Determining the Most Effective Local Advertising Strategy

In our monthly Locals Only column on Search Engine Land posted earlier today, I talk about how local businesses of every kind are tackling the same challenge of determining which advertising platforms to incorporate into their marketing mixes.

As we discuss regularly on this blog, the tools available for businesses to reach consumers are continuously expanding across print, online, and mobile platforms. That said, not all tools are appropriate for every business.

In order for advertising to be successful, local businesses must conduct background research on several components of their business: the demographics of their customers, the geographics of their area, and the psychographics of local consumers. Research will help guide a local business’s decisions about advertising tools that will be successful and achieve high return on investment.

In my Search Engine Land piece, I take readers through a hypothetical scenario about a local ice cream store’s process of developing its advertising strategy.

Once you’ve had a chance to read my full column, I’d be interested in hearing from you about the advertising strategies you employ for your business. You can leave your thoughts in the comments section of this post.

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