Some many marketers targeting small business owners are taking a local or hyper-local approach to their campaigns. Just a few years ago, marketers were taking a less sophisticated approach by dividing small businesses by employee size. The thought was that the size of the business would dictate purchasing habits for products and solutions from technology to insurance.
Since that time, marketers have become more intensely focused on understanding small business owners and what motivates them. They want to know what organizations they below to, where they network, where they shop, the type of entertainment they seek and so much more. This has driven a lot of marketers to spend more time in the small business owner's backyard.
Based on a recent survey from bizjournals (http://www.bizjournals.com/), marketers may find gold in North Carolina. Two cities, Raleigh and Charlotte, ranked #1 and #2 in the bizjournals survey of best place for small business. These cities have seen significant growth in population, small business ownership and general employment.
During a challenging economy, knowing where to market is critical to drive best ROI in the shortest period of time possible. Many marketers tend to pick the top populated cities like NY, Chicago and LA when crafting local campaigns. Certainly, these cities deserve considerable evaluation, but also look beyond the large locations and you may just find some gems like those in the South.
What local campaigns have you implemented recently? What are your best practices?
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