Content is the building blocks of digital marketing. Regardless of how awesome your product or service might be; it must be presented in a meaningful way in order to gain traction. On average, content marketing costs 62% less than outbound marketing and produces three times as many leads.
The current search engines stress the importance of quality content over anything else. For local businesses to leverage opportunities for increased exposure, they need to stress the task of creating genuine content relevant to their niche market.
For a brick and mortar store, connecting to your local market is vital in creating brand loyalty. Here are several tips to keep in mind when putting your strategy together.
1. Pinpoint the Ideal Medium
Content comes in all shapes and sizes. Depending on your trade, your target audience will most likely have a specific medium in which they prefer to consume content. Approaches like blogs and social media posts are widely accepted across the board. However, it will be beneficial to look through a more granular scope to match your industry and target audience.
For example, let’s say you run a local clothing store. Your content focus should be more visual. Therefore, targeting platforms like Instagram would be your best option.
Keep in mind, consumers of different demographics or locations consume content very differently. Take your time in analyzing your target audience and what types of strategies match both them and your business needs.
2. Target the Right Keywords
The key to boosting visibility in a local market is knowing what your target audience is looking for on the web. 93 percent of online experiences start with a search engine. In other words, when potential customers are in need of your product or service, what would they type into the search bar?
Before you start crafting your content, you will need a strong foundation of actionable keywords to include. Do some brainstorming and check with a tool like Ahrefs Keyword Explorer to find the most optimal words and phrases to target.
Nailing down the right keywords and incorporating them into your content will enable Google to properly index your website and boost your rankings on the SERPS.
For example, take a look at the content McMichen, Cinami & Demps (Orlando divorce attorneys) produce on their website.
The homepage alone is filled with relevant keywords and phrases. Even more, their blog postings are geared towards local searches and points of interest such as “Florida, divorce, income, prenuptial agreement, etc.”
With the help of properly targeted keywords and high-quality content on their website, McMichen, Cinami & Demps show up in the top five on Google when searching “Orlando divorce lawyers.”
“When we post content on our website, we do it with the intention of answering potential questions clients might have. Simply putting ourselves in their shoes and anticipating the concerns in our field has done a lot to increase our visibility,” said Dorothy McMichen, Partner at McMichen, Cinami & Demps.
3. Monitor Local Trends on Social Media
Posting content on social media is a very dependable route to take. With over 2 billion active users, it is simply an entity you cannot ignore.
However, there is a big challenge at hand. With so many users, there is a constant flow of updates and information being shared. If your content does not resonate with what is sparking interest at the most opportune time, your postings will get lost in the never-ending shuffle.
In addition to trending topics, it is extremely beneficial to keep tabs on what is being discussed in your field. Tools like Brandwatch enable you to keep up on what your target audience is saying about your brand, competitors, location, certain keywords, or industry as a whole. With these insights, you will be able to accurately plan relevant content creation around people’s issues or concerns.
Content and social media are all about building relationships. It gives you the ability to become a part of the big picture and join the conversation with your expertise.
Over to You
Every content strategy needs to be thought of as a constant working progress. Be sure you are gathering results on a regular basis on how your content is fairing in terms of traffic and engagement within the local market. Without these crucial insights, you will not have a knowledge of what works and what doesn’t and in turn, will not have the proper criteria improve.
There are a lot of tools at your disposal to incorporate into your content strategy. Google Analytics is the top choices for learning how your material performs with metrics on traffic sources, click rates, average view time, and more.
Content marketing is one of the best/most efficient ways to connect to a target audience both locally and globally. This is your opportunity to really show what makes your brand different from all the rest. By effectively targeting your local community with everything you produce, you will undoubtedly build a valuable following for the long term.
This post is part of our contributor series. It is written and published independently of TNW.
This post is part of our contributor series. The views expressed are the author's own and not necessarily shared by TNW.
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