How to develop a local social media marketing strategy?

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Today, social networks represent 1.28 billion daily users 1 . They are an integral part of our lives as well as our purchasing journeys. Did you know that 90% of consumers make purchases from brands they follow on social networks 2 ? A presence on social networks has therefore become essential to develop your turnover and your in-store sales. Presence management, geolocalized advertising or even a local marketing platform , discover how to develop your local marketing strategy on social networks.

1. Anchor your online presence with local social media pages
2. Grow your local social media marketing with geolocalized ads
3. Boost your social media strategy with a local marketing platform
Conclusion


Anchor your online presence with local social media pages

1. Anchor your online presence with local social media pages
First of all, know that 72% of consumers who perform a local search ukraine mobile phone number list visit a store within 5 miles of their current location 1 . Local marketing on social networks therefore represents a high ROI rate. To develop your local marketing strategy on social networks and thus generate in-store traffic , you must therefore start by developing your online presence.

To do this, implement a local marketing strategy on social networks. For a network manager, it is essential to have a structured online presence with a generic page for the headquarters and local pages for each of your points of sale. Create local pages on Facebook, Instagram and LinkedIn for each of your establishments. On these pages, consumers will be able to find all the information that will be useful to them to go to your points of sale: opening hours, location, website, telephone, etc.


Eram Rennes Facebook locations page

Example of a local Facebook page: Eram point of sale in Rennes


Proximity to your prospects is the key to attracting customers to the point of sale . Indeed, local accounts on social networks generate 2 to 4 times more engagement than brand accounts 3 . In addition, a local Facebook page generates 67% of impressions, while a Brand page generates only 33% 4 .

Developing your local marketing on social networks also allows you to reach a qualitative target. Indeed, Internet users who subscribe to your local Facebook or Instagram Pages are local consumers, generally present within your catchment area .

To attract this local clientele to the store , focus on local content. Local events, team promotion, in-store competitions or even snack content (for example with fun videos in stories). In the example below, the Decathlon store in Nantes Atlantis gives its teams a voice to tell the story of the transformation of the point of sale following work.


local communication Facebook

Local communication on Facebook
of the Decathlon store in Nantes Atlantis



Developing your presence and local marketing on social networks also means improving your local SEO . Indeed, thanks to geolocation, keywords and customer reviews on your files, you develop your local SEO and therefore your online visibility.


lego social networks

2. Grow your local social media marketing with geolocalized ads
To complement your local social media marketing strategy , you should invest in geolocalized ads . These local ads are essential for attracting customers to the store. We can highlight that 62% of users say that they became interested in a brand or product after seeing it in a story 5 .

With tools like Facebook Ads or Instagram Ads, you can easily deploy your local communication campaigns . For example, with certain options like "in-store traffic", you can determine a geographic area where your geolocalized advertising will be broadcast. Better still, with geofencing , you can choose to present your local communication to mobile users entering your catchment area (by setting a radius around your stores). In addition to residents, you reach all consumers passing near your establishments! Be aware that adding a location to your publications increases its engagement potential by 79% 6 .


local advertising Volvo Rouen

Geolocated advertising for the Volvo point of sale in Rouen


Your local ads are thus optimized and your target very precise. Don't forget that depending on the social network you have access to different targets, which further increases the personalization and therefore the effectiveness of the content.

Imagine Jane getting her hair cut at a nearby establishment near your point of sale. While her color is being applied, she checks her social networks. There, she sees an advertisement for a promotion on a bouquet of roses (you are a network of florists). Great, tomorrow is her mother's birthday! Once her hair is done, Jane goes directly to your local point of sale to buy your flowers. This example demonstrates the power of local marketing on social networks to increase your drive to store .


Boost your social media strategy with a local marketing platform

3. Boost your social media strategy with a local marketing platform
Deploying a local marketing strategy on social networks can be time-consuming for a network of brands with many points of sale. However, it is essential to attract customers to the store . In fact, 72% of companies have increased their turnover and in-store traffic thanks to social networks 7 . To save time and improve performance, we advise you to rely on a local marketing platform .

A platform like Digitaleo will allow you to centralize your local Facebook Pages , Instagram and LinkedIn professional pages . A promotional operation to relay on all your social networks? A need to adapt your communication on social networks locally? Thanks to a local marketing platform, you offer ready-to-use models that your network can adapt locally. This allows you to ensure compliance with your editorial charter, while giving your points of sale the possibility of adapting local data.


Interface of the Digitaleo local marketing platform for the personalization of geolocalized advertising

Interface of the Digitaleo local marketing platform
for the personalization of geolocalized advertising


A local marketing platform also allows you to respect your editorial calendar thanks to the programming of posts . Once configured, the platform broadcasts according to your media planning and publication schedule.

Also choose a platform that will allow you to track your performance indicators, because remember that you only improve what you measure. The goal: identify post models that work well and generate engagement locally so that you can reproduce them on different themes.

At Digitaleo, we also know that the organization of a network can be different from one sector to another, which is why we allow you to choose between 3 local activation modes:

Centralize management at headquarters
Provide communication kits to affiliates who register to participate in the operation
Propose ready-to-use models for local adaptation by the network
A local marketing platform is therefore an important support for developing your local marketing strategy on social networks!