Many companies utilize local marketing techniques to grow their businesses; after all, local business are what makes each community unique. However, enterprise businesses also contain the same ability to affect communities, regardless if they are chain stores or online platforms. The purpose of this article is to learn how large, enterprise businesses can grow local organic marketing without the use of ads.
Certain businesses are already scaling local. Airbnb requests its top brand promoters to create content about experiences in order to benefit other customers. Another program by Lyft, called Ambassador, will reward local users when they share the service with other people located in their communities. While Sport’s Authority is closing its doors, its top competitor Dick’s Sporting Goods’ stock is at an all time high. The reason for this? On local sponsorship pages, it appears as one of the most frequent brands to be marketed.
What does it mean to scale local? Scaling local marketing involves developing an overall mission and a well thought out plan to get the most out of relationships at a local level, including writers, customers, community organizations, and employees. Although this will sometimes require financial investment, it is really the only way to scale locally without having to rethink organic marketing. Instead of paying advertisers to list more ads for their brand, companies need to allocate funds to sources who will aid in growing relationships and developing more content.
How to scale local with customers:
In order to scale local with customers, businesses must localize and personalize interactions with their customers. The upside to this is it can be pretty inexpensive to do. The downside is that this can only be done in a market where there is already a presence established.
How to scale local with writers and creatives:
Businesses can work with local creatives to create content for their site as well as collaborate together in order to create sponsored content for the writer’s publication. The upside is that very authentic content will be a result of this. The downside is that the management level required is large and there are specific rules to follow.
How to scale local with sponsorships:
Businesses need to partner with local meetup groups, nonprofit organizations, events, groups and schools to gain a local footprint. The upside is there are major benefits to this method, and the downside is that this can be quite expensive and take a lot of work.
How to scale with local employee empowerment:
Businesses can start programs that are designed to match donations made by employees to nonprofits as well as pay them in order to volunteer. The upside is maintaining employee retention rates and the downside is that a full time employee may be required in order to organize it.