This is one of the best marketing strategies to draw internet traffic to your business website, and to gain exposure for your business. Much like with SEO, there is a local aspect to content marketing that is just as important as the overall focus. A localized content marketing strategy will only help your business website’s performance.
Why you need a localized content marketing strategy
Just as you need to optimize your website for local SEO, you need a content marketing strategy that’s localized. Most internet traffic originates from mobile devices now, rather than desktop computers, and those mobile searches usually involve queries about local businesses, restaurants, and activities.
By tailoring your content for these local audiences, you can pull in new website visitors and customers. At this point in technology, customers expect content that is tailored to their area.
The goals of localized content marketing strategies
Ultimately, the goals of any marketing strategy are really to get more customers and to increase business sales, but that starts with smaller goals that build on each other. The first step is using content marketing to attract more traffic to your website.
The next step is to earn links from other websites, links that prove your credibility as a trusted business. Another step is to share your content through social media, which also draws more internet traffic to your website. These steps all work together with the common goal of getting more business.
Know your audience
To use localized content marketing, you have to understand your target audience. Understanding the demographics and interests of your target market, such as where local website visitors are physically located, their ages, and household incomes, will help you tailor your content specifically to those customers. You can learn a lot about your target market by examining data about Facebook pages they’ve liked, purchases they’ve made, even how often they use various forms of social media.
Ideas for localized content
There are many methods of coming up with ideas for localized content. As with any content, it should be useful information that is relevant to people. You can browse websites of businesses that are similar to yours, to see what content is popular on those websites. You can also browse websites that are popular in your local area, such as blogs, and see what content is trending on those.
Your knowledge of the local area can be an edge over the competition, since you may be aware of information that other businesses don’t know. If you can tie your business in with the season or local events, even better.
As with general content marketing, you must promote your content. Offer visitors a way to receive notifications when you update the content on your website, whether that’s through email or text notifications. Share all your content through social media, and make sure that you add share buttons to your content, so that it’s shareable directly from the source. Don’t be shy about asking other websites to publish your content, giving you the credit, of course.
Plan your content
Localized content marketing requires planning. You may want to create a calendar, with a schedule that outlines ideas for themes and topics to be used. Use a variety of content formats, including blog posts and social media content, e-books and case studies, and longer articles and guides. The variety of formats makes your content appeal to a much larger audience, and you’ll reach more people.
Manage your reputation
Your online reputation is one of the most important aspects of marketing, and this is particularly true for any form of local marketing. Pay attention to reviews that are left for your business, and respond to any negative feedback immediately. It’s important to have a good reputation, which will make people more trusting of your content, and thus, more likely to do business with you.
Geofencing is a strategy that enables businesses to locate people within a specific area and send them marketing messages, such as current offers and sales. This app development company from Sydney considers geofencing enabled apps a great way to capitalize on localized marketing through mobile apps, not just through your business website.
You can set very specific parameters, and you can use the data that comes from geofencing to learn even more about your customers, for developing a target market. Options with geofencing include text messaging, display advertising, and advertising through social media.
If you don’t yet have a localized content marketing strategy, now is the time to develop one for your business. Localized content marketing is a way to reach your customers that are geographically close in proximity, attracting them to your business. It’s time to take full advantage of those search engine queries for local businesses and events.