Millennials and Baby Boomers respond to different types of marketing messages, and it's important to reach both.

A survey from the Chief Marketing Officer Council shows that businesses see improved sales as a primary benefit of local marketing. Small business owners should keep this in mind and incorporate local search engine optimization into their website marketing.

Local marketing is an effective way to appeal to prospects due to the personalized element of the content. Information with a local angle comes off as immediately relevant to nearby consumers – and Google says 97 percent of consumers search for local businesses online.

Whether keeping it in house or outsourcing to a third-party, content marketing materials produced by a business of any size will be most effective when created specifically for a desired target audience, the CMO Council reports.

The study also found that in-store shoppers are influenced heavily by web content they’ve found when it comes to making a purchase decision. Thus, tailoring site articles, social content and email campaigns to appeal to local buyers will help draw them to a store, where a conversion becomes even more likely.

“By the time the consumer enters your store, it’s likely he or she has already made a decision based on some form of online research,” Philip Alexander, president and CEO of BrandMuscle, is quoted as saying in the release. “This presents a significant opportunity for companies with field, channel or network marketing organizations to improve the value of their creative and marketing assets by impacting consumer demand prior to purchase.

More businesses are localizing their marketing campaigns, according to the CMO Council. Currently, nearly 50 percent of respondents said local marketing is critical to the success of their companies moving forward. While only 27 percent are aggressive in their local marketing at the moment, the number of businesses planning to invest in local outreach is increasing.

Businesses have been considering local marketing strategies for the better part of 2011. While the number of businesses adopting this method are still low, they are growing steadily and will continue to do so moving forward. ContentLEAD reported that a key to local marketing success is a content strategy centered around local SEO campaigns.