Tailor Your Content Marketing Campaign Towards Local Customers

By Dan
Tailor Your Content Marketing Campaign Towards Local Customers
  • Why businesses should adopt local content marketing to stay competitive
  • Eight tips to help you create a customized local content marketing strategy

Local businesses, same as those with a national reach, have the desire to connect with customers.

But there is one problem many local companies face: Too much competition. Despite your best efforts, it will take a lot to overcome the competition and become the top company in your local area.

Finally, however, many local businesses are turning to the potential of local content marketing. Many are already using this strategy to generate interest, sales, and profit. Others are lagging behind, but have intentions to implement this tactic in the months to come.

These statistics show why local companies are putting more resources into local content marketing:

  • 59 percent of consumers turn to Google on a monthly basis to find a local business (source)
  • 60 percent of marketing professionals use content marketing weekly (source)

These statistics prove two things to be true:

  • Your target audience is probably using search engines and social media to look for you and other similar businesses.
  • There is a good chance that some or all of your competition is already using local content marketing.

With the right local content marketing strategy, you can provide fresh, valuable content to your customers in an attempt to increase engagement, drive traffic, and ultimately boost your bottom line.

The key to success is creating a customized local content marketing strategy that suits your business. Here are eight tips for getting started:

1. Analyze and choose your keywords

Before you do anything, you should take a strong look at your analytics account to get a clear understanding of which keywords are most important to your business.

If you are still at a loss, you can use tools, such as Google’s KeywordPlanner, for a better idea of where to start.

Take for example a local plumbing company. You want to dig beyond your branded keywords, such as your company name, and seek out those that have geographical meaning. For a company in Boston, this could include:

  • Boston plumbing company
  • Boston plumber
  • South Boston plumbing

Remember one thing: Your primary goal is to connect with local customers.

Local content marketing - keywords

2. Use local subject experts

Make local experts a part of your content strategy. You can use their knowledge in how-to blog posts, social media posts, or let your customers engage with them in ‘ask an expert’ section.

Target effectively collaborated with local experts to provide compelling content. For instance, it teamed up with Beverly-Hills-based hairstylist Umberto Savone to show female customers how to give their hair a shot of glam and a bit of wavy bounce.

Local subject experts for content marketing

3. Encourage customers to leave reviews

Let’s face it: More people today than ever before are forming opinions and making decisions based on what others are saying.

You should encourage customers to leave online reviews, using services such a Google Plus Local and Yelp.

If you are confident in your ability to provide customers with top of the line service, you don’t have anything to worry about. The majority (hopefully all) of your reviews will be positive. When others read your positive reviews they will be more likely to give you a try.

Best yet, you don’t have to create any of the content. Instead, you are letting your customers do the heavy lifting.

Local content marketing _ Reviews

4. Vary your blog content

Many local companies make the mistake of always talking about what they have to offer. Always talking about what they can do for customers. While there is nothing wrong with selling your services via your blog, don’t get stuck on one type of content. Here are a few types of posts that would work for local readers:

  • How to. Example: How to Find a Yoga Studio in San Diego
  • Best of. Example: The Best 5 Restaurants in Manhattan
  • List. Example: The 5 Top Gyms in Pittsburgh

You don’t want to spend too much time and attention on your competitors, but it is okay to discuss others from time to time. Your audience knows they have choices.

Note: If you don’t want to mention competitors, you can still create the post types above. Simply focus on other sectors.

Resource: A nifty guide on creating great blog content.

5. Prove your local prowess

Can you find a news story to comment on? Can you take a unique stance on a topic being discussed by people in your area?

For example, hot yoga is all the rage. This post by Racked discusses the best hot yoga studios in New York City.

Could you touch on a similar subject in your particular city? Could you add something to this post, such as a unique take on what to look for in a hot yoga studio?

Your goal here is to piggyback off of other outlets. Keep one eye on the news and opportunities will continue to present themselves.

6. Share your blog content on social media

It is one thing to publish a blog post, but another thing entirely to get the content out there for everybody to read.

Any engagement is better than none at all, but you should search for ways to narrow down your audience.

For instance, you could tweet an interesting story to a few top industry influencers in your local area. You never know when this could lead to local media coverage or a follow up story of some type.

7. Harness the power of local events

Hosting a local event is a great way to generate buzz about your business and create some exciting content around the event. Here are some ideas to consider:

  • Sponsor a local 5k run (these have become very popular)
  • Attend a trade show
  • Donate your time to a good cause

After the event, you can engage in content marketing by sharing pictures, creating blog posts, and conversing with your social media followers.

Zappos did something similar. It hosted a unique chase event for Austin, TX consumers and challenged them to spot a life-size gingerbread man and upload his picture on social media. The event generated quite a buzz among Austin residents.

Local content marketing _ local events

How about this for an added bonus: This puts you in position to obtain high quality inbound links. An event you are sponsoring, for example, may link back to your website.

8. Communicate with your audience

The more content you publish the more chances you will have to connect with current, past, and potential customers.

Are you responding to blog comments? How about emails? Are you answering questions on your social media accounts?

For a better understanding of how important this is, you don’t have to look past the large national brands that have social media accounts dedicated to customer service.

Even Comcast, a company known for its “less than desirable” customer service, is doing this.

Local content marketing _ Communicate with your audience

Don’t Delay Any Longer: it is time to focus on local content marketing

More and more companies are focusing on local content marketing, and you don’t want to get left behind.

With these eight local content marketing tips above, you are now in a position to tailor your content marketing campaign towards local customers. What are you waiting on?

Additional reading:


About the author

Dan Virgillito is a storytelling specialist, blogger and writer who helps digital startups get more engagement and business through online content.


Leave a Reply

  • Simon Brooks

    March 10, 2016 4:14 am

    I really like that you encourage companies to ask customers to leave reviews online in your third tip of the article. A lot of companies might feel a little intimidated to ask for customer reviews, fearing that they may be negative and bring the company down. However, even if one or two customers leave a negative review and the rest are positive, it will make finding your business online a lot easier, bringing it to more search engines' attentions.

  • 3D Architectural Rendering

    February 21, 2017 5:26 am

    I agree with you especially. These days I see so many social posts with barely any engagement, and many of them repeats on the same day by the same brand.

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    May 12, 2017 4:29 pm

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