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Local Marketing: Traditional or Digital?

Small service area businesses have a variety of marketing options. Traditional Marketing and Digital Marketing are two popular choices, but which one is better?

In this blog post, we will explore the pros and cons of both traditional and digital marketing to help you determine which approach is best for your small service area business.

Traditional Marketing

For this post, we will define traditional marketing as the form of advertising that has been around for decades, such as print ads, billboards, radio spots, and television. These methods have been proven effective in building brand awareness and reaching a local audience. For example, imagine the mind as a stream. Suppose you run a television commercial on a local station. In that case, you can reach potential clients in your service area. If you create your ad right, you can create a strong visual image in the stream in their mind, leading to increased brand recognition.

Leak Stoppers Plumbing, a fictional plumbing company in Asheville, NC

Take, for instance, Leak Stoppers Plumbing, a fictional plumbing company in Asheville, NC. They invested in a billboard advertisement along Hendersonville Road, showcasing their 24/7 emergency services. This traditional marketing approach helped them reach a broad local audience and establish their brand as a reliable plumbing service provider.

Advantages and Drawbacks of Traditional Marketing for Small Service Area Businesses

One of traditional marketing’s main advantages is that it can create a sense of trust and credibility for potential clients. For example, a print ad in a reputable local magazine can lend credibility to your small business and make it seem more established and trustworthy within the community. Additionally, traditional marketing can be a great way to reach older generations who may be your target clients but are less active on digital platforms.

Another benefit of traditional marketing for small service area businesses is that it can effectively build brand awareness in your local market. For example, a memorable slogan or catchy jingle on a local radio station can stick in people’s minds, making them more likely to remember your company when they need a service you offer. For example, running a print ad in a local newspaper can be less expensive than launching a paid social media campaign targeting a broader audience.

Guardian Pest Services, a fictional mature pest control company in Raleigh

Guardian Pest Services, a fictional mature pest control company in Raleigh, struggled to determine the ROI of its television commercials, as it couldn’t track how many potential clients were driven to its business directly from the ads.

Digital Marketing

For this post, we will define digital marketing as the form of advertising that takes place online, such as search engine optimization (SEO), content marketing, social media marketing, and email marketing. These digital-first methods have become increasingly popular in recent years as more people spend their time online, including potential clients for small service area businesses like yours.

green pest elimination outlines

For example, Green Pest Elimination, a fictional eco-friendly pest control company in Asheville, leveraged targeted Facebook ads to reach homeowners interested in environmentally friendly pest control solutions. By targeting their ideal client base through digital marketing, they generated more leads and grew their business.

Advantages and Drawbacks of Digital Marketing for Small Service Area Businesses

One of the main advantages of digital marketing for small service area businesses is that it can be more cost-effective than traditional marketing. For example, a locally targeted social media advertising campaign can reach potential clients in your service area relatively cheaply. Additionally, digital marketing provides detailed analytics on a campaign’s performance, making it easy for small businesses to track effectiveness and adjust strategies accordingly.

Emerald Landscape Solutions, a fictional landscaping company in Hiddenite, NC

Emerald Landscape Solutions, a fictional landscaping company in Hiddenite, NC, found that running a locally targeted Instagram ad campaign was more affordable and effective in reaching potential clients than placing an ad in a local home and garden magazine.

Another advantage of digital marketing is that it allows service area businesses to target specific local areas and demographics. For example, social media advertising can target potential clients in your service area by age, gender, interests, and behaviors, making it easier to reach your target audience. Additionally, digital marketing allows for personalization, leading to higher engagement and conversion rates among your local client base. Another benefit is that it provides for real-time campaign performance measurement and tracking. This means you can see how many local people click on your ads, visit your website, and make inquiries. This makes it easier to determine your return on investment (ROI) and adjust your campaigns as needed.

Nailed It Roofing, a fictional roofing company based in Greensboro, NC

Nailed It Roofing, a fictional roofing company based in Greensboro, NC, used Google Ads to target homeowners in their service area who were searching for roof repair or replacement services. By focusing on a specific audience, they generated more qualified leads and increased their conversion rates.

However, digital marketing also has its downsides for small service area businesses. One of the main disadvantages is that it can be challenging to stand out in a crowded online space, even within a specific local market. With so many businesses using digital marketing, it can take a lot of work for a small business to get noticed by potential local clients. Additionally, digital marketing can be time-consuming, requiring constant monitoring and updating to be effective. Another drawback is that the digital landscape constantly changes, so small businesses must adapt their digital marketing strategies to stay relevant to their local client base. For example, what works on one social media platform to engage local audiences may not work on another.

Farah’s Fresh Bakery, a fictional small business

Farah’s Fresh Bakery, a fictional small business, struggled to gain visibility on social media platforms among the numerous other local bakeries and food service businesses vying for attention.

Traditional Marketing vs Digital Marketing for Small Service Area Businesses

So, which one is better for small service area businesses? Traditional and digital marketing have their own advantages and disadvantages, and the best approach will depend on your specific business goals and target local clients.

For example, traditional marketing may be the best option if your small business aims to build brand awareness and reach a broad local audience. However, suppose your company is looking to drive conversions and track the effectiveness of a campaign in reaching and engaging local clients. In that case, digital marketing may be the better option. One solution could be to use a combination of both traditional and digital marketing. For example, your small business could use locally aired television and print ads to build brand awareness and reach a broad local audience. Then, it could use locally targeted social media advertising and SEO to drive conversions and track the campaign’s effectiveness within your service area.

Pipe Dreams Plumbing, a fictional plumbing company

Pipe Dreams Plumbing, a fictional plumbing company, found success by using a mix of both strategies. They ran a series of radio ads on local stations to build brand awareness and establish trust within their community. Simultaneously, they invested in local SEO to ensure that their website appeared at the top of search engine results when potential clients in their service area looked for plumbing services online. By combining both approaches, they were able to reach a wider audience and generate more leads.

Wrapping Up

In conclusion, both traditional and digital marketing have advantages and disadvantages for small service area businesses. The best approach will depend on your specific goals and target local clients. Using a combination of traditional and digital marketing tailored to your local market can help you reach a wider audience within your service area and build brand awareness more effectively.

Combining traditional tactics like print ads and radio spots with digital strategies like targeted social media advertising and local SEO, small service area businesses can effectively build brand awareness, reach potential clients, and grow their business. The most successful marketing plans are those that are adaptable, data-driven, and tailored to the unique needs of your business and your local community.

Image of the author - Adam Bennett

Written By: Adam Bennett |  Wednesday, May 29, 2024

Adam is the president and founder of Cube Creative Design and specializes in private school marketing. Since starting the business in 2005, he has created individual relationships with clients in Western North Carolina and across the United States. He places great value on the needs, expectations, and goals of the client.