{"id":12692,"date":"2023-08-17T13:25:31","date_gmt":"2023-08-17T20:25:31","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12692"},"modified":"2024-01-11T10:49:36","modified_gmt":"2024-01-11T17:49:36","slug":"5-local-digital-advertising-strategies-for-businesses","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/local-digital-advertising","title":{"rendered":"5 Local Digital Advertising Strategies for Businesses"},"content":{"rendered":"

Today\u2019s consumer is more involved in their local community than ever before, making it imperative that brands looking to grow business be involved in their community too. These communities can be physical locations, such as an entire neighborhood or a community gathering place like the local coffee shop.<\/span><\/p>\n

But local communities can also be online. Here are our tips for reaching these online communities to help your brand create awareness, increase consideration among local consumers, drive sales, and grow business.<\/span><\/p>\n

What is Local Digital Advertising?<\/b><\/h2>\n

Local digital advertising refers to a handful of tactics your brand can use to reach a target audience online. The ads themselves can take on many different formats and publish on a variety of different channels. For example, your brand can run sponsored video content on your local news channel\u2019s website, post a user-generated review on social media, then distribute via email newsletter, or have your website appear at the top of results pages on Google.<\/span><\/p>\n

As the online world continues to grow, there are several advantages to leveraging a<\/span> local digital advertising<\/span><\/a> strategy, and several brands have seen it boost engagement and sales.<\/span><\/p>\n

How to Implement Digital Marketing in a Local Area<\/b><\/h2>\n

Creating a digital strategy is imperative if your brand wants to reach local audiences. According to<\/span> Insider Intelligence<\/span><\/a>, digital media is where adults consume the most media, expected to account for 65% of total consumption by 2024. Here are a few tips for creating an effective digital campaign.<\/span><\/p>\n

1. Understand your Target Audience<\/b><\/h3>\n

<\/b>First-party data is a valuable and cost-effective way to learn about your target audience and ideal customer as we enter a cookie-less marketing world. You can collect this data through customer feedback, surveys, CRM data, social media, email lists, and analytics. Once collected, the data could provide insights into customer lifecycles, allow for retargeting opportunities, help you break into new markets, develop new products, and more.<\/span><\/p>\n

Hypothetically, let\u2019s say that you\u2019re a local retailer collecting first-party data and advertising within a specific DMA. Looking at clicks and conversion rates on your website, you can see an influx of website visits from a DMA outside of the ad campaign. What do you pull from this insight? It could mean it\u2019s time to add a second DMA to your campaign targeting to meet your audience where they are.\u00a0<\/span><\/p>\n

For more best practices on getting to know your target audience, check out our guide to<\/span> Understanding Your Customers Better With Data<\/span><\/a>.<\/span><\/p>\n

2. Video Reigns Supreme<\/b><\/h3>\n

Video is a critical piece to the digital marketing puzzle, evidenced by HubSpot\u2019s findings:<\/span><\/p>\n