Great Ways to Improve Your Company’s Marketing Strategy

Marketing is complicated. There are so many avenues where you can direct your marketing dollars. However, not every marketing endeavor produces the same results. You need targeted strategies to reach a specific market. One area that small to medium-sized businesses often overlook is their local market.

Understanding the Power of Local Marketing

Local marketing, as the name implies, targets customers who live within a few miles of the company’s physical location. This makes it possible for businesses to market their services and products to individuals who live within a specific ZIP Code or area code.

Small businesses overlook this idea because they are thinking globally. The Internet allows small businesses to target customers anywhere there is an Internet connection. However, it can be harder for a small business to build trust online. It can be done, but it takes a considerable amount of effort.

However, a small business that also targets local customers has the benefit of its customers being familiar with their brand and likely seeing their physical building. People feel comfortable buying from someone who is nearby and who they can reach out to and talk to if there is a problem.

Local marketing should not replace marketing on a large scale. However, it should not be overlooked.

When Global Marketing Strategies Work Best

There are other circumstances where global marketing strategies work better than targeting local customers. For example, if you are a designer and you have created an app, you want your app to reach the largest group of people possible.

You know that the wider net you cast, the better chance you have of getting results. This is especially true when talking about apps that are on the Google Play Store. This app market has over 1.6 million apps listed. Right behind it is the Apple App Store. When you look at the five major app stores, there are over four million apps available.

If you are going to successfully market your app, you need to understand the Google Play Store listing requirements and then see how you can meet those requirements get your app in front of as many people who might need it as possible. Having an app can greatly help your business to be more easily accessible and be more appealing to younger markets and build clientele. If you are still uncertain of whether or not it is a good idea for your business talk with an SEO expert and see if updating your website and adding a business app is the right step for you. Most likely, you will learn that having a bigger online presence is the best way to grow your business.

With a website, if you are looking to get your site in front of as many people as possible, you use search engine optimization. However, if you are looking at getting your app in front of as many people as possible, you will use App Store optimization, also referred to as ASO.

When using search engine optimization, you have a ton of tools and techniques at your disposal. However, when using ASO, the number of tools you have available is drastically limited. You have six basic areas that are customizable. How users are going to respond to what you are trying to sell is completely based on how you take advantage of those six areas.

The goal is to stand out above the competition by highlighting the things that make your app unique, while not alienating individuals who might benefit from your app but don’t know it yet because they don’t fall into a particular category.

Steps to Make Optimization Better

The first step in creating a marketing campaign, regardless of if it is global or local, is to become familiar with your audience. You want to know what they are interested in and what is going to attract them to your product.

Next, target your audience. This has to do with knowing where your audience is located. Targeting them means understanding how to garner their interest by building campaigns around the audience’s interests.

Get involved with the community. If you are selling to a local market, get to know the people in your community. If you are marketing an app globally, reach out to people via social media and other forms of communication who could benefit from your app.

Whether targeting locally or globally, you need to establish yourself as an authority. The blog posts you create can answer customer questions about your industry. Set yourself up on advice forums and platforms. Become the expert so that your audience will trust you.


Keep track of your marketing efforts. Identify the strategies that work and those that don’t. When you find something that is successful, direct your efforts toward that since you know it is going to be the most lucrative.


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