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2 Reasons Effective Local Marketing is More Important Today Than it Was 20 Years Ago

in Marketing Fundamentals

Most people recognize that effective local, small business marketing is a good thing but many don't realize how critically important it is today.

Why does a business NEED to practice effective local marketing?

This is a great question and there are two main answers.

First, consumers have changed.

We're far less loyal than we have been before and we're also more distracted with devices like phones and tablets vying for our attention and countless messages flying at us throughout the day.

Second, the balance of power for marketers have changed.

Twenty years ago most businesses had a presence in Yellow Pages and while the local leaders would appear first and with larger ads, all local businesses were present.

Today, with the fragmentation of media and marketing channels, underperforming marketers don't just appear poorly they simply don't appear.

If you're not effective with your website, you don't show up on search results (or at least you'll never been seen). If you're not part of the social media conversation, you're effectively not a part of that ecosystem - though, be wise about how you spend your time with regard to social media.

Even referrals are less effective at growing customers when your web presence fails to quickly communicate when these special visitors attempt to learn more about you online.

The best marketers today have a much larger share of the market than 20 years ago

With all of the changes happening in local marketing, it's even more important that your business have a solid foundation.


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