The premise of local marketing is simple – you are advertising directly to people in the physical area surrounding your base of operations i.e. a town, city, or state. But why is this important? 

Surely it’s better to simply concentrate on a national market and appeal to more potential customers? Not necessarily, your local market has many benefits including:

• Public familiarity.
• Cheaper, quicker, and more efficient deliveries.
• Increased reputation.
• Word-of-mouth benefits.
• Less competition in the local area.

Firstly, as you have a physical presence in the local area, it’s much easier to build your reputation, make relationships, and appeal to people on a more personal level. This simply isn’t possible on a national or global scale.

Secondly, your overheads and total costs are often much less due to shorter shipping distances and more efficient deliveries. You can also typically offer better delivery dates and turnarounds.

Lastly, competition in your local area is often much less than on a national or global scale. For example, there may only be one other competitor in your city for your particular business whereas there could be hundreds nationwide. This means that you can gain market dominance with much less effort.