The Difference Between a Local and National Marketing Strategy
Marketing strategies are influenced by two key factors: the size of a company and the target market. If your target market is the local population, the strategy you employ will be different from that of a national corporation. So, what are these differences? In this article, we explore the difference between a local and national marketing strategy.
1. Social Media Marketing
The first difference is the use of social media marketing. Today, social media platforms such as Instagram and Facebook have become important marketing tools. Depending on your intended reach, these services should be used differently.
If your target market is the local population, you can use social media more interactively. This is because the responses are generally limited. You should concentrate on making local references in your posts, as this will catch the attention of local consumers. If newsworthy events are happening in your area, reference these in your posts to increase your responses. Social media managers of smaller companies are generally more aware of what’s going on in the local area. Additionally, employees of local companies know the prevailing culture and know how to stay within the lines of what’s considered appropriate. This allows marketers to include humour in social posts, which can drive attention to the company. Currently, around 40 per cent of local businesses use social media to increase traffic and conversions.
National companies use social media differently. Instead of referring to local events, they must make generic posts and only refer to relevant national events. Unlike local companies, they can only respond to a small percentage of comments.
2. Marketing Method
The marketing method is also different between local and national marketing strategies. Typically, national marketing focusses on the promotion of a company. Large companies use it to get their brand out there and make it recognisable to their target market. When customers see a brand pop up regularly, they are more likely to trust it.
Local companies, on the other hand, focus on marketing their products and providing great customer service. They can make their brand known locally by engaging in local activities to build a reputation. Smaller companies often engage in charity events to get their name out there.
3. The Medium Used
The medium used is another key difference. National marketing utilises media that can reach people all over the country. Local marketing, on the other hand, can be done with local television stations, radio and newspapers. The nature of local marketing means that it can also be done through print advertising. Local companies can distribute flyers, posters or t-shirts to random people in the area. This will indirectly promote their products or services. Some companies even find success by giving t-shirts or bags to local sports teams.
Giveaways like this are less effective for national companies. They would need to spend a lot of money printing the products and customising them to each area of the country, which wouldn’t be cost-effective in the long run. Of course, they could print generic products; however, this is usually ineffective because it doesn’t attract as much attention.
4. Marketing Costs
As you’d expect, the marketing costs differ drastically between local and national marketing strategies. Advertising on national TV for 30 seconds costs roughly £300,000. Advertising in national magazines isn’t much cheaper either. On average, this will cost around £250,000.
Obviously, national companies need to reach a national audience, so this kind of advertising is necessary. Local companies, however, only need to reach local consumers. This means that they can save money by advertising on local television stations or magazines, instead. On average, a 30-second advert on a local TV station costs between £200 and £1500. Local companies can also use free advertising options such as the Yellow Pages and email lists. Email marketing is less effective for national marketing as the customisation options are limited. Local companies have the time to spend customising their emails to suit their smaller audience.
5. The Focus of the Website
Whether you’re a local or national company, your website is a key marketing tool. For best results, it needs to be optimised to rank high in SERPs, so you have the potential to reach more customers. When working on your SEO, consider the relevance of the keywords that you’re ranking for and make sure they’re tailored to your target audience. As over 50% of traffic now comes from mobile devices, it’s also important to make sure your site is mobile friendly. For both national and local marketing, having a mobile-friendly website is essential. To increase sales and engagement, your site should be easy for customers to navigate and find what they’re looking for. This will not only increase conversion rate but also encourage customers to return.
Local companies should include their location in the heading, page titles and texts and also set up their company on Google Places. This will help people in the local area to find the business. Local brands can tailor their website to suit their local audience. As with local social media marketing, local companies can use their site to reference local events.
National companies, on the other hand, need to have a site that suits a national audience. Instead of referencing local events, they must refer to relevant national events to engage their audience. Typically, a national site is less personal than a local site.
So, there you have it – the difference between a local and national marketing strategy. The key differences are the use of social media marketing, the marketing method, the medium used, the marketing costs and the focus of the website. Before launching your marketing strategy, consider these differences to ensure you employ the correct one.