Do you have a local business or work with digital marketing for small businesses? This article was written with you in mind! If you prefer, we have this link with a video of our CEO, Ricardo Barros, presenting the content of this article.
Digital Strategy
Today, starting an online business has become simple, especially with the spread of knowledge and the facilities presented by digital tools. If you want to start an ecommerce business, much of the work can be done with an online platform such as shopify, woocommerce, prestashop, nuvemshop, traycommerce, integrated store, vtex, wix ... There are many options on the market and some are even free.
However, it is known that 9 out of 10 e-commerces close before they are 3 years old. This is due to the extremely high level of competition, including from companies that have already established themselves in the market (branding). In the digital environment, the representativeness of the brand is the most relevant element for the purchase, often being the crucial element for the user to feel safe when concluding a purchase.
Digital marketing has become a democratic and relevant channel for mass promotion. You can advertise on various media channels (Google, Instagram, news portals, etc.). The great advantage of this exposure is being able to test combinations of audiences, squares and creatives, making it possible to measure campaign data and make decisions rationally, without "guesswork".
Despite the numerous strategies, one of the most overlooked by small advertisers is that of local expansionalso known as the WAR strategy.
WAR Strategy - Local Expansion
The following strategy has enabled hundreds of advertisers at Pareto to build their brand even with little budget for digital campaigns. Before starting the strategy, you should keep in mind: What is your real value proposition? What is the big differentiator that consumers see in your brand?
If your brand doesn't have a differential or a proposal that differentiates itself from the market you want to serve, be very careful... Even with excellent strategies and well put together campaigns, you could still run into problems.
Make a local expansion - War!
Have you ever played War? This is a board game where the aim is to conquer territories and dominate them with your army. The dynamics of expanding your brand should follow the same concept as the game.
First, you have to create a solid central core before you can think about expansion. In WAR, this can be represented by a territory well filled with armies, also called satisfied consumers. Once that territory is sufficiently relevant to your brand, you can plan a further dispersal movement.
But why not advertise all over Brazil?
In Brazil alone, we have more than 100 million users connected to the internet and exposed to thousands of brands and advertisements every day. When you create your campaign nationwide, or even in large cities such as Rio de Janeiro and São Paulo, you would need millions of dollars to have the movement of brand recall (brand recognition).
Remember that it's not enough just to bring a user to your site. They must be interested in your product, see delivery conditions, price, quality and if all these elements are positive, they must trust your company to fill in their credit card details. How do I know the user is qualified? Is it just who buys?
A qualified user can be analyzed in a few ways. The first is through the addition of your product to the cart or the purchase of the product. The second way is through page time, which is often used in cases where the volume of sales is still very small.
If you don't have a minimum of 30 purchase events in a month, it's interesting to have a Google Analytics page time event. This way, you can analyze the campaigns that brought the user who spent the most time consuming your page content, giving them a better chance of making a purchase.
Got it. And now, which place to start?
Start where your customers are. If you have a physical store, start with a small radius of a few kilometers from the store. You'll probably attract people who have already seen your physical location. It may not seem like much, but knowing that the store I'm buying from has a head office/store close to my home makes the user feel comfortable.
However, if you are launching a new 100% online business, aim to achieve your ICP (Ideal Customer Profile), i.e. your ideal consumer. A simple example is selling bikinis. The best place to advertise them is on a beach or lagoon where it's sunny and warm most of the year.
Finally, if you already have a history of campaigns, do an analysis of qualified users and focus your efforts on these regions.
How to create the campaign?
In this Link with our CEO's videowe have already developed some segmentation models that have been validated in the market, for product and service niches. With it, you can launch 1,000 campaigns in a few minutes, just by defining the name, zip code and radius of the campaign. This tool is known as Local Ads Launcher.
To use it, simply go to the Side Menu Automate & Growthen click on Local Ads Launcher.
In this video, we have a complete tutorial of the tool, explained by Pareto's Founding Partner, Ramon Palomo.
If you still have any questions, please contact our team of consultants on the Pareto.
In less than 5 minutes, you can launch more than 1,000 local campaigns in a single Google Ads account! And you can manage it with the help of Tess, Pareto's professional assistant.
