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Guide: Local Marketing Guide For Global Brands
Brands are increasingly focusing on generating more leads locally, and an intelligently planned local marketing strategy is all you need to sustain this hugely competitive local space.
In simpler terms, local marketing generally refers to any marketing techniques that a company in any industry uses to market itself in the area in which it operates. Local marketing can use online channels such as websites, mobile applications, social media, SMS and emails to attract their customers.back to menu ↑
Why is it important to attract a local audience?
Targeting the local audience is a necessity for global brands to:
Humanize global brands with a mission and vision to inspire local markets Build relationships to focus on buyers’ sensitivity Get a quick feedback mechanism between local market insights and the company’s global messaging Reach a more relevant audience and create partnerships
3 strategies for local marketing success
When targeting a localized audience, you need to optimize your strategies and increase your efforts to reach these segmented audiences and achieve your desired goals.back to menu ↑
1. Identify the target audience and define a niche
Classify the customers according to their lifestyle, culture, tradition, language, age, gender, income level, interests, purchasing habits and other similar demographics. You can tie up with a local agency you can give that better insights in the lives of people living in that area.
Local experts can also assist international brands distinguish the type of product needed for the specific market
For example, cars intended for Australia and the US can have huge differences: Australians drive on the left side of the road; Americans drive on the right; and the architecture of roads and traffic situations vary with wide margins. Such differences lead to the need for a variance in featuresCars going to Australia, for example, need more durable suspension systems because of the long drives and rough roads.
In addition, different markets have different spending tendencies, which means you have to do that price your products accordinglyback to menu ↑
2. Choose the correct terminology for interaction
When brands plan to expand in a nearby area; they communicate with someone who is well versed in the situation in that area and who knows the rules.
According to the Gala statistics:
56.2% of consumers say the opportunity to obtain information in their own language is more important than the price 95% of Chinese online consumers indicate more comfort with websites in their languageOnly one percent of US-based online retailers offer sites specific to China.
For the interaction between these two people and for the brand to put ‘right’ slogans in the target area, it is important to use the right language. With this, the B2B and B2C culture is facing a decline, creating a whole new culture that is H2H or Human to Human.
It’s a tough world for marketers and we all have to welcome the human age. Brands that thrive in the human era must deliver something extra.
The Human Age Brands report:back to menu ↑
3. Identify the local buyer’s needs
You have to knows exactly what the buyer is looking forThe product produced by the global brand should satisfy the local buyers. Expansion is taking place with expectation
Maslow’s hierarchy (explained in the image below) is an excellent way to identify the user’s interests. The customer’s buying decision depends on the needsMaslow stated that a particular need “dominates” the human organism, and once basic needs are met, people go beyond basic needs and strive for improvement.
For example, if we go through the menu of a Chinese restaurant, the Indians expect “Manchurian” to exist. But in China, “Manchurian” is not considered a Chinese dish. So in order to run the restaurant in India, they will have to serve “Manchurian”, while to compete the same restaurant in China it won’t have to add “Manchurian” to its menu.back to menu ↑
Strengthen local marketing with tools
There are a few tools that aim to strengthen local marketing goals:back to menu ↑
1. Content Delivery Network (CDN) and hreflang tag
Global brands must have websites optimized for a local audience. Two of the best ways you can do this is through have a Content Delivery Network (CDN) and with with a target = “_ blank” hreflang tag in place to properly optimize the regional URLs.
A CDN is a network of servers that contains a copy of the website content and makes it available to users in different parts of the world. Using a CDN improves the loading speed of web pages all over the world, those makes it easier for the local users to access the content of the website, even if the main server is halfway around the world.
This CDN guide van Incapsula offers great insights into how a business can benefit from CDN and how it can help optimize your website for effective local marketing.
Essentially, it brings content closer, minimizing site load times and reducing bandwidth consumption. A CDN can also be added features Which improve security, improve image loading times and reduce code bloat
Google uses the attributes rel = “alternate” hreflang = “x” to display the correct language or regional URL in the search results. For global brands it is essential to use this tag so that Google crawlers can understand this properly which version of the site is suitable for which geographic areaback to menu ↑
Balihoo allows you to create, customize and target campaigns around the world, and it can also channel partners using the latest marketing automation technology. With this tool you can:
Create up up to 10,000 local campaigns in minutes; Break out of spreadsheets and smartly manage search and display for any location.
The main benefits that Balihoo offers are:
Local paid search: It helps capture the attention of local customers, for example those looking for your product or category.Local view: It generates a customized version of ads for each location and focuses on the customer’s attention in that area.Local website: It’s the most effective way to dominate search engine results page and drive locally phone calls and traffic.Local partner connect: This feature allows the national brand to share individual zip code with their partners and locations. In return, partners can customize the campaign, update their website and provide money as needed.back to menu ↑
To get an idea of customer sentiment in local markets, you can conduct surveys. Survey Monkey is a survey creation website that allows you to create simple or advanced surveys with their powerful and easy-to-use survey builders. The data can help you make timely decisions as well as share reports and charts.
Survey questionnaires can simplify your market segmentation analysisGenerating data on your customers’ demographic information, such as age, gender, income and education level, makes this possible get a much better idea of who they are
For example, Survey Monkey allows you to survey a local restaurant regarding the atmosphere, location, prices, quality selection of food, quality selection of beverages, special diet menu and other factors.
Below is an example of a survey graph:
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4. Neilsen segments
Neilsen Segments is an interactive tool based on people’s demographics and behavior. Some of the benefits of this tool are:
Nielsen Segmentation evaluates market segments links consumer behavior across shopping, finance, media, and more to gain powerful insights. With this tool you can create actionable strategies and execute tactically while comparing your performance.My best segments helps the brands learn about the demographic and lifestyle characteristics of their current customers, including what they watch and buy, and where they live.Postcode look up Discover the major consumer segments within your zip code to learn about the demographics and lifestyle characteristics of each segment.
The picture below shows the making of a Nielsen Prizm that helps marketers understand the lifestyle and media characteristics of their local consumers including where they buy, where they like to travel, level of education, employment and more.
In addition, segments of the same group are grouped together to maximize reach and efficiency. You can also send custom messages and custom products that resonate with customers.
Nielsen segmentation improves market planning, media strategy, customer acquisition and cross-selling.back to menu ↑
Set Up Your priorities for local marketing
It is necessary to understand both long-term and short-term business goals and setting up your priorities accordingly. Identify the core skills and competencies necessary to support the market.
Apply the 80/20 rules that say that “the first 20 percent of each task usually represents 80 percent of that task’s value. The first 20 percent of the time should be spent planning and organizing the resources needed to accomplish the task, as it usually represents 80 percent of your success.
The tools and strategies above will certainly help you plan your local marketing strategy better. Have you implemented a unique strategy that you want to share with us? Let me know in the comments below.back to menu ↑
Local Marketing Guide For Global Brands: benefits
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