While local marketing tactics are necessary to win over and retain customers, poor local marketing can have an adverse effect on customer engagement and brand advocacy. Here are some common marketing tactics your marketing team should avoid in 2018.
Don’t Execute Before You Have A Plan
As simple as this may sound, you’d be surprised at how often organizations begin allocating finances and resources towards marketing efforts, without ever having mapped out a concrete local marketing strategy. It is pivotal to have a clear idea of where time and energy should be devoted; Not only to accurately gauge ROI on said marketing efforts, but also to allow yourself the opportunity to leverage these marketing efforts to assist other company efforts (a sales team, for example).
Keep your goals precise, create a publishing schedule for your messaging and stick to it (don’t forget to plan around company events and holidays). Use foresight to think about how your different marketing efforts can fuel one another.
Don’t Bite Off More Than You Can Chew
When plotting out your initial marketing strategy, it is important that you start small then expand your marketing efforts from that point. In order to ensure that each of your marketing efforts gets the attention it requires, it’s important that these efforts are always manageable and scaleable.
A common misconception is that more equates to better, while this isn’t the case at all. You don’t need to be on every social media platform if that doesn’t make sense for your business. Research what social media networks your audience is most active on and engage with them where it will be the most effective.
A planned and precise marketing strategy is a great foundation, but it is critical that marketers are able to follow-through.
Don’t Treat Your Contacts Like A List
One of the most common mistakes small businesses make is treating email marketing as a one-off effort. As a smaller organization, you’re presented with the opportunity to establish close, more personal relationships with your clients/customers.
An effective way to use personalization in your marketing messages would be to segment your contact list into categories. These segments can be decided based by location, industry, or whatever makes the most sense for your organization. Once you’ve segmented your lists you can send messaging that is more personal to your contacts, resulting in increased engagement and click-through rates.
If you’re still wondering whether your local marketing strategy is optimized for your organization’s desired results, check out Top 3 Marketing Optimization Tips to Boost Customer Engagement.