How to leverage localised social content to drive more leads & boost conversions to your offline locations?
Did you know Geo-targeted posts are a whopping 600% more effective and successful than global posts? Yes, multiple experiments conducted by the Nieman Journalism Lab on the importance of localization in social media have uncovered this fantastic statistic.
There are more shocking statistics. Only 4% of people trust general influencers on social media! Also, people are getting more suspicious of paid advertising. In such a scenario, if your business truly needs to reach the innermost core of your audiences, you need localised social content that builds communities. A community is a collection of people sharing like-minded interests and values, feeling a connection or a sense of belonging.
The community exudes passion and it consists of more than your customers – these people are your loyal fans! Apart from being loyal, the community members contribute to the most powerful and organic marketing – word of mouth! And your localised social media is a channel to do precisely that. But, whether you are an Automotive Dealership, a Healthcare Diagnostic Chain, a Hospital or High End Retailer who depends on local patronage, you need to be careful of the cost of not understanding the local context.
When a successful ad campaign could have ‘sucked’
Electrolux, the Swedish manufacturer of vacuum cleaners, sold its products successfully in the United Kingdom in the 1970s with the slogan – “Nothing sucks like Electrolux”. This slogan had been created by a British ad agency. When the company intended to enter the United States, they had to change their ad because ‘suck’ had a totally different meaning in the USA! It meant, “to fail, to be very bad, to be unpleasant”.
It becomes amply clear that businesses need to understand the local language, the local culture and the local consumer attitudes in depth whether it is meetings, negotiations, advertising or social media.
Localisation is both a science and an art which involves adjusting the brand content and messaging in a manner that conveys the intended meaning to audiences from different geographies, cultures and life-experiences. As explained, it is more than translation and requires an in-depth understanding of customs and culture along with fluency in language.
Localisation becomes very important especially on social media where content can go viral. Just imagine the ‘Nothing sucks like Electrolux’ ad slipping out on social media today. A million memes and a billion jokes would have been created causing significant damage to the brand image. However, done well, it results in driving more leads and boosting conversion for your offline business. Here are 5 compelling reasons why localisation in social media is crucial:
- To prove to your local audience that your brand’s/product’s content is aligned to their needs.
- To avoid culturally offending potential customers.
- To present relevant and meaningful content to the audience.
- To ensure inclusivity on the social media pages as well.
- To make the content memorable for people across cultures, backgrounds and geographies.
Transforming local activities into ‘social’ activities too
Ranking high on local searches and enhancing your local SEO directly translates into better footfalls in your stores and business locations. If you are wondering how to leverage localised social content, here are some effective ways.
- Local Social Media Page Community
Offline businesses mainly serve local neighbourhoods in a radius of probably 15 kilometres or so. Since the offline business is local, it is only logical that the social media pages also are local! Remember that Google Maps, Facebook and Twitter offer local search options to the users. Ensure that your social media pages abound in the local-specific activities be it on-time deliveries, daily/weekly offers etc. Tag customers with their permission and encourage them to do so as well. This will help you reach more prospective customers and build community.
- Slang & idiomatic speech
Sprinkling the content with regional phrases, slangs and sayings is a sure-shot way to bond with local audiences. But as emphasised earlier, get the right context and intended message. It would make sense to hire and employ either multilingual content creators or localisation experts to deliver your message.
- Pop culture references
Create content that often makes references to holidays, events, sports teams, celebrities and movies which have a strong connection with the local audience. This will help to evoke memories and bring forth emotions to provide a more meaningful context. Of course, this will have to be tailored from region to region because the references become meaningless without familiarity. Once again, having a good historical and cultural understanding of the audience becomes vital.
- Respecting Cultural Values
Different cultures have separate standards of acceptance and modesty. They remember historical events differently and give importance to different holidays. Therefore, it is important that you prioritise the representation in your imagery and stories, acknowledge the important dates and days and clearly show knowledge of current happenings and events that are important for your community and target audience.
- Geo Targeted Influencers
Local businesses best thrive on local and micro influencers. So, when you have to choose someone to represent your business, pick someone with local influence based on your active social listening. Combining a local influencer with a local event is a great synergistic strategy. Apart from paid promotions and collaborations, actively follow and promote interaction with such influencers.
- Localised Advertising
Localised advertising is akin to audience segmentation and post targeting in social media. Make use of similar if not the same filters to advertise on social media as well.
This will ensure that the promoted products and services are being served to the right people who will be directed to your offline store or establishment. In case you lack an offline presence, you could direct them to the relevant website.
- Measuring & optimising
Like any other campaign, ensure that you have data and means to measure the success of your localised efforts also. Continuous optimisation will be necessary at least in the beginning to ensure that you are doing the correct things in the correct market.
Irrespective of the audience, the goals for any business or brand on social media are the same – awareness, followers, engagement, traffic, leads and, ultimately, conversions and sales. To achieve all of these in local markets, it is important to capture the minds and hearts of the local people. Key to that is creating & executing a local social media strategy.
Today, there are several tools to aid that. Location marketing platforms are powerful tools to ensure that your network gets better visibility and engagement online which in turn boosts store/business traffic and sales. Zceppa is one such location marketing platform and businesses using Zceppa have seen upto 300% growth in search views, 57% increase in month-on-month leads and 5X increase in conversions at a location level, delivering 200X ROI.
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