Local social media marketing is one of several digital marketing method a small business should incorporate into its overall marketing strategy.
While social media may look like a free advertising method, in order for social media to be worthwhile, a company needs to have a solid plan detailing its goals, objectives and metrics that allow it to keep an eye on its return on investment.
For local businesses, it’s imperative that its social media approach is built around its local customer base. There is no point in spending time and money luring thousands of followers from all around the world if your company can not sell its products or services to those customers. Here, then, are the three essential factors each local business needs to incorporate in its local social media marketing strategy.
1. Engage with prospective customers, not with a like-minded audience.
Many local business operators only produce posts and updates that are focused around the products and services they offer. This typically leads to building customers that are heavily concentrated around the company’s own sector. For instance, if a company selling insurance packages only produces posts using the tag “insurance,” it draws in followers who actively keep an eye on anything that pertains to insurance. This technique may not be suitable for consumers who only think about insurance when it’s time to extend their policy or when they purchase a new house.
Think about what your prospective local buyers have an interest in and ensure that a part of your posts tackles those interests (and concerns). Depending on the product or service you offer, you may want to devote more or fewer posts to topics that may have practically nothing to do with the industry you’re in. For example, a company that provides trending technology products such as drones or virtual reality products may not need to go out of its way to attract followers that are potential customers, because technology consumers often tend to be naturally attracted to new technology. However, a company offering insurance policies should devote more of its social media posts to different topics that have absolutely nothing to do with insurance in order to get discovered and ultimately followed by potential customers.
The key is to pinpoint possible buyers, recognizing what they are actively curious about and then addressing their curiosity in your social media strategy.
2. Interact with the local audience.
It is easy for a firm to reuse tags that provide the most exposure and therefore bring in the most followers. This generally brings about building a globalized audience, one that isn’t likely to convert to buyers.
It is therefore essential to focus on your local audience, and the best way to do this is to examine tags that are trending locally. For example, on Twitter, the hashtags that are trending at each given moment in a particular location are shown on the company’s Twitter home page. Give these trending hashtags serious consideration.
Again, each company’s situation is unique, and your local social media marketing approach should reflect this. For instance, since California is a social media hub, a company based in California may not need to devote as much of its posts to locally trending topics as, say, a company located in San Antonio, Texas. The San Antonio firm may need to address 90% or more of its posts to its local audience by utilizing locally trending hashtags, while the California-based firm may be fine not using locally trending hashtags.
3. Promote your products and services.
Local businesses experience certain obstacles when it comes to local social media advertising. Not only do they need to make certain they are responsive to their probable customers’ passions, but they must find ways to address their local audience. Some of your social media posts, therefore, must market your products or services, and you must do this in an innovative way without irritating the followers you’ve been working so hard to get.
A technology company, as an example, may have more flexibility with promoting its business in its posts, merely because its followers may naturally be intrigued in the products the company offers. On the contrary, an insurance company has to produce a technique to include a small percentage of indirect advertisement posts that line up with other posts the insurance company uses to attract followers. For example, if the insurance company tries to attract followers by developing sports-related posts, its advertisement posts ought to be written in such a way that interests sports fans.
These three key elements can help local businesses all over strengthen the outcomes of their local social media marketing efforts. In addition, businesses should constantly monitor their results and update their plan every now and then for the greatest results.