Local communication: 4 levers to activate
Posted: Sat Dec 28, 2024 5:29 am
Local communication aims to reach your local consumers. It is a locally adapted and personalized communication, unlike generic national communication.
Local communication creates customer proximity , which generates traffic at points of sale and develops the turnover of your brands.
Today we will discover 4 levers of local communication to activate to develop the performance of your network!
1. Local visibility
2. Geolocation and personalization
3. Interaction
4. Loyalty
Conclusion
local visibility local communication
1. Local visibility
The first lever to activate in a local communication strategy is united kingdom phone number library presence management . The goal is to develop your online presence and be visible when a consumer does a local search, whether on the web, social networks or in a local directory .
With effective local visibility , you attract customers to your establishments. In fact, 72% of consumers who carry out a local search online then visit a store within 8 km of their location 1 .
Presence management is deployed through different tools such as the creation of Google sheets, local pages on social networks and establishment pages on local online directories. For these local communications to be effective, you must indicate all the information your consumers need to come see you: address, opening hours, services, etc.
Be aware that 30% of consumers search for local businesses at least once a week 2 , presence management is therefore essential in your local communication strategy .
local Google My Business listingExample of a local Google My Business listing
2. Geolocation and personalization
Please note that it is difficult to consider a local digital communication strategy without investing in local advertising. Indeed, creating geolocalized advertisements allows you to communicate locally with consumers present in your catchment areas. The basis of local communication!
It should also be noted that publishing targeted content creates 7 to 8 times more in-store traffic 3. Local communication therefore helps improve your performance and attract customers to points of sale.
Implementing a local advertising strategy therefore allows you to geolocate your ads and carry out precise targeting (age, gender, CSP, etc.). This allows you to easily personalize the content! In addition to personalization with elements linked to each of your points of sale, you can integrate contextual elements such as the weather. To do this, you can rely on Dynamic Creative Optimization (DCO), a technique that automatically analyzes the best combinations (visuals, texts, context, etc.) to offer to your prospects.
Finally, geolocation and customization of your local communication allows you to save money on your budget. Indeed, instead of dispersing your ads nationally, your ads are presented only to your potential prospects.
local communication interaction
3. Interaction
The third lever to activate to communicate locally is your presence on social networks and the interaction they generate.
To interact with followers, you need to create communities on local social networks. To do this, you need to animate the local pages of your points of sale with regular posts on the life of your establishments by highlighting the field teams, daily work, competitions, etc. Be aware that 90% of consumers make purchases from brands that they follow on social networks 4 . Community management is therefore a good way to attract customers to stores .
By being active on social networks, you regularly interact with your prospects and humanize your establishments. You become more than just a brand, you embody the people who work there. Thanks to these techniques, you develop the sympathy capital of your local points of sale, followers become attached to your teams and come together in a community that supports you.
Be aware that 72% of companies have increased their turnover and in-store traffic thanks to social networks 5 , interacting with consumers is therefore a key pillar of your local communication strategy .
local communication loyalty
4. Loyalty
Finally, the fourth lever of local communication is customer loyalty. Indeed, local digital communication is not only aimed at winning new customers, it also aims to retain those who already consume your products and services.
To contact your customers regularly, we advise you to rely on direct marketing tools . SMS, emails, voice messages or RCS (Rich Communication Services), choose the channel that will have the greatest impact on your target. As a reminder, RCS are interactive communications that customers receive directly in their SMS messaging system. Dynamic, they encourage interactions thanks to animations and calls to action.
As with all your local communication , your direct marketing strategy must be locally personalized. Consider including local elements in your messages as well as the context related to your customers. For example, you can contact them for their birthday, for local private sales, a competition only in their city of residence, etc. The more local the content, the better the connection and loyalty!
Conclusion
To be effective, local communication relies on 4 complementary pillars. First of all, you must start by working on your local visibility in order to appear in consumers' local searches. In addition, you must rely on local advertising focused on geolocation and the personalization of ads. Local social media pages encourage local interactions and are also a good channel for local digital communication . Finally, direct marketing allows you to build customer loyalty and send them personalized communications.
To set up an optimized and multichannel local communication strategy , you can rely on a local communication platform like Digitaleo. Thanks to these features, you can manage your presence management, local advertising, direct marketing and social media publications in the same place!
Help your network with its local communication
References:
https://letb-synergie.com/digital/les-c ... numerique/
https://fr.semrush.com/blog/50-faits-et ... seo-local/
https://uplandsoftware.com/kapost/resou ... ing-stats/
Sprout Social
Echommerces survey
Local communication creates customer proximity , which generates traffic at points of sale and develops the turnover of your brands.
Today we will discover 4 levers of local communication to activate to develop the performance of your network!
1. Local visibility
2. Geolocation and personalization
3. Interaction
4. Loyalty
Conclusion
local visibility local communication
1. Local visibility
The first lever to activate in a local communication strategy is united kingdom phone number library presence management . The goal is to develop your online presence and be visible when a consumer does a local search, whether on the web, social networks or in a local directory .
With effective local visibility , you attract customers to your establishments. In fact, 72% of consumers who carry out a local search online then visit a store within 8 km of their location 1 .
Presence management is deployed through different tools such as the creation of Google sheets, local pages on social networks and establishment pages on local online directories. For these local communications to be effective, you must indicate all the information your consumers need to come see you: address, opening hours, services, etc.
Be aware that 30% of consumers search for local businesses at least once a week 2 , presence management is therefore essential in your local communication strategy .
local Google My Business listingExample of a local Google My Business listing
2. Geolocation and personalization
Please note that it is difficult to consider a local digital communication strategy without investing in local advertising. Indeed, creating geolocalized advertisements allows you to communicate locally with consumers present in your catchment areas. The basis of local communication!
It should also be noted that publishing targeted content creates 7 to 8 times more in-store traffic 3. Local communication therefore helps improve your performance and attract customers to points of sale.
Implementing a local advertising strategy therefore allows you to geolocate your ads and carry out precise targeting (age, gender, CSP, etc.). This allows you to easily personalize the content! In addition to personalization with elements linked to each of your points of sale, you can integrate contextual elements such as the weather. To do this, you can rely on Dynamic Creative Optimization (DCO), a technique that automatically analyzes the best combinations (visuals, texts, context, etc.) to offer to your prospects.
Finally, geolocation and customization of your local communication allows you to save money on your budget. Indeed, instead of dispersing your ads nationally, your ads are presented only to your potential prospects.
local communication interaction
3. Interaction
The third lever to activate to communicate locally is your presence on social networks and the interaction they generate.
To interact with followers, you need to create communities on local social networks. To do this, you need to animate the local pages of your points of sale with regular posts on the life of your establishments by highlighting the field teams, daily work, competitions, etc. Be aware that 90% of consumers make purchases from brands that they follow on social networks 4 . Community management is therefore a good way to attract customers to stores .
By being active on social networks, you regularly interact with your prospects and humanize your establishments. You become more than just a brand, you embody the people who work there. Thanks to these techniques, you develop the sympathy capital of your local points of sale, followers become attached to your teams and come together in a community that supports you.
Be aware that 72% of companies have increased their turnover and in-store traffic thanks to social networks 5 , interacting with consumers is therefore a key pillar of your local communication strategy .
local communication loyalty
4. Loyalty
Finally, the fourth lever of local communication is customer loyalty. Indeed, local digital communication is not only aimed at winning new customers, it also aims to retain those who already consume your products and services.
To contact your customers regularly, we advise you to rely on direct marketing tools . SMS, emails, voice messages or RCS (Rich Communication Services), choose the channel that will have the greatest impact on your target. As a reminder, RCS are interactive communications that customers receive directly in their SMS messaging system. Dynamic, they encourage interactions thanks to animations and calls to action.
As with all your local communication , your direct marketing strategy must be locally personalized. Consider including local elements in your messages as well as the context related to your customers. For example, you can contact them for their birthday, for local private sales, a competition only in their city of residence, etc. The more local the content, the better the connection and loyalty!
Conclusion
To be effective, local communication relies on 4 complementary pillars. First of all, you must start by working on your local visibility in order to appear in consumers' local searches. In addition, you must rely on local advertising focused on geolocation and the personalization of ads. Local social media pages encourage local interactions and are also a good channel for local digital communication . Finally, direct marketing allows you to build customer loyalty and send them personalized communications.
To set up an optimized and multichannel local communication strategy , you can rely on a local communication platform like Digitaleo. Thanks to these features, you can manage your presence management, local advertising, direct marketing and social media publications in the same place!
Help your network with its local communication
References:
https://letb-synergie.com/digital/les-c ... numerique/
https://fr.semrush.com/blog/50-faits-et ... seo-local/
https://uplandsoftware.com/kapost/resou ... ing-stats/
Sprout Social
Echommerces survey