August 14, 2020

How to Leverage What Your Local Consumers Are Saying On Social

In today’s digitally-focused world, consumers are spending more time online than ever before. As a result, there are likely conversations about your multi-location business that you may not even be aware of. As a multi-location marketer, it’s essential to take the time to pay attention to the conversations that consumers are having about your business and learn how to leverage the insights, and incorporate them into your localized marketing efforts. Throughout this blog, we’ll go through some tactics that you can use to leverage what your local consumers are saying on social.

Engage with consumers at the local level.

If consumers are speaking about your multi-location business on social media, this provides an excellent opportunity for individual locations to engage with consumers at the local level. For instance, if your business is in the restaurant industry and consumers post about their positive experience eating at your restaurant, this is an opportunity to chime in and respond. You could comment something along the lines of “Hi, name. I’m glad you enjoyed your experience. We’d love to see you back soon!” While the message is short and doesn’t require a lot of effort, personalization goes a long way. On the other side of things, if you see a negative post about a specific business location on social media, you should respond to the consumer who posted the status directly by acknowledging their negative experience and highlighting ways to prevent the negative experience from happening in the future. If consumers feel like your business is taking the time to listen to what they have to say, they will be more likely to give your business another try, even after a negative experience.

Utilize testimonials on social and other platforms.

While responding to your consumers seems like one of the most obvious ways to leverage their interactions, you can also dive deeper and utilize consumers who are speaking highly of your business for your marketing efforts. For instance, you’ve seen a consumer post multiple favorable experiences about your business or your products on social media. In that case, they might be interested in doing a testimonial for your local location. Testimonials are a great way to have others share their positive experiences about your business without you having to promote yourself. While we all know the importance of ratings and reviews when making a purchasing decision, testimonial videos can also help. If a potential consumer sees multiple positive testimonials about your business, they will likely feel more comfortable trusting your brand and making the purchase.

Analyze the conversations around your business locations.

With so many conversations happening online, it’s essential to know the sentiment around what is being said about your individual locations. By analyzing the conversations around your business, you will be able to understand better what consumers are thinking, whether positive or negative. For instance, are there multiple consumers posting on social media about having a difficult time getting in contact with your business or responding to emails about customer care issues. Or is there a specific product that consumers consistently post great reviews about? As a multi-location marketer, it’s critical to be in tune with what your consumers are saying about your business. The information that you gain by analyzing what local consumers are saying on social media and the sentiment behind it, can then be used to inform your localized marketing efforts.

Make optimizations to localized marketing efforts.

After analyzing the conversations around your multi-location business on social media, you should create a list of the top takeaways you gained from the chatter. Those takeaways can then be used to optimize your localized marketing strategy. Would a chatbot solution help streamline communication between your consumers? Are there any common questions that consumers had about your business that could be quickly answered on your social media channels or the website? These are some examples of questions to ask yourself when brainstorming ways to improve your localized marketing efforts. As a multi-location marketer, you should always be looking for ways to improve your localized marketing efforts and find innovative ways to stand out. Leveraging what your local consumers are saying on social media and making thoughtful changes based on what you saw is vital. At SOCi, we understand that marketing resources have been strained across many multi-location businesses, so we’re here to help! If your multi-location business needs help optimizing your localized marketing efforts based on your findings, SOCi has you covered. SOCi is the all-in-one platform for your business’s localized marketing needs. It is built to tackle the complexities national teams face in managing and deploying digital marketing efforts across limitless locations. For more information on how SOCi can help your multi-location business leverage what local consumers are saying and help you further improve your localized marketing efforts, request a demo today!