3. Tailor your story to the location. Look for a common thread and capitalize on it. Perhaps create a partnership opportunity with a local blogger to tell a story that your targeted audience will really connect with. Insert yourself into the conversation when it feels natural.
While not social-media focused, GrubHub did a great job targeting Chicagoans when it sent out an email marketing campaign joking about the city’s terrible weather. The brand empathized with customers and offered its delivery services as a convenient alternative to braving the weather. The conversation is always moving forward. Listen, then jump in on the action when it makes sense.
4. Provide actionable, exclusive information. After you’ve established relationships with your target consumers on a more local level, you can work to drive them through the purchase funnel. In that vein, make sure you’re broadcasting actionable, relevant, and personalized information. For instance, if you work for a consumer products brand, let targets know exactly where they can buy your products and inform them of upcoming special events or sales in the area.
No matter the size or location of your brand, hyperlocal campaigns are one of the most effective ways for you to establish a presence on a local level and set the foundation for an authentic brand-consumer relationship. There is no better way to harness this power than social media networks. What are you waiting for?
Sarah Clark is the president of Mitchell, an award-winning public relations firm that creates real conversations between people, businesses, and brands through strategic insights, customized conversations, and consumer engagement. The agency is headquartered in Fayetteville, Ark., with offices in Chicago and New York City.
Mitchell is part of Dentsu Aegis Network, which is made up of nine global network brands and supported by its specialist/multimarket brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital, and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with over 30,000 dedicated specialists.
Clark is one of the top strategic communications professionals in the country, with more than 25 years of experience in corporate communications and an exceptional track record in protecting corporate reputations and redefining perceptions in key areas of business.