Lately there is a lot of talk about globalization in marketing, a phenomenon in which even the smallest companies must necessarily become global to grow. If this is partly true, we must not underestimate the power of the local market. Ensuring a slice of customers in their geographical area by locating their company is in fact triggering a chain reaction that, between promotions and word of mouth, passes from a single city to the whole world.
Analytical tools from Google and Facebook provide valuable help in this case. They allow the identification of potential customers in the neighboring areas of the activity and, based on personal and behavioral criteria, optimize the target audience. This is how targeted advertising campaigns start, which together with local events create a loyal niche that ensures at least a solid return on investment.
Another mandatory step is to use an accessible website that is suitable for viewing on mobile. The latest updates of the Google algorithm severely penalize those who have not kept up with the times in this regard. We must also remember to leave room for reviews on each available channel, especially Google, Facebook and Tripadvisor. By cultivating a direct relationship with the customer and encouraging him to leave a positive review, the chances of attracting new ones will at least be tripled.
Analytical tools from Google and Facebook provide valuable help in this case. They allow the identification of potential customers in the neighboring areas of the activity and, based on personal and behavioral criteria, optimize the target audience. This is how targeted advertising campaigns start, which together with local events create a loyal niche that ensures at least a solid return on investment.
Another mandatory step is to use an accessible website that is suitable for viewing on mobile. The latest updates of the Google algorithm severely penalize those who have not kept up with the times in this regard. We must also remember to leave room for reviews on each available channel, especially Google, Facebook and Tripadvisor. By cultivating a direct relationship with the customer and encouraging him to leave a positive review, the chances of attracting new ones will at least be tripled.
