How Local Can Be Even More Powerful that Global

Speak to many people and the Internet has changed the business landscape – many speak of the
global economy
, a global village and how globalisation has widened the market for small business as well as large
Local Search corporations.

This is all true but I think it tricks us into thinking too globally. Actually another powerful internet tool is the ability to localise, the ability to find and grow niches.

With search tools in all of the social networking sites, with target markets easily available when advertising on the internet….don't forget that this global tool called the Internet… also a powerful local search engine.

And local can be defined in a few ways

  • As in a person's locality.
  • As in a person's shared interest.
  • As in a specific demographic.

The overall power of the web may lie in the global network but for business – and especially small business – the power of local has never been stronger.

So instead of thinking you can sell to the world, understand your target customer and use the web to localise your efforts.

Business is about finding your niche….local search is about helping you reach your niche audience.

Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog is recognised as one of the leading UK marketing blogs.

Leave a Reply

Your message*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>