If you have a shop local program, or are thinking of starting one, you’ll quickly realize that marketing is one of the most important things you can do to ensure success. It’s also important that you employ all types of marketing including digital marketing, content marketing, event marketing, direct mail, and email marketing. We mention email marketing as a separate component of digital marketing because a lot of times it gets left out of the mix.
How to Use Lists and Marketing for a Shop Local Campaign
Create a List
If you have an online local currency program, you already have a database of email addresses of people who have purchased from you. In the order form create a check box that will ask if you can send them information about deals and other news from your local shopping community. Once they agree, send them periodic information and news about the program and local merchants. This keeps your currency program top of mind and provides some additional attention to your local stores.
Advertise Your List
Use social media and your website to get additional people to sign up for your list. One of the most popular reasons people “like” a Facebook page is the idea of getting special offers. Work with your merchants so that you know of sales and deals they’re running. Incorporate all the information in one shop local e-newsletter and email it bi-weekly or monthly. If you have enough content deliver it every week.
Run Specials and Contests
Add content in your newsletter that makes it stand out from others. Create contests and try and arrange exclusive discounts for your shop local newsletter readers. This makes readers feel important and will increase the amount of shares and referrals you receive. It will also show local merchants where the referrals are coming from (your newsletter). As your newsletter subscriptions grow you can start charging for ad placement.
