BEST PRACTICE: Targetting for SMEs
Small businesses need to fine-tune their local marketing strategy because it's no longer a case of local supplier A versus local supplier B: it's about local versus national, small versus big. Large companies - including Vodafone, HP, Parcelforce and Barclays - are actively targeting local audiences through local mediums. They are on the airwaves, in print and meeting your prospects at regional exhibitions. They also have teams of professional marketers focusing on these customers - experts exploiting superior data and tools.
Though all is not lost: local businesses have an edge over the national competition: they're 'streetwise', knowledgeable, informed of what's going on in the locality and this can be very advantageous. But it needs to be leveraged and any one of the following areas may be where you're slipping.
The local wide web