It has recently come to light that 49% of senior marketing executives believe a localised marketing strategy can improve their business’s profitability. These marketers understand that a local campaign will make their message far more relevant for the consumer.
Localising your social media campaign is a key driver for higher user engagement. It invokes quicker response rates, insightful conversations and more repeat business. The majority of companies manage their social media campaign on a national level and don’t assess the impact it has on a local campaign level. On this basis there are five key steps to consider when localising your social media campaign.
1. Create your top-down plan.
The aim here is to geo-target local content from the national account. This enables the page to be maintained locally with relevant posts for specific areas. The account can be set so the national account administrator can overlook the content and moderate towards the social media policy.
2. Establish your local campaign team.
It is important at this stage to create specific roles so members can understand their responsibilities. These may cover creating content, assessing content, scheduling posts and administrating conversations. Train the local campaign users, so the social media guide conforms to the national brand standard.
3. Develop a local campaign fan-base.
For the local social media campaign to be a success then it’s important to get local employees on board. Getting employee’s with local friends to support and “Like” your pages. Opening competitions that will increase the current fan-base and then using “Sponsored Stories” to improve sharing on local pages.
4. Content Planning
This involves creating a plan with daily and weekly topics that will be issued through the local campaign page. Once it is approved local users can assess which content is creating the most user engagement and centre activities around this. Social media statistics tools like Social Mention can help assess the sentiment of customer’s comments on social media networks like Twitter and Facebook.
5. Evaluate and Moderate
The content within the topics must conform to the social media policy and a process should be established so important content can be directed to the national brand account. A system of response should be introduced, so a reply can be issued quickly for queries.
Reaching local customers can bear a significant impact on your social media strategy and make all the difference to the success of your local campaign. To find out more information on achieving a successful social media campaign, simply Contact us to speak to one of our digital marketing consultants.
(*Source: iMedia Connection)
