Advertising in Local Markets
If you want your business to truly connect with local customers, you need to meet them where they are – both physically and emotionally. Local marketing isn’t just about running ads; it’s about understanding the people in your community, speaking their language, and showing up in ways that matter to them.
Understanding the Local Landscape
Before you spend a dollar on ads, take the time to understand your local market. Who lives there? What do they care about? How do they spend their time and money?
- Do some local research: Check out community Facebook groups, chat with locals, and see what people are talking about.
- Look for patterns: Are there specific trends or habits unique to your area? A beach town’s customers may be totally different from those in a business district.
- Adjust your approach: A one-size-fits-all ad campaign won’t cut it – what works in one city might not work in another.
Talk to the Right People, the Right Way
Instead of blasting the same message to everyone, break it down.
- Who are your customers? Are they young professionals, retirees, families, or students?
- What do they value? Are they looking for convenience, luxury, affordability, or sustainability?
- How do they shop? Online, in-person, or a mix of both?
By tailoring your message, you’ll connect with people on a deeper level and make your brand feel more relevant.
Make Your Business Feel Local
Even if your business has multiple locations in multiple cities, each one should feel like it belongs there.
- Use local language and references. A coffee shop in Melbourne might highlight “footy finals fuel,” while one in Sydney might play off “harbour-side mornings”
- Get involved in the community. Sponsor a local event, support a charity, or partner with a well-known local business.
- Share real stories. Show happy customers, employees, or behind-the-scences moments that make your business feel personal and approachable.
Be Seen Where Locals Are Looking
Your customers aren’t just scrolling social media—they’re also reading local news, attending events, and searching online. Make sure your business shows up in the right places:
Local newspapers and radio stations: Many people still rely on traditional media for updates on their community.
Community Facebook groups and forums: Be part of the conversation, answer questions, and offer value (without just selling).
Google My Business & Local SEO: Make sure your business pops up when people search for services in your area.
Keep Your Brand Strong (Even When You Customize)
It’s great to tailor your message for different locations, but make sure your brand still feels consistent.
Stick to your core message: Whether you’re promoting a sale in Brisbane or a new service in Perth, keep your brand’s personality and values the same.
Use familiar colors and logos: This helps customers recognize you, no matter where they see your ads.
Make it personal, but not random: Customizing your approach is great—just don’t lose sight of what makes your brand unique.
Test, Learn, and Improve
Marketing isn’t “set and forget.” Pay attention to what’s working and adjust as you go.
Track results: Are your ads getting clicks? Are people engaging with your posts?
Listen to feedback: What are customers saying in reviews and comments? Are there common questions or concerns?
Be flexible: If something isn’t working, tweak it. Marketing should evolve with your audience.
Local marketing is all about building relationships. If you take the time to understand your community, speak to people in a way that resonates, and show up where it matters, you’ll create stronger connections—and, ultimately, a more successful business.
Start small, experiment, and see what clicks with your audience. When done right, local marketing can turn casual customers into loyal fans who’ll keep coming back (and telling their friends about you too). By partnering with MAPS Agency, you leverage our expertise to navigate the complexities of local marketing, ensuring your business not only reaches but also resonates with your community.
