How to create and manage a local marketing plan

Get started with your local marketing

To get local customers interested in your business, you need a simple, actionable plan. Start by choosing just one or two marketing activities you can do consistently, such as posting regularly in a local Facebook group or placing a small advert in a community newsletter. The goal is to be visible where your local customers already are, without overcomplicating things or spending a fortune.

Why local marketing is so effective

For a new business, your local community is your most important asset. Unlike big national campaigns, local marketing allows you to build real relationships and trust with the people on your doorstep. It’s often more affordable and can generate powerful word-of-mouth recommendations, which are invaluable when you're starting out. By focusing locally, you can turn neighbours into loyal customers.

How to create your local marketing plan

A plan doesn't need to be a 50-page document. A single page covering these five points is all you need to get going.

1. Know your local customer: Who are you trying to reach? Think about the people who live and work nearby. Are they families with young children, students, commuters, or retired residents? Understanding this helps you choose the right places to advertise and the right message to use.
2. Set a simple goal: What do you want to achieve in the next three months? Make it specific and measurable. For example, your goal could be "Get 20 new enquiries from the local area" or "Increase footfall by 10% on weekdays".
3. Choose your channels: Where will you reach your local customers? Pick a manageable mix of online and offline activities.

Digital Channels:

• Google Business Profile: Make sure your business is listed on Google Maps with up-to-date opening hours, photos, and contact details. It’s free and essential for local searches.
• Local Facebook Groups: Become an active, helpful member of community groups. Share updates, answer questions, and post promotions where the rules allow.
• Nextdoor: This is a neighbourhood-specific social network perfect for reaching people in your immediate vicinity.

Offline Channels:

• Local publications: Adverts in parish magazines, community newsletters, or local papers can be very effective.
• Community noticeboards: Use flyers and posters in places like supermarkets, libraries, and community centres.
• Sponsorship: Sponsoring a local school fete or a kids' football team gets your business name seen and shows you support the community.
• Local networking: Attend events run by your local Chamber of Commerce or other business groups.

1. Set a budget: Decide how much money and time you can realistically commit each month. Many local marketing activities are low-cost or free, but it's good to have a small budget (£50-£100) for printing flyers or boosting a social media post.
2. Create a calendar: Map out your activities for the next three months. A simple schedule ensures you are marketing consistently. For example:
   - Week 1: Post special offer in Facebook Group.
   - Week 2: Distribute 100 flyers.
   - Week 3: Update Google Business Profile with new photos.
   - Week 4: Repeat.

Top tips for success

• Track what works: Make a habit of asking new customers, "How did you hear about us?" This simple question tells you which of your marketing activities are paying off.
• Collaborate with others: Partner up with a nearby, non-competing business for a joint promotion. For example, a local café could offer a discount to customers who show a receipt from your shop, and you could do the same for them.
• Be part of the community: Your marketing shouldn't just be about selling. Engage with local events, share news that's relevant to the area, and show that you're invested in where you live and work.