Many businesses rely on the support of the local economy, but in today’s digital world, it’s easy to get lost in the noise of bigger brands. Targeting your local audience with your content and your site is necessary for small businesses to retain their potential consumers’ attention.
If your business needs local customers to survive, here are some content marketing strategies you need to utilize.
Target Content To Local Needs
The more specific you can get to your local target market, the more likely you can attract them. By understanding what they need from your industry, you can address them directly with your content and tell them why you’re the best solution. Answer questions before they can ask, identify needs they didn’t know they have and be the source of relevant information.
The first step is going for more general local needs. This is the general main reasons why people look to your business for help. Having content that addresses the basics is a good starting base for both SEO and content marketing, but after that, you need to focus in.
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Look for any trends in your customers to further guide your content. If you have a lot of customers who have the same exact experience that drew them to you, create content around that. This can occur within specific neighborhoods, age groups, or just a large scale experience they all share.
For example, if you’re a roofing company and notice a certain home style needs more roofing repairs than others built in at the same time, make a blog post all about that.
Taking A Grassroots Approach
Building a local audience for your business is very similar to how local politicians get elected. The purpose of a great grassroots campaign is to raise awareness, establish leadership and gain supporters.
Your content strategy should focus on helping people identify problems you can solve, show people you are the local industry expert, and convert visitors to become your loudest advocates.
Produce content designed for each purpose of a grassroots campaign. Identifying problems can help people at the top of your marketing funnel who are unsure if they need your help. Blog posts, videos, whatever your content preferences should tell them they have a specific problem clearly.
To establish your leadership, show off your expertise. If you run into a particularly difficult challenge you think more people will have, talk about how you solved it. Be easy to understand, but knowledgeable.
Once your content is created, do whatever you can to promote it. Highlighting great content on social media builds your reach and sets you up as an industry expert. As people naturally share it with their followers, you’ll build a reputation and influence more people in your area.
Be Connected To Local Events
Your business is a part of the community and your content needs to reflect that. If something happens locally that could impact your target market, be a part of it. Produce content about these events, your position on it, and how you can help.
Depending on your business type, these types of events could be anything from a hailstorm that damaged a lot of homes to the election for mayor of the city. If it affects your target market, you need to be producing content about it.
Local events don’t just have to be one time instances either. Every area has its own struggles or quirks that outsiders don’t understand. Learning and creating content around this problems can go a long way to building trust with the community because it demonstrates you understand their needs.
Promote Local Causes
Being a part of your community is more than just staying on top of local events, but actually supporting them. The easiest is by promoting and helping causes that matter to your target market. Things like local charities, volunteer opportunities, and family friendly fairs are all places you can show your community pride and be seen.
People like to do business with companies who care about the community, and this is one of the best ways to make that connection for your business. If you do support an event, make sure to tell everybody online.
Talk about it on your blog, join conversations on social media and advertise it everywhere you can. The more people who attend will see your support, so help get the word out. Doing this will tie you to the physical location and help build relationships with your target market.
Making Locals Feel Special
In today’s world of massive corporations and consumer dissatisfaction, most customers don’t feel valued by companies they do business with. Many feel that customer satisfaction means lower profits, but you can boost your sales without breaking the bank and improve local opinion.
Practices like bundling products or services for them, doing special sales for locals only and getting to know people can go a long way to engaging with them. The goal is to make your local customers feel like they are the most important people in the world.
Whatever you can do to achieve that goal should be considered. This could include highlighting specific customers on social media, getting involved in what matters to them, and building real relationships, especially with regulars.
Measuring Your Effectiveness
Connecting with your local audiences is a lot of PR work, but knowing if your efforts are working is important. Measuring your PR efforts requires looking at your content’s reach, its engagement over time, and social shares.
As you try different tactics, refer back to your analytics to see which strategies work. As you become more connected to the local area, a great resource for this is data from social media analytics. If what you are doing is working, people will share and talk about it. Finding trends of what works can guide you to better campaigns and closer connections.
What barriers are you encountering when marketing to a local audience? What strategies have you used to get noticed locally? Let us know in the comments below.