The world we live in today is truly globalized. In an instant you can be connected with someone from across the world. Ideas, products, and deals can be facilitated across borders and oceans.
Living in such a connected world surely has its advantages. However, with all the connectivity the world has to offer, it is still difficult to make meaningful connections with the people in your immediate vicinity. If you are a salesperson that builds your business on personal, trusting relationships you know this struggle all too well.
Gaining social media followers from the other side of the globe or even other parts of the country may not actually drive the business results you need.
The most pressing need you feel is to have a strong presence in your local community - to be viewed as the local real estate, mortgage, insurance, HVAC, or roofing expert.
One of our team members had a conversation with a prospective client recently who expressed his frustration at how difficult he found it to be known in the neighborhoods around where his office was. While it may seem difficult to some, the process of establishing that local presence is not impossible. In fact, there are strategies that we've learned over 20+ years of helping clients just like him generate deals in their area.
So how do you effectively market yourself to make your neighborhood or zip code a stronghold of opportunity?
Here are a few of the key strategies a salesperson can use to solidify their presence in the local community:
Share Client Testimonials
Ask past clients who you've formed a good relationship with to share their experience working with you. Getting members of the community to vouch for you will highlight your trustworthiness and encourage word-of-mouth referrals. If you ask for permission you can use the testimonials on your website, social media pages, and even as part of letter or postcard mailer campaigns.
Get Involved in Local Events
To be known in the community you must make yourself a part of the community. Spend time in the area you are trying to reach. Attend community events and sponsor sports teams and charity drives. Collaborate with local businesses. Grab coffee or lunch with the people you know in that area. Host educational workshops or seminars and invite members of the community. When you invest time into that area and show up good things will happen!
Optimize Your Online Presence
If you have a personal website or social media profiles make it clear that you serve specific communities. Post content or blogs that will be a value add to the people you want to connect with. For example, a real estate agent could post a blog titled "Best Restaurants in the Parkview Neighborhood."
Leverage Direct Mail Marketing
Last, but certainly not least, is to utilize direct mail marketing, which is an incredibly effective local marketing tool. Targeted mailing lists allow you the ability to precisely target the individual households you want to advertise to. The tangible, physical nature of a postcard or letter will lead to increased brand recognition and recall. Sending relevant content elevates the likelihood someone holds onto a postcard, meaning that the number of impressions your marketing piece generates will be multiplied!
Don't know where to start when it comes to direct mail or need help getting your campaign printed and mailed out? We are here to help. Get in touch with the Reaching Neighbors team today.
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