The economy in Mobile is experiencing strong growth and small businesses are a major reason why. These diverse businesses provide exceptional products and services to the local market. It can be difficult, however, for smaller businesses to effectively compete against larger companies for their share of the local market. The reason is that many smaller businesses still rely on traditional marketing like newspaper ads, billboards, TV, and radio ads. These are expensive, hit-and-miss approaches that offer little benefit to the business. Local digital marketing, on the other hand, benefits Mobile, Alabama businesses in 7 distinct ways.
In many ways, local digital marketing mimics traditional marketing techniques. It’s intended to attract the attention of new customers, retain current customers, generate leads and, of course, to make sales. There are several elements of local digital marketing, however, that are very different. For starters, digital marketing is centered on creating useful content intended to educate, entertain, and attract rather than simply trying to sell. Some digital marketing techniques include:
Competition is fierce for many Mobile, Alabama businesses and as new companies flock to the area, it will only become more competitive. It’s imperative, then, that businesses do everything they can to stand out from the crowd. Companies that choose to take advantage of local digital marketing will realize several benefits.
While a newspaper ad might grab the attention of some of the locals who subscribe to it, others simply won’t see it at all. A similar thing happens with television ads, radio spots, and even billboards. Only a few people actually see it and many of them may not be interested. The majority of people use their smartphone or other connected device to find products and services they need. This is true for residents of the area as well as people who are just passing through. When a local business incorporates digital marketing strategies into their marketing mix, they’re more likely to be seen by every potential customer.
One of the main issues with traditional forms of advertising and marketing is that they’re not targeted. For example, a billboard for a specialty store on the side of the highway is seen by everyone who passes, not just those who have shown an interest in the products sold. Local digital marketing only targets people who are likely to become customers. One of the best examples of this is “near me” searches on Google. When someone is looking for a specific business type, product, or service, Google’s search function automatically shows results for the closest businesses to them. Unless a business is listed locally, no one will ever know they exist.
Traditional marketing targets a large portion of the population without any real focus. While many people may see or hear the ad, it’s not targeted to the people who are most likely to become actual customers. While leads may be produced, they’re generally low quality. Local digital marketing targets individuals and groups that have either shown interest in a product or service, or who have already become customers. That results in a much higher quality of leads, which in turn leads to more sales and repeat customers.
Digital marketing is more than just creating advertisements and trying to make sales. It’s a way for brands to build long-lasting, strong relationships with their customers. Every business, no matter what industry, relies on repeat business, so this is an important point to note. Businesses that offer relevant, useful, and timely information are perceived by their customers to be more caring and helpful. Those things make people want to continue to do business with the company and gives them good reasons to recommend it to others.
Razor thin profit margins are nothing new and small to mid-size businesses feel the pinch even more than their larger counterparts. Paying for advertising that doesn’t get results is a waste of time and money. Small businesses that are already struggling to maintain their budgets simply cannot afford to throw money away. Local digital marketing helps businesses refine their advertising so that they’re only paying for ads that are likely to produce results.
Most traditional marketing takes weeks, or even months to fully roll out. For example, taking out an advertisement in the local newspaper requires at least a week for the ad to be created, reviewed, approved, and finally published. Then, it’s only visible for a short amount of time. Local digital marketing, on the other hand, is nearly instant and ads remain visible for much longer. That means businesses can see results, such as increased lead generation and sales, much faster.
It’s difficult for a business to track and analyze the effectiveness of traditional advertising like a radio ad. The number of listeners varies, the time of day the ad runs can impact its effectiveness, and the results are hard to define. Digital marketing provides businesses with a variety of tracking and analytics tools such as counting the number of click-throughs, conversion rates, and sales directly attributed to the ad. These tools make it easy to make changes to the campaign to improve its performance.
As a business owner in Mobile, Alabama, your main objective is to keep your business running as smoothly as possible. You spend your time improving your products and services to better serve your customers and the community. If you take the time to learn about local digital marketing techniques, it will take your attention away from what matters to you most. Instead, leave the digital marketing to the pros at Attractional Marketing.
Contact us today so that we can learn more about you, your business, and your goals. We’ll help you develop a successful digital marketing campaign that gets results time and again.