Features of local business promotion

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Local business is a sphere of activity organized offline and, accordingly, tied to a specific place on the map or a specific address. Examples are cafes, car washes, shops, kindergartens, car dealerships, etc.


Every business needs promotion to increase its customer base. If the enterprise operates offline, its online advertising should be broadcast with reference to a specific locality. Modern cell phone database methods of organizing promotion allow this to be done.

Thanks to them, residents of, for example, Murmansk will not see an advertisement for a cafe located in Kaliningrad.

The selection can be narrowed down to specific areas and streets of the city. Then, in response to their request, users will primarily see only those organizations that are located in the immediate vicinity.

Smartphones allow finding points of sale based on the consumer's geolocation. Therefore, mobile devices are much more in demand than desktop computers in terms of finding the right organizations.

Search engines generate results based on geolocation data in response to a user's request. As a result, a person receives a selection of local companies located nearby: cafes, restaurants, dry cleaners, grocery stores, etc. This approach allows offline entrepreneurship to effectively promote itself on the Internet without unnecessary costs for attracting non-target customers.

Features of local business promotion

The following advertising channels are most often used to promote local businesses:

Company presence on Google Maps and in search results based on the user's location (local search).

Geo-targeted advertising on social networks. Ads will be seen only by those users who live or work in a given area. Targeting can be expanded and set, for example, the gender and age of potential consumers. This way, the ads are guaranteed to be shown only to the target audience.

Displaying contextual ads based on geolocation.

Placing information about the company in special applications that users use to search for new places to visit.

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However, it is not enough to organize promotion — you also need to constantly monitor its results. All services that provide advertising placement services are equipped with analytics systems. The customer can monitor statistics themselves and see data on transitions, clicks, and traffic.

At the same time, the company does not necessarily have to have its own website. You can create and maintain a page on large online platforms, for example, on social networks. This will save money that would have been spent on creating your own platform. Thus, creating a page and promoting a local business on Instagram or VKontakte has long proven its effectiveness.