Digital marketing is about going where customers are located, which means an emphasis on local markets. While there are several steps that can be taken to better connect with a local audience, you’re not doing yourself any favors if you’re not being consistent with your brand identity.
Present Uniform Business Listings
Settle on one version of your business name for social media profile pages and local directory listings. New customers can easily become confused if they find multiple listings with different information for the same business, especially with contact information. An inconsistent online identity also makes it more difficult to build trust. If you haven’t done so already, take a moment to:
- Delete duplicate listings
- Verify your business address as it appears online
- Delete directory pages or social pages you never use or update
Going Local with Social Media Engagement
A more effective connection is often established with consistency in tone and theme in what’s shared socially. If other employees contribute to your content, set guidelines for what fits in with your image and what’s not appropriate. As the same time, you want to establish a connection with local customers with a clear focus and a consistent message. Infusing a local flavor into your social media engagement can often be accomplished by:
- Promoting local events
- Soliciting customer comments
- Incorporating local SEO into posts
Correcting Inaccurate or Misleading Information
It’s going to be difficult to grow your business locally if there’s information lingering online that’s misleading or inaccurate. Reputation marketing addresses both misleading comments or reviews and includes steps to present a positive business image to local consumers. When implemented properly, reputation marketing and management strategies encourages satisfied local customers to become active advocates of your brand online through:
- Positive social comments
- Recommendations to friends
- Favorable online reviews
Digital marketing is more effective when you’re consistent with how your business is presented to local consumers. While SEO is an effective way to connect with a local audience, it’s more effective when combined with other online engagement efforts. If you’re not sure where to begin when it comes to connecting with local customers, consider working with an online marketing consultant to assess your needs and develop a comprehensive marketing plan.
Sources:
5 Proven Marketing Tactics to Gain (and Keep) Local Customers, businessnewsdaily.com
5 Ways Social Media Takes Customer Relationships To The Next Level, forbes.com
