By Krystal Covington
As our digital worlds have expanded, it has become increasingly popular for small businesses with an e-commerce store or online services to market themselves nationally.The problem is that many of these businesses are giving up their local marketing efforts in favor of a national approach, believing it to be a superior option. They’ve been led to believe that focusing locally limits their potential base while national marketing opens the door to a large number of possible consumers. While this is technically correct, the logic ignores the level of scale required to convert customers nationally, and the conversion benefits of local marketing. Local marketing is less expensive than national campaigns
