When attempting to post consistently on social media, it’s extremely simple to post a “Merry Christmas” graphic or a “Happy National Chocolate Day” post. It’s something that attracts a large demographic all over and is sure to garner a few likes or shares. But when your company is in Cleveland and you’re gaining traction from someone in Tampa, that makes it very hard for those leads to become actual clients for your in-person business. So what’s the solution?
Examples like this reinforce the importance of local content. How are you driving your content and your advertisements back to the community in which you are servicing? It’s such a simple option and an effective way to make your content work for you.
Consider the interests in your community. Are you known for your dog park? At least a few posts on your page should feature your pup with a tag to that dog park. If you have an annual festival or holiday exclusive to your area, they should be just as important as your “Happy Halloween” post.
Check-in on those local groups in your area. If you own a craft store, those local knitting or painting groups on Facebook are your bread and butter. Be an active member, letting people know how you can help them further their interests.
Stick with local hashtags as well. Every city has its key phrases. If you’ve ever been to Pittsburgh, surely someone has used the word “yinz” or talked about their passions for their local sports teams. Work these into your posts by hashtagging. This way, you can reach an audience further than just those who follow you.
Be sure to use your community for help as well. Lean on happy reviews and be sure to promote them. The chances of someone seeing the review and knowing the person or it being shared by the person who left it can lead to the friends and family of this person reaching out. People trust their friends and family. Don’t rule out the benefits of word of mouth.
If you’re still unsure if local content is for you, let’s not forget the major advantage: lower cost. Hyper-focus those paid ads on a small geographical radius around your business/the areas you serve. These are the people most likely to become paying clients, therefore they need to receive the most attention. Budget efficiently, and you’re sure to have more success with making that money back.
Local content is a surefire way to turn those around you into long-term clients. From being more affordable to being more authentic. Give it a chance and those around you will learn to trust and support you.
