No doubt you've heard a lot about local marketing lately, especially local SEO and how you can better target customers. Maybe you've tried these already to good success, but you can still do more. Local social marketing is the next step.
In fact, you can do well just doing local social marketing alone. All marketing analysts say it's one of the best techniques in terms of cost and convenience. When budget is a major concern, marketing on social media is mostly free. This differs from having to buy PPC ads as part of your local SEO efforts.
The key to successful local social marketing is in the platform you use. Which ones work the best for your type of business?
Reaching People Locally
Building a local brand is essential beyond just competing on a national scale. While SEO can help you rise to the top of SERPs on a national (and international) level, going local helps bring more loyal customers.
Chances are, you have major competitors within just a few miles from you. Local customers are going to go online to search for businesses or services they can find in their local city. Most of those people are going to start researching who you are and what you do.
Some common things customers do when they start researching:
- Looking at online reviews, both positive and negative.
- Price comparisons based on your competitors.
- Visiting your social media account to learn more information about your products.
For the latter, you have opportunity to capture a valuable demographic and address their pain points.
Using Social Media as Your Marketing Content Platform
The great thing about social media is that it gives you one place where you can post marketing content to address pain points of those you want to attract.
To improve lead quality, all social media marketing experts note addressing customer pains is a major element to success. However, one pain point you might overlook is business location. Sometimes this is more important to a prospect than price or any perceived product risks.
This gives you a stronger incentive to address local aspects to your marketing, including localized issues people care about.
Finding the right social media channel is going to help find the right demographics for this marketing element.
Which Social Media Channels Work for Your Business Style?
With everything from Facebook, Twitter, to SnapChat, the opportunities for local social marketing are enormous.
Don't think this means you should necessarily use every social channel you can find. In cases where you use multiple channels, it's best to alter the content for each based on the demographics you attract.
All marketing experts note that Facebook is one of the best social platforms for reaching out locally. Facebook already provides many tools for small local businesses to advertise in particular geographic regions.
Some other top social media choices:
- Yelp is still considered a social media site, and online reviews are always taken seriously.
- Google+ is still active and provides great Google tools for small businesses to market locally.
- Twitter is continually relevant thanks to the potential of content going viral and use of localized hashtags.
- LinkedIn is ideal if you want to talk about your business's local history as well as your core objectives and skills.
- Instagram would work great if you have visual products and showcase local events.
What About SnapChat?
To reach Millennials, you'll want to consider SnapChat seriously. They now have 10 billion daily video views, opening a lot of doors to capture people on a local level.
SnapChat makes local marketing easier thanks to their geofilters and ability to stream live video. The site brings stronger urgency through their marketing tools, including many Snaps expiring after a short time.
During times when you're holding a time-sensitive event, SnapChat can bring locals to you within minutes through a geofilter showing them how to find you.
To learn more about local marketing and other digital marketing strategies contact me today.