Local advertising has always been a critical ingredient in running a business, enabling small businesses to connect with their local customers and compete against bigger brands. But the digital age has ushered in new ways to promote your products and services, including social media and search engine marketing. However, the old standbys—like outdoor signs, billboards, and print ads in local newspapers and magazines—remain essential to local marketing campaigns. Here’s why.
While it’s true that more people now discover new products and businesses by searching on their mobile phones, the majority of those inquiries are local in nature. In fact, research shows that consumers visit a store or website after conducting a local search, with 51% of those visitors making a purchase.
That’s why it’s important to optimize your business’s online presence for local searches. And while it’s a good idea to invest in local marketing on the search engines, you shouldn’t discount the power of traditional out-of-home (OOH) advertising, such as a large monument sign, a post and panel sign, or a full-color, digital billboard.
Digital and OOH advertising can work together to drive new leads and generate revenue for your small business. Local digital ads can be targeted to specific neighborhoods and/or roadways, ensuring that your ad reaches the prospects most likely to be interested in your product or service. Using a local traffic count as well as the demographic information provided by your OOH vendor, you can be sure that your ad is seen by the people who are most likely to purchase.
By contrast, paying for a national ad that appears in search queries across the country can be a waste of time and money.
A local OOH campaign can also reinforce your branding and message, helping to create brand awareness among your target audience. For example, a restaurant can use a local billboard to advertise its latest menu items and attract customers from the surrounding community. Or, a home improvement store can use a billboard to highlight its remodeling services and reach prospective customers in a neighborhood close by.
In addition, a monument sign is a free-standing sign with various architectural elements that identify a building or location in a neighborhood. These large signs are available in a wide range of materials, configured to fit your needs, and can feature lighting options for visibility at night.
And finally, a post and panel sign is a simple and cost-effective way to identify your business or building. This type of sign features panels mounted on a single or dual poles for an easy installation process and comes in a variety of shapes, sizes, and customization options. These signs are perfect for locations with high-traffic areas or in the vicinity of public transportation stops.
Working with a professional sign maker in Boston for your outdoor signage promotions can significantly enhance your advertising efforts. Sign makers bring expertise in creating designs that not only reflect your brand identity but also stand out in busy environments. They can help you conceptualize ideas that align with your promotional goals, such as announcing a sale, launching a new product, or enhancing seasonal campaigns. With their knowledge of materials, fonts, and colors, they ensure your sign is both visually appealing and durable, capturing attention and lasting through various weather conditions.