AdvertisingStrengthening your success in business involves marketing, no doubt, but using your marketing budget for indiscriminate spending will get you fewer results than if you knew exactly whom to market to.

For example, if you operate a small clothing shop in Denver, posting an ad on a national daily may get you some customers. However, the high cost of your ad plus the wastage (people who see your ad in New York are not likely to travel to California just to shop at your store) is hardly worth it. You may argue that this is worth the exposure in the long term. That may be true, but right now, your small business cannot afford to look that far just yet.

You can use your budget for more effective advertising — that which targets your local market.

Why go local?

The cost of running a full-page, one issue ad in a local paper is about a tenth or less of the cost of running the same size ad on a national broadsheet. Why would you waste money marketing to people who have no access to your store anyway and would rather buy from a store that’s in their area? Consider your niche, as well. If your clothing store caters to the 15 to 25-year-old demographic, advertise in a local paper or magazine that the same demographic is likely to buy and read.

Should your online ads be local too?

In the same manner, post ads on websites that people in that age group search online. According to, for instance in Denver, AdWords will give you a better chance of getting clicks in your area, which means there is a higher likelihood of getting some customers. The point is you have to go local even online. Geo-targeted keywords and search phrases are more effective than general ones. Therefore, in a huge sense, you get what you pay for.

Your marketing strategy will work a lot better if you focus on the community you belong to. Local business is better served by using local advertising.