4 Ways To Localize Your Social Media Strategy To Increase The Impact Of Your Business
Posted on December 4, 2013
Filed Under Brand Building, Content Marketing Strategy, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networking, Social Networks, Traffic Building, Twitter, Viral Marketing
Large multi-location brands and small businesses alike are starting to understand the importance of localized social media marketing to drive business growth and profitability. Why is localized social media stalking and interactions suddenly a hot topic among savvy marketers? How is localized marketing an effective marketing maneuver for small businesses and national brands?
For small businesses with no international market or plans to expand in the near future, localized social media marketing makes sense. Take your average local auto shop or specialty-catering company for example, followers from another country offers the benefit of a bigger following and engagement but they are not likely to ever make a purchase.
For national brands alike, focusing on key geographic areas is an effective marketing maneuver to increase business growth and profitability. A local digital marketing strategy increases the reach and impact of the brand in their many locations and helps generate local leads.
How to Get Local on the Social Networks
1. Localize your Social Media Accounts
If your business is focused entirely on a given geographic area, build social pages that link back to a local website and fill out as much location information as possible. On Twitter, this means that you should have your city name mentioned in your user bio. On Facebook and Google+, you can also include a full address and alocal phone number.
For national brands targeting specific locations on social media, it’s a good approach to create secondary social media accounts dedicated to each area. This strategy is of course dependent on a number of variables including time constraints, resources, scalability challenges and brand messaging. If you have the resources to do so, build social pages for each of the brand’s locations on the top social media sites including Twitter and in particular Facebook on account of the recent changes made to the social site including Facebook Nearby and Graph Search.
2. Post Targeted Content
The top social networks including Facebook and Twitter have geo targeting tools that businesses can use to push localized content on the social networks. When used correctly, these tools can significantly increase brand engagement and exposure.
Let’s take an example of how geo targeting tools are useful. Large brands like Starbucks have millions of fans. With fans from all over the world who obviously speak different languages and relate to different things in life, a single global message will not be as impactful as many messages targeted to geographic and demographic audience segments. With Facebook Targeting for example, brands can customize messages to different audiences, increasing the likelihood of exposure and engagement. Facebook enables marketers to target posts by gender, relationship status, age, location and language among other things.
3. Geo target Twitter Influencers
Geo targeted tools on Twitter including WeFollow and Twellow can be used by brands to identify and follow influential Twitter users who live in areas near one of the brand’s locations. Both tools require an opt-in from users. This means that your search base will be limited but while these tools have limited value, they could get you started connecting with the right users.
In addition to that, the social networks also have social listening tools, which businesses can use to monitor for tweets near their physical locations. This is a great way to identify opportunities to provide timely and local content. For example, if someone tweets they are feeling exhausted and the tweet is sent from a location close to a local Starbucks, Starbucks could potentially respond with a promotional offer like “Wake yourself up with a grande latte!”
4. Local Social Advertising
Last but not least, let’s talk about local social advertising. Both Twitter and Facebook allows for advertisers to target users based on location, interests and a whole bunch of other factors.
Businesses including multi-location brands can use these targeting tools to serve localized ad content to relevant ZIP codes or regions subsequently driving traffic and leads to location websites.
For multi-location brands and small businesses alike, creating and maintaining social pages for relevant regions on the top social media sites delivers proven results, including search engine optimization and local search gains. With the right technology and resources, you can leverage some of the ideas we’ve discussed above to localize your social content, increase relevance and hopefully, in due time, generate more leads.