National brands spend valuable time and money creating digital assets for their products, brand identity, and marketing campaigns. These assets represent a significant investment, as digital marketing grows in importance and businesses allocate vast portions of their budgets to get more digital visibility. The last thing you want is for those assets to go unnoticed.
For brands that sell through retailers, getting visibility on digital platforms can be incredibly challenging. Maybe you’re fighting for space in crowded social media feeds. Perhaps your retailer isn’t consistent with their own digital strategy. Or, maybe there’s simply a disconnect between your messaging and the consumers you want to reach.
Luckily, with the right tactics and tools, you can overcome these marketing hurdles and get your brand the recognition and attention it deserves. Here, we’re sharing localization strategy examples as well as how you can automate content that connects with your audience.
Create Localized Content and Connections
One of the best ways to boost your brand’s presence is to create more localized marketing strategies — especially on social media. This approach can help bridge the gap between your brand and your and retailers while homing in on key target audiences. Localized content comes across as more genuine and relatable to your consumers, driving brand loyalty and trust.
Whether you sell your brand through 10 retailers or 10,000, your messaging and strategy shouldn’t be exactly the same for each. You don’t want the wrong messaging getting into the feeds of the wrong audience, potentially turning them away from your brand entirely. That’s why it’s important to consider what location-specific content looks like for areas where your brand is present.
- What sort of lifestyle do your consumers lead in each area?
- How do they engage on social media with retailers in their area?
- What sort of content do they consume? (i.e. videos, blogs, product features, etc.)
- How do their budgets and purchase styles differ from other locations?
When you’ve answered these questions, you’re ready to move ahead with a localized digital marketing strategy.
Tailor Messaging by Retailer Location
Next, you will need to think about what content to create and how to distribute it. Maybe you will need to create more content about products that meet a certain location’s lifestyle or income levels. You may also want to create more videos or blogs, based on what people in a certain area engage with most. This also gives local retailers even more incentive to share your content or assets, because they know it speaks to their local customers.
Localized content might do one or all of the following:
- Feature images of people and places in the local community you’re targeting
- Reference local current events or trends
- Tag local businesses or influencers
- Use hashtags relevant to the local audience
- If applicable, use slang used by the local audience, taking care to remain culturally sensitive
- Show awareness of local weather (e.g. a bike shop in Denver has different seasonality than a bike shop in Miami)
Best Practices for Reaching Local Markets
One of the best ways to reach local markets is to claim local social media profiles on platforms like Facebook and Instagram. You can do this by making sure your location is added to your information on each of your accounts — especially on Facebook. From there, you can curate more personalized content that speaks directly to nearby consumers. You can even include messaging about local communities, events, news, and more.
Another great way to engage with your local audiences is to hold contests or promotions relevant to the local area. Whether it’s a giveaway or a gift card, social media contests and promotions encourage locals to visit their area retailers to buy your brand, or visit your national website.
Of course, if your brand is present in a number of retailers’ storefronts, creating all the necessary assets for local campaigns and getting retailers to share them is a juggling act. It can be difficult to distribute content, ensure it’s being shared, and stay up-to-date with what’s working in any given area. That’s where automated brand software steps in.
Use a Powerful Localized Content Tool to Help
We know, managing digital assets while also curating personalized content for dozens — if not thousands — of retailers can seem virtually impossible. With automated brand software, you’d be able to:
- Tailor social content to each location while keeping your overall brand messaging intact
- Synchronize messaging across your entire network of retailers
- Segment audiences on a granular level, like regions and product types
By automating your social posts (and serving them directly into the feeds of your retailers), you can drastically cut down the time and money spent on overseeing all of it. To be clear, though: Automation does not equate to generic. You still have the power to customize your content strategy, what content is shared, who sees it, and where it goes.
These tactics not only increase visibility on social media feeds, but they’ll also make a positive impact on your SEO and overall organic presence.
ThumbStopper is an automated brand software tool that provides a direct connection to your consumers, giving you the visibility you need to get your brand noticed.
Get Your Brand the Attention it Deserves
FlexBooker understands the disconnect brands have with retailers, which is why we developed a turnkey solution to bridge the gap. Our software is not only easy to use, but it will amplify your brand — no matter your industry. From sunglasses to pet supplies and everything in between, all eyes will be on your brand when it’s backed by the power of FlexBooker.
Contact us to experience the ThumbStopper effect for yourself.