The potential of a digital marketing campaign is quite vast, and can be restricted to a single specific region or even reach an entire country. To achieve success, it is necessary to have a very clear definition of whether your brand wants a regional or national impact. Have you thought about it?
Reaching the entire country may seem like the best alternative, as it generates more audience for your product or service, right? In fact, there are many cases where restricting your reach locally is more sensible, as your success rate increases by focusing only on those closest to you.
As there is no right or wrong alternative in this dilemma, the way is to analyze the specific needs of your company and implement the right campaign for it. You need to take into account your goals, your target audience and the performance of the brand itself in the past.
Want help with that? So, follow this article to understand the main characteristics that differentiate digital marketing with a regional focus from the national, in addition to getting tips to make your decision and guarantee the success of your campaign. Check out!
What are the
benefits of digital marketing for my company?
Marketing is a very old concept, being continuously transformed as society and technology evolve. Today, digital marketing is able to provide excellent results for companies in different segments, simply using their channels and promotional content correctly to achieve a good level of digital maturity .
Find out below the main advantages of a good digital marketing campaign for your company
Abdul Rimaaz.
Strengthening
the brand image
What level of attention do you devote to maintaining your brand image? How it is seen in the market depends a lot on the quality of your digital marketing strategy. It is a way to reinforce your position and make your audience see your value in relation to competitors.
Reaching a
growing audience
Marketing is essential to reach customers and generate sales. Without this resource, it becomes very difficult to have quality results in your performance. It is through digital marketing campaigns that you can advertise your products and services, in addition to a strategic planning of actions focused on further intensifying their visibility.
Customer loyalty
A good digital marketing strategy is not only used to attract customers , but also to keep the old ones coming back. The loyalty of the public is something very valuable, since it involves less effort than winning a new customer and can further increase the quality of your results.
Decreased
sales cycle
A lengthy sales cycle is bad for everyone involved in that chain. For your results to be better and better, the ideal is to have quick and cumulative sales. Fortunately, there is a great tool to achieve this: a good digital marketing campaign. The idea is to reach the right audience, the one that is most likely to need your product.
Multiple
channels to use
Digital marketing has a number of different channels that can be used to move your goals forward. Such variety serves for you to choose those media that have greater identification of the public that your company intends to reach, in addition to allowing access to new possibilities. For example, social networks are among the most powerful channels today.
National or
regional digital marketing campaign?
Among the characteristics of a digital marketing campaign is the possibility of directing your efforts at the national or regional level. Both cases have different aspects that need to be considered in your planning stage . This has everything to do with your goals and the positioning of your brand.
Next, learn about the main distinctions between a digital marketing campaign with a national and regional focus, in addition to understanding the main parameters of each one.
National
Marketing
Creating a national digital marketing campaign sounds advantageous, but it carries with it a good deal of challenges. After all, as the audience potential increases, the competition that will be faced is also greater.
Several modern marketing tools make it possible to segment your target audience at a national level, taking into account the profile you intend to reach. It is a job that requires a speech adapted to the various regions that will be impacted, otherwise, you run the risk of impairing the public's identification.
Below are the main aspects of a national digital marketing campaign and its differentials.
Concept
A national digital marketing campaign focuses on reaching an entire country. The idea is to reach people from any region, going beyond the immediate borders of the company's headquarters.
For example, it is the case of a company that wants to reach consumers from all over United Kingdom. Although this is the main orientation of the campaign, this does not mean that all the marketing pieces developed are targeting the entire country. It is also possible to operate with multiple divisions, each with its own objective.
Benefits
The main benefit of a digital marketing campaign is to maximize its reach potential. After all, aiming your target across the territory can generate visibility for your product at the national level, making it a subject in several cities and states. This can be very advantageous for your goals.
Another advantage of this type of campaign is that most of today's digital marketing tools are perfectly capable of generating quality results in this area. Even a national segmentation will target people who identify with their brand and values.
Disadvantages
If your brand does not have the structure to serve the entire country, having a national digital marketing campaign can be highly disastrous. It is a perfect example of how having a wide audience is not always desirable in this medium, being much more valuable to reach those who have identification with your product or service.
Another disadvantage of a national digital marketing campaign is that it can make it difficult to obtain strategic diagnoses in its results. It is more complicated to establish correlations between their numbers, since many regions and groups of audiences will be understood in this analysis.
Implementation
Adopting a national digital marketing campaign involves recognizing competitors at the same level. Just as it is possible to reach a higher volume of public, it is also necessary to take into account that these people may already have pre-established favorite brands, be they national or regional.
It is necessary to carry out quality planning to differentiate your product from other options that already exist nationally. In addition, you need to align your speech with the regions that will be impacted, respecting their particularities and culture.
Tools
Most of the digital marketing tools available on the market have great potential for success for those who develop a campaign aimed at a national audience. Regardless of the country that is the focus, it is possible to develop a strategy that uses the right channels to generate the expected results.
For example, most social networks today have media platforms capable of showing ads to people in a particular country. Still, your content will be shown only to those you define as your brand's ideal audience.
Regional
Marketing
Reaching an audience that lives or passes through a certain place can be much more advantageous for your brand goals. This type of strategy can target different levels, ranging from a state to a city or even a neighborhood. The right choice will depend on your marketing objectives and, of course, your company's area of expertise.
Find out below what are the main differentials of a regional digital marketing campaign.
Concept
The goal of a regional digital marketing campaign is to reach an audience that is in a particular location - a neighborhood, a city, a state or even an establishment. This target can be the headquarters of the advertising company itself or the region where you want to expand your activities.
For example, it can be very advantageous for a new restaurant to advertise only to people who live in its vicinity. The chances of winning new customers are much greater, as these people can visit the place with less effort.
Benefits
The main benefit of a digital marketing strategy with a regional focus is in increasing the identification of the target audience with its content. After all, the idea is to reach only those who are in the right place to enjoy the offers disclosed.
Another advantage of this type of campaign is that the technology currently allows increasingly granular levels of segmentation. In the past, the minimum level of regional marketing was a city, but nowadays, it is possible to advertise even to those who are inside a specific mall, for example.
Disadvantages
A digital marketing campaign with a regional focus does not provide access to the vast audience of a national target. If your goal is to considerably increase your brand awareness before a large audience, this may not be the best way.
In addition, it is a campaign with a greater chance of errors. Positioning your target in the wrong region can completely negate the appeal of your offer, requiring a quick fix so that the disaster is not greater. Therefore, it requires much more attention in the planning stage.
Implementation
As it is something that refers to the differential of this type of campaign, the main planning stage involves the definition of the region that will be impacted. In fact, you don't have to limit yourself to just one. Regional marketing is about directing your campaign to specific locations, which can be one or more.
The implementation of this campaign requires the use of an approach that takes into account the locations that are targeted. For example, when advertising a restaurant for those who live in a certain neighborhood, it is worth mentioning the proximity of that establishment to make it more attractive.
Tools
Many of the possibilities of regional digital marketing are due to technological progress, such as geomarketing tools and segmentation by city and neighborhood. Therefore, it is an area that is constantly evolving thanks to new possibilities that arise every day.
Social media media platforms allow you to target campaigns to highly specific locations, in addition to taking into account the target audience profile that has been defined. Even tools like e-mail marketing allow this type of segmentation, just having the location information of the subscribers in your contact list.
How to
choose between national and regional digital marketing?
Now that you understand the main differences between national and regional digital marketing campaigns, the next step is to define the choice for your strategy. Fortunately, there are some criteria that help you to see the best alternative for your brand needs and characteristics.
Here are the main aspects you should consider when choosing between national and regional digital marketing.
Brand
positioning
Turn your attention to the positioning of your brand. Does it have national or regional operations? Also, do you usually target an audience from a particular location or from across the country? This is where you can get the main clue you need to choose between national and regional digital marketing.
This also has to do with the values defined for your company. All of your strategic choices need to be in alignment with these definitions, as any contradiction can be highly disastrous for your brand's performance.
Brand goals
Directing your digital marketing campaign to the national or regional level is something that must meet her goals. Therefore, this is one of the factors that need to be taken into account in your planning stage and that will help you decide which path to take.
It is important to draw attention to the fact that the objectives mentioned are not specifically for marketing, but for the company as a whole. It is necessary to be in alignment with the directions that the brand has established for itself, otherwise, you run the risk of acting in misalignment.
Audience
profile
Your digital marketing campaign should always seek to reach your ideal audience, the one that is most likely to become your customer with the least possible objection or resistance. Location targeting is a great way to increase your potential for success in this regard.
Thus, one of the decisive criteria for choosing between national and regional digital marketing must be the profile of your target audience. Do you want to reach people from anywhere or from a specific region?
Competitors'
performance
Part of your digital marketing campaign strategy can be influenced by the performance of your competitors. It is not a matter of changing the way they act on their behalf, but of keeping in step with what the market is doing and how it is working.
For example, imagine that your competitors are starting to position themselves at the national level. This can serve as a motivation for your company to do the same so as not to lose visibility, as long as such positioning is in line with the brand objectives.
Previous
strategies
It is also possible to turn your attention to the past to help support your strategic decisions. Consider the marketing campaigns that your company has conducted in the past and note which local targeting was used in them. Were national or regional media used?
This is also a great opportunity to review your previous digital marketing metrics to support some of the decisions to be made. For example, you can see a good track record of returns from campaigns with a regional focus. So, why not invest in them again?
Why do A / B
tests in your marketing campaigns?
In a digital marketing campaign, whether national, regional - or even if you haven't decided which way to go yet - there is a tool that can help a lot in this process. These are A / B tests.
A / B tests are used to verify the effectiveness of certain decisions in your digital marketing strategy. It is a technique that involves comparing the results of two almost identical variations of the same piece of content to detect the best path to be followed in the campaign.
Thus, it would be possible to perform an A / B test in which the first variation refers to a national campaign, and the second, regional. After the content runs its course, just analyze the results obtained to see which possibility is capable of bringing your brand closer to your goal.
Below, find out the main benefits of using A / B testing in your national or regional digital marketing campaigns.
High precision
in the result
A / B tests are activated using the same conditions as conventional parts in your campaign. That is, they are able to faithfully reproduce the social evidence that their content would receive. After all, this content is actually being served. Therefore, you have no reason to doubt the accuracy of the results obtained, since they came from a campaign like the one you intend to activate.
Great
implementation versatility
Do you have questions about the color of a push button? Or about the language used in a given call on your site? Whatever it is, it is possible to perform A / B tests to determine the best choice. This is a highly versatile type of experiment, as it can be applied to any part of its content.
Compatibility
with different media
The implementation of A / B tests applies to a multitude of channels and means of marketing. It is possible to carry out these experiments in marketing emails, social media posts , ads on Google, business contacts, among many other options. So, if you have questions about using certain channels, just activate an A / B test.
Greater
knowledge about the public
One of the biggest benefits of A / B testing is that it helps you better understand your target audience's preferences. This information is highly valuable, making it possible to carry out increasingly strategic actions in the future based on the principles learned in these tests. With each experiment you do, you can build a more accurate picture of your ideal audience.
Access to
accurate diagnostics
Performing A / B tests on your content is a great form of growth hacking with a focus on obtaining accurate diagnoses regarding your campaigns.
In addition to helping to define whether it is better to follow a path at national or regional level, it also makes it possible to extract in-depth learnings about the profile of your audience and the environment in which your brand is inserted. It is a valuable combination for any competitive market.
Define your
campaign target and start planning it
Conducting a digital marketing campaign at the national level is quite different from doing it with a regional focus. One is no more difficult or easier than the other; they can only produce very different results. Therefore, it is necessary to analyze your company's objectives, market conditions and, of course, the profile of your target audience.
In addition, it is not always possible to be completely sure of the effectiveness of your marketing decisions. So there is nothing better than doing experiments. A / B tests allow you to serve variations of the same part so that you can detect which choice generates the best results. This is a great way to find out if your campaign should be national or regional.
In view of the different specificities of each of the digital marketing campaigns, it is up to you to understand in depth the characteristics and needs of your brand to make the right decision. Then, be sure to follow the results to corroborate your choices and extract strategic diagnoses .
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