Engage and Nurture Customers with Localized Content

A recent Google article—I-Want-to-Go Moments: From Search to Store—found that more and more people are looking for things in their vicinity—be it a gym or a mall, a plumber, or a cup of coffee. In fact, Google search interest in “near me” has increased 34X since 2011¹ and nearly doubled since last year. So, what does this have to do with your content marketing strategy? The short answer is: everything. Dismissing the fact that consumers are local in every step of the purchase funnel is a huge mistake. It isolates your national brand from progressive companies that are investing time and effort into tailoring content that not only engages, but nurtures customers, and, in turn, builds lasting customer lifetime value.

 

customer journey graphic resized

 

Need proof? According to Forrester Research, “companies that succeed will treat customers as their only source of competitive advantage…and every interaction must resonate with the targeted individual…or will risk being tuned out as media clutter.” What’s more is that localized content is what customers want. An AgileOne survey found that 79% of consumers now expect some sort of personalization from brands, and 66% of them welcome emails that are retargeted to them based on their actions.

 

Tailoring content can be done in a few different ways and at varying degrees of personalization. However, we know that localized content is the sweet spot. In a recent guest blog post on Kapost, I outlined three key steps to getting started—get to know your audience, develop a localized content marketing strategy and a distribution plan, and craft content to maximize conversion.

 

However, localizing content can be a long and arduous process if your brand doesn’t have a local marketing platform in place. The whole process of creating, editing, and deploying localized content (i.e. emails) becomes seamless and simple with local marketing technology. Most importantly, it allows your brand to reach the right customer, at the right time, in the right place, with the right message.

 

Learn how to get started in local with Balihoo’s short, risk-free Self-Guided Tour.

 

¹ Google Trends, Data Pulled March 20, 2015

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