Going Local

A lot of our focus recently has been on maintaining large campaigns on a global scale. We realize, however, that not every company has such a broad audience. While much of our advice is applicable for small businesses, there are other tools and strategies you can use to make online and direct marketing work for you.

Much like any online campaign, it starts with improving your SEO. From a local perspective, however, there are specific things to keep in mind. For example, “In 2010, Google revealed that the proportion of Google result pages that show a map is one in 13.” Since then, the company has launched Google Places, which we have discussed in the past, and is an excellent way to set up a local identity for your company, and to drastically improve your SEO.

But there are other avenues as well. On the social media front, Groupon was developed to share deals and local bargains. It now has a competitor, Signpost, which solves a lot of Groupon’s downsides. Signpost is a tool that is updated by other users, so companies with an existing local following can use those loyal customers to spread the word more quickly to potential new customers.

Next time, we’ll investigate more direct strategies to capture the local audience.


Founded in 1989, WebbMason is one of the fastest-growing print and brand management service companies in the United States, helping marketing departments and their internal and external partners save money and streamline processes through a winning combination of industry expertise, exceptional print supply chain partners and technological innovation. Headquartered in Hunt Valley, Maryland, WebbMason has 20 sales offices throughout the United States.


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