89% of participants in one survey admitted to searching for a local business on their smartphone once a week or more and 58% of people in the same survey said they were searching locally at least once a day. While having a clearly defined global vision and strategy is crucial for businesses that want to expand and succeed in today’s globalised marketplace, it is just as crucial to focus on local adaptation in order to resonate in each target market.
McDonald’s As a Prime Example
Their food might not get the best reputation, but this mega-chain has worked hard to establish their brand all across the world, and it is one of the best examples to begin with when discussing local marketing strategies. With a solid global positioning in place, they are able to stay consistent with global branding in the form of their “I’m loving it!” slogan while also localising their strategy in each market. Their menu, for example, includes macaroons in France and a McArabia in the Middle East. This is a prime example of a company that established a strong core identity from the get-go and kept their brand consistent while localising content based on target markets with widely varying demographics. While your company probably doesn’t have the marketing budget that McDonald’s does, there are still ways in which you can focus on localisation that are actually cost-beneficial to you.
Realistic Localisation Strategies for Small Businesses
It is smart to begin by assessing what your local audience needs and wants. Take cues from the way McDonald’s tailors their products and marketing just a little bit to fit each local audience and ensure that your content is exactly what they are looking for. Once you have your content sorted, you can utilise the tools you have to ensure your content can be seen.
Due to the fact that 88% of customers check at least one review before deciding to do business with you, it is a great idea to set up local review sites such as Google My Business. Google will consistently rank your page higher if you have on-page links to other local sites. This will show that you are a part of and participating in your local community. Lastly, you will want to ensure that your content is optimised for mobile users. 50% of people who visit a local business on mobile, will visit the physical location within 24 hours, according to Hubspot. This means that mobile design and responsiveness should be one of your main focuses when localising your marketing content.
There’s Strength in Going Local
It’s easy to overlook the strength of your local community and SEO efforts when your company is focused on expansion. Don’t leave significant growth opportunities behind because you are too focused on a global goal to put in work establishing your following right in your own backyard. From increased search engine results to a more well-defined and targeted audience, you will undoubtedly see the benefits of localisation.