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Why You Should Be Looking Locally for Customers Small businesses can -- and should -- target consumers closest to home. Here's how.

By Paula Andruss

This story appears in the November 2015 issue of Entrepreneur. Subscribe »

Jesse Dittmar

Consumers plan to patronize more local businesses in the coming year -- and they're seeking specific experiences from those companies. Those are some of the findings from a survey of more than 6,000 U.S. consumers conducted by online marketing company Yodle, headquartered in New York City. We asked Paul Bascobert, president of local at Yodle, to explain what startups can learn from the data and how they can improve the experience of local customers.

Why are consumers purposely seeking local businesses?

People want better relationships with their business providers. Local businesses don't necessarily compete on price but on their ability to provide a certain level of service and personalized experience to their customers. It's why customers buy, and it's why many are using local vs. large national competitors.

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