There's a lot to juggle when you're running a local business and it's not always easy to devote time and resources to your marketing efforts. Hiring a marketing and advertising agency allows you to access the latest knowledge and expertise in the discipline without the overhead cost of hiring an in-house team.
If you're choosing between a local ad agency and one that's outside of your area, here's what you should consider as some of the many advantages of partnering with a local agency:
1. Effective and Responsive Communication
You can meet with your agency team in person as needed without the inconvenience of distant travel. These face-to-face meetings are particularly effective for workshops and exploratory sessions, or when you need to clear up any misunderstanding so your projects can proceed as planned. In-person interactions reduce the chances of communications getting "lost in translation," which can lead to delays, errors, frustration, and increased cost. Also, being in the same time zone means your business hours are synced up for maximum productivity and quick response time.
2. Understanding of Local Market Condition
A good local agency is tapped into the community. It can keep an eye out for opportunities (e.g., events, press) and help you leverage them effectively to increase visibility and augment your local presence. Check to see which local organizations the agency is affiliated with.
A local advertising and marketing agency understands the unique challenges and opportunities of, and how things work in, the local market. For example, they won't propose strategies that may look good on paper but fail to address local consumers' preferences, habits, or psychology.
3. Unique Insights Into the Local Audience
If you run a local business, your marketing materials need to be relevant to and resonate with the local audience. A local marketing agency has unique insights into your target market -- not only are they experts in the discipline but they also live and breathe the local trends!
For example, they can help you create a brand message that references the local culture to build instant trust and credibility with your audience. It can also leverage local events and news in an agile manner to launch campaigns that are relevant to the market.
4. Local Connections and Networks
A local marketing agency has relationships with other businesses and organizations in the community (e.g., the chamber of commerce and trade associations.) They can help you make the right connections and create synergy to promote each other's businesses.
For example, you can collaborate with the agency's clients on promotional campaigns and gain exposure to a larger audience. You can also leverage the agency's network to connect with other businesses that can help you open new opportunities and grow your business.
5. Research on Local Customers
Understanding what makes your customers tick is the key to designing an effective consumer-first marketing approach. A local marketing agency can conduct audience research on the local market cost-efficiently to inform your overall strategy and specific campaigns.
You can get an honest assessment of your business challenges, generate collaborative ideas, and analyze consumer data within the context of the local market. This will allow you to craft an effective strategy, create targeted content, and select the right mix of marketing channels to bring your brand message to life.
Choosing the Right Orlando Marketing Agency
To get the most out of working with a local marketing agency in a market such as Orlando, Florida, you should consider these factors:
- Is the team available for in-person meetings, if face-to-face communication is important to you?
- How long has the agency been around and does it have a good understanding of the local market and your specific industry?
- Do they understand the local audience and your target market?
- What are some campaigns that the agency has done for local businesses? Are they successful and can you talk to its clients?
- Does the agency have local connections that will help you open up more business opportunities?
- Do they have the capabilities to conduct audience research and analyze the data so you can get the most current insights into your audience's emotions, habits, and preferences?
Orlando is a unique market and using the right local agency can set you apart by augmenting your local presence and building relationships with the audience. When you use an agency that cares about the local community, culture, and trends as much as you do, everybody wins.