Localize Your Content

Focusing on what makes any area special is a big part of local marketing for local businesses. That said you need to be sure whatever kind of content you’re pushing highlights this.

For example, a blog post about the top five restaurants in a specific area gives search engines another way to match your business with that locale. That applies to all the different kinds of content you work with.

Make Sure You’ve Got Mobile Response Capabilities

Your customers want to buy things, leave reviews and contact you from their smart phones. You need to be ready with the right technology. Making sure your website is mobile friendly helps.

Enable Mobile Payments

Make sure you can take payments from a mobile device. Consumers have become more comfortable purchasing items off their mobile devices and small businesses need to keep up. There are traditional options here like PayPal, newer entries like Apple Pay and a host of choices in between.

Offer Deals

McDonald points out how familiar technology makes offering incentives easier as part of a mobile marketing strategy.

“There’s a lot of ways you can work text messaging into this mobile strategy,” he says. McDonald also recommends looking for software to help you target local niche markets with deals and discounts.

Utilize Location-Based Mobile Marketing Services

Leverage location-based mobile marketing services like Foursquare or Google My Business to promote your business. These services allow you to create special offers for customers who check in at your location, thereby encouraging foot traffic and repeat visits.

Optimize for Voice Search

With the increasing use of digital assistants like Siri and Google Assistant, optimizing for voice search is becoming crucial. Ensure that your content incorporates conversational keywords and phrases that people are likely to use when speaking, rather than typing.

Create Mobile-Exclusive Offers

Develop special offers that are exclusively available to mobile users. This can be promoted through your social media channels or mobile ads, creating a sense of exclusivity and urgency that encourages immediate action.

Implement SMS Marketing

SMS marketing can be an effective tool for reaching local customers directly on their mobile devices. You can send timely messages about sales, special events, or new product arrivals. Just ensure that your SMS campaigns comply with legal guidelines and that customers have opted in to receive these messages.

Offer Customer Loyalty Rewards

As you might expect, there’s quite a variety of apps to choose from. You should look for one that folds into your industry. For example, a restaurant reservation app can offer some kind of dining rewards program.

One caveat here.  Regardless of the one you choose, make sure customers can opt in and out quickly and easily.

Join Mobile Directories

These supply another one of the advantages you’re looking for.  The trick is to look beyond the obvious ones like Google Local and Yelp to see if there’s something more tailored to your locale.

Make Google Landing Pages

“If you have multiple locations, you’ll want a Google landing page for each” McDonald says. Don’t forget to use the keywords related to your search, the name of your city and the Zip Code.

“Make sure these are optimized for local search on mobile,” he says.

Track Your Progress

You’ll want to track your progress once everything is optimized. However, knowing what to look for is critical to the big picture.  Look at more than just clicks. Make sure you’re ranking for the keywords you’ve decided on too.

Simple online surveys are a great way to reinforce the trends you see from analytics. Asking people how they found you can even provide new keyword ideas.

Keep at It

Persistence is the key to local marketing on mobile.

“Once you have the analytics, don’t quit,” McDonald says. “You need to do this for longer than just one month to make sure you’re doing everything correctly.”

He also says too many small businesses don’t take the necessary in depth look at their analytics.

Optimizing for Mobile

In today’s digital age, optimizing for mobile is not just an option—it’s a necessity. If you want to reach and engage with local customers effectively, your website and digital assets must be mobile-friendly. A seamless mobile experience is crucial for providing a good user experience, increasing customer engagement, and driving sales.

Optimize Your Site for Mobile Traffic

To capture the attention of mobile users, your website needs to be optimized for mobile traffic. Here are some essential tips to ensure your site is mobile-friendly:

• Responsive Design: Make sure your website is responsive, meaning it can adapt to different screen sizes and orientations. This ensures that your site looks great and functions well on any mobile device.
• Simple Navigation: Use a simple and intuitive navigation menu that makes it easy for users to find what they’re looking for. Avoid clutter and keep the menu items concise.
• Large Buttons and Readable Fonts: Ensure that buttons are large enough to be easily tapped on a mobile screen, and use font sizes that are easy to read without zooming in.
• Fast Load Times: Mobile users are often on the go and have little patience for slow-loading websites. Optimize your site to load quickly and efficiently to keep users engaged.

Ensure a Seamless Mobile Experience

Creating a seamless mobile experience goes beyond just having a mobile-friendly website. Here are some additional tips to enhance the mobile experience for your customers:

• Mobile-Friendly Design: Use a design that is specifically tailored for mobile devices. This includes touch-friendly elements, easy-to-read text, and a layout that works well on smaller screens.
• Quick Load Times: Ensure that your website loads quickly on mobile devices. This can be achieved by optimizing images, using efficient coding practices, and leveraging content delivery networks (CDNs).
• Intuitive Navigation: Make it easy for users to navigate your site with a simple and intuitive menu. Avoid complex navigation structures that can be frustrating on a mobile device.
• User-Friendly Interface: Design your website with the user in mind. Use large buttons, clear calls to action, and a layout that makes it easy for users to interact with your site.

By optimizing for mobile and ensuring a seamless mobile experience, you can increase customer engagement, drive sales, and improve customer satisfaction. Mobile local marketing is a powerful tool for businesses looking to connect with local customers, and by understanding how to optimize for mobile, you can take full advantage of this effective marketing strategy.

Challenges of Mobile Marketing for Small Retailers

Despite the potential benefits, many small retailers struggle to keep up with the fast-paced world of mobile marketing. Here are some of the challenges they face:

• Limited Resources: Small retailers often have limited budgets and manpower to invest in mobile marketing strategies, making it challenging to compete with larger businesses.
• Technical Expertise: Understanding and implementing mobile marketing technologies and tools can be daunting for small retailers without dedicated IT teams or marketing experts.
• Rapidly Changing Trends: Mobile marketing trends evolve rapidly, and it can be difficult for small retailers to stay updated and adapt quickly to changing consumer preferences.
• Data Privacy and Security: Collecting and handling customer data for mobile marketing campaigns raises concerns about data privacy and security, which can be overwhelming for small retailers to manage effectively.
• Targeting the Right Audience: Identifying and targeting the right target audience for their products or services can be a struggle for small retailers, leading to ineffective mobile marketing efforts.
• Integrating Offline and Online Strategies: Coordinating offline and online marketing efforts, especially in a local context, can be a challenge for small retailers trying to create a seamless customer experience.
• Measuring ROI: Determining the return on investment (ROI) for mobile marketing initiatives can be complex for small retailers, particularly without advanced analytics tools and expertise.
• Mobile Optimization: Ensuring their websites and other digital assets are mobile-friendly and optimized for various devices can be technically challenging for small retailers without access to specialized web development resources.
• Competition from E-commerce Giants: Small retailers often face stiff competition from large e-commerce giants, which can make it difficult to stand out in the mobile marketing landscape.
• Keeping Up with Consumer Behavior: Understanding and adapting to changes in consumer behavior, such as the shift towards mobile shopping and purchasing, poses challenges for small retailers seeking to provide relevant and engaging mobile experiences.

Frequently Asked Questions (FAQs)

Why is it important to master the basics before starting local mobile marketing?

It’s crucial to ensure your website, social media channels, and Google profile are updated and optimized before launching a marketing campaign. This ensures a strong foundation for your mobile marketing efforts.

How can I make my content more localized for better local marketing?

Highlight what makes your area special in your content. For example, write blog posts about top places or attractions in your locality to improve search engine visibility.

What mobile response capabilities should I have in place for my customers?

Customers want to be able to buy products, leave reviews, and contact you from their smartphones. Make sure your website is mobile-friendly and that you offer options for mobile engagement.

How can I enable mobile payments for my business?

Ensure you can accept payments from mobile devices by integrating payment options like PayPal or Apple Pay into your system.

How can I attract more customers through mobile marketing?

Consider offering deals and incentives through text messaging or targeted software to attract local customers with discounts and rewards.

Are there specific mobile directories I should join for local marketing?

Look beyond popular directories like Google Local and Yelp and find niche directories that cater to your specific industry and location.

Why do I need Google landing pages for each of my locations?

Having dedicated landing pages for each location improves your local search optimization on mobile devices, increasing your visibility to potential customers.

How can I track the success of my mobile marketing efforts?

Monitor your progress using analytics and metrics beyond just clicks. Look for keywords you’re ranking for and consider using online surveys to gain insights from your customers.

What is the key to successful local marketing on mobile?

Persistence is vital. Don’t give up after a short time; continuously track, analyze, and optimize your mobile marketing strategies for long-term success.

Marketing On Mobile Photo via Shutterstock

This article, "Essential Strategies for Local Mobile Marketing Small Business Success" was first published on Small Business Trends

The Sprout Seeker Tool aims to help local businesses automatically find sponsorship opportunities in their area that are most relevant to their target customers.

ZipSprout plays a significant role in social innovation by fostering community engagement and addressing social challenges through new strategies and approaches.

What is ZipSprout?

ZipSprout is a dynamic marketing and SEO matchmaking platform designed to bridge the gap between small businesses and local sponsorship opportunities. Founded in 2015 by Megan Hannay, ZipSprout’s mission is to simplify the process of finding and engaging with local customers through targeted sponsorships. By focusing on community partners and local marketing, ZipSprout enables businesses to build meaningful relationships with their target audience, fostering a sense of community and enhancing brand loyalty. Whether you’re a small business owner looking to make a local impact or seeking to connect with community events, ZipSprout offers the tools and resources to make it happen.

Benefits of Local Sponsorship

Local sponsorship opportunities provide a wealth of benefits for small businesses. By partnering with local organizations and events, businesses can significantly boost their brand awareness and community engagement. These sponsorships offer a targeted marketing approach, allowing businesses to reach their ideal audience in a cost-effective manner. Moreover, local sponsorships help businesses forge strong relationships with community leaders and influencers, opening doors to new business opportunities and partnerships. Engaging in local sponsorships not only enhances a business’s visibility but also solidifies its reputation as a community-focused entity.

How ZipSprout Works

ZipSprout’s platform leverages a proprietary algorithm to seamlessly match small businesses with local sponsorship opportunities that align with their target audience and marketing objectives. The platform offers a suite of tools and resources, including a link prospector and a comprehensive database of local events and organizations. This makes it easy for businesses to discover and apply for relevant sponsorship opportunities, track their applications, and measure the success of their campaigns. With ZipSprout, businesses can efficiently connect with local customers, ensuring their marketing efforts are both effective and impactful.

ZipSprout Sprout Seeker: A Link Building Agency

Because local businesses are so tapped into their community, it makes these sponsorship opportunities a natural fit for a lot of small businesses.

Megan Hannay, co-founder and CEO of ZipSprout said in an email to Small Business Trends, “A small business has a few distinct advantages when it comes to local marketing – and the biggest one is that local business owners know their community much better than their national competitors. Many local business owners are already giving to local organizations, maybe 5Ks or youth sports team. Getting involved is a natural extension of being a local entity. ZipSprout helps businesses build strategy around the local marketing they already do. Like a meetup.com for local businesses owners, ZipSprout helps find local sponsorship opportunities that fit a business’s brand and mission.”

Hannay’s bachelor’s degree played a crucial role in her professional journey and the founding of ZipSprout.

And that’s just one of ZipSprout’s offerings. The company actually launched back in December 2015. At the time, Hannay was working at ZipSprout’s parent company, Citation Labs. And she started working on ZipSprout as a side project.

Hannay says, “At the time, I was developing a campaign for a national brand client, finding local sponsorship opportunities in San Diego. After about 100 conversations with local organizations, my cofounder – Garrett – and I realized that we’d found a large, untapped channel for local marketing. So we formed ZipSprout, hired a team and have been building local relationships for two years.”

Since that time, ZipSprout has facilitated more than $746,379 in local donations and sponsorships. But until now, those connections came from the company’s more full-service marketing matchmaker service. The new Sprout Seeker Tool is supposed to be a more DIY type of option, allowing businesses to automatically find the opportunities in their area and filter by category, reach and relevance.

The company also has a newsletter businesses can sign up for to receive information about sponsorship opportunities in their communities. This, in tandem with the new tool launching next year, can really help businesses better reach local customers through those sponsorship opportunities.

Hanney says, “For small businesses, our monthly newsletter and upcoming tool are the two best options. Both are subscription offerings, so local business owners can sign up on the website and go from there. These offerings make it easier for local (and national) entities to find out about sponsor-able events in any location. We believe that if the research is easier, then business owners can instead focus on relationship building with local organizers.”

After the beta phase of the new tool, Hannay says the tool will be available on a subscription basis for a low monthly cost. If you’re interested in signing up, ZipSprout is accepting applications for beta testers now. You can sign up on the company’s website.

Success Stories

Since its inception in 2015, ZipSprout has facilitated over $746,379 in local donations and sponsorships, demonstrating its effectiveness in connecting small businesses and nonprofit organizations with their target audiences. One notable success story is New Women New Yorkers, a nonprofit organization dedicated to empowering immigrant women. By utilizing ZipSprout, they have successfully identified local sponsorship opportunities and built strong relationships with community partners. This has not only helped them achieve their marketing goals but also strengthened their community presence and support network.

Why Choose ZipSprout?

ZipSprout stands as the ultimate guide to local sponsorship opportunities, offering small businesses a robust platform to connect with local customers. With its proprietary algorithm and extensive range of tools and resources, ZipSprout simplifies the process of building meaningful relationships with target audiences. Whether you’re a small business aiming to enhance brand awareness or a nonprofit organization looking to establish community partnerships, ZipSprout provides the perfect solution. Its comprehensive approach ensures that businesses can effectively engage with their communities and achieve their marketing goals, making it an indispensable tool for local marketing success.

Images: ZipSprout

This article, "ZipSprout’s Sprout Seeker Connects Small Businesses to Local Sponsorship Opportunities" was first published on Small Business Trends

Looking for amazing Halloween display ideas? Halloween can provide lots of fun opportunities for local businesses to personalize their spaces.

From vintage wall decor to spooky window decorations, showing your Halloween spirit may improve customers’ experience and help you build a memorable brand. These decorations may even be part of a fun Halloween party. Here’s a guide and some inspiring images for local businesses.

Why Should You Decorate Your Small Business with Halloween Displays?

The Halloween season isn’t just for kids and homeowners; businesses can also benefit from tapping into the spooky spirit. Here are several compelling reasons why decorating your small business with Halloween displays can be a smart move:

• Boost Foot Traffic: An enticing Halloween display can make your store stand out from the rest, luring in curious customers and possibly increasing sales.
• Engage With the Community: Celebrating the holidays, especially a popular one like Halloween, shows that your business is community-oriented and relatable.
• Promote Seasonal Products: Halloween-themed displays can be the perfect backdrop for highlighting and promoting seasonal products or special offers, encouraging impromptu purchases.
• Strengthen Brand Image: Tailoring your Halloween display to reflect your brand’s unique take on the holiday can create a cohesive and memorable image in your customers’ minds.
• Enhance the Shopping Experience: A well-decorated space can contribute to a fun and immersive shopping experience, making customers more likely to return and associate positive memories with your store.

When Should You Decorate Your Store with a Halloween Display?

The exact time to decorate for Halloween can vary. Stores that sell Halloween decor or party supplies may decorate early in September or even during August to promote these items for customers who like to be prepared.

However, other types of businesses often decorate in October or even just put up a ‘Happy Halloween’ sign the week of the holiday.

Then these decorations are usually taken down right after Halloween since the holiday season starts right afterward for retail shops.

How Do You Make a Halloween Window Display?

Halloween window decorations vary depending on the store, products, and style. There’s tons of inspiration for craft projects or design ideas online, including from popular sources like Martha Stewart.

The images below may also inspire your own decor. Here are some general guidelines to help you make that inspiration your own.

• Decide on a goal for your display: Is your goal to grab people’s attention, show off your products, or just show a bit of festive spirit? The answer may guide your design decisions.
• Add main pieces: Start with the biggest pieces that create the layout of your design. Think mannequins, huge pumpkins, or signs. Then you can fill in around them.
• Include your own products or signage: If you have products or specials to promote, add your own items to the large display pieces or include signs that detail your other offerings.
• Embellish: You can add smaller decor elements like spiders, ghosts, or window decals to complete the look.
• Incorporate lighting: Use eerie lighting to enhance the spooky ambiance of your display. Consider using orange or purple string lights, flickering candles, or even black lights to cast shadows.
• Utilize textures: Think about how different materials can evoke the Halloween spirit. Cobwebs, faux fur (for werewolf or monster themes), or shredded cloth can all make the display more tactile and visually appealing.
• Incorporate motion: Adding elements that move can capture attention even more. Think about a battery-operated bat that flaps its wings or a witch on a broom that sways side to side.
• Include a soundtrack: Subtle spooky sounds like distant thunder, creaking doors, or whispering ghosts can draw people into your creating atmosphere. Ensure it’s not too loud but just enough to be noticeable and add to the overall experience.

Halloween Window Display Ideas to Inspire Your Own

Halloween window displays may vary from kitschy costumes to an image of the scariest house on the block. The following images can inspire your own ideas and help your business stand out this Halloween night.

Pumpkin Mannequins

Ralph Lauren utilized mannequins with pumpkin heads to display their collection of fall clothing.

Spooky Bridal Display

This bridal shop displayed a few dresses alongside spooky accents like skulls and antique candles.

Festive Disney Decor

Disney lovers know that Disneyland is known for offering lots of festive decorations for every season. This window display just switches out the shop’s normal products for a few orange and pumpkin-themed items.

Large Pumpkin Display

This display from Little Marc Jacobs showcases a striking large pumpkin, with several small outfits arranged in front to highlight the store’s offerings.

Bright Signage

This shop in Japan included a large purple background with lots of bright orange signs and products to really catch people’s eyes as they pass by.

Realistic Scene

This window display in Japan takes a more realistic view, with lifelike mannequins creating a scene of kids surrounded by Halloween decorations.

Bats Backdrop

This window from Hege Greenall-Scholtz includes a backdrop with lots of paper bats. This adds some striking contrast and a spooky touch, while still allowing the products to shine in front.

Freak Show Display

Scout in Royal Oak, Michigan created this window with a specific “freak show” theme. Every element goes along with a strict color scheme and falls into a particular style to make it incredibly striking.

More Great Examples of Halloween Window Decorations

The examples above offer some inspiration for typical Halloween scenes. But there are even more options for creative windows or shop decorations. Here are a few of them.

Spider Display

This Louboutin window features a large spider that displays fancy shoes at the end of each leg.

Zombies Vs. Vampires

This library created a display with books featuring zombie themes on one side and vampires on the other. This theme could also apply to bookstores or other entertainment venues.

Colorful Candy Display

The Candy Bar sells colorful sweets that are already popular around Halloween. But they added an extra festive touch by arranging candy-like headstones to create a colorful graveyard.

Trick or Treat Central

This in-store display at a grocery shop features tons of different candy with popular Halloween themes. So customers can quickly grab everything they need to hand out to trick-or-treaters on Halloween night.

Haunted Castle Retail Display

Here’s another in-store display featuring Halloween products. This one includes a cardboard shelving unit that sets the Halloween products apart and draws the eye to this particular section.

Simple Fashion Display

If you want to let your products really shine through, draw inspiration from this window from Traci Tessone, who simply added a witch broom alongside a fall outfit.

Antique Kitchen with Skeletons

Skeletons are a perfect way to turn any normal display into a Halloween window. This antique shop set out an arrangement of furniture products and simply used life-sized skeletons for styling.

• READ MORE: 40 Halloween Crafts to Sell

Halloween Display Ideas Summary

How Can You Decorate Your Business with Halloween Window Decorations for Cheap?

To keep your Halloween window or holiday aisle inexpensive, use your own products as the main elements. Then simply fill in with a few small decorations like pumpkins or scary masks.

What Are the Most Popular Halloween Decorations?

The most popular Halloween decorations include classic spooky elements like jack-o-lanterns, skeletons, witch hats, black cats, and bloody handprints.

What’s the Best Way to Market Your Small Business on Halloween Night?

The best Halloween marketing strategy depends on your niche. However, many families spend Halloween night trick-or-treating, so it may be beneficial to pass out candy or put up signs welcoming families from your neighborhood.

Image: Envato Elements

This article, "Halloween Display Ideas for Small Businesses" was first published on Small Business Trends

If you haven’t joined a local Chamber of Commerce organization, you might not understand the different benefits these groups offer. Here’s a rundown of exactly what chambers provide and what you should consider when joining one.

What Is a Local Chamber of Commerce?

A chamber of commerce is a network of local businesses or businesses within a particular niche or industry. The organization works to further the interests of businesses in the area or industry through advocacy, networking opportunities and various other member benefits.

Every individual chamber of commerce is completely different. There’s the U.S. Chamber of Commerce, a nationwide group that provides resources and advocacy for businesses in a wide array of industries across the country. Then there are statewide organizations, very small groups in local communities and groups that are specific to industries in a particular area.

Tom Sullivan, Vice President of Small Business Policy and head of the Small Business Council for the U.S. Chamber of Commerce, said in a phone interview with Small Business Trends, “All of our local chamber of commerce organizations are so different. But they all provide tremendous value to their members and their communities.”

How Do Local Chambers Of Commerce Help?

For example, the U.S. Chamber of Commerce aims to help its members in a few different ways. First, they provide online resources aimed at educating members about various aspects of running a business, from finding office space to reaching customers online.

Then, they host in-person events in cities throughout the country. Specifically, their Summit event is slated for October 16 and 17 in Washington D.C. The event features more than 25 expert speakers and educational programs designed specifically for small and growing businesses.

Finally, the group represents the interests of its members in front of Congress and the White House. They fight for businesses in terms of things like trade and access to affordable healthcare.

These functions often look a bit different on a local scale. Your hyper local group probably is not in front of Congress on a daily basis. But the general idea is the same. Many local chambers do represent the interest of their members in front of city councils or other local agencies.

Many also host local networking events or promotions designed to spur business growth in the area. And members can often access helpful resources, expertise from other members and even discounts and exclusive opportunities from local vendors.

Should Your Small Business Join a Local Chamber of Commerce?

The idea of joining a local chamber of commerce may not be on the radar of many small business owners. However, there’s a lot more to it than just an annual fee and occasional meetings. Let’s explore the many benefits and the profound impact it can have on how consumers perceive your business.

Benefits of Joining a Local Chamber of Commerce:

• Consumer Trust: At the heart of the benefits is the level of trust your business garners by being a chamber member. A study by the Schapiro Group indicates a significant influence on consumers’ opinions about chamber member businesses. Specifically:
  • Consumers are 49% more likely to view a business positively if they know it’s a chamber member.
  • There’s a 73% increase in consumer awareness for businesses that are chamber members.
  • The likelihood of consumers choosing chamber member businesses over others jumps by 80%.
• Community Leadership: Being an active member paints your business in a leadership light within the community. As Sullivan puts it, chamber members come across as “trustworthy community leaders that consumers want to engage with.
• Networking Opportunities: Beyond the trust factor, chambers of commerce provide countless opportunities for networking. These interactions can lead to partnerships, collaborations, or simply getting expert advice from peers in the business community.
• Access to Resources: Chambers often offer training, workshops, and access to valuable resources that can help businesses grow and navigate challenges. This is especially beneficial for small businesses that might not have access to these resources on their own.
• Advocacy: Chambers play a vital role in advocating for businesses at the local, state, and sometimes national levels. They can provide a collective voice for issues that impact the business community.

There are plenty of benefits of joining a chamber of commerce. But perhaps the biggest one is how it changes your business in the eyes of consumers.

What Resources Do Chambers Offer Members?

Additionally, many chambers of commerce host events and provide resources to help their members grow. For example, you might be able to network with other members to form valuable connections or take part in special promotions like local restaurant weeks.

Members also often get access to exclusive discounts, like those from shipping companies, printing centers or travel vendors. Some chambers have even banded together to increase buying power for health insurance plans for self-employed individuals and small business owners.

This concept is currently making its way through the court system. But the U.S. Chamber and other advocacy groups are fighting for it so that chamber members can enjoy more affordable healthcare rates.

So what about the negatives?

Sullivan jokes, “If you’re running a criminal enterprise, you should not join your local chamber of commerce. Because everyone will find out about it very quickly.”

More realistically, most chamber of commerce organizations do charge a membership fee, though rates vary from group to group. But they often fall around a few hundred dollars per year.

Finding the Right Chamber Organizations to Join

It’s also important to find the right organizations to join. For example, a business that runs exclusively online and doesn’t target local customers might not get quite as much benefit from joining their local chamber that hosts a ton of local shopping events.

However, it might be more worthwhile to join an organization based on a common quality or interest, like the U.S. Women’s Chamber of Commerce or the Chamber of E-Commerce.

Chamber of Commerce organizations can help nearly any business grow and thrive in some way. If you’re deciding whether or not to join one, it mainly comes down to finding the groups in your state and area and learning the specific membership benefits they offer, then weighing them against the costs.

If you can find the right organizations, you can access resources and build that very important trust factor between your business and target customers.

This table offers readers a quick snapshot to compare and contrast the characteristics and benefits of each type of chamber, allowing small business owners a way to gauge which might be the most appropriate for their business needs.

Comparison Table: Types of Chambers of Commerce

Here’s a word from Market With Mario about “3 Reasons to Join a Local Chamber of Commerce:”

Maximizing Your Chamber Membership

To fully leverage the benefits of chamber membership, active participation and strategic engagement are key. Here are ways to maximize your chamber membership:

• Attend Events Regularly: Chambers host a variety of events such as mixers, seminars, and workshops. Regular attendance not only enhances your visibility within the local business community but also keeps you informed about industry trends and local issues. Use these events to network, share your business cards, and make meaningful connections.
• Volunteer for Committees or Boards: Getting involved in a committee or even aiming for a position on the chamber board can significantly raise your profile. It positions you as a committed and influential member of the community, opening doors to new opportunities and deeper relationships with local leaders and fellow business owners.
• Utilize Marketing and Sponsorship Opportunities: Many chambers offer marketing opportunities through their newsletters, websites, and event sponsorships. These platforms can increase your business’s exposure to a targeted audience. Consider sponsoring chamber events to highlight your brand and demonstrate your support for the community.
• Take Advantage of Member Benefits: Chambers often negotiate deals and discounts for their members, ranging from insurance and healthcare to office supplies and marketing services. Review the benefits regularly and use them to save costs and enhance your business operations.
• Engage in Chamber Advocacy Initiatives: Participate in advocacy efforts led by the chamber to address business concerns at local, state, or national levels. This involvement not only supports the broader business community but also ensures your voice is heard in matters affecting your business.

Chamber Membership ROI

Evaluating the return on investment (ROI) from chamber membership involves looking beyond direct financial gains to consider the broader impact on your business. Here’s how to assess the ROI of joining a chamber:

• Networking Value: Calculate the potential value of the connections made through chamber events. Networking can lead to new clients, partnerships, and opportunities that far exceed the cost of membership.
• Marketing Exposure: Consider the exposure your business receives through the chamber’s marketing channels and events. The cost of similar exposure if pursued independently can often be significantly higher than the cost of chamber membership.
• Advocacy Benefits: Chambers advocate on behalf of the business community, influencing policies and regulations that can have a direct impact on your business environment. While harder to quantify, the benefit of having a voice in these discussions through chamber membership can be substantial.
• Educational Resources: Factor in the value of workshops, seminars, and resources provided by the chamber. Access to industry experts and training can enhance your business skills and knowledge, contributing to long-term business growth.
• Discounts and Savings: Add up the savings from discounts and benefits offered through the chamber. These savings alone can sometimes offset the cost of membership.

Chamber of Commerce vs. Other Business Associations

While chambers of commerce are vital for local businesses, other business associations also offer valuable opportunities. Understanding the differences can help you decide where to invest your time and resources:

• Focus and Scope: Chambers of commerce typically focus on the local business community and economic development, offering benefits that directly support local networking and advocacy. Other business associations might have a more specific focus, such as industry-specific issues, professional development, or advocacy at the national or international level.
• Membership Base: Chambers usually have a diverse membership that includes businesses of all sizes and sectors, providing a broad networking base. Other associations may offer a more targeted network, which can be beneficial if you’re looking for contacts within a specific industry or profession.
• Benefits and Resources: While chambers provide a mix of networking, advocacy, and local benefits, other associations might offer more specialized resources, certifications, or professional development opportunities relevant to your industry.
• Cost vs. Value: Consider the cost of membership and the specific benefits each organization offers. Assess which membership aligns best with your business goals, whether it’s broad community engagement through a chamber or specialized support from an industry association.

In choosing between a chamber of commerce and other business associations, evaluate your business needs, growth goals, and the kind of network you wish to build. Membership in multiple organizations might be beneficial, provided each offers unique value and supports different aspects of your business strategy.

Image: Depositphotos.com, Canva.com

This article, "What is a Local Chamber of Commerce and Should You Join One?" was first published on Small Business Trends

Keep reading to learn about 25 of the best-selling apps to make money in your local community.

Our Methodology: The Top Local Selling Apps

The surge in the digital marketplace has made it simpler than ever for individuals and businesses to sell products locally. Whether you’re downsizing your inventory, looking to find local buyers for your products, or even launching a small business, local selling apps provide a platform to do so.

In selecting the top local selling apps suitable for individuals and small businesses looking to sell products in their local area, we’ve considered various factors. Each criterion is rated on a scale from 10 (most essential) to 1 (least essential), ensuring that our recommendations cater to the needs of effective and secure local commerce.

1. Ease of Use and User Interface: Importance 10/10
   • User-friendly design for listing items and navigating the app.
   • Simple and intuitive process for creating and managing listings.
   • Clarity in the display of product information and images.
2. Local Reach and Audience: Importance 9/10
   • Ability of the app to connect sellers with a local audience effectively.
   • Popularity and user base within specific local areas.
   • Targeted search and filter options for local buyers.
3. Security and Trustworthiness: Importance 8/10
   • Measures to ensure the safety and security of transactions.
   • Verification processes for users to build trust.
   • Features to report and handle fraudulent activities.
4. Communication and Messaging Features: Importance 7/10
   • Efficient in-app messaging system for communication between buyers and sellers.
   • Options for real-time chat and negotiation.
   • Privacy protection in communication channels.
5. Fee Structure and Affordability: Importance 6/10
   • Transparency and fairness in any fees or commissions charged.
   • Comparison of costs with other local selling platforms.
   • Value for money for services provided.
6. Payment and Transaction Options: Importance 6/10
   • Variety of secure payment options (digital payments, escrow services).
   • Clarity on transaction processes and payment timelines.
   • Support for cashless and contactless transactions.
7. Product Categories and Diversity: Importance 5/10
   • Wide range of product categories suitable for different types of sellers.
   • Flexibility to list various types of goods, from used items to handmade products.
   • Filters and categories to aid in item discovery.
8. Customer Support and Resources: Importance 4/10
   • Availability of customer support for sellers and buyers.
   • Access to resources like guides, FAQs, and tips for selling effectively.
   • Community forums or support networks for user interaction and advice.

Our evaluation criteria ensure we recommend the most efficient, secure, and user-friendly local selling apps, facilitating a successful selling experience. This methodology reflects real-world selling challenges and the features that mitigate them, ensuring you’re not just selling but selling smart.

Top Local Selling App Options

Just because you’re selling items online, that doesn’t mean you can’t focus on customers in your local community. You can use some of the most popular selling apps to sell all your old stuff, including everything from cell phones to baby items to cars, to a local interested buyer.

1. Facebook Marketplace

If you already use the Facebook app, then Facebook Marketplace can be an appealing option for selling stuff locally. The free app allows sellers to list products and manage conversations with potential customers. And since Facebook is such a popular platform, there’s huge local reach and trustworthiness. Plus, when a business profile posts items for sale with the Meta Marketplace, users gain access to a unified shopping experience for Facebook, Instagram and Messenger that makes it easier for customers to discover and buy products.

2. eBay App

eBay’s popular eCommerce platform offers a local selling feature and the mobile eBay app, which allows sellers to reach its massive customer base right from their mobile devices to sell items locally. It has a simple user interface and lots of reach and brand trust.

3. Poshmark App

One of the best-selling apps for designer goods, Poshmark includes a feature for local “poshers” to sell new or used clothing, shoes and handbags from each other. It’s known for being easy to use – just take a picture of the item you want to sell, list it on the app along with its price, and wait for a buyer to snatch it up. And if you want to sell something on the platform, here is how to make money on Poshmark.

4. OfferUp App

Since combining with the LetGo marketplace, OfferUp has become one of the most popular selling apps, offering users the chance to sell a huge range of products, from cars to potted plants directly to local customers. Repeat buyers even earn rewards, so the marketplace is made up of users ready to purchase.

5. Decluttr App

Want to sell your stuff but don’t think you have the patients to wait for an interested buyer? The Decluttr app might be your perfect solution. Just post your product for sale on the Decluttr app, where it will be instantly evaluated for a sale. If you go along with the price, Decluttr sends you a free prepaid shipping label to send the product via UPS.

6. Craigslist App

Craiglist remains one of the most popular platforms for selling to local buyers since it’s basically an online classified ads website categorized by cities. Users can either post their items for sale on the main Craigslist website, or they can download a third-party app like CPlus to sell locally from their mobile devices.

7. Nextdoor

Nextdoor is another great app for selling locally. Members use it to sell items within a specific neighborhood or city. Not only is it free to download the Nextdoor app, but there also are no listing and selling fees. Small businesses, however, can pay to advertise items for sale or rent.

8. Tradesy

An easy-to-use app, Tradesy allows fashion lovers to upload a few photos of clothing they no longer want and sell it to other users who can see the items in their own closets. Tradesy then provides sellers with a pre-paid shipping label for a flat fee, so sellers always know what to expect from their transactions.

9. Etsy

One of the best apps to sell handmade and vintage items, Etsy includes a local search feature, so sellers can market their products to nearby customers. Of course, Etsy users also can choose to sell their products around the world to an almost unlimited audience. Be aware that Etsy charges a listing fee whether or not the item sells.

10. Vinted

If you want to start selling clothing and unclutter your closet, Vinted is an app to consider since it’s solely dedicated to the sale of jewelry and second-hand clothes. Users can close sales quickly by posting photos and chatting with potential buyers. It’s free to join, and Vinted charges no listing fees.

11. Depop

Depop users rely on the app to sell clothes, and the community focuses on handmade, creative and vintage items. The Depop app stands apart from many competitors by allowing sellers to showcase their products using video, so they can make even more money selling clothing, accessories and other items.

12. 5miles

Focuses specifically on local selling, the 5miles app uses a phone’s location tracking feature to target the closest potential buyers. Users can sell items in a variety of categories, and they enjoy safety and security features like identity verification. 5miles also features a social element, allowing users to like items for sale and follow their favorite sellers.

13. Wallapop

Branded as a virtual flea market, Wallapop users easily can sell a variety of second-hand goods simply by posting a photo of each item and connecting with buyers. The free Wallapop app appeals to local buyers and sellers since items closest to users are displayed to them first.

More Great Apps to Sell Stuff Locally

Whether you are trying to cash in on big-ticket items or the smallest trinkets, there are plenty of other selling apps to attract potential buyers in your local area. Before you start listing your items for sale in your local marketplace, consider these other apps and the features they offer.

14. SocialSell

Another of the most popular resale apps, SocialSell lets users buy and sell new and used items in a variety of different categories, including clothing, antiques, memorabilia and even automotive. Sellers even can privately chat with potential buyers from within the app.

15. VarageSale

Using VarageSale is like visiting a series of online garage sales, and – much like at a garage sale – they can sell practically anything. Not only is VarageSale one of the best apps to sell locally, but it also includes an identity verification feature to ensure safety when making transactions.

16. Shpock

Shpock provides a mobile platform for buying and selling a variety of used items. Buyers can browse by category or even see items on a map to find the most relevant items nearby. Shpock features free listings and no transaction fees on sales, but sellers can pay to promote their items if they need to close the deal fast.

17. Blinker

Are you hoping to sell your car online to a local buyer? Blinker offers a mobile platform where vehicle sellers can easily snap a photo, list their cars for sale and then directly converse with local buyers. Plus, Blinker is completely free to use.

18. Bag Borrow or Steal

If you want to make quick cash while unloading handbags from designer brands, then consider selling your items on Bag Borrow or Steal. The platform allows users to sell their used handbags to individuals via the website or sell them to the website directly. The store then inspects every bag received to ensure its quality.

19. Tradyo

Featuring both an online and a mobile platform, Tradyo helps users sell their items quickly. Sellers need only to take a few photos of the items for sale, determine their selling price, and write a short description. Then buyers can search for specific items within their ZIP codes to find the most relevant options.

20. Nearme

A mobile classified advertising platform, Nearme lets users sell electronics, furniture, cars and even real estate, as well as a variety of other second-hand items. Nearme users even have the option of placing their items for rent, so they can make money while retaining ownership.

21. Cashify

Those hoping to sell used mobile phones, computers or other electronics should consider the Cashify app, a platform where they quickly can list items and sell them to local buyers. Sellers even are paid instantly if they elect to receive direct deposit.

22. Carousell

A mobile platform designed specifically for person-to-person selling, Carousell lets users post a photo, chat with potential buyers and complete their sales with people in their neighborhoods. The app is designed to bring buyers and sellers together, so it doesn’t process transactions. Instead, buyers pay when they meet to exchange the item, or they can arrange payment via PayPal.

23. Chairish

Another great app for locally selling furniture, Chairish offers a platform where users can list items like vintage and used furniture, art and decor for sale. There are no listing fees, and sellers are promised to keep at least 80% of their profits.

24. Recycler

Yet another popular online selling app, Recycler is a free platform for selling niche items like vehicles, pets, firearms, real estate and furniture. Home to millions of listings, Recycler features listings for both commercial and private sales of goods and services.

25. Instagram

It might not be known primarily as a selling platform, but Instagram is quickly becoming a popular place to sell stuff online. Just take some quality photos of the items you want to sell, write a brief product description, including your price, and use some trending hashtags, such as #forsale, and you’ll soon attract plenty of potential buyers. There aren’t lots of transaction features, but the app has tons of local reach across communities.

Why Should You Sell Items Locally?

Why should you sell items online to local buyers? There are a variety of benefits of using the most popular selling apps to make money locally, including:

Simplicity – Most selling apps are easy to use, and listing items for sale is a simple process.

Profitability – When you sell your stuff online outside of your local market, you have to account for shipping fees, which cuts into your profits.

Variety – There are so many apps available for selling items locally, and sellers have plenty of variety to choose what best suits their needs.

Quick Cash – Selling stuff you already own is a quick way to raise some needed cash in a pinch, especially since selling apps enable you to list your items, make the sale and collect payment quickly.

Sustainability – When you resell items you own, you not only earn money but make the items available for someone else to reuse or recycle, promoting sustainability.

Enhancing Your Local Selling Strategy with Apps

Leveraging Local Market Trends

Understanding local market trends is crucial for successful selling. Researching what items are popular or in demand in your area can help you target your sales more effectively. Use this knowledge to curate items that are likely to sell quickly and at a better price.

Building a Strong Seller Reputation

Develop a reliable and trustworthy reputation as a seller. Prompt responses, honest communication, and positive interactions with buyers can lead to repeat business and good reviews, which are invaluable on local selling platforms.

Effective Pricing Strategies

Pricing your items competitively yet fairly is key. Consider local buying power and the current market value of similar items. Be open to negotiation, as many local selling apps encourage buyers and sellers to agree on a final price.

Optimizing Your Use of Local Selling Apps

Utilizing App-Specific Features

Each app has unique features that can enhance your selling experience. For instance, some apps might offer promotional tools to boost your listings, or in-app messaging for better communication with buyers. Make full use of these features to increase your sales potential.

Safe and Secure Transactions

Prioritize safety in every transaction. Choose public places for physical exchanges and use secure payment methods recommended by the app. Avoid sharing personal financial information directly with buyers.

Staying Informed and Adaptative

Keep up-to-date with any changes or updates in the app. New features or adjustments in the platform’s policies can affect how you sell and interact with potential buyers. Being adaptable and informed can give you an edge in the local selling market.

Local selling apps offer a dynamic and accessible way to reach potential buyers in your area. By understanding local market trends, building a strong seller reputation, and effectively using app-specific features, you can maximize your success in the local selling space. Remember to always prioritize safety and stay adaptable to changes for a seamless and profitable selling experience.

What Is the Easiest Way to Sell Locally?

Traditionally, local sales occurred at physical locations, including garage sales, flea markets and local consignment shops. Modern sellers, however, can arrange for local sales without ever leaving their homes.

Apps like Facebook, Wallapop and Nearme allow users to list items for sale within their local market and arrange for local pickup with their buyers. Other apps, such as Decluttr, will even provide sellers with a free shipping label so they can expand their reach while avoiding shipping costs.

What Is the Best App to Sell Stuff Locally?

There are many apps available to sell stuff locally, and the list grows longer every day. A few of the best apps to sell stuff to local buyers include Facebook Marketplace, eBay, OfferUp and Poshmark. The app most specifically dedicated to local selling, however, has got to be 5miles, since it uses a phone’s location tracking feature to target the closest potential buyers.

Is It Better to Sell Stuff Online or Locally?

Those hoping to make extra money from selling their stuff might think they have to choose whether to sell online or locally. Instead of pondering whether it’s better to sell stuff online or locally, why not experience the best of both worlds?

Many apps now are available that let users list their products for sale using an online platform, but market their items within their local communities. If you plan to add money to your bank account by selling items you already own, consider using any of the above apps to sell both online and locally.

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• The 47 Best Money Making Apps to Use in 2023

Image: Depositphotos

This article, "What is the Best Local Selling App?" was first published on Small Business Trends

Retail store local advantage: Don’t be disheartened by big-box retailers this holiday season. A study by Spong, as reported in MediaPost, shows promising trends for local businesses. Surprisingly, 30% of consumers say they would choose local over national brands ‘always’ or ‘most of the time’ if all things were equal.

This contrasts sharply with the 12% of marketers who think the ‘local’ factor matters to consumers. It turns out, your local store has a stronger advantage than you might realize, especially during the critical holiday shopping period. So, how can you maximize this local appeal in your retail store?

Keep reading for practical strategies to make the most of this consumer preference for local brands during the holiday rush.

Gain the Retail Store Local Advantage

If you’re ready to call attention to your local retail business, here are some effective tactics to try.

Think Local When it Comes to SEO

Incorporate local keywords, such as your city, neighborhood, shopping center name or even street name when doing your SEO, as well as into any online advertising that you do.

• Research is Key: Research local events, landmarks, and colloquialisms to include in your SEO strategy. This makes your content more relatable and discoverable to a local audience.
• Community Engagement: Engage with local bloggers and influencers to create content around your store, leveraging their local following and enhancing your SEO through backlinks.

Try Geo-targeting

This mobile marketing method uses GPS information about where consumers are at any given moment to send marketing messages to them in certain geographic areas.

Geo-targeting is an option for Bing Ads or Google AdWords, as well as Facebook ads. It lets you do things like send offers to people who are near your store — or near your competition’s store so you can lure them away.

• Precision Marketing: Use geo-targeting to send personalized offers to customers who have previously visited your store or shown interest in similar products, increasing the likelihood of conversion.
• Local Partnerships: Collaborate with nearby businesses to create joint promotions, shared discounts, or cross-promotional events, broadening your reach within the local market.

Get Involved in Community Business Organizations

If you think your local Chamber of Commerce and similar business organizations are corny, think again. By attending these groups and really getting involved, you can make valuable connections and discover new ideas, resources and partnerships for marketing your business.

• Active Participation: Don’t just attend meetings – offer to host events, lead committees, or provide expert advice in your area of retail, positioning yourself as a community leader.
• Collaborative Initiatives: Initiate or join community development projects that align with your business values, enhancing your local reputation and creating networking opportunities.

Give Back to Your Community

The holidays are a natural time for doing good, and consumers especially love it when businesses participate in their community and local organizations that customers care about. (Check out my recent article for more holiday charity marketing tips.)

• Tailored Initiatives: Identify local causes or charities that resonate with your customer base and develop targeted support programs, such as percentage-of-sale donations or charity events.
• Storytelling: Share your community involvement stories through social media and in-store displays, creating emotional connections with your customers.

Selling By Walking Around

Don’t hide away in the back of your retail store working on inventory or doing the books. Save that for after hours and spend the valuable time when your store’s open out on the sales floor, mingling with customers.

People love to buy from real people who live in their communities, rather than from faceless corporations. When they get to know you as a person, they’ll be more inclined to come back again and again. (Bonus: By really being present in your store, you’ll be better able to guide your salespeople and ensure they’re performing the way you want.)

• Personal Touch: Train your staff to share your store’s story, mission, and community involvement, ensuring that your local roots are highlighted in every customer interaction.
• Customer Insights: Use these interactions to gather informal feedback and suggestions, which can guide your business strategies and inventory decisions.

Partner with Other Independent Business Owners

Is your business located in a busy downtown shopping area? A suburban mall? A hip, trendy neighborhood? Wherever you are, there are other retailers and small, independent businesses nearby that could all benefit from working together.

Does your community have a Buy Local program? Ask around, and if there isn’t a program in your area, consider starting one. The American Independent Business Alliance has lots of resources to help.

• Cross-Promotions: Develop joint loyalty programs or shared discount schemes with nearby businesses, offering benefits to customers who shop locally.
• Event Collaborations: Organize or participate in local street fairs, festivals, or markets, which can attract more foot traffic and enhance community engagement.

Take Advantage of Small Business Saturday

Held on the Saturday after Thanksgiving, Small Business Saturday is sponsored and supported by a wide variety of organizations, including American Express and the SBA.

The event encourages shoppers to purchase from local, independent businesses instead of national chains when doing their holiday shopping on this day and throughout the holiday season. You can learn more and access tons of marketing materials and resources at the Small Business Saturday website.

• Extended Promotions: Extend Small Business Saturday deals to a week-long event, encouraging prolonged engagement and giving more customers the chance to participate.
• Digital Integration: Promote Small Business Saturday through your online channels, creating email campaigns, social media buzz, and website highlights leading up to the event.

By using these strategies with a deeper focus on community integration, personalized experiences, and collaborative efforts, your retail store can significantly enhance its local advantage and foster a loyal customer base that values the unique offerings and experiences provided by small, independent businesses.

Why Consumers Prefer Local Retailers Over National Chains

Many consumers are increasingly drawn to the charm, authenticity, and community-centric ethos of small, local retailers as opposed to the often impersonal feel of national chains. One of the fundamental reasons behind this preference is the unique, personal shopping experience that small businesses provide, allowing them to build stronger, more personal connections with their patrons.

Unlike large chains that often standardize their offerings and shopping experiences across the country, local retailers often have the flexibility to tailor their products and services to the specific needs and preferences of the community they serve.

Additionally, supporting local businesses frequently aligns with consumers’ values related to economic sustainability. When people shop locally, they are directly contributing to the prosperity of their own community.

The money spent in local stores tends to remain within the community, helping to support other local businesses, services, and job creation. Furthermore, local retailers often carry unique, handcrafted, or specialized products that aren’t available in national chains, appealing to those looking for distinctive items.

Here are some key reasons consumers prefer small, local retailers:

• Personalized Service: Local businesses often offer a more personalized and attentive customer service experience.
• Unique Offerings: They often stock items that are unique, artisanal, or catered to local tastes.
• Community Connection: Shopping locally allows consumers to feel a stronger connection to their community.
• Economic Impact: Money spent at local businesses is more likely to stay within the community, supporting other local ventures and job creation.
• Ethical Considerations: Many local businesses follow sustainable practices and support local artisans, resonating with ethically-minded consumers.
• Authenticity: Local retailers often have authentic stories, histories, and connections to the community that can’t be replicated by larger chains.
• Environmentally Friendly: Shopping locally can reduce the environmental impact due to reduced transportation and shipping.

In essence, the shift towards local shopping is not just a trend, but a reflection of consumers’ desires for more genuine interactions, ethical considerations, and the longing to feel part of a larger community-centric narrative.

Challenges of Running a Local Retail Business

Local retailers face a myriad of challenges when competing with national chains, which often have vastly superior resources and economies of scale. National chains, with their expansive budgets, can often out-price, out-advertise, and outpace smaller retailers in several arenas.

Furthermore, their established brand recognition often means that they are the first port of call for many customers.

One significant challenge for local retailers is the limited budget for marketing and promotions. Unlike national chains that have vast marketing departments and budgets, local retailers often must rely on grassroots methods or word-of-mouth advertising.

This can make it difficult for them to reach a larger audience and draw in new customers.

Another challenge comes in the form of purchasing power. National chains can buy in bulk, leading to significant discounts from suppliers. This bulk purchasing allows them to price their products more competitively, which local retailers often find hard to match.

Moreover, national chains benefit from sophisticated supply chain and inventory management systems, ensuring optimized stock levels and reduced overhead costs.

Additionally, national chains can provide a consistent experience across all their locations, which is appealing to many customers. On the other hand, local retailers, with their individualized approach, may struggle to guarantee the same level of consistency, which some customers might perceive as a risk.

Here are some specific challenges faced by local retailers:

• Limited Marketing Budgets: Less money for advertising and promotions compared to national chains.
• Reduced Purchasing Power: Inability to buy in bulk and secure hefty supplier discounts.
• Lack of Brand Recognition: National chains often have established brand trust and recognition.
• Limited Resources: Fewer funds for store upgrades, technology, and employee training.
• Consistency Challenges: Struggling to provide a consistent shopping experience due to localized operations.
• Competitive Pricing: Difficulty in matching the low prices offered by larger chains due to higher costs.
• Reduced Operating Hours: Unlike chains, local retailers may not be able to stay open for extended hours or every day of the week.

Despite these challenges, many local retailers leverage their unique strengths, such as personalized service, community ties, and niche offerings, to carve out a space for themselves in the retail landscape.

However, the competition with national chains remains a significant hurdle that requires innovative strategies and continuous adaptation.

By taking these simple steps to gain the local advantage, you’ll help give your small retail store the full benefits of the local advantage. How do you “think local”?

Buy Local Photo via Shutterstock

This article, "How to Give Your Retail Store Local Advantage: 7 Tactics to Try" was first published on Small Business Trends

Any business that believes marketing can be divided into neat little categories is destined for failure. There’s no such thing as an online marketing strategy and an offline marketing strategy. Local marketing requires a unified effort, regardless of the medium.

The Rule of Seven

The rule of seven is one of the classic principles of marketing. It says that, in order for a prospect to become a customer, they must see your offer at least seven times. In other words, once a customer has seen a brand’s offer on seven different occasions, they have everything they need to follow through with a purchase.

While the underlying principles of the rule of seven still apply, the number will be larger in 2016 and beyond. Jay Walker-Smith of Yankelovich Consumer Research points out that the average customer was exposed to just 500 ads per day in the 1970s, compared to 5,000 ads today. As a result, the rule of seven may as well be the rule of seventy.

But this is where marketers are going astray. Many assume that throwing a bunch of marketing and advertising campaigns against a wall in hopes that a couple stick is a good idea. “It seems like the goal of most marketers and advertisers nowadays is to cover every blank space with some kind of brand logo or a promotion or an advertisement,” Walker-Smith says. But should that be the goal?

If you want to satisfy the rule of seven(ty), the goal shouldn’t be to make a bunch of noise and hope that your message rings the loudest. Instead, you should be looking for ways to maximize your reach by going after both online and offline channels. In this article, we’re going to take a look at some specific offline and online strategies that will help your small business enhance its local marketing efforts.

Four Offline Local Marketing Tips

Thanks to the growth of the internet and ecommerce, offline marketing often doesn’t get the attention it deserves. So let’s start with this channel and discuss a couple of specific tips and techniques for getting your brand in front of customers in today’s saturated marketplace.

Spend on Signage

“As a famous quote goes, ‘A business without a sign is a sign of no business’ and so, signage should never be an afterthought. You should see it as an investment that will get you a good return in the long run,” says Luke Markey of ShieldCo. “A well-designed and smartly placed sign will attract customers and generate good profits over the course of time.”

Few investments bring as high of a return as physical signage. Think about it! If you’re trying to expose the same customer to your brand over and over again, a physical sign is the best option. People have routines and walk the same streets, drive the same roads, and eat at the same places. Thus, if your sign is on a street corner on a crowded city block, the same 5,000 people are going to see your sign every single day. After just a month, they’ve already been exposed to your brand a handful of times.

Host Interactive Workshops or Seminars

Interactive workshops or seminars can be an excellent offline local marketing strategy, especially for businesses that offer specialized products or services. These events not only provide an opportunity to showcase your expertise but also allow for direct engagement with potential customers in a more personal setting.

When planning a workshop or seminar, choose topics that are both relevant to your business and of interest to your target audience. For example, a local bakery might host a baking workshop, or a tech store could offer seminars on using the latest gadgets effectively.

Promote these events through local media, social media, and in-store signage. Collaborating with other local businesses for joint workshops can also broaden your reach and introduce your business to a new customer base.

During the event, focus on delivering valuable information and hands-on experiences that highlight the quality and usefulness of your products or services. This direct interaction can lead to immediate sales and long-term customer relationships.

Moreover, workshops or seminars create a platform for word-of-mouth marketing, as attendees are likely to share their experiences with friends and family. Offering exclusive discounts or special offers to participants can further incentivize them to make purchases and promote your business.

By hosting engaging workshops or seminars, you not only enhance your brand’s visibility but also establish your business as a knowledgeable leader in your industry.

Make Sponsorships a Priority

If you’re looking to get the proverbial bang for your buck, sponsoring local events and programs is a fantastic way to get your brand in front of lots of people. Some of the more popular options include sponsoring school sports teams, nonprofit events, and cultural events.

“There are so many other possibilities, such as carnivals, county fairs, beauty pageants, cook-offs, flea markets, walks/runs, concerts, business associations, and trade shows,” marketer Dana Zarcone suggests. “Not only do these sponsorships help get your name out there, you’ll also be building your referral network as you make connections within the organization or group you’re helping.”

Speak at Industry Events

All B2B industries – and most B2C industries – have regular conferences and events that take place at different times all over the world. If you can find a way to earn a speaking engagement at one of these events, you can give your brand some much-needed visibility. In addition to being able to reference your brand and include your logo in print materials, you can also grow your reputation as an expert or thought leader in your niche.

This also represents a great opportunity for a little online crossover. Most events and conferences these days are recorded. Get a copy of the recording and upload it to your website, YouTube, and social media channels to expand your reach.

Four Online Local Marketing Tips

You can’t survive with an offline marketing strategy alone. You also need to invest in some local online marketing to reach people where they spend hours of their time each day.

Here are a few tips:

Move Television Ads Online

Here’s a progressive strategy that will allow you to maximize your ROI: Reallocate any money you’re spending on local television ads to online video.

“ComScore recently found that 84% of people watch videos online. On the flip side, fewer people are watching television, let alone seeing the ads that companies still pay big bucks to have,” cloud marketing expert Gravity4 notes. “To merge these two worlds, more businesses are moving their television ads and messaging online.”

The wonderful thing about online video advertising is that it’s becoming increasingly programmatic and cost-effective. There’s no more guessing which channels, shows, and at what times your customers are watching. With online video advertising platforms, you can target very specific customers and base your decisions on robust insights and analytics.

Put Social Media to Work

Social media is a challenge for many small businesses. It can feel like a huge responsibility and many business owners are too intimidated to invest any time in this powerful engagement resource. You shouldn’t be, though. When properly leveraged, social media is the ultimate marketing tool – allowing for repetitive exposure and meaningful engagement.

Keeping the rule of seven in mind, social media is highly effective because it allows you to control when customers see your brand (as well as how). If you know that your users are most active during the 7 p.m. to 9 p.m. time slot, then you can invest all of your resources into targeting them during this time. Contrarily, if you know that your customers don’t get on social media during business hours, then you don’t have to waste your time. Social media puts you in control of the messaging and timing, which is incredibly valuable in the long run.

Local SEO: The Key to Online Visibility

Local SEO is an essential component of any online local marketing strategy, especially for businesses that operate within specific geographical areas. It focuses on optimizing your digital presence to appear prominently in local search results, making it easier for nearby customers to find you.

The first step in local SEO is to ensure your business is accurately listed across all online platforms. This includes Google My Business, local directories, and your website. Make sure your business name, address, phone number, and website URL are consistent everywhere. This uniformity not only boosts your search engine rankings but also ensures customers always get the right information.

Next, optimize your website with local keywords. These are phrases that potential customers might use in their searches, such as “best pizza in Brooklyn” or “Miami car repair service.” Incorporating these terms into your website’s content, meta tags, and titles can significantly improve your local search visibility.

Finally, actively manage and respond to online reviews. Positive reviews can dramatically impact your local search rankings. Encourage your customers to leave feedback on platforms like Google My Business and Yelp. Remember to respond to all reviews, good or bad, to show that you value customer feedback and are committed to improving their experience.

By focusing on local SEO, you’re not just increasing your online visibility; you’re also making it easier for local customers to discover and engage with your business.

Split Test Everything

Whereas you need to gather a ton of data, interview customers, and host focus groups to really understand when an offline marketing campaign is effective, you can gauge efficacy online in a matter of hours. The key is to split test everything.

You should be split testing your PPC ads, social media posts, landing pages, blog posts, web design, and everything in between. The information you extract from these tests will help you better understand your customers and produce more accurate marketing materials in the future.

Bridging the Divide Between Online and Offline Marketing Channels

It doesn’t matter if you’re a brick and mortar business or an ecommerce brand, you can’t afford to only target online or offline marketing. Furthermore, you can’t totally separate these two channels. There needs to be some crossover between them. Otherwise, you’re missing out on a chance to maximize exposure in strategic and brand-relevant ways.

Bridging the Gap Between Online and Offline Local Marketing

In the modern marketing landscape, the division between online and offline strategies is artificial and counterproductive. A holistic approach to local marketing is crucial for small businesses, where both digital and traditional methods synergize to amplify brand exposure and engagement. The Rule of Seven, a classic marketing principle, remains relevant in an era of heightened ad exposure. However, a larger number of exposures is required due to the deluge of daily advertisements. Instead of aiming for noise, businesses should focus on strategic reach by leveraging both online and offline channels. Here’s how to enhance your local marketing efforts through a balanced fusion of offline and online strategies:

Three Offline Local Marketing Tips

• Invest in Signage: Physical signage holds unparalleled potential for repeated brand exposure. Placing well-designed signs in high-traffic areas ensures consistent visibility among the local community, ultimately building brand recognition.
• Prioritize Sponsorships: Sponsoring local events, sports teams, or cultural programs garners substantial exposure and establishes connections within the community. The goodwill generated through sponsorships contributes to brand loyalty.
• Speak at Industry Events: Earning speaking engagements at industry events offers offline visibility and credibility. These events can be leveraged online by sharing recordings on various platforms, expanding your reach.

Three Online Local Marketing Tips

• Move TV Ads Online: Transitioning television ad budgets to online video campaigns maximizes ROI. Online video advertising allows precise targeting, ensuring messages reach specific audiences during optimal times.
• Harness Social Media: Utilize social media for its power in engagement and repetitive exposure. Understanding your audience’s active hours enables strategic timing of posts, enhancing your control over brand messaging.
• Embrace Split Testing: Online campaigns facilitate quick split testing, providing insights into audience preferences and optimizing marketing materials. Regularly test PPC ads, social posts, landing pages, and more for refined strategies.

In essence, the convergence of online and offline local marketing strategies is pivotal for small businesses seeking comprehensive brand exposure. The seamless integration of these methods yields a more impactful local marketing campaign, capturing the attention of customers across various touchpoints and platforms.

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This article, "The Key to Local Marketing: Blending Online and Offline" was first published on Small Business Trends

Creating a digital marketing strategy for a local business is quite different than creating one for an online-only business. Your local digital marketing strategy should specifically target and appeal to potential customers in your geographic area.

To better reach local customers for your store, restaurant or other locally focused business, take a look at the local digital marketing tips below.

Local Digital Marketing Tips

Have a Mobile Friendly Website

This is an important local digital marketing tip for any business. But for local businesses, it can be even more essential. Customers who are looking for a restaurant, store or other local business are likely to do a search on their phone or mobile device. If you don’t have a mobile optimized site, not only will it be difficult for them to interact with your site, but it will also be difficult for them to find it in the first place.

Tiffany Monhollon, director of content marketing for ReachLocal, said in an email interview with Small Business Trends, “Google recently updated its mobile algorithm so that businesses that don’t have mobile friendly websites may not show up in mobile search results when consumers search (and other prominent search engines followed this pattern).”

Optimize Your Site for Local Search

If you want local customers, either on mobile or desktop, to find you, you have to have a comprehensive search strategy. Your website should include information about the products and services you provide, your location, and other relevant keywords.

Have a Clean, Professional Design

Local customers who are browsing websites to decide where to eat, shop or obtain various services are going to make a judgement about your business based on its website. So you need to make sure that it looks professional and offers all the relevant information they might be looking for.

Include Address and Hours

One of the most common things customers look for on websites of local businesses is the location and hours. Make sure that information is clearly marked and easy to find so customers won’t be left guessing.

Offer Multiple Contact Methods

You should also make it easy for people to contact you if they have additional questions. Offer a phone number, email, social media accounts, live chat, or some combination so that people always have a way to get in touch.

Have a Clear Call to Action

The main goal of your website is likely to help your business gain customers. So you need to make it clear to people who visit how they should go about doing business with you. Do they need to call and make an appointment? Should they just stop by during business hours? Have a clear call to action so that customers will know exactly what steps they should take.

Regularly Post on Social Media

This may be an obvious local digital marketing tip as social media can also be a great tool for targeting potential customers online. But you have to actually engage people on those sites. That means you have to post regularly to stay top of mind.

But Always Keep Your Audience in Mind While Posting

You also have to post things that are actually relevant and useful to your audience. If you offer heating and cooling services, maybe that means you could post links to helpful articles about keeping your home cool enough during the summer or warm enough during the winter. That type of content gives people more of an incentive to follow and interact with your business online.

Include Multimedia Posts

Media like photos and videos can also be helpful to your social media strategy. Make sure that they always fit with your overall goals and include a call to action.

Consider Social Media Advertising Targeting Your Area

Advertising on social sites like Facebook can help you increase your reach and gain an audience for your business online. Just make sure that your campaigns target relevant customers in your area.

Use Geo-Targeted Email Marketing

Tailor your email marketing campaigns by segmenting your audience based on their geographical location. This personalization can increase relevance and engagement with your local audience.

Leverage Local Influencers

Collaborate with local influencers to promote your business. Their endorsement can amplify your presence in the community and attract their local followers to your business.

Optimize for Voice Search

With the increasing use of voice assistants, ensure your local digital marketing is optimized for voice search. This includes using more conversational keywords and phrases that people might use in spoken queries.

Create Location-Specific Content

Develop content that resonates with your local audience. This can include blog posts about local events, news, or issues, as well as local success stories or case studies.

Use Local Hashtags on Social Media

Incorporate local hashtags in your social media posts to increase visibility among a local audience. This can help you tap into local conversations and trends.

Participate in Local Events and Sponsorships

Get involved in local events, festivals, or sponsor local teams or charities. This not only increases brand visibility but also helps in building a positive image within the community.

Implement Local SEO on Google My Business

Optimize your Google My Business listing with up-to-date information, photos, and posts. Encourage customers to leave reviews and respond to them to improve your local SEO ranking.

Utilize Webinars or Online Workshops for Local Audiences

Host webinars or online workshops addressing local issues or interests. This can establish your business as a knowledgeable and involved member of the local community.

Leverage Locally Targeted Advertising

Whether you’re advertising on Facebook, Google or other online platforms, targeting is essential. Always target customers in your city or community and use other relevant factors as well.

Monhollon says, “One of the main ways to ensure you are maximizing your budget with local advertising is to leverage targeting capabilities to reach local consumers. That way, you are focusing as much of your budget as possible on people most relevant to your business.”

Use Search Engine Advertising — Again Locally Targeted

Search engine advertising can be another great way to get your business in front of relevant customers. Platforms like Google allow for local targeting. And with the right strategy, you can reach customers that are looking for exactly what your business offers.

Create Locally Optimized Keywords

Part of your local digital marketing strategy should be choosing keywords that are both relevant to your business and your location. Targeting people who are looking for an Italian restaurant in some other state won’t do your business any good. So make sure you include your location information in keywords.

Choose Relevant Landing Pages

When people click those advertisements, you need to think about where you want them to land on your website. Should it be the main page or the page for a particular product or service? You could also create a landing page specific to an advertising campaign if you feel that is necessary.

Refine Your Advertising Strategy Based on Response

Through the process of advertising, you’ll need to monitor your results and make changes based on what’s working. If a particular keyword phrase isn’t bringing you any clicks or actual business, it may be necessary to switch it up.

Monhollon elaborates, “Once it’s set up, you should regularly refine these configurations to those variables and components that are driving the right results — conversions in the form of calls, web form fills, emails, etc. — and not just clicks. A good cost per click rate is important, but it’s more important to make sure that you are driving people to actually contact your business.”

Bring Previous Visitors Back with Retargeting

Retargeting also provides a great opportunity for your business to convert leads who may have been interested before but just didn’t complete a purchase for whatever reason.

Claim and Optimize Your Local Listings

Sites like Yelp, Google and others also provide a lot of information to online customers about local businesses. So it’s important that you claim the listings for your business so that you can control the basic information.

Keep Your Information Continuously Updated

If your business ever changes its hours, location or other information, you need to make sure that those local listings are updated so that customers don’t get confused.

Monitor Online Reviews

Online reviews are also incredibly important for local businesses. Make sure that you regularly monitor sites like Yelp and Facebook to see if any action needs to be taken.

Respond to Negative Reviews When Appropriate

When people share negative reviews about your business, it may be necessary for you to respond. Every situation is different, but an apology and acknowledgement of their experience can sometimes go a long way.

Accept Constructive Feedback

Receiving criticism from online reviewers can be tough. But it can also help improve your business if you allow it. Take what your customers say to heart and see if it can help you make relevant improvements.

Keep an Eye Out for Themes

If online reviewers are constantly sharing the same complaints, you likely need to make a change in that area. Or if they share something positive about your business, that could also help you create some talking points about your business for your marketing efforts.

Share Concerns With Your Team

Share the concerns gained from online reviews or otherwise with your employees. If you need to make improvements, they should know what and why.

Create a Customer-Focused Mindset

But you don’t always have to wait for customers to point out a flaw in order to address it. Try to think like a customer and encourage your employees to do the same. If you do this, you could prevent some of those negative reviews from ever being posted in the first place.

Remind Happy Customers to Share Feedback

Of course, some customers are just more likely to share complaints over positive comments. But you need some positive reviews to maintain your online reputation. So remind happy customers that they can leave feedback on sites like Yelp.

Put Reminders in Follow-up Emails

It can help to remind people to leave reviews or feedback when you send them a follow-up email after completing their purchase. This also helps to ensure that they were happy with the experience and to keep your business at the top of their mind.

Promote Your Online Presence in Your Signage

You can also ask customers to leave reviews or visit your website or social accounts by including that information on the signs at your location. That could increase your reach online and encourage customers to do business with you again.

Tell In-Person Customers Where to Find You Online

Whether you put it on signs, in pamphlets or just tell people, make sure you let in-person customers know where they can find you online in case they have any questions or just want to follow along with your latest business updates.

Target Hyper-Local Customers With Apps

Mobile apps now offer unique opportunities to target customers who are in very close proximity to a business. So if your business has an app, you could use it to send alerts or offers to your customers who are nearby. You could also use other location-based apps like Foursquare to send out such offers.

Measure the Full Impact of Your Marketing Efforts

No matter which local digital marketing strategy you choose for your local business, it’s important to track your progress and find out what is working and what isn’t.

Constantly Tweak Your Efforts Based on Results

Over time, you’ll be able to determine which tactics give your business the best return on investment. This likely means that you’ll want to refocus some of your efforts on those local digital marketing tactics that are bringing you the most customers.

Conclusion: Nurturing Local Success through Digital Marketing

Crafting an effective digital marketing strategy for a local business requires a tailored approach that resonates with your local audience. Your online presence is a pivotal gateway to attracting local customers and should be optimized accordingly. A mobile-friendly website, coupled with local search optimization, serves as your digital storefront, enabling customers to discover and engage with your offerings seamlessly.

Engagement on social media platforms amplifies your reach and maintains your brand’s presence in the minds of local customers. Regular posts, relevant content, and multimedia assets create a holistic online experience. By using geo-targeted social advertising, you can amplify your message within your local community, maximizing your impact.

Localized online advertising, through platforms like Google, lets you target customers actively searching for your products or services in your vicinity. Employing locally optimized keywords ensures your content aligns with the intent of local search queries. Monitoring online reviews and responding constructively helps manage your online reputation, building trust and credibility within your community.

Encouraging customer feedback, employee involvement, and leveraging in-store signage can foster loyalty and brand advocacy. Continuously measuring your digital efforts and adapting strategies based on data insights ensures your marketing initiatives stay aligned with local preferences and needs. By embracing these techniques, your local business can thrive in the digital age, establishing a strong connection with the local audience and achieving sustained growth.

Read the complete Small Business Advertising Guide:

• Introduction to Small Business Advertising
• How Can Advertising Help Your Business?
• What Is The Difference Between Advertising And Marketing?  
• Where Can You Advertise Your Business?
• What’s The Cheapest Way To Advertise?
• Where Can You Advertise For Free?
• How Much Do Small Businesses Spend On Advertising?
• How to Plan your Small Business Advertising Campaign (Checklist)   
• 50 Small Business Advertising Ideas  
• How to Advertise Your Small Business Locally  

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This article, "40 Tips for Local Digital Marketing" was first published on Small Business Trends

You’re getting your store ready for the holidays by putting out festive décor, developing an email marketing campaign, boosting your local search optimization and planning your social media attack. But one holiday marketing tactic that might not be on your radar could actually be highly effective: direct mail.

Direct mail influences holiday purchases for 77 percent of shoppers, a study by Epsilon reports. By comparison, just 41 percent of respondents say online banner ads influence their decisions.

Why the love for direct mail? Respondents say direct mail usually includes some kind of discount. They can take more time to review the offer than if it were online. Plenty of respondents enjoy looking at mailers in a leisurely fashion. And many say they simply get too many emails — direct mail cuts through the clutter.

Of course, you shouldn’t ignore digital marketing — 90 percent of respondents say they will go online or look at retailer emails as part of their holiday shopping. But the surprising popularity of direct mail means it deserves a second look.

Holiday Marketing with Direct Mail

Here are 10 tips for a successful direct mail campaign:

Use the Right Mailing List

If you have a mailing list of current customers, that’s the best place to start — you know they’re interested in what you have to offer. Want to target nearby residents? The U.S. Post Office’s Every Door Direct Mail program enables you to target recipients by ZIP code, income level and other demographic characteristics, and can simplify direct mail creation and distribution.

Enhance your direct mail campaign by meticulously curating your mailing list. Go beyond just existing customers and explore demographic targeting to reach potential new customers who are likely to be interested in your offerings. Utilize data analytics to refine your list for maximum impact.

Beyond just targeting existing customers, consider reaching out to community groups, clubs, or associations that align with your brand. This broadens your reach and connects with potential customers who share similar interests and values.

Include an offer

Three-fourths of survey respondents say they are likely to use coupons they received in the mail — even more than those who plan to use coupons received by email or found online.

Create a sense of urgency. Time-sensitive offers can get customers into your store during slower times of the week. For instance, hold a pre-Black Friday sale targeting customers who want to avoid the hectic crowds, a midweek sale or special deals available only from 9 to noon.

Introduce bundle deals exclusive to direct mail recipients. For example, “Buy two, get one free” on select products or special holiday bundles. This not only incentivizes purchases but also introduces customers to a wider range of products.

Include a clear call to action

Whether it’s “Free Gift Inside” or “Bring in this postcard for 40 percent off,” make it immediately clear what you want customers about how the direct mail piece benefits them and what you want them to do next.

Don’t forget the basics. I once got a postcard with an offer I was eager to act on, but I couldn’t find the business’s name anywhere on the piece! Hard to believe, but true. Make sure your direct mail piece includes your name, address (maybe even a little map), phone number, website URL and business hours.

Enhance your call to action by incorporating interactive elements like scratch-off areas revealing special discounts or QR codes leading to exclusive online holiday content. This adds an element of surprise and engagement to your direct mail.

Track responses

Asking customers to bring in the direct mail piece for a free gift or discount is a good way to track who responds. You can then invest more in mailers to those customers going forward.

Here’s what you can do:

• Redemption Codes: Implement unique redemption codes on each direct mail piece. This way, when a customer redeems an offer or discount, you can trace it back to the specific mail campaign, allowing for precise tracking of its effectiveness.
• Physical Mailer Return: Encourage customers to bring the actual mailer to the store in exchange for a promotion or gift. This tangible tracking method provides immediate feedback on engagement levels and helps in quantifying the response rate.
• Digital Integration: Use QR codes or dedicated landing pages mentioned in the direct mail. When customers scan or visit, you can measure the digital engagement driven by your physical mail campaign, giving a holistic view of its impact.

Utilize advanced analytics tools to track customer engagement. Consider integrating your direct mail campaign with your CRM system to analyze customer responses and conversion rates, providing actionable insights for future campaigns.

Personalize Your Message

Personalization goes a long way in resonating with your audience. Using data insights, tailor your direct mail pieces to reflect the recipient’s name, purchase history, or personal interests. A personalized holiday greeting can make your customers feel valued and connected to your brand.

• Recipient’s Name Integration: Including the customer’s name in your direct mail not only grabs their attention but also establishes an immediate personal connection. It’s a simple touch that can make a big difference.
• Tailored Offers Based on Purchase History: By analyzing previous purchases, you can send offers that are directly relevant to each customer. This not only increases the likelihood of a sale but shows that you’re paying attention to their preferences.
• Customized Content Reflecting Personal Interests: Go beyond just sales offers. If your data indicates a customer’s specific interest (like a particular product category or hobby), tailor your content to resonate with that. This added touch can transform your mail from generic to genuinely engaging.
• Tailor your messages to reflect local events, traditions, or community activities. This localized approach demonstrates your commitment to the community and can resonate more strongly with recipients.

Use Festive Designs and Quality Materials

Reflect the holiday spirit in your direct mail designs. Opt for quality materials that evoke a sense of luxury and care. Unique textures, foiling, or even scents (like cinnamon or pine) can make your mail stand out and be memorable.

Eco-Friendly Options: Emphasize sustainability by using eco-friendly or recycled materials in your direct mail. This not only appeals to environmentally conscious consumers but also showcases your brand’s commitment to sustainability.

Share a Holiday Story or Anecdote

People connect with stories. Sharing a brief holiday story or anecdote about your business, how you’ve grown over the year, or how your customers have made a difference can create an emotional bond and deepen brand loyalty.

Customer Testimonials: Include testimonials or stories from customers about their previous holiday experiences with your store. This peer perspective can be a powerful tool in building trust and credibility.

Provide Value Beyond Sales

While offers and discounts are effective, also think about providing value in other ways. Consider including a small freebie, like a holiday recipe, DIY decoration instructions, or a branded calendar for the upcoming year. It’s a thoughtful gesture that can keep your brand in your customers’ minds beyond the holiday season.

Educational Content: Offer valuable information or tips related to your products or services. For example, a kitchenware store could include holiday recipes or cooking tips. This positions your brand as not just a seller but also a knowledgeable resource in your field.

What type of format should you use?

That’s partly determined by your brand image, but here are some alternatives:

• A letter — Gift Card Enclosed or Gift Certificate Enclosed on the outside of an envelope will almost always get customers to open it. A gift card or certificate has a higher perceived value than a discount coupon — and customers will almost always spend more than the value of the gift card when they visit your store.
• A card — Consumers are primed to open cards at the holidays, so a holiday greeting card or “thank you for your business” card (with a discount, gift certificate or other offer inside, of course) is sure to get opened.
• A flyer — A colorful one-sheet flyer, tri-folded and addressed on the outside, can be surprisingly effective as well as inexpensive. If you use an attention-getting color, it will stand out from other mailers.
• A postcard — Postcards can be a colorful way to stand out from the pack too. Bonus: They’re also cheaper to mail. Invest in quality stock and four-color printing, as well as attention-getting graphics.

Spring Marketing with Direct Mail Summary

Get more direct mail tips.

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This article, "Holiday Marketing with Direct Mail: The Surprising Holiday Marketing Tactic Retailers Should Try" was first published on Small Business Trends

Attracting last-minute holiday shoppers can be a significant opportunity for your retail store. Are you one of those people who had your holiday shopping done in September? Good for you, but most Americans are more like me: still scrambling for those final few gifts.

Last year, last-minute holiday shoppers pushed spending to new heights, and there’s no reason to think it won’t happen again this year. How can your retail store take advantage of these potentially profitable procrastinators?

Tips for Attracting Last-Minute Holiday Shoppers

Power Up

As the finish line draws near, you’re undoubtedly exhausted, but making a final push can make all the difference in your sales. Many retailers’ free shipping deadlines for Christmas delivery is December 18.

Even paying for delivery won’t be enough to get gifts there in time if shoppers wait much later in that week of December 18 to 23. Plan for a marketing push during this time to take advantage of your  edge over ecommerce websites.

Nurture Your Online Reviews

When shoppers do a local search for nearby retailers, they pay a lot of attention to the star ratings that pop up with search results. It’s more important than ever at this time of year for your reviews to be positive and plentiful, so keep an eye on what people are saying about you and nip any problems in the bud.

Promote Popular Products You Sell

Whether it’s Hatchimals or Star Wars paraphernalia, there are always those hot, hard-to-find gifts that shoppers pursue up until the bitter end. Last year, Google reports, searches for “where to buy” peaked on Christmas Eve.

All in all, mobile “where to buy” searches increased by more than 85 percent in the past two years, according to the search engine. When frantic shoppers scour the town for the perfect stocking-stuffer, you can win their business by promoting your hottest products in your online ads and on your website.

You may want to use both brand names and product descriptions depending on which keywords work best.

Timing is Everything

If your store is open on Christmas Eve or other unusual hours, let shoppers know about it. Put your special holiday hours in your local search directory listings — you may need to update these daily to keep them up-to-date at this time of year.

You can also tout your special holiday hours in your online ads and on social media. (The Google data shows that mobile searches for retailers peak on Christmas Eve and Christmas Day.)

Don’t Forget About Voice Search

Sales of home voice assistants soared over Thanksgiving weekend. More and more Americans are searching for things online by saying, “Hey, Siri,” or calling out to Alexa or Google Home.

While someone using traditional search will type in keywords like “cashmere sweater,” someone using voice search will use more natural-language queries and full sentences, such as, “Where can I buy a cashmere sweater under $100?” You’ll need to take this into account when incorporating keywords into your ads and website text.

Do a Virtual Store Tour

Google says the time spent watching “store tour” YouTube videos has soared more than tenfold in the past two years. Make your store look appealing — and show off all the great last-minute gifts you’ve got in stock — with a store tour video.

You don’t have to put a lot of time and effort into it. For example, you can use Facebook Live to quickly create a series of short videos where you highlight gifts for different types of people or gifts at different price points.

Think Mobile First

Last year, 76 percent of consumers used their mobile devices for holiday shopping. After all the work you’ve done to get your business to show up in search results, make sure that when shoppers actually go to your website to look up your information, they can view it on their smartphones and tablets. Sending out some last-minute emails to capture stragglers? Those emails had better be mobile-friendly, too.

Tactical Approaches for Retail Triumph

• Seize the Procrastinator Potential: In a world where holiday planning starts early for some, there’s a vast segment of shoppers who thrive on last-minute excitement. Channel this energy to your advantage by tailoring your retail strategies to cater to those who are still seeking perfect gifts in the eleventh hour.
• Craft Urgency Through Limited-Time Offers: Create a sense of urgency by implementing limited-time offers that target the lingering procrastinators. Flash sales, exclusive discounts, or bundled deals that are time-sensitive can prompt swift action, driving customers to your store in the final stretch of the holiday season.
• Leverage Location-Based Advertising: Utilize geotargeted advertising to reach local shoppers who are on the lookout for last-minute gifts. As they search for nearby stores, ensure that your store’s information, including holiday hours, reviews, and promotions, is readily available and prominently displayed in local search results.
• Embrace Social Proof Through User-Generated Content: Rally the power of user-generated content by encouraging customers to share their last-minute shopping experiences on social media. Create a dedicated hashtag that customers can use when sharing their finds and experiences. Repost their content on your own social platforms to foster a sense of community and inspire other procrastinators.
• Offer Curated Last-Minute Gift Guides: Help overwhelmed shoppers by curating gift guides tailored to different preferences and budgets. These guides can provide quick solutions for the undecided, making their last-minute shopping spree more efficient and enjoyable.
• Implement Seamless Buy Online, Pick Up In-Store (BOPIS): Bridge the gap between online convenience and in-store immediacy by offering a streamlined Buy Online, Pick Up In-Store (BOPIS) service. Highlight this option in your marketing campaigns, emphasizing that customers can still secure their desired gifts without worrying about shipping delays.
• Dazzle with Express Gift Wrapping Services: Ease the stress of last-minute shoppers by offering express gift wrapping services. Present your store as a one-stop destination where customers can not only find the perfect gifts but also have them beautifully wrapped, ready for gifting.
• Engage Through Interactive Store Displays: Create interactive in-store displays that showcase your most sought-after items and prompt engagement. Interactive elements like touchscreens, augmented reality (AR) features, or QR codes that link to product information can captivate shoppers and guide them toward making swift decisions.
• Partner with Local Influencers for Real-Time Recommendations: Collaborate with local influencers who resonate with your target audience. Leverage their reach to provide real-time recommendations, showcasing your store as the ultimate destination for last-minute shoppers seeking unique and thoughtful gifts.
• Fine-Tune Your Mobile Experience: Since mobile usage is prevalent during holiday shopping, ensure your website and emails are fully optimized for mobile devices. Simplify the purchase process, streamline navigation, and make sure all essential information is easily accessible on smaller screens.

By strategically aligning your retail approach with the preferences and behaviors of last-minute holiday shoppers, you can tap into a valuable market segment and curate an unforgettable shopping experience that encourages both their loyalty and return visits.

Frequently Asked Questions (FAQs)

What is the significance of last-minute holiday shopping?

In 2016, last-minute holiday shoppers contributed to record-breaking spending. This trend is expected to continue. To tap into this potential, retailers can employ strategies that cater to procrastinators seeking the perfect gifts.

How can retailers maximize their efforts as the holiday season nears its end?

As the holiday finish line approaches, retailers can initiate a final push to boost sales. With many free shipping deadlines around December 18, a marketing effort during the week leading up to December 18 to 23 can capitalize on the advantage over e-commerce sites.

Why are online reviews particularly crucial during this time of year?

During local searches for nearby retailers, shoppers closely consider star ratings. Positive and plentiful reviews hold increased importance during this season. Retailers should actively monitor feedback to maintain a positive online reputation.

How can retailers promote sought-after products effectively?

Promoting popular and hard-to-find gifts, such as Hatchimals or Star Wars merchandise, can attract last-minute shoppers. Google reports that searches for “where to buy” peak on Christmas Eve. Retailers can showcase these items in online ads and on their website to capture this demand.

Why is it important to communicate holiday hours effectively?

If your store operates during unconventional hours, it’s essential to inform shoppers, especially during the holiday season. Update local search directory listings and leverage online ads and social media to broadcast special holiday hours.

How can voice search influence retail strategies?

With the rise of home voice assistants, incorporating natural-language queries into keywords is crucial. As more people use voice search for online queries, adapting ad copy and website text to match conversational phrasing is necessary.

Why should retailers consider offering virtual store tours?

The popularity of “store tour” YouTube videos has surged. Retailers can create appealing store tour videos showcasing last-minute gifts. Quick and effortless videos can effectively highlight products and entice shoppers.

What role does mobile optimization play in last-minute holiday shopping?

Given that a significant percentage of consumers use mobile devices for holiday shopping, retailers must ensure their websites and emails are mobile-friendly. A seamless mobile experience enhances the chance of capturing last-minute shoppers’ attention.

How can retailers tailor their strategies for last-minute shoppers?

Retailers can seize the potential of procrastinators by crafting urgency through limited-time offers, leveraging location-based advertising, and embracing social proof. Curated gift guides, Buy Online, Pick Up In-Store (BOPIS) services, and engaging interactive displays are additional strategies to consider.

Why is collaborating with local influencers beneficial for retailers?

Local influencers resonate with target audiences and can provide real-time recommendations. Partnering with them showcases your store as the ultimate destination for last-minute shoppers seeking unique and thoughtful gifts.

How can retailers optimize their mobile experience for last-minute shoppers?

With the dominance of mobile usage during holiday shopping, retailers should ensure their websites and emails are optimized for smaller screens. Simplified navigation and easy access to essential information enhance the overall mobile shopping experience.

By embracing these strategies tailored to last-minute shoppers’ behaviors, retailers can create a compelling shopping experience that fosters loyalty and encourages return visits.

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This article, "The A to Z of Attracting Last Minute Shoppers" was first published on Small Business Trends