How to promote local business? The most effective forms of advertising

Businesses that only operate in a specific territory need slightly different forms of advertising than those that want to promote their business nationwide or internationally. Find out about the various ways of local marketing and see how we can help you!

Challenges of promoting local business

Promoting a local company that does not have a nationally known logo and does not yet exist in the public's mind is quite a challenge. Regardless of the company's profile, you have to bear in mind that you will have to contend with larger and more popular competitors. This is because customers like to reach for the products and services of brands they know well. They inspire their confidence.

The business owner's challenge is to stand out against strong market competition. Sometimes this requires measuring yourself against high-budget campaigns, but it does not mean that you cannot succeed among the local community. In addition, it is also not uncommon to have to plan activities with limited resources, which requires more creativity.

Local businesspeople need to be very precise in defining their target audience, and to tailor the channels they use to reach them accordingly. The options are sometimes somewhat more limited compared to brands operating globally or nationwide, so this requires in-depth analysis. However, advertisement small business is of great importance.

What is needed to promote a local business online?

In order to promote a company in the local market online, a consistent image communication needs to be planned. The brand should have a specific logo, a name, a language style with which it addresses its audience, as well as channels on social media appropriately tailored to the target group.

It is worth starting with the basics, i.e. a website with a domain containing the company name. All key information about the business and contact details must be there. In addition, the website should ideally adapt to all devices - both computers and smartphones. SEO should also be taken care of by, among other things, publishing original content containing keywords related to the name of the town or region in which the company operates.

Then you can move on to social media. Profiles should be built in a way that engages users. Care must be taken to ensure that the content is interesting and shows not only the products or services themselves, but also the people behind the project and the behind-the-scenes of their activities. It is recommended to reach out to paid online campaigns, including those on social media or local news portals.

On Facebook or Instagram, it is possible to use the targeting option, i.e. the exact audience that the material is intended to reach. The options include the location of users, which is conducive to advertising businesses in a specific territory. On news websites, for example, it is worth posting sponsored articles informing about the profile of the business and presenting the range of services.

Customer reviews are of great importance in promoting a business. It would therefore be advisable to encourage all recipients of services to provide reviews, for example on Google. In this way, it is easier to attract new consumers who verify the quality of the brand's service before using the offer. In order for reviews to be positive, it is necessary to take care of customer service and guarantee good products.

As part of marketing activities that do not require a financial outlay, it is recommended to join community groups, e.g. on Facebook. There, residents often search for a variety of products, ask for services or ask for advice. In response, you can encourage the use of your services.

How to advertise a local business offline?

How do you advertise your business locally in the outdoor space? In the first instance, you can start with printed materials - posters, flyers or business cards. It is important to maintain their visual consistency with those published online. All these elements contribute to building the brand image in the eyes of customers. It is worth reaching for unusual ways, such as sampling products in Paczkomat machine boxes. How does it work? A sample of the product is placed in the box, which draws the attention of the person receiving the parcel.

If you have a stationary business premises, you should take care of how the premises look from the outside. Even from a distance, the distinctive logo or product display must be visible. An interesting option is to place an advertising banner on a selected Parcel Machine that is not far from the company, but in a frequently visited area.

As part of reaching a wider audience, advertisements can be taken out on a local radio station or newspaper. However, it would first be necessary to assess whether the brand's target audience uses such media sources.

When budgets allow, it is worth becoming a partner of local events. Sometimes, for example, concerts or theatrical performances are organised in towns, and the sponsors' posters are displayed on the stage or in other prominent places. In this way, both locals and visitors become aware of the company's activities.

Another option is to place advertising material on cars. This is important if you provide product delivery or customer access services. Then the car is constantly on the move and advertising appears in many different places.

Branding - essential for success in the local market

The basis for promoting one's products or services is a strong brand. One of the things that helps to build it is image consistency. Customers need to know that when they see a poster in town and an advert on Facebook, it is about the same company. All channels of communication must address the customer in the same style, so that they know whether they are dealing with a casual or formal message.

All these elements contribute to how consumers perceive a company and whether they will want to use its services. Nurturing a brand image helps build audience trust and increases the advantage over competitors who do not care enough about how others see them. It is worth building an aura of specific ideas around the company, as well as familiarising people with the history of the business or employees.

InPost advertising - will it help you promote your local business?

We at InPost also have original ways of promoting the company in the local market. Our Paczkomat® machines are located in small and large towns and cities throughout Poland.

You (with our help) take care of the visual design of the ad, and we print, assemble and dismantle the veneer on our machines. You can determine exactly the territory in which these effective product or brand advertisements will appear. They will be visible around the clock, as the machines are illuminated so that you can use them comfortably at all times.

In addition to this, you can still buy to display your ad on the screens of the machines. Then all customers using the desktop to send or receive parcels will see them. If you run your own shop, we particularly recommend sampling products, i.e. placing samples or full-size goods in boxes. This way, you will reach out to the local community when they take packages out of the machines.

If you are interested in unconventional forms of promotion and want to become known in the local community, please fill in the contact form below. We will get back to you with an offer to help you promote your local business!