October 14, 2020

Marketing Mythbusters: Localizing Content – Is The Juice Worth the Squeeze?

As a multi-location marketer, you may often wonder if localizing your social content is a necessary component in developing a strong localized marketing strategy. We all know that localized content takes more effort and coordination from both corporate and local business owners, but does the hard work pay off? For our next myth in our Marketing Mythbusters series, we’ll take a look at whether or not localized content performs better than general or corporate posts - if the juice is worth the squeeze.

Localized Content is More Engaging for Consumers

Data from our newly released report on the state of localized marketing in Q3 found that localized content performed 12x better than content that was considered non-localized. In addition, social media is becoming one of the largest tools for customer acquisition. If you are not using localized content on social media, you are missing out on new customers and sales. The numbers speak for themselves. Localized content is objectively more engaging when compared to content that is not localized. When planning your multi-location business’s localized marketing strategy, it’s important to incorporate localized content. If you’re having trouble convincing your local business owners that localized content is crucial, this blog on the topic can help.

Platforms Prefer Localized Content

While the data clearly shows the importance of localized content for consumer engagement, there are other factors your multi-location business should consider. Facebook, Google My Business (GMB), and Yelp are the top three platforms in localized marketing. These platforms give your multi-location business additional opportunities to provide consumers with that local connection through claiming and having an active local presence for each of your locations. If your multi-location business doesn’t have local pages for all three of the top social media platforms, it’s time to change that. As the data has shown previously, consumers are craving a local connection amid the current pandemic, and it’s your job to give it to them. Not only will local content satisfy your consumers more, which will in turn lead to more positive ratings and reviews around your business, but it will also get higher engagement, leading to more views on your local social pages. Facebook, GMB, and Yelp all have features that encourage, and even show a preference toward, localized content.

Facebook

For instance, Facebook recently launched a locally-focused “business nearby” feature. This new feature is prioritizing businesses with localized posts. Facebook is aggregating all localized posting within a 15-30 mile radius near you, and provides users with updates from local businesses, pulling the information through localized posts. If you’re a business that is not localizing your content, you will not appear in these searches. As a multi-location business, sharing localized content on Facebook is key to increase your visibility on the platform, ultimately resulting in more leads and sales.

GMB

GMB also provides multi-location businesses with plenty of opportunities to provide consumers with the localized content they are craving. If your multi-location business posts localized content on GMB, you will increase your likelihood to appear in local search results for non-branded searches. For instance, if someone in Austin, TX searches for “hair salons” and you have a hair salon in the area, you will be more likely to appear in the local search results if you have posted localized content through your GMB account. Keeping your GMB local listings up-to-date is another way to increase your chances to appear in the local results for non-branded searches.

Yelp

Localized content takes on a different meaning within the Yelp platform for multi-location businesses. While Yelp doesn’t allow businesses to specifically share localized content through social post-style updates, there are still ways your multi-location business can optimize for localization. By keeping your local listings up to date and promptly responding to reviews, you are able to capitalize on some of the local business-focused updates provided by the Yelp platform throughout the pandemic to keep consumers engaged. For instance, within the restaurant industry, Yelp has provided many updates to the local profiles to help your multi-location business share your modified operations, such as adjusted hours of operation, carry-out vs. dine-in, and more. Staying on top of these changes, and updating your listings accordingly will ensure consumers are able to find the local business information they're searching for, which can ultimately lead to a purchase decision. For more information on the importance of maintaining your local listings throughout COVID-19, check out our blog on the topic.

Tips for Localizing Your Social Content

Localizing your content doesn’t have to be difficult or time-consuming. Here are some great examples of localized social content:

Promote a digital event or fundraiser at a specific business location
Leverage and share local customer reviews
Repurpose user-generated content (UGC)
Highlight changes to your business location (what has changed due to COVID-19?)
Introduce local team members
Partner with local businesses in the area
Share location-specific specials or discounts

Once you begin posting localized content, it’s important to look at how your content is performing. You should find that your localized content is outperforming some of the non-localized content, which again highlights the importance of sharing localized content frequently as a part of your localized marketing efforts.

Getting Started

Now that the myth has been busted and you are able to fully understand the importance of localized content for your multi-location business, how do you get started? Enter SOCi. SOCi is the central command for multi-location marketers and an all-in-one platform for your business’s localized marketing needs. From listings to chatbots, to social media, reputation, ads, and more, SOCi has you covered. When it comes to localized content, SOCi’s social solution would provide immense value for your multi-location business. SOCi’s social media management solution empowers enterprise and local teams to publish localized content, manage content libraries, respond to social engagements, and analyze performance — all within one powerful platform. Now corporate, regional, and local teams can plan, share, and manage all aspects of their localized social strategy effortlessly. For more information on how SOCi can help your multi-location business strengthen its localized marketing efforts, request a demo today! And be sure to check back soon to see which marketing myth we’ll tackle next!