The term “glocalization” is a term which comes from the combination of the words "globalization" and "localization.” Glocalization is when a company adapts the marketing of a product or service which is distributed on a global basis to fit a local consumer market. For example, if your company is selling web design services and is able to deliver to clients all over the world, you can also advertise to specifically target customers in Los Angeles and thus making your offer more specific to people in Los Angeles who are searching for web design services.
People are more likely to respond to marketing messages which they feel are specifically speaking to them and focusing on a local area also creates an impression of being more personal to someone in that area. In this article, we’ll be discussing some specific strategies for using glocalization to market your products and services...
Are You Ready for Glocalization?
Before using glocalization to market your business, it’s important to ask whether or not your business is ready for it. For example, if you will be competing with other local businesses in that area, it’s important that you have an advantage which will help you to compete with them and make glocalization worth your time. It’s also important to do your research and find out specifically which areas will be the most profitable for you to target.
For example, when building a PPC campaign with Google, you can find out where most of your search traffic is coming from and narrow it down to specific cities. Which cities hold the highest concentration of interested customers? You can also find out which local areas are bringing you the most customers by gathering physical addresses when your customers order products. These physical addresses can be acquired by offering them products which are sent to their home and used in direct mailings, which can be very effective in generating ongoing sales from your customer base.
Once you find these pockets, you can start using glocalization strategies to target the customers in those areas and maximizing your profits through specialized marketing...
How to Glocalize Your Marketing
The secret to succeeding with glocalization is to tailor your message for a specific local area and thus build a stronger connection with the consumers in that area. The following are some simple methods which you can use to accomplish this:
#1: Building Optimized Mini-Sites
There are SEO companies which specialize in building mini-sites which are optimized for specific local keywords. A very good example of this is the way that dating service websites (which service people all over the nation of the world) target specific geographical locations. For example, if you have such a dating site, you could have mini-sites built which were optimized for the keywords: “dating in Los Angeles,” “dating in Tampa,” “dating services in New York” and all the other major cities in the US if you wanted. Many times, these mini-sites will use the locally optimized terms as domain names such as: “datinginlosangeles.com” Some freelance service providers such as writers, web designers, accountant’s, marketing consultants or financial advisors can also benefit from having mini-sites built for them.
#2: Direct Mail Campaigns and Seminars
No matter how popular the internet becomes, direct mail will probably always be an effective means of marketing to customers. Once you’ve identified the places where you have a lot of interested customers, and gathered a lot of physical addresses in that area, you can create direct mail pieces which appeal to the local customs or consumer preferences. In some cases, if the product or service is successful enough and if there are enough interested candidates, you can have seminars which teach the people how to use the products more efficiently and where additional products are sold. Many information marketers such as Eban Pagan use this approach to sell more expensive information products and informational seminar tickets.
#3: Radio, TV and Other Local Media
If the local interest is strong enough in an area, you can expand advertising into that area using advertisements on local Radio stations and local television in order to sell products and services or seminar tickets as in the example above. Public attention can also be generated through the use of press releases which are submitted to local news entities or by teaming up with local non for profits and charitable agencies in order to draw attention to your company. These strategies can be used in conjunction with locally targeted and optimized mini-sites and direct mail campaigns in order to expand your influence in that area and to make the TV and radio advertising methods more effective.
If you feel that glocalization would be an effective strategy for drawing more profits out of specific local areas, try starting with just one city where you feel that your product or service has the best chance. This will help you to refine your glocalization strategies so that you can expand and duplicate them in other high interest geographical areas.
How to Kickstart your Local Business’s Web Presence
I’ll admit it – I was naive.
I thought that in this day and age, every offline business would have an active and vibrant online presence.
But the more I talked to small business owners, the more I realized I couldn’t be further from the truth. The fact of the matter is, there are quite a few profitable small businesses that have no presence whatsoever on the web.
It’s hard to believe. Because the web offers so many incredible opportunities for business – both online and off. If you own a business and don’t have a web presence, you are missing out on HUGE money making opportunities.
Just for starters, customers who are looking for your type of business will go to Google – not the Yellow Pages. So if you don’t have any web presence whatsoever, people in your area looking for your business are not going to find it.
An estimated 90% of customers go to Google first when deciding which business to go to. That is a HUGE chunk of potential customers you could be missing out on.
So how do you build a web presence? How do you make sure you show up right where your customers are looking?
The first step is to realize that an online presence isn’t a light switch. It’s not something you can switch on or off at the blink of an eye. No, a web presence is built over time. Google is designed to only show the best of the best when a customer searches for something. That means you need to have a consistent track record of delivering to your online customers.
Now, for many offline businesses, the amount they can do for a customer online is limited. Therefore, the idea of a web presence is to inform the customer, get them excited about your business, and give them incentives to come visit you.
What’s the best way to do this? A blog.
Of course, if you don’t already have a website – START THERE. But once you have a site, it’s crucial you start blogging as soon as possible. Blogging is your key to the door of your target market.
Blogging allows you to give updated information to your potential customers, in a way which Google will love, which will increase your Google rankings.
But before we get too carried away here, it’s important to note one thing: YOUR BLOG IS NOT AN ADVERTISEMENT.
Remember, we’re building up a web presence here – not spamming the bejeezus out of your customers! If every blog post is some coupon offer, or announcing a special at the in-store location, people are going to get irritated. And Google doesn’t like irritated customers.
So what to do instead? Well, how about provide value to your potential customers?
What market are you in? What are your potential customers interested in? Give them direct value. Here’s an example:
If you own a piano gallery, it may be tempting to spam promotions and specials via your blog. DON’T DO THIS. Instead, why not provide detailed and informative information regarding pianos and pianists?
Then, when people look for piano galleries in your area, they see your blog pop up. They click on it and start to read. Suddenly, they’re learning all kinds of great information they’d never considered before. Yes, they want to buy a piano, and that’s because they’re interested in pianos!
And now that you’ve proven to be an authority on the matter, they’ll be much more likely to come into your store.
Last but not least, since you’ve given direct value to your potential customers, Google’s going to want to feature your website as high up on their rankings as possible. This way, when someone searches for your type of business, Google will display yours because it’s high quality.
See how it works? By taking the long-term route and refusing to spam and irritate customers, you give yourself the best possible chance of reaping the massive rewards an online presence has to offer.