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Local Area Marketing – Breathing New Life Into Small Business

In an increasingly competitive economy, many small businesses often overlook the impact that local area marketing can have on customers, revenue and profits.

Local area marketing can complement organisations’ existing mainstream marketing and promotional activities and can help improve awareness, customer relationships and revenue within your local area.

About Local Area Marketing

Many companies actively market via a variety of channels: digital, social, press, letterbox, outdoor and more. However the direct connection with many of your potential prospects and referrers is a key part of successful community based businesses.

An effective Local Area Marketing strategy enables you to reach and engage with your local community of customers, prospects, business people, clubs and referral partners. Your plan should include clear goals, strategies and actionable points so that you can easily implement, follow up and achieve real results.

Your Role as Brand Guardian

As a key face-to-the-name of your business, you are critically important in how your brand is perceived and harnessing this in a positive way will benefit you, your customers and your sustainability.

Being active and visible in the local community will set your business apart from your competitors, who often operate independently from the community. You are the person they can relate to, engage with and grow to know and respect. Responsible for your reputation within local communities, you are a bridging link between those who aren’t yet customers and your brand.

Examples of Local Area Marketing


Networking is an increasingly important aspect of every marketing program.

It provides the opportunity to build relationships with customers, prospects and like-minded business owners and managers in an environment that fosters partnerships and collaboration. Networking groups and Chambers of Commerce are a great way to connect with these targets in an environment in which they are open and receptive to sharing information and listening to your message.

Local Business Relationships

Getting involved in a community business partnership can be incredibly rewarding for both your business and staff.

More than selling goods or services, when approaching local businesses and community organisations you need to develop and remember key benefits of working with you and your team.

Remember, relationship building needs to be a win-win agreement.  Think of ways that you can benefit the business, staff or customers/clients.


Sponsorship of local clubs, organisations, Chambers of Commerce or events is a great way to build brand awareness while showing support for your community. Sponsorship arrangements work by providing an organisation with something valuable that they require in exchange for the right to promote your brand to their members or customers.

A key consideration is to ensure that the sponsorship fits with your brand and business – are there customers, prospects or partnerships that work for you long term?

Google AdWords

Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on cookies, keywords, predefined by the advertisers that might link the copy to the content of web pages shown to users.

AdWords offers a range of advertising options including pay-per-click (PPC), cost-per-thousand-impressions (CPM) and remarketing (also known as retargeting).

The AdWords program includes local, national, and international distribution. Effective local campaigns can drive website traffic and support organic ranking over time.

Next Steps…

Need help in developing your Local Area Marketing strategy?

Contact The Schaefer Group on 1300 855 410 or to discover how we can help…the first 60 minutes is free!

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