign Development 39
Online Users 43
Local SEO 51
Strategies 62
Tactics 73
Agencies 85
2

3. Table
of
Contents:
PageTitle: Page Number:
Trends 97
Trend 1: Mobile Advertising 98
Trend 2: Search Engines 105
Trend 3: Social Media 113
Trend 4:Videos 123
Other Trends 131
Tips 143
Examples 155
Create and Distribute DIY Infographics 157
Create Educational Videos 166
Cross Promote with Other Local Retailers 170
Participate inTrade Shows 173
Sponsor Local Events to Amplify your Reach 178
Challenges 184
Work Cited 192
3

4. Definition:
Offline
Marketing:
Local Marketing
can generally refer
to any marketing
technique a
localized business,
in any industry,
can use to market
itself to the area it
operates in
Online
Marketing:
Refers to any
online marketing
technique that a
local business, in
any industry, uses
to market itself
online to the area
it operates in
4
Compiled by Author from:business2community.com

5. Definition:
 Local Marketing:
 Can also be referred to as local store marketing or
neighborhood marketing
 It specifically targets the community around a physical store or
restaurant
 Promotional messages are directed to the local population,
rather than the mass market
5

6. Facts:
• Many local businesses
directly contact consumers
through mail, in-town
events, local team
sponsorships, or
advertisements in the
town paper
Local marketing can take
several forms
• A successful local
marketing push allows a
store to stake out a
significant presence in
local consumers’ mental
maps of their communities
Hoping to not only attract
new customers but to
drive repeat business
6
Compiled by Author from: marketing-schools.org

7. Facts:
• The population within 10 miles or 10 minutes of
your door
Customers:
• Those businesses within 10 miles or 10 minutes of
the above customers’ doors
Competition:
• Location, size, atmosphere, immediate
neighbors, ease and type of access, etc.
Store Characteristics:
7
Compiled by Author from: marketing-schools.org
General Specifications:

8. Elements
to
Consider:
There are four key elements that
you need to be aware of when
immersing your Local Business
into the Local Marketing world:
Measurement
Media
Messaging
Segmentation
8
Compiled by Author from:business2community.com

9. Elements
to
Consider:
Measurement:
This is essential for evaluating your marketing
efforts and measuring your results
Positive results can show you how good you
are at satisfying the needs of your
customers
9
Compiled by Author from:business2community.com

10. Options:
Customized direct mail
announcing openings,
sales, and promotions,
or containing coupons
Promotion through
the local chamber of
commerce
Hosting events
Sponsoring local sport
teams (school or
league teams) and
clubs (biking, book,
etc.)
Purchasing local ad
space (such as at bus
stops and other
outdoor spaces)
Participating in
community fairs and
social gatherings
10
Compiled by Author from: marketing-schools.org

11. Who
Uses
It:
Local
marketing
is used by:
Stores
Restaurants
Outlets
Franchise
Businesses
11
Compiled by Author from:business2community.com

12. Customers:
Local
marketing
allows a
company to
develop a
repeat
customer
base in the
immediate
vicinity of the
business's
location
The standard
radius of
influence is
about 10
miles, but
could be even
less than that
in more urban
areas, where
local traffic
and
neighborhood
density is
much higher
People like to
shop and eat
near their
homes; it
saves time
and is more
convenient
12
Compiled by Author from: marketing-schools.org

13. Customers:
Any store or
restaurant—
particularly new
ones—have to work
to advertise its
presence even in its
own surrounding
neighborhood, in
order to get onto
these mental maps
Businesses in
different
neighborhoods will
apply local
marketing tactics to
different consumer
segments
Tactics are
identified by socio-
economic standing,
demographic
composition, and
purchasing values
13
Compiled by Author from: marketing-schools.org

14. Types of
Local
Affiliates:
Mom & Pop
Shops:
0 to 4 Employees
Less than
$500,000 in
Annual Sales
Less than $5,000
in Annual
Marketing Budget
Small
Business:
5 to 20 Employees
Less than $5
Million in Annual
Sales
Greater than
$10,000 in Annual
Marketing Budget
Medium-
sized
Business:
21 + Employees
Greater than $10
Million in Annual
Sales
Greater than
$20,000 in Annual
Marketing Budget
14
Compiled by Author from: info.brandmuscle.com

15. Types of
Local
Affiliates:
15
Compiled by Author from: info.brandmuscle.com
Mom & Pop Stores:
These small,
often family-
run businesses
are the
essence of the
term “local,”
with at most
one location
The owner
wears multiple
hats—from a
business
manager to a
sales associate
to an
accountant
and does the
marketing
No single
person in the
business is
dedicated
solely to
marketing
Juggling these
efforts can be
challenging
which is why
marketing
often falls to
the back
burner behind
other
important
tasks

16. Online
Local
Marketing
Statistics:
41% of small
businesses are
using email to
market to
customers
44% of online
shoppers begin
by using a
search engine
47% of
people say they
open an email
because of the
subject line
49% of sites fail
to comply with
basic usability
principles
16
Compiled by Author from: localoxygen.com

17. Local
Marketing
Statistics:
141 billion local searches will take place in the US by 2019
20% improvement of accuracy and reach of location
data by brands can increase conversions by 216%
40% of local advertising revenues will be spent by
national brands to localize their campaigns
61% of consumers are more likely to contact a local
business if they have a mobile optimized site
70% of searches are discovery searches but these pages are
not being amplified properly
17
Compiled by Author from: rioseo.com

18. Local
SEO
Statistics:
18% of local mobile searches lead to a
sale within one day
28% of searches for something nearby
result in a purchase
30% of mobile searches are related to
a location
88% of consumers trust online
reviews as much as personal
recommendations
18
Compiled by Author from: searchengineland.com & hubspot.com

19. Local
SEO
Statistics:
68% use the
“Get Directions”
or “Call” buttons
72% of
consumers who
did a local search
visited a store
within five miles
78% of local-
mobile searches
result in offline
purchases
19
Compiled by Author from: searchengineland.com & hubspot.com

20. Local
Marketing
Campaign
Development:
Companies must understand the various schedules of these organizations,
and reach out to groups to support local events
Businesses should identify local organizations schools, and living centers
which often host community events
As with any marketing campaign, information is key
They often begin with simple direct mailings featuring coupons or upcoming
sales
Local marketing campaigns use a number of different strategies in order to
build awareness within a neighborhood
20
Compiled by Author from: marketing-schools.org

21. Online
Media
Channels:
Here are a few online media channels
normally used to target local audiences:
Local Lead Generation
Local Mobile
Local Search
Local Social Media
Local Website
21
Compiled by Author from:business2community.com

22. Online
Media
Channels:
Local Social
Media:
People hang out on
social media
networks more than
on a website, and
that’s where you
should establish your
presence as well
The number of
followers, likes,
shares, reviews,
comments, retweets
and any other social
action shows the
interest of your
audience in your
products
Responding and
engaging other social
media users is a good
way to show that you
care about your
audience and
business
22
Compiled by Author from:business2community.com

23. Local
SEO:
Be Consistent
Categorize
Your Pages
ClaimYour
Business
Hire a Local
SEO
Company
On-page
Optimization
Quantity and
Quality
Quality
Inbound
Links
Reviews
23
Compiled by Author from: entrepreneur.com

24. Local
SEO:
Be Consistent:
Make sure that your business is listed consistently
across the web
This means that your name, address and phone
number need to be the same when it comes to
your local accounts, directory listings and any
other mentions of your business
24
Compiled by Author from: entrepreneur.com

25. Local
SEO:
Be Consistent:
If your business has been listed somewhere on the
web unknowingly, you’ll need to track down that
listing and claim it
By claiming it you can edit all of the information so
its consistent (or contact whoever is in charge to
get the information changed)
Something as simple as a hyphen or a missing
suite number can change everything
You can find unclaimed listings by doing a search
or using tools likeYext or Localeze
25
Compiled by Author from: entrepreneur.com

26. Work
Cited:
 "10 Impactful Local MarketingTrends for Small Businesses." Kabbage Small Business Blog.
N.p., 01 Feb. 2017. Web. 09 May 2017. <https://www.kabbage.com/blog/10-trends-local-
marketing-2015/>.
 "10 Most Powerful Mobile & Local Marketing Stats from #LSS2016." Rio SEO. N.p., 17 May
2016. Web. 05 May 2017. <https://www.rioseo.com/blog/10-powerful-mobile-local-
marketing-stats-lss2016/#fbid=59_kslQTP0X>.
 "17 Important Local Marketing Statistics to help you Succeed Online." LocalOxygen. N.p.,
n.d. Web. 05 May 2017. <http://localoxygen.com/17-important-local-marketing-statistics-
help-succeed-online/>.
 "2017 Marketing Statistics,Trends & Data -The Ultimate List of Marketing Stats." HubSpot.
N.p., n.d. Web. 05 May 2017. <https://www.hubspot.com/marketing-statistics>.
 "3 Local Marketing Challenges BusinessOwners Face." ReachLocal Blog. N.p., 06 Sept.
2016. Web. 09 May 2017. <http://blog.reachlocal.com/top-local-marketing-challenges-for-
business-owners>.
 "4 Big Local MarketingTrends - Plus 8 Ways to Adapt." WordStream. N.p., 01 Dec. 2016.
Web. 09 May 2017. <http://www.wordstream.com/blog/ws/2016/10/18/local-marketing-
trends>.
 "50 Local Marketing Strategies - CPC Strategy." Ecommerce & RetailSearch News and
Strategies. N.p., 06 Apr. 2016. Web. 05 May 2017.
<http://www.cpcstrategy.com/blog/2012/08/50-local-marketing-strategies/>.
 "6 Local SEO Stats Every Online Marketer NeedsTo Know." Search Engine Land. N.p., 18
Aug. 2015. Web. 05 May 2017. <http://searchengineland.com/6-local-seo-stats-every-
online-marketer-needs-know-226562>.
26

27. Work
Cited:
 Caramela, Sammi. "5 Proven Local MarketingTactics to Gain and Keep
Customers." Business News Daily. N.p., 15 Aug. 2016. Web. 5 May 2017.
<http://www.businessnewsdaily.com/7348-local-marketing-tactics.html>.
 Klein,AndreW. "Local Marketing Made Easy - 1: What is Local
Marketing?" Business2Community. N.p., 30 Mar. 2015. Web. 5 May 2017.
<http://www.business2community.com/marketing/local-marketing-made-easy-1-local-
marketing-01193916#B3jofiPe5CFdbooF.97>.
 Langdon, Scott. "How Local SEOWorks andWhy It Matters for Small
Businesses." Entrepreneur. N.p., 17 Apr. 2014.Web. 05 May 2017.
<https://www.entrepreneur.com/article/233158>.
 Miles, Stephanie. "10 Local Digital AgenciesYou Should Know About." Street Fight. N.p., 14
July 2015. Web. 05 May 2017. <http://streetfightmag.com/2015/07/15/10-local-digital-
agencies-you-should-know-about/>.
 "State of Local Marketing 2017 Report." Brandmuscle. N.p., 2016. Web. 9 May 2017.
<http://info.brandmuscle.com/rs/258-MVU-
447/images/brandmuscle_SOLMR2017_FINAL.pdf?aliId=13473>. Online PDF
 Tomic,Vedran. "10 Local MarketingTipsYou Can ImplementToday." Small BusinessTrends.
N.p., 20 Jan. 2016. Web. 09 May 2017. <https://smallbiztrends.com/2013/02/local-
marketing-tips.html>.
 "Types of Marketing | Explore the various types of marketing strategies used by
professionals." Types of Marketing . N.p., n.d. Web. 30 Jan. 2017. <http://www.marketing-
schools.org/types-of-marketing.html>.
 Velji, Jamil. "11 Creative Local Marketing Ideas For Small Businesses." BuildFire. N.p., 23
Mar. 2017. Web. 05 May 2017. <https://buildfire.com/local-marketing-ideas/>.
27

28. ContactUs for
the Full
Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com