What is Localized Content, and Why Do I Need It?
Many consumers feel that they are constantly bombarded with messages and notifications from businesses on social media, to the point where it becomes overwhelming and quite frankly annoying. This is known as social media fatigue, and it can lead to your marketing messages being skipped over and ignored by your followers on various social media platforms. Worse, it can even lead to resentment towards your brand depending on how often you are posting.
To combat consumers' social media fatigue, switch things up (especially if you are relying on generic, corporate messaging!) One way to do this is through localized content.
What is localized content?
Localized content is social media posts created specifically for a certain community, region, or market. It takes into account the needs, habits, and preferences of a particular consumer base, and it tailors content to appeal to potential consumers.
Localized content can utilize tactics like:
Mentioning or "calling out" the city, neighborhood, region, etc. directly in the post. (Ex. "Good morning, Atlanta! Today we have a promo that will make you forget about this humidity..."
Allowing franchisees or local businesses to use their location name or identifier of the business (Ex. ServiceMaster of Orlando, Orangetheory Fitness Town, and Country, etc.)
Using relevant news for your region (Ex. Due to Hurricane Bethany, we will be closed Tuesday and Wednesday.)
Highlighting contributions to your community (Ex. Volunteering as a company, sponsoring your local high school baseball team, etc.)
Promoting customer reviews and testimonials specific to your location (Ex. Positive reviews left on your Google Listing, Yelp, or internal review platform.)
Why is localized content important?
As the world becomes more and more connected, it's important to have social media content that is relevant to your particular audience. That's why it's essential to have localized content.
When you create localized content (or have it created for you), you are showing your customers that you understand their needs and that you are willing to cater to them. This can go a long way in building trust and loyalty.
Who needs localized content?
This is especially important for franchisees or small businesses. As owners, localized social media can help them connect with their customers on a more personal level by allowing them to share information about their products or services in a relevant way.
So if you're not already creating localized content, now is the time to start. It can assist you in connecting with your consumers and growing your brand awareness while avoiding consumer fatigue by offering a friendlier and localized tone.
If you are interested in learning how Emerging Trends Consulting Group can assist you with your localized social media content, you can reach out to us here or give us a call at (678) 483-6380.
