How to Market a National Business vs. a Local One (Part 2)


As we learned in part one of this article, maximizing your marketing strategy based on your local target audience can be daunting. Having a business that sells a product or a service nationally should have a completely different marketing focus compared to one that is local. Here are ways you can learn how market a national business as a military spouse or veteran entrepreneur looking for a flexible business to move with you through military life and after. 

In the final article of this two-part blog post on marketing strategies for local and national businesses, you’ll learn the techniques I use to keep audiences engaged and repeatedly purchasing services when I work for national organizations.  While these ideas may also be used on a local level, these strategies are meant for those who lack the ability to build face-to-face relationships with their audience and as a result, can compensate with thought-leadership online to attract a loyal following.

Start local

Even though you are running a national business, it’s important to build support from the community you are centrally located to.  This can be family, friends, neighbors, coworkers, etc.  In addition, you can never fully replace the face-to-face networking you receive from local events, seminars, and media outlets (local media love a good hometown success story).

Use influencer marketing and guest posting

One way to build a national audience is by targeting influencers in your industry that already have a national audience.

This could be through paid posts or sponsorships, guest blogging, webinar collaborations, or Facebook Live videos in other groups. Focus on national exposure in niche communities that are already established.

Use email campaigns and sales funnels

With a lack of face-to-face networking, it is important to build a national marketing strategy that promotes thought-leadership and trust.  Often, this can be created through email marketing and sales funnels.  Use email marketing to ensure that your audience is “yours” and not subject to changes in a social media algorithm or news feed preferences.

Email opt-ins can be used to entice a target audience to subscribe and receive beneficial information through an email campaign. These should be reasonably frequent and consistent emails that provide the subscriber with reasons to trust you, come to you for advice and support, and purchase your products.  It can be used to offer discounts, provide free courses or information, and encourage users to take action.

As the sales funnel progresses, each email should build upon your expertise and continue to solve a user’s problem.  At various points throughout the campaign and after you have built a relationship, users are prompted to purchase a product or service of yours.

For example, The Military Social Media Guru offers a 12-Day Social Media Engagement Boot Camp Challenge for military spouse and veteran entrepreneurs with military-themed businesses. You can access it here.

Network nationally

For those with a national business, networking should be ongoing, but can be maximized with opportunities to meet like-minded individuals from all over the country.  Conferences are a great way to gain exposure to hundreds of individuals looking to network.  Between conferences, networking on LinkedIn with others in your industry or those you think would be interested in your product is vital. Learn how to maximize LinkedIn as a military spouse or veteran entrepreneur with a military-themed business with this free course here.

Use social media properly

Social media is helpful for businesses, but for national ones, it is important to tailor content and the platforms being used to proper target audiences.  For example, unlike a local Facebook business page, national audiences want to see posts that everyone can relate to.  Posts about local happenings, news, etc. will not attract a national audience.  In fact, localized posts on national pages always have the least amount of engagement and reach from my personal experience.  If your target audience is national, keep your content national.

In addition, some social media pages are better for local businesses (Facebook and Instagram, for example).  However, for some national businesses, success can be expanded by using Twitter, LinkedIn, Facebook, Facebook Groups, Instagram, Snapchat, etc., depending on your target audience and industry.  With a larger population to pull from, other platforms can help reach target audiences in different ways.

Social media engagement is key for your success, but with recent algorithm changes, it’s getting harder.  Join my challenge for military social media engagement on social media here.

Want to join a community of military spouse and veteran entrepreneurs just like you? Gain advice and tips on marketing and social media for those in the military community here

Ready to level up your marketing game? Learn how all these elements fit into a three-prong approach to military business marketing. Get more leads, build more relationships, become a thought-leader, and make more sales with The Trident Approach to Military Marketing

Military Marketing GuruJenny Hale is a military marketing and social media consultant and coach for military spouse and veteran business owners with military-themed businesses.  Nicknamed “The Military Social Media Guru,” she uses her background working with military non-profits, military corporate companies, the Army, and as an entrepreneur to help military-focused entrepreneurs struggling to meet their online social media goals.  You can follow her on Facebook Groups, Facebook, Twitter, LinkedIn, and Pinterest.


Blog Comments

[…] Read part two of the post here on how to market your national business. […]

Thank you for a good article about business, it was very interesting and informative.

I’m so glad you enjoyed. What type of business do you have?

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