December 22, 2021

Best Practices for Planning a Local Social Media Strategy

people huddled around a giant computer with symbols of messaging and social media

Brands big and small should have a local social media plan. Doing so means that you can create a digital space online that caters to the community surrounding each location, which can bring benefits to your online reputation and local SEO efforts. Furthermore, it provides another opportunity to get in front of online users already spending plenty of time online. In fact, people already spend an average of 2.5 hours a day on social media alone.

Obviously, crafting a local social media strategy doesn’t happen overnight, but here are some ways to make the most out of your social media assets:

  • Don’t just promote; inform
  • Create engaging content
  • Respond to users

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Local Social Media Tip 1: Don’t Just Promote; Inform

Most brands see their social media channels as another arm of their strategy to market to consumers. While this is true, you shouldn’t just drop links to product pages and talk about how your offerings are better than the competition. With people using social media more than ever, your channels can be an effective means of communication about updated store information, new initiatives, and brand culture.

Creating social copy in this way involves a tightrope-like method of communication. The copy needs to come off as “human” while also sticking to brand-established guidelines. This ensures a professional tone that also places importance on the consumer.

Approaching social media in this manner paves the way for better advocacy from people down the line. Specifically, the proactivity on your end to inform people in the community, even if they are not a customer, helps establish trust. Over time, that trust can turn into a conversion, which is vital to your customer acquisition efforts.

Local Social Media Tip 2: Create Engaging Content

Your social channels are also a great stage for engaging content that starts conversations and even convinces people to learn more about the brand. The content can come in the form of a question related to your product, a poll about new ideas that can gauge public interest, or even the response to an ongoing conversation that involves the industry at-large.

Another viable option is to display reviews on social media. These treasured pieces of social proof, especially when they’re from people local to the area, help establish your online reputation. Online reviews show that people had a great experience with the brand and want to tell others about it.

However, don’t just display the review without some context. Use it as a way to talk about the brand. Point out details that they liked or how a new offering is enticing people to come in. These pieces of content venture a bit into the marketing realm in terms of messaging, but putting a human face on the promotion can help establish trust and authority.

a group of people sitting near a giant hashtag symbol planning a local social media strategy

Local Social Media Tip 3: Respond to Users

On some occasions, users will tag your brand on social media. These can range from a product recommendation to harsh criticism from a recent experience. In both cases – and everything in between – it’s important to respond in a professional manner.

If people are discussing the brand in a positive light, say “Thanks!” and nudge them closer to a conversion on your site. If you’re just mentioned in passing as one of many brands up for consideration for a purchase, thank the user for considering you but don’t be too aggressive in your attempts to steer them to you. If the mention involves some criticism or harsh words, take a page from your lessons on learning how to respond to negative reviews and try to bring the conversation offline to adequately resolve the problem.

On a local level, this type of community management is crucial to standing out from competitors, which you can compare to on a regular basis with local search rank checker software. When product offerings, pricing, and even proximity are on the same level across similar brands then social media reputation management can be the main differentiating factor for getting in front of consumers.

Create A Powerful Local Social Media Strategy Today

In many ways, a local social media strategy mirrors the social media plans for larger brands, and that’s a good thing. Taking tried-and-true strategies on a national or even global scale and bringing them to the local level can yield great benefits. Not only does this help you stand out from the competition, it can be a valuable part of any customer retention strategy that brings in success and revenue for months or even years to come.

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