Local star power. Get it if you don’t have it. If you have customers locally, why not dominate the local market? Thinking of putting a billboard up? Don’t. Want to advertise on a bus? WTF! To dominate locally, you have to advertise locally. The delivery platforms have just changed, but the way to do it hasn’t. Go where people are paying attention, grab customers, and make them so delighted they keep coming back AND tell others.
Telling others is about social posts, which now has a dual meaning. It builds status for the person posting and for the business/product/service being posted. It’s a pretty amazing thing when you think about it.
- Social Influencers
- Social Engagement
- Social Ads
- Anywhere your customers spend time
You may be the awesome restaurant or shop in the neighborhood, but if you don’t want to be the “has been” place to go, you have to start grabbing people’s attention at the places they are giving it. The game has always been and will always be about attention. Allocating capital starts with bringing in customers, because no customers, no sales, and no sales, no business. Today, most attention is on the devices we carry with us – smartphones – and the apps that capture the real estate on those devices.
They’re all still gatekeepers, they just have different rules. Google, Facebook, YouTube, Instagram, and any other site that gets enough traffic to help push sales your way.
Stuff local businesses must do:
- Keep building your email list
- Offer in store pickup and same day delivery
- Get local Instagram influencers to help promote
- Do events, parties – anything that adds value
Bottom Line: To compete and win, local businesses have to be nimble. That means, using new avenues to grab attention and build a customer base.