One of the most important things to remember when venturing into an online marketing campaign is to be decisive in regards to your target audience. For some online marketing campaigns, the information can be tailored to appeal to everyone all over the world; other campaigns call for a more localized approach. For example, large corporations such as Target have online stores in addition to their many physical locations. It would not make sense for them to localize their online marketing campaign to just include the city of Miami. However, a printing service located in Miami that only serves the local community would greatly benefit from a localized campaign. Trying to reach out to potential clients in Toronto would be counterproductive.
A facet of online marketing that can help you localize your business is Search Engine Optimization, or SEO. By using keywords that have been carefully selected to help your website reach the correct audience and help you rank highly on search engines, SEO can also help you localize the search to reach new customers in your local area.
For example, a company located in a major metropolitan city like Miami can use SEO not only to bring in customers from the vast Miami area, but they can localize even further, making their website appear higher in searches for businesses in Hialeah, Pinecrest, South Miami or Coral Gables.
By taking the time to invest in SEO for your website, you will not only gain the larger amount of traffic that any website can always use, but you will also gain the ability to open that search up to the correct geographical areas you are trying to market your company to. Localizing your website through SEO will give you a much higher ROI overall.