We have become an age where we check our phones all day, doing emails in bed, stare at computers all hours and stay up late mindlessly scrolling through social media. We are barraged with advertising, news, updates and work all day, every day. There is a huge noise that is now spread across social media, which is why some companies are implementing local social media strategies to better target their audience.
Local social media is moving away from the concept of ‘one feed fits all’ mentality to a targeted social media campaign, based on native language and attitudes, across countries, regions and cities. This new strategy has become successful in new businesses, from the smallest grocery stores to the biggest companies.
Local social media accounts enable local stores to connect with their community more deeply than a nation or global social media. Therefore, it becomes a new channel to be incorporated into a businesses’ marketing strategy. For smaller businesses, it is essential to reach out to your local audience before expanding globally, especially if you cannot sell products/services to global followers.
There are numerous reasons that local social media may be beneficial for business. First, targeting a smaller demographic ensures posts can be targeted to the audience more specifically. To ensure people return to your business and social media, you need to ensure it is not boring to see repetitive posts, however, if you’re reaching out to a wider network, posting too frequently with specific content then it may not be attractive to potential customers. Therefore, there is an important combination needed.
Furthering on from the previous point, by focusing specialised posts to specific followers, you are able to make stronger connections with those in the local community. It can be comforting for individuals to feel they can connect to a business and know they’re local, which may cause them to be more trusting. Also, establishing these connections allow you to have special promotions in certain locations, rewarding returning customers.
Many small business owners only create posts and updates centred around products and services they have on others, therefore, typically only attracts certain audiences. These people are those who are looking for specific products/services and actively seeking them out, however, this doesn’t allow it to pop out to someone else who wasn’t aware they needed it. Therefore, local social media allows you to pinpoint potential clients, identify what they are actively interested in and address their interests.
A local social media strategy can prove to be hugely profitable but it can be challenging to execute. Before embarking on the new project, it is important to be aware of how this new channel may fit into a current marketing plan. This includes being aware of all current social media accounts, deciding the level of locality, to begin with, ensuring everyone at the local level has the right knowledge for marketing and customer services, etc.
Everyone has different views on how a company should be operated and how many people should be in charge of doing so. One of the key determinants of whether this will work for your business or not is how big it is. If you have more than 100 branches, then locality won’t work and it’s probably best to stick to one account. In the same way, if you only have 2 or 3 branches, then there probably is not enough content or customers to make use of different accounts.
Local social media can be a great asset to a company if used properly and this highlights how far-reaching these are. This highlights some of the key elements to be considered when adding a new channel to a social marketing campaign, to find out if it is a good fit. Changing the way you think, may change the way your audience responds, turning your viewers into customers. If you would like any information about online marketing or any other online marketing services then get in touch with our team at HeartCMS.
Director of HeartCMS.com and author of UK's bestselling online marketing book 'The Google Checklist'. Amen loves to help small to medium size businesses get more online exposure. Amen started his online marketing journey back in 2006 and now runs his own award winning marketing agency.
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