Targeting local clients instead of the world will increase your sales

Targeting local clients instead of the world will increase your sales

Have you ever gone to a website and noticed they were local?  I don't know about you, but I've done this many times and I felt that I could trust the company a little more.  I trust them a little more because if they do screw up something, or try to scam me out of my money, I can go right to their business and voice my concerns lol.  Local businesses tend to get better conversions from local clients because of this very same reason.  Trust is a big thing when it comes to building your business, if you can't build trust with your clients, you're not going to be in business for a long time.

Targeting global clients, ones that are across the ocean, will usually result in sales but not as often as local targeting.  Broad geo-targeting usually works well, but not as well as local targeting since there isn't that "Hey, they live near me!" emotion emanating from the potential client.

Over the years, I've targeted both local and global clients and there is one thing that always makes me want to target local... The cost of my ad spending for local clients vs. global clients is drastically different.  Since I can convert local clients at a much higher rate than global clients, my ROI is much better.  Now, I'm not saying that I can't close a client in the UK or Australia, I'm just saying it doesn't happen as often due to me being in the United States and them being across the world lol.


Why Targeting Local Is Awesome
I love targeting clients within 15 miles of my house so I can go out and have a meeting with them at a coffee house or restaurant.  Sitting down with a potential client lets then see who you are and how you act.  If they like who you are and what you portray, they will likely sign up with you and become a new client of yours

The sit-down meeting, even if it's only for 10 to 15 minutes, isn't about going over what you can do for the client.  It's all about you being an actual person in the area that they can talk to or meet up with when they need to and not someone with a local accent in a different country trying to get them to sign up for something they might not need.  If you build trust with the potential client by sitting down with them and going over some things you can do for them, they will likely sign up with you


I also like targeting local clients because I can talk about things we both can relate to whether it's sports, festivities coming to the area or even the weather.  We both will know what is going on with the weather and maybe the sports teams in the area, but we might have some random information to joke about when talking, which increases trust between both parties


I give local clients discounts and make more money
I almost always offer local clients the "Local Discount" so they feel that I'm treating them better than my global clients.  I will say something along the lines of "You also qualify for the local discount, which people outside of 20 miles don't get with us.  We do this to keep more money in your pocket in order to build up the community we both live in." 

Businesses will usually gloss over the part where you talk about why you're offering them a discount and they will focus on how much they are saving.  If you give them like 25% off, they will be grateful and compare your pricing to other companies in the area, but likely sign up with you since you're willing to sit down with them whenever they want to meet up.




In Conclusion
Targeting local clients instead of global clients will usually save you some money on ad spend since you can get super targeted.  You will have a better ROI since you can set up meetings and go sit down with potential clients if they want to, and I would suggest you do this so they can see you're an actual person.  Giving out discounts for my services doesn't really lose me any money since I can price my services however high or low I want, so I'll say they get a 25% discount on a $3,000 a month service, meaning they will be paying $1150 but I really only need to spend my time in order to make them profitable



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Thanks!

Razzy