Effective Local Advertising 101
Interested in boosting your business through successful local advertising? It’s important to learn what strategies work and what to avoid.
Join us in this installment of the Midwest Mindset Podcast where hosts Matt and Austin welcome Chad Dodd, collaborator on the Two Brothers Creative team and owner of Klar Inc.
In this discussion, we dive into crafting a local advertising approach that delivers results. We’ll explore effective strategies, common pitfalls, and also touch upon the Nebraska Tourism Department’s advertising efforts.
What’s with the Nebraska Tourism Marketing?
If you live in the State of Nebraska, chances are you’ve seen the ads: “Visit Nebraska, Visit Nice” or “Nebraska. Honestly It’s Not For Everyone.”
Nebraska’s tourism marketing seems to be trying to be clever and unique, yet somehow really misses the mark.
Instead of exploiting the authentic charm and natural beauty that is Nebraska, they divert their focus, something that happens more often than we think with many brands and companies.
How do you avoid this from happening? How can you effectively convey your message to potential customers in your local area who might not be even aware of your existence?
This is precisely the challenge that Nebraska’s tourism department is trying to do: invite hundreds of passers-by to pause their journey, stay for a few hours or days, and enjoy what Nebraska has to offer.
Don’t worry if this is happening to you; there’s effective ways to communicate and resonate with an audience that’s yet to discover you, and we will tell you how.
Effective Local Advertising is About Clarity
Being clear and straightforward is the core of effective local advertising; Say it like it is, and don’t overcomplicate things. A lot of the time, meaning gets lost or buried in a phony or unrelated marketing strategy.
Instead, let your message resonate with simplicity and directness.
Creativity with Structure for Effective Local Advertising
While creativity and innovation are valuable assets in marketing, they shouldn’t overshadow the essence of your message.
Without a solid plan or strategy, even the most creative ideas might fall flat. There’s a reason certain strategies work.
They’ve been tried, tested, and proven successful. So, when it comes to your local advertising, it’s wise to follow a winning formula.
Now, how exactly do you create and follow a formula?
The Formula for Effective Local Advertising
There are a lot of marketing formulas for local advertising out there, and while we encourage you to try and test to find what’s good for your business, we also recommend that your strategy always include the following winning points.
Identifying Your Buyer Persona
The first step in any effective marketing strategy is understanding who your customer is. To do this, you need to create a comprehensive buyer persona.
This persona should include at least the following:
- Demographic information
- Interests
- Buying behaviors
- Pain points
- Online behaviors.
By identifying this persona, you can tailor your messaging to resonate with them more effectively.
A Resonant Message
Once you’ve identified your target audience, the next step is to craft a message that speaks directly to them.
This message needs to address those needs, wants, and pain points.
It should evoke emotion and action. A message that is relatable and compelling, making your audience feel understood and valued.
Simplicity and Clarity
In an age of information overload, simplicity and clarity are essential! People don’t want to read overcomplicated messages that don’t go straight to the point.
Your message should be easy to understand and remember. Avoid complex language. Instead, focus on conveying a clear core message that won’t get lost in other meanings.
Authenticity
Marketing today is all about being authentic and caring for your audience, especially since the pandemic.
Consumers today are savvy and quickly sense when a brand is being disingenuous or trying too hard.
Be true to your values. Don’t attempt to be something you’re not or adopt trends that don’t align with your identity.
Embrace Your Identity
Of course, to be true to your identity, you need to know what your identity is and what you stand for.
Each business has a unique identity that sets it apart. Embrace this identity in your local advertising. Whether it’s your origin story, your commitment to sustainable practices, or your exceptional customer service, highlight what makes you unique.
Understanding Your ‘Why’
Finally, it’s crucial to understand and communicate your “why” and “what.”
Why does your business exist? What problem are you trying to solve? What value do you bring to your customers?
Understanding your ‘why’ and ‘what’ gives purpose to your work and helps you connect with customers on a deeper level.
Start Effective Local Advertising
By following these points and creating an effective marketing strategy for local results, you will not be compared with the Nebraska Tourism department.
Need some help? We are here to help you craft the perfect strategy for business visibility and success.
Download our free 6-step Marketing Plan pdf.
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