The influence of social media marketing on consumers of small cities
Nowadays, when we speak about digital marketing, one of the primary goals of nearly any business is to boost its reach to the maximum, to go global, instead of “settling” for local.
However, ignoring your community is a big mistake.
The reality is that people who live in a small city typically care more about supporting their local businesses and are more likely to look for whatever product or service they need near them.
So why would you miss an opportunity like this?
There are plenty of sales to be done in your area so if up until now, you’ve been focusing on the global realm and undervaluing your community residents, something needs to change.
Three words: social media marketing.
Why is social media so powerful in smaller communities?
When creating and updating their social media pages, many brands go big from the get-go, trying to boost their follower count as fast as possible and to reach big influencers (or even celebrities) in order to promote their products or services to the world.
And fair enough – Oprah might just be interested in what you have to sell, who knows!
However, putting all your eggs into one basket is never a great idea.
Not when you’re from a small town, with limited demographics, where residents know each other much closely and aren’t exactly looking for big, international brands in their day-to-day life.
It’s these different lifestyle and buying habits that make social media such a great local marketing tool.
In these communities, word-of-mouth is still huge.
People recommend brands to each other and this is a lot more valuable when we spean about small towns, as potential consumers can actually buy from you a lot easier when compared to global ones.
All you need to do is reach your community residents and make them memorize your name. And what’s the most efficient way of doing so? By showing up on their social media feeds!
3 Tips for using social media for local marketing
It’s clear by now that, for small businesses, a local follower represents a lot more potential sales than an international one, which brings us to the next question…
How can you reach your community through social media?
1. Run paid ads
From Facebook to Twitter, Instagram, and more: all the big social media platforms have paid advertising tools.
Using them means you can target your posts to specific audiences and, in this case, exploring the location targeting options is the way to go.
2. Organise contests
Who doesn’t love free things?
Organising contests specifically in your area is a great way of encouraging people to follow you and, if you play your cards right, to purchase your products or services.
3. Promote your page on your store
Many people find you online and become customers offline, but it can happen the other way around.
Whether you put up a poster with your handles or give people a business card, make sure to promote your pages offline, so that your local follower count keeps growing.
Growing your small business – locally
When it comes to being a business owner, it’s always good to reach for the stars.
If your goal has always been to expand your brand and slowly but surely, go global, you should continue to put the effort into that.
However, that doesn’t mean you should forget about where you came from. Now that you why social media works so well for smaller communities, and how you can use it for local marketing, it’s time to get posting and start interacting!
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