We’ve been refreshing our website recently, which means spending more time than is probably healthy thinking about page titles, search terms and what people are actually looking for.
One word that keeps cropping up is local.
On the face of it, it’s useful. People search for local agencies. Local brochure design. Local marketing support. Local people who understand their business and won’t require three trains, a packed lunch and a hotel booking to have a sensible conversation.
And fair enough. We like working with clients nearby. There’s a lot to be said for being able to meet properly and understand the place a business operates in.
But “local” means something quite different to us.
For us, local marketing is about how a campaign lands in the places it needs to work.
One is geography.
The other is understanding.
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The challenge isn’t simply to be seen everywhere, it’s to feel credible somewhere.
That’s the bit we’re interested in.
Yes, we’re a local agency to some people. And we’re very happy about that. Particularly when it saves everyone a bit of travel, carbon, and quiet staring out of train windows. But our real specialism is helping brands make their marketing work locally – across different audiences, locations and teams – without losing the thread of the bigger brand.
So, “local” shouldn’t just mean nearby.
It should mean relevant.
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