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Local businesses can be at a disadvantage on social media. If you’re not an online entity that can ship out products on an international basis, you’ve got a much smaller pool of customers to choose from!
So, first of all, you have to find these local customers on social media. Then, once you have, you need to put out content that’s made just for them. You’re a small business focused on serving its community, and your social media feed needs to reflect that.
And remember, targeting the few is one of the best ways to maximise your marketing budget. Define who your customers are, including where they are and how you can bring them to you.
But seeing as social media can feel like the Wild West much of the time, we’ve put together a quick guide on local marketing in the social sphere. If you need some tips to get started, check it out below.
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A Quick Guide To Local Marketing On Social Media
Use Local Hashtags
Local marketing on social media relies on local hashtags. It sounds quite simple, but so many businesses forget about this. You can use these tags on any and all posts you put out, and they’ll help to match your business to the people interested in what’s available in the area.
If someone follows a location tag, for example, they could very well be on the lookout for a business like yours already. If the tag has a good amount of traffic, and this is usually above 1000 but below 100,000, you’ll be putting yourself in a prime position to secure a new client.Â
On top of this, as a business, you should be able to add a location to your posts before you publish them. This will also help the platform put your content in the right place, where it can be seen by those most likely to be in need of hiring you.
Advertise According to What’s Popular Where You Are
Social media is the best place for being ‘on trend’. However, discount all the viral noise that doesn’t apply specifically to your industry in your area. Instead, listen out for what’s popular according to the people you serve.
You’ll know what’s in demand right now if you keep your ear to the ground. Listen to what your current clients are saying; have they brought up any products or services they wish they could reach out for?
Say you’re a local gardening company that specialises in weed removal. You’ve probably got a few clients who rely on you for this at the moment, so while you’re working away, strike up a conversation about any other jobs they might be interested in.
You’re likely to hear a good variety of things here, but if something comes up more than anything else, it will become clear what your customers want.
And if most people have said they’d like to get someone around to mow the lawn for them on a regular basis, it’s time to invest in a push mower and create some content around that. For example, post a lawn care guide where you can talk about the new service you’re offering.
Plus, it won’t be out of your niche to expand into lawn mowing services, seeing as you run weed control already. Instead, it’ll be a very natural progression that makes sense to your client base.
Post When Your Audience is Online
There are a lot of general guides out there for the best times to post on social media. We say take these with a pinch of salt. While they’re good for giving you an idea of the most popular times for people to pick up their phone and open a social media app, they’re not gospel.
Instead, build up your content log and see what the platform has to say for you specifically. For example, on any platform owned by Meta, such as Facebook and Instagram, you’ll get a direct insight into your audience’s most active hours.
Start using these times in your own marketing strategy. Put your content out when your followers are online and most likely to notice a new post from you.
Also, make sure that the post has been tagged properly and you’ve put a good CTA within it, as this helps drive up your engagement rate, too.
Marketing Your Local Business on Social Media
Your business can find the local community, both online and off. For the best results, make sure your content is made with the above tips in mind.
Wrapping Up
Effective local marketing speaks to customers “where they live,” both figuratively and literally. Local marketing represents this notion by connecting your business to your community through shared experiences, values, and interests. Engaging with local consumers on social media fosters true connections, trust, and long-term positive benefits in the community.
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