Hello Local, Meet Social – Learning the Basics at SES Chicago
Proper execution of a local and social media strategy is still a head scratcher for many internet marketers. The session on “Local + Social: the Future of Promotion” featuring Gregg Stewart and Benu Aggarwal at SES Chicago was a must see to answer several vital questions.
A Best Practices Approach with Gregg Stewart
Did you know that roughly 20% of all Google searches have local intent? When you look at mobile data that number is even higher. These statistics alone should show us as marketers how vital a online local strategy is for improving engagement.
Checking the Box Won’t Work
While website All Facebook says that 96% of small businesses are on Facebook, Mashable.com says that 64% of small businesses reckon that social media is unnecessary. Part of what this data tells us that many companies are simply checking the box, but aren’t sure how to properly utilize social media marketing channels.
Caution: Mistakes Yet to be
Stewart stated that the largest mistake that advertisers trying to go local make is focusing on the incorrect data. Often advertisers will say that the number of clicks on the website are not improving, or the e-commerce on the website isn’t that fantastic. Consumers are looking for your business in a variety of places and they expect that information to be readily available and accurate.
Local + Social Best Practices
When implementing a local and social media strategy there are some key factors that are part of a best practices approach including:
- Accuracy
- Delivery
- Signal Strength
- Enrichment
A “SoLoMo” Strategy by Benu Aggarwal
Presenter Benu Aggarwal did a fantastic job of highlighting the substance of of a social, local, and mobile strategy and the substance of integration between the three. A common theme for both presenters was the accent on consistency across multiple channels. In addition to remaining consistent what else should you know about a social and local strategy?
The Why, Who, & How of Social + Local
Successful local and social strategies are built upon a strong foundation. What questions should be taken into consideration when building a strategy?
- Why should you connect with your consultation?
- Who should you be connected with?
- How are you going to connect with them?
- What is your consultation talking about?
- Where are they socializing?
Participate in Active Conversations
Relevant and active participation in online conversations can go a long way. What are some examples of this interaction?
- Connect with brand evangelists in your area
- Respond to direct questions about fantastic places to stay before your competition does
- Connect with users who have the power to influence others
Exploring Local Trends on Twitter
Twitter’s search capacity is better than you may reckon. What are some ways you can better utilize twitter from a local perspective?
- Reach out to users as a replacement for of waiting for them to come to you
- Explore discussions that are happening in your butt markets
- Insert yourself into unfilled conversations in a productive manner
5 Ways to Enhance your Foursquare Business Page
Foursquare Business Pages can be tough. Aggarwal recommends the following enhancements:
- Optimize your banner
- Use keywords and bullet points
- Link to other key online channels
- Make list of local interest categories
- Leave compelling and engaging tips on local businesses
Local + Social Media Key Takeaways
- Manage your listings effectively
- Continue to house substance on UGC (user generated content)
- Users like both search and social media
- Define your goals, butt consultation, and know where they are
- Leverage the most well loved channels
- Optimize across all channels
- Integrate social, local, offline, and online channels
If executed correctly a local and social media marketing strategy can work wonders for gaining popularity, improving brand awareness, and increasing revenue. A main focus of this session was on consistency across channels. Are you incorporating local and social in your online marketing mix? What are some of your best tips?
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