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Local Marketing Automation

Last updated: 09.10.2022
Author: Marija

You’re probably already familiar with marketing automation and how much it can do for your business. But did you know that you can get yet another leg up on the competition by speaking to micro-segments, emphasizing their uniqueness? This is where local marketing automation (LMA) comes in. And we’re here to walk you through the basics and show you how to get started. 

What Is Local Marketing Automation and How Does It Work

Marketing automation is the use of software and technologies to automate marketing tasks. This can include things like email marketing, social media campaigns, and targeted ads.

LMA does the same for local marketing efforts. It allows businesses to target customers in specific geographic areas with personalized messages and offers. LMA also provides businesses with insights into how customers are responding to their campaigns, so they can adjust their strategies accordingly. 

It typically includes features such as local listing management, review management, and social media management. LMA software can be used to track and monitor local SEO rankings, as well as to create and manage local marketing campaigns. In most cases, LMA software is used in conjunction with other marketing tools, such as CRM systems or a marketing automation platform. When used together, these tools can provide a comprehensive solution for managing all aspects of a business’s marketing efforts.

Benefits of Using Local Marketing Automation 

Marketing automation has multiple benefits when used on a local level, starting with targeted messaging, which helps brands (especially those with a nationwide presence) improve their relatability for regional customers. 

Second, automated workflows give users access to better data for defining core messaging and relaying it to potential clients at little cost. Third, it helps improve the efficiency of marketing campaigns.

LMA also provides a way for advertisers to track consumer interest beyond how much a specific product is sold in a particular area. 

LMA further helps improve the quality of leads. This is because they allow businesses to target their advertising more effectively. As a result, businesses that use a local marketing automation platform are more likely to generate leads that convert into customers.

Read more: Benefits of Marketing Automation

How to Get Started With Local Marketing Automation 

 Here are three simple steps:

Define your target audience. Who are you trying to reach with your local marketing efforts? Keep this audience in mind as you automate your marketing tasks.

Set up your local marketing tool. There are a number of marketing automation software platforms and services that can help you automate your marketing tasks. Do some research to find the right tools for your business.

Start small. Don’t try to automate everything at once. Start with one or two tasks and gradually add more as you get comfortable with the process.

Tips for Creating Successful Local Marketing Campaigns 

When it comes to marketing, one size does not fit all. Local businesses have unique needs and goals, and their marketing campaigns should reflect that. Here are four tips for creating successful local marketing campaigns:

Know your audience. Before you leverage local marketing automation for any kind of marketing campaign, it’s important to understand who you’re trying to reach. What are their needs and interests? How do they like to consume information? Answering these questions will help you create more effective, targeted campaigns.

Get creative with your channels. In addition to traditional channels like print and broadcast media, consider using online channels like social media and email marketing, or even guerilla marketing tactics like flyering and sidewalk chalkboards.

Keep it personal. Your local audience wants to do business with someone they know, like, and trust. Make sure your marketing campaigns reflect that by keeping them personal and relatable. Use images of real people (not stock photos), write in a friendly and approachable tone, and focus on the benefits your business can provide.

Measure your results. It’s important to track the performance of your local marketing campaigns so you can adjust your marketing automation strategy as needed. Keep an eye on metrics like reach, engagement, and conversions to see what’s working and what isn’t.

Examples of How Marketing Automation Can Help a Local Business

Here are some examples of B2C marketing automation use of LMA to local companies’ advantage:

  1. A startup that sells personal care products targeting millennial women. The company uses LMA to create and distribute content that speaks to the needs and interests of its target audience. Additionally, the company uses LMA to track which channels are most effective in reaching its target market.
  2. A restaurant chain that wants to increase foot traffic to its locations. The company uses LMA to generate and distribute coupons and special offers to customers in a specific radius around each restaurant. The company has seen a significant increase in foot traffic as a result of its LMA campaigns.
  3. A hotel chain that is looking to increase bookings from business travelers. The company uses LMA to generate targeted content and ads that are distributed through business-focused channels such as LinkedIn and Facebook. The company has seen a significant increase in bookings from business travelers as a result of its LMA campaigns.

Wrap-up

There’s no doubt that marketing automation can be a powerful tool for businesses of all sizes. But what about businesses with a more local focus? Can marketing automation still be beneficial? The answer is a resounding yes. In fact, local businesses may actually stand to benefit more from marketing automation than their national counterparts. The key is understanding how to use it in a way that works for your business. When used correctly, local marketing automation can help you target and engage potential customers in your area, leading to increased brand awareness and ultimately, more business.

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