So what exactly is localization and why should your small business care about it? Simply put, localization happens when a company creates different content for different geographic areas. Broadly speaking, this might mean that if you have a Spanish audience, you create a version of your website in Spanish. That's an example however of something a large multinational company might do. When it comes to smaller businesses, localization is even more impactful as they generally operate in a specific region of the country. And so by keeping an eye on localization in terms of your content strategy, you stand a better chance of reaching those consumers right in your backyard. On top of that, if you can personalize the content based upon audience segmentation, then your marketing efforts pack even more of a punch. Below are a few key ways that small businesses can take advantage of localization and make it work for them.
Use Geo Searching
When you are creating your content be it your site pages, blog posts, or any other such articles, be sure to include keywords specific to the region you're targeting. This gives you a much better chance of appearing in search lists when consumers are searching in a given area. Also, go through and ensure that your company is included in various local listings. And don't forget to add your business address to any sites/social media platforms on which you appear.
Rely on Your Expertise
That is to say, you know your community better than a larger corporation would, so how can you apply your knowledge and expertise of the region to your marketing efforts…If for example, you are a construction firm in a given area, odds are you know a bit more about local codes and zoning laws, local suppliers, even the best times of the year for projects to get done. Provide blog posts to this effect; offer consumers something of value based on your experience with the region.
Find Local Influencers
Influencer marketing is here to say. That said, are there any local influencers who have a fairly large following? You might consider approaching an influencer, especially if they work within a specific niche. This costs quite a bit less than partnering with a big celebrity influencer, plus you have the localization factor in play.
Think About Different Segments
This would fall under the category of personalization versus localization, but as mentioned, the two used in tandem can be highly effective. Create different messages for the different target audiences you have, such segmentation can be done according to age, interests, employment, and so forth. People want to know that your brand is genuinely seeking to address their needs and help them solve their problems.
How do you go about figuring out what these needsproblems are according to the various segments? You can use Google Analytics to gather data. You can also use information that might have been provided on an opt-in page. You could even gather feedback in the old fashioned way and simply talk to people. By both localizing and personalizing your content, you stand a much greater chance of attracting customers and what's more, actually earning their business.
If you want to boost your marketing efforts, First Union Lending can certainly help. Our loan programs are fast and flexible. Call today!