Attract, Convert, Close & Delight your Local Customers.

1. How to Market
your Local Business
Attract, Convert, Close & Delight your
Local Customers.

2. Introduction
15+ years digital marketing &
product development with
small local businesses & large
enterprises.
On Demand Marketing
Services provider

3. Overview
1. Introduction
2. What is local marketing?
3. The local buyer's journey
4. Your local marketing foundation
5. Attracting local customers
6. Converting local customers
7. Closing local customers
8. Delighting and growing relationships

4. Local marketing used to be easier
Customer saw or heard the ad, clipped the coupon, or
called the phone number.

5. It just doesn’t work the
same way anymore...

6. Consumer
behavior
has
changed

7. So has Marketing and Advertising
Marketing & Advertising
has also changed

8. 80s & 90s 90s & 2000s Today
Advertising
Sales
Marketing
Materials
Advertising
Sales
Marketing
Materials
Website
“Online Marketing”
TOO MANY
OPTIONS
Lack of Expertise & Time
POOR
RESULTS

9. What does local marketing
look like today?

10. RIGHT MEDIA
RIGHT TIME
RIGHT MESSAGE

11. The Local Buyers Journey

12. TODAY’S MARKETING
REQUIRES AN
INTEGRATED APPROACH

13. Brand Story
Product, Market fit
Customer Experience
Messaging & Voice

14. Attracting Local Customers
CUSTOMER PERSONAS
+

15. Can my customers find me easil

16. There’s still a place for traditional marketing & advertising
Hyper local community newspaper
Store Presentation
Sponsorships of
local events
Local radio, local TV & local
billboards
Door hangers, windshield flyers,
& direct mail.

17. Traditional MARKETING
still works, but IT can be
expensive

18. Inbound Marketing

19. The 4 steps of Local Inbound Marketing

21. What do local consumers search for?

22. Local Reviews
72% of consumers trust
online reviews as much as
personal
recommendations
52% of consumers are
more likely to use a local
business if they have
positive reviews

23. Social Media
Lead
Generation
1. Drive visitors to your website
content
2. Engage with customers, local
partners & influencers
3. Monitor social conversations
4. Respond and be helpful

24. Digital
Advertising
● Instant results
● Total control over campaign &
costs
● Highly Targeted
● Pay only for performance
● Timing

25. Hyper Local
People between 21 and
40 years old, located
within 10 miles of
downtown San Francisco
that are interested in
shoes, running and
staying healthy and have
visited my website
before.

26. Converting & Closing Local Customers

27. Ways to Convert & Close Local Customers
1. Mobile responsive website
2. Call to Actions, Offers & Landing pages
3. Social Media
4. Email & SMS marketing
5. Marketing Automation

28. Customer Delight is surprising a customer
by exceeding his/her expectations and
thus creating a positive emotional
reaction.
This emotional reaction leads to word of
mouth.

29. Delighting & Growing Relationships
1. Your employees
2. Loyalty campaigns
3. Service campaigns
4. Refer a friend campaigns
5. Customer Segmentation

30. Summary
1. Traditional media isn’t dead; look for non-traditional
ways to use it and negotiate.
2. Social media is a great way to build loyalty but it
requires a lot of care and attention; focus on the one or
two social channels that make the most sense for your
business.
3. Track your marketing efforts and results so you can
understand what’s working (and not).

31. QUESTIONS?

32. Thank you!
Craig@marketingstream.io
twitter.com/craigcherlet
On Demand Marketing
Services provider
www.marketingstream.io