Because us Dot Social ladies come from Croydon, we know people who work or worked at Nestle and/or have a connection with Nestle because they used to have their UK Headquarters here and were the main private employer in Croydon. They’re now down the road near Gatwick. The Nestle building is part of the Croydon skyline, literally, and they lit up the Wellesley Road building at night with coloured lights. They’re an American giant, but we have an indirect connection with them because they are local.
As online marketeers, we know the best way to gain positive attention is to provide great content and be a source of information relevant to our audience. The problem is that nearly everybody (well, anyone with any sense!) is doing it. This means even your best content may get lost in the crowd.
A very good way to stand out, especially if you have a local base, or connection with a particular area is by focusing your efforts locally. Remember the saying, ‘Think globally, act locally‘. Think about the big picture but if you’re starting out or a small business, you need to start small, and local.
Consider marketing yourself to smaller groups rather than targeting larger ones. You can do this by joining discussions in local LinkedIn Groups, Facebook Groups, in smaller local Google Communities, or even at smaller business networking events.
People who know you are local are far more likely to read your posts and respond to them, connect with you and remember you if they feel that local connection. We explained this at our recent Social Media workshop, that it can fall right down to the specific area in a town if you are a small, local business. London is a big place, as-is Surrey, so although you might be intending to market to a global audience, if you are based in Guildford or Bermondsey, then say so. Name the particular place and people will think of a connection with it, and it is that that makes it feel more personal and memorable.
With the corporate world and big businesses being seen sometimes in a negative light now and people turning to look out the bespoke, small, local business you’ll find, like us, a lot of people would rather do business with a local business than a big global corporate. We see this all the time with requests on Social Media for recommendations for anything from a local plumber that needs to be local to a web designer, who doesn’t.
By the way, we can produce beautiful WordPress websites ourselves, but we don’t do plumbing – well, not yet!!
So don’t forget to talk about your specific location, your connection with places and also where you’re heading or where you’ve been. Mention this on your social media channels as well as looking out suitable places to share your content with people online in smaller localised groups. Think about your business according to both local and global considerations.
We organise Tweetups, which are a social gathering in Croydon. If you’d like to come to one and/or meet us, see the next dates and any of our other events on our Events Page.