A business that remembers its local roots has a particular identity that can become part of its brand engineering. Even companies that market further afield can look back to their place of origin and use it to help their marketing. The “local touch” can be a unique take on what the business offers. Far more consumers identify with businesses that are (or seem) local than those that are generic in their branding.
But what can a business do to leverage their hometown charm? Thirteen professionals from Forbes Agency Council examine the problem and offer their own techniques for integrating a bit of “local touch” into a business’s marketing strategies.
Members offer advice for businesses that want to give off a more “local” vibe.
PHOTOS COURTESY OF THE INDIVIDUAL MEMBERS
1. Get Creative With Geotargeting
Digital marketing allows brands to deliver different ads to different customers based on a variety of factors. Using these factors (location, interests, age, etc.) brands can create bespoke creative that feels personal and speaks to the consumer in a unique way. Beyond digital, brands can use traditional, experiential and other methods. See Universal’s campaign for “The Grinch” as reference. – Marc Becker, The Tangent Agency
2. Go Beyond The Local Frommer’s Guide
Marketing for locals is more than catching the Eiffel Tower in the frame and calling it an ad for Parisians. Tap into local insights and find the gaps. An underrepresented neighborhood in the city, a meaningful tradition, belief or humorous anecdote — anything that shows the natives you’re one of them and that you care. – Ashar Jamil, Digitally Up
3. Partner With Local Influencers
Brands can boost local appeal by working with regional influencers. Influencers with an active geo-specific community following can provide the authentic, relatable tone their audiences respond to, with relevant geographic messaging (“This jacket is perfect for our long, rainy winter”). Layering paid social media advertising to these posts will drive more views from local audiences. – Danielle Wiley, Sway Group
4. Highlight Local Spaces
Depending on what services you offer, highlighting local spaces and spokespeople is a great way to build community. Showcase your involvement in the various communities you occupy or highlight staff who are from that area. Starbucks adds a local touch by selling specially branded cups for each city they occupy. This is a great move on their behalf to show local appreciation and connection. – Darian Kovacs, Jelly Digital Marketing & PR
5. Tap Into Niche Hyperlocal Communities
With the use of influencer marketing, you can tap into any niche hyperlocal community out there, from truck drivers to photographers to street artists on a regional level. By finding out who leads these communities and making them an ambassador for your brand, this will help add a more “local touch” to your brand in a very authentic and unique way. – Maddie Raedts, IMA – Influencer Marketing Agency
6. Don’t Undervalue Your Local Retailers
Many brands sell through local independent retailers. Oftentimes these retailers have not only a website that features a brand’s products and services, but a social presence, as well. Allowing your retail network to tap into your brand content and personalize it for their location on their social page can be a powerful way to localize your brand, empower your retailers, and engage your customers. – Matthew Brown, ThumbStopper®
7. Aim For The Local Bullseye
Target locally when using Facebook and create ads that directly speak to the particular area you are targeting. This strategy invites an additional layer of customization and personalization. Highlighting local achievements such as “We are the most trusted brand of 2020, according to LA Weekly,” means much more for your LA-based clients than your clients who are located elsewhere in the country. – Bernard May, National Positions
8. Create Custom Pages Based On IP Address
Leverage your site visitors’ IP address to add contextual and regional content. For example, if someone is in Seattle, WA and they’re looking for your service, provide a landing page that uses Seattle City Center of Green Lake as a background image. The familiar association will help make your brand feel familiar and personal. – Jim Huffman, Growthhit
9. Use Social Media To Create A Local Presence
One of the best ways businesses can use their social media channels is to create a local presence where they operate. Have local handles with dedicated employees posting, engaging and responding to followers. Customize high-level marketing messages to each local market where you have a presence. Create custom content for each area to give users a sense that you are more than a national brand. – Mary Ann O’Brien, OBI Creative
10. Get Listed On Major Platforms
Share as much information about you as possible! These days, customers don’t need anybody’s help; they are perfectly capable of finding what they need and they actually enjoy this process. Make the choice easy by getting listed on the major platforms — Google My Business, Facebook, Yelp and any other space relevant to your industry or geography. And just let the people come to you. – Solomon Thimothy, OneIMS
11. Enhance Marketing Efforts With Local Corporate Social Responsibility
Adopt an omnichannel approach for local marketing that includes a corporate social responsibility component. Strategic CSR enhances brand resonance when it’s able to provide a meaningful connection point for consumers to identify their values as your own, leading to brand ambassadorship that’s rooted in an authentic bond. Go beyond marketing and make it a part of your operational DNA. – Carey Kirkpatrick, CKP
12. Join Or Run A Community Program
No matter how global your reach, every company needs a community program in place. Employees come from communities and they want to be proud of the company they work for and its effective reach into the community. This will have an impact on how the community embraces your company and your employees. Collections for local charities and sponsorship of community events — even volunteering — can make a difference. – Pat Fiore, FIORE
13. Tap Into Your Local Creative Community
Partner with local entities to host events or sponsorships and partner with local creators to make relevant content. Everyone loves boutique finds and local establishments embody this concept. They are unique, usually have loyal followings and are a great opportunity for association. Team up with ones that match your purpose and work to develop cool concepts in your community! – Corbett Drummey, Popular Pays
[“source=forbes”]