Some business owners throughout the Dallas Fort Worth region truly can serve the entire DFW market and even additional markets. Unlike smaller services which can serve a realistic radius of 5-10 miles (or an even smaller radius), these businesses have a different vision such as:
- there is enough profit margin in the transaction to justify the time and expense to travel to a small town across the DFW Metroplex and conduct business
- the business is so unique, or perceived to be so specialized, that prospective customers across the region want the product, service or other benefits associated with the particular business
- the business can ship products and/or already has representatives near to the smaller towns in DFW
One question is which types of businesses can justify marketing to a wider radius than just the regular small 5-10 mile radius which is common with many local businesses? Another question is how to reach the smaller towns without having to become a member of each local chamber of commerce or placing ads in every newspaper or print publication across the region?
Types Of Businesses Which Qualify
Here is just a short list of the types of businesses which can pursue larger-radius marketing at the DFW level or even state-wide:
- Corporate relocation services
- Specialty legal and financial services
- Industrial products
- Higher end home improvement services (e.g. interior design, remodeling, etc.)
- Custom home builders
- Surveyors
- Higher end home repair services (sewer line installation, etc.)
- Etc.
How To Reach All Of DFW And Beyond
The first thing you need to know is that there are over 200 towns and cities which comprise the DFW region. This is not just Dallas, Collin, Denton or Tarrant Counties either. The neighboring counties also are included as there can be highly-qualified prospects in the small towns throughout every DFW county.
To narrow down the options of how to reach these people, and do so in a budget-sensitive manner you have a few options:
- TV ads — obviously you must be hyper-vigilant about your budget and any tracking you can generate here
- Same with radio ads
- Classified ads are a great way to get exposure. Be sure to optimize your ads to include the towns and cities which you serve; and be sure to play nice by the terms of service and posting rules for the various online classified ads you intend to use
- Direct mail targeting specific neighborhoods in specific zip codes. A good mailing list broker, who can highly target your prospects across the region, would be a very wise investment here
- Paid press release distribution can be beneficial, especially if you mention specific towns in your content
- Pay Per Click (AdWords) is a smart way to start. You can target each specific town, but you want to send the traffic to optimized (town-specific) landing pages on your website. Also, be sure that there is some sort of benefit easily visible to the prospective customer and a “call to action” (e.g. “call today” or “download this coupon”)
- Note that there are other pay-per-click services besides Google AdWords, Yahoo’s advertising, and Bing’s advertising services. Please contact us for these alternative options where your competition may not be advertising
- For business-to-business (B2B) advertising in the Dallas Fort Worth region you may consider targeted advertising within LinkedIn
- You can do demographic-based targeted advertising, especially town by town, in Facebook. Just note that:
- depending on the devices your prospects use, you may not get complete exposure on Facebook to those using mobile devices
- you likely will have a higher conversion rate if you send the traffic to a page you control within Facebook. Most Facebook users don’t like to be led automatically off of Facebook at first, so consider sending the traffic to Facebook page you control regularly which has consistently-updated benefit-laden content (coupons, discounts, helpful tips, entertaining videos, etc.)
- Search Engine Optimization (SEO). This is one of the trickier, but possibly soundest ways to get hyper-targeted prospects. You can have created for you a multi-niche website (or a blog which resides alongside your website) which has town-specific optimized pages. Ideally, the content on each of the 200+ towns is unique including article content, images, any embedded videos, etc. Just so long as the combination of text/images/videos is unique you should be good, especially for phrases people type in which may have relatively low competition in the search engines.
The latter option (the blog/website with town-optimized pages) gives you additional benefit. For example, here is a website which has town-optimized pages for varying business niches. Here is one for a series of highly-related niches. And here is a site with optimized pages for just one niche.
The benefits here are:
- That you can control specific content for each town or city in which you want to market. For example, if you want to give coupons in one town but not another you can do so
- You have optimized pages to which you can send your pay per click (PPC) traffic such as traffic Google AdWords. This increases the odds of gaining a higher “quality score” for your ads (assuming everything else is done right) and possibly saving money by reducing your per-click costs
- The optimized page could rank well in the search engines for the times when the phrase is entered alongside the specific town (e.g. “your business Plano TX”)
- You even go “deeper” than the specific towns. For example, if you want to offer incentives to people in specific HOA’s or parts of a town then you can do so.
If you would help on any of these topics then you are welcome to contact us with your specific needs. Thank you for your time and consideration to share this post.
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