A 2011 global survey conducted by IDG Connect demonstrated the need for localised information to effectively engage audiences across the web. Findings showed that out of the 3,217 IT professionals surveyed, 72 per cent preferred localised content yet struggled to find what they needed.
Why? In today’s globally connected world, the importance of local data is often overlooked. Kathryn Cave sums this up neatly in an article published on the Guardian.
“The increasing march of digitisation may serve as a reminder that some experiences are universal but it also rams home just how different things can be around the country, let alone round the world.”
Importance of Localised Content
In a commercial context, the statement above means that two entrepreneurs may have the same business, but have different experiences in running it. Geographical location and economic capacity vary between regions. Hence, the composition of a target market differs. Consider the example below.
Say, you have two vendors selling cold lemonade. Vendor A has a stand in California, USA. Vendor B is based in Beijing, China. You can’t expect the American vendor to have the same target demographic as the Chinese one. Customers in California can enjoy cold lemonade all year round. There, the product may appeal most to young, outdoorsy types. Meanwhile, buyers from Beijing may prefer to purchase lemonade during the summer months. They may also want to drink it hot. Lastly, the beverage might prove most enticing to the over-65 market.
If these two vendors were to write blogs to promote their lemonade, it’d only make sense for them to do so in a way that’s appealing to their specific audience, with content that’s relevant to them.
Using Social Media to Determine Preferences
Preference is an important component of localised content. The likes and dislikes of your target market differ from those in other places. If you’re business aims to provide products and services for people within the city, your site’s content should be tailored accordingly. This is the reason why reaching out to your customers is important.
At this point, you might be saying to yourself, “I run my business from home and have no budget for consumer surveys.” Well, you don’t need one. Use social media to interact with people in your community. Online networks, like Facebook and Twitter , are great for finding out what people want or need. These platforms also enable more personalised communication between buyers and sellers. You get real-time feedback on the products you’re selling. Finally, social media makes it much easier to facilitate feedback. It allows you to answer questions and address issues immediately, before they escalate and do damage to your brand.
Once you have data on the preferences of your target market, you can then proceed to creating content that’ll resonate with them.
While it’s possible to do social marketing on your own, enlisting the aid of professionals is advised. Localised Search can help you in setting up social media accounts for your business.
Whether you’re ghost blogging or churning out content for your own business site, below are some things to keep in mind.
1. Add value
Your main intent might be to entice new customers to try your product and keep patrons coming back for more. But avoid blatant promotion. Your audience already know you’re advertising. They’d like to know what’s in it for them. Come up with localised content that has genuine consumer value.
2. It’s not about your business
There’s nothing wrong with subtle promotion. However, articles that revolve around a company are frowned upon. Think of topics that are interesting to your readers, yet in line with what your brand is all about.
3. Don’t forget the details
If you do mention your business, remember to put in all the necessary details. These include your business address, contact number and store hours.