How to effectively target your local area
When it comes to marketing products and services to local buyers, location is everything. Social media can be a vital tool in reaching key audiences in specific locations. Here are some top tips on how you can use social media platforms to target audiences within specific areas:
Google My Business
Google My Business is one of the most sought-after business directories to successfully and accurately target your local area. It works by managing your online presence across Google, including ‘Search’ and ‘Maps’. By verifying and editing your business information, you can help customers to find you; telling them the story of your business. A key thing to always remember is to include your local area in the description of your business and to optimise your listing as much as possible; including adding photographs to your listing and asking existing clients to review you.
When using Instagram, you have the option to share photographs to your photo map before posting. This uses the geotag feature and places a thumbnail of your photo onto a Google map so that you can see where it was taken. It will also show up on the explore page to users in the local area. Both of these features allow you to showcase the services and products you’ve sold in the area and local events you’ve been involved with; accurately targeting a higher number of consumers in and around your businesses local area.
Twitter is centred around hashtags. To increase your reach and website traffic from your local area, try pairing the hashtag of your business’s location with one that’s trending at the time. Twitter has also introduced geo-targeting to help marketers successfully meet their local advertising objectives. This means you can target a promoted tweet to a specific location based on a postcode or area name. What’s more, you can target more than one location, creating brand awareness for your company across one or multiple locations!
For Facebook, there are many groups to post in by searching for your local area, which is a great way to engage with third parties. If you find any relevant local pages, it is a good idea to like them as this will notify any local businesses of your page; helping to promote your page and vice versa. Much like Instagram, you can also tag the area you are in; allowing users to see your post when searching that area. However, the best way to target your local area on Facebook is through paid advertising and using the location targeting available. This involves your business creating an advert and selecting the audience you are targeting from a custom radius. Audiences can be found based on a users’ location, according to their profile. You can then choose a specific audience, based on their interest and posts they have previously engaged with.
YouTube is another fantastic social platform used by businesses, offering the ability to upload video content. But are you doing enough to optimise it for local search? YouTube is a search engine within itself, so ensure you optimise your videos with keyword specific terms to help them show in video search on both Google and YouTube. You should include your location within the video title, description, tags, and even the video file name if relevant when you upload your video. You can also run video adverts on YouTube and across the web through the Google Display Network. Using advertising allows you to target specific areas, postcodes and locations, therefore allowing you to target a specific demographic, or remarket to viewers based on their past interactions with your videos.
Across all of the platforms you manage, ensure that any locations specific to the areas you cover are included within your profile descriptions. This will help your profiles and pages to show when a specific keyword is searched for on social media platforms. If you would like help promoting your business to your local area, check out the marketing packages available on MOB.