Creating excellent content that captures your voice and differentiates your products is only a first step. Your content needs to generate brand awareness, boost sales, lead to conversions — in short, it needs to provide significant ROI.
For your brand’s content to earn its keep, it has to be seen. It needs to get in front of the right audience at the right time. Get the most mileage out of your content by reaching audiences in local sales markets using your social media platforms. Let’s look at how.
Meet Your Followers Online
Facebook may be the biggest social media platform with the highest number of active monthly users (nearly 2.5 billion as of early 2020), but that doesn’t mean your target audience is hanging out on that network.
Avoid assumptions about your target audience’s social media habits. Research which social media platforms are most popular among your local markets. For example, maybe your American customers favor Instagram, while your international followers use Twitter and TikTok more often. Within the U.S., rural residents exhibit different behavior on Facebook than urban residents. You will want to be mindful of timezones, too.
You might start by surveying your existing customers to see which platform they use most or by commissioning your own demographic research. If you don’t understand your audience’s preferences, you won’t know how to best engage with them through your content.
Tailor Content to Local Audiences
Once you’ve analyzed your audience and found where they hang out online, you can adjust your content to fit their preferences.
To tailor your content to local target audiences, ask yourself questions such as:
- When is your audience most active on social media? During the week or on the weekend? Morning, afternoon, or nighttime?
- Does this audience use different words or phrases to describe your product or service?
- Which local retailers does your audience prefer?
- What are the most popular local keywords used in the area?
- What kind of content performs best in this audience?
All audiences are not created equal; each local market is unique and requires specifically tailored content to perform at its fullest potential.
Repurpose and Reuse Content
Rather than create content for each audience from scratch, savvy marketers adjust and customize existing content so that it works for different audiences. While you maintain consistent brand appearance and voice, you can adjust the details to speak to more granular audiences.
Social media content syndication supports your efforts to adjust content by audience. It lets you repurpose a piece of your own content for different platforms, with small adjustments and scheduled for the best possible time.
For example, a furniture brand might have an extensive FAQ section on their website. Their team notices that specific questions get more clicks than others in different markets. They then expand those FAQs into longer, more detailed blog posts. In turn, those blog posts can be used to create social media posts, Facebook Live Q&A sessions, Instagram stories, and so on.
Automate Your Content Distribution with Thumbstopper
How can you reach specific local audiences on social media?
- You must analyze your customers and pinpoint where they spend time online.
- You should know a local audience’s needs, social media habits, language differences, and buying preferences.
- You can tailor your content — and recycle existing content — to local audiences when you understand how each local market is unique.
That preparation may sound like a lot of work, but ThumbStopper’s Brand Manager™ can lighten the workload and automate your content distribution to local markets through your retailers.
Brand Manager is a turnkey solution that allows brands like yours to automatically post content at the local level. Once your content is created and adjusted for local audiences, local retailers subscribe — which lightens their workload, too — and your high quality content goes straight into their social media feeds.
With Brand Manager, there’s no need for a person or team to monitor every second of your content deployment. You earn greater ROI as well as more time and resources to spend creating good content, researching your audience, and partnering with retailers who carry your brand in stores. Learn more about what Brand Manager can do for you.