The Secret to Local Social Media Marketing Success (It’s Not What You Think)

There’s never been a more opportune time for companies to access low-cost (usually free) social marketing tools.

Increased Internet-connectivity and smartphone-use pushes the non-stop growth of Facebook, Yelp, Google Places, LinkedIn, Twitter and dozens of other social networks, providing local businesses a number of ways to reach, and interact with, customers in their neighborhood, city and region.

However, as consumer-relationship channels multiply, and contact becomes more of a give & take, many businesses fail to use this newer media in a…well…social manner.

Too Much Shop Talk

No one likes hanging out with someone who’s always talking about work, and the same goes for your company; people won’t want to be “friends” or “followers” of a brand that’s all about business.

While a strong marketing tool, using social media to only spout off deals and facts about your products and/or services can be a turn off.

Your first step is to craft a voice/persona for your company—one that people will want to connect with because it provides value.

Be An Active Voice in Social Media

You created multiple social media accounts so you could find new, local customers and talk with your current ones, right? So don’t just sit there, speak up!

It can be as simple as a funny comment, a re-tweet, a question asked of your followers, and, yes, sometimes a coupon. The key is to make the voice of your brand enjoyable to interact with.

Here are five tips for strengthening your social media persona:

- Respond to as many comments and answer as many questions as possible

- Share useful information, but don’t go overboard shooting off too many links and videos.

- If your brand has an interesting background, share it over time. People love a good story, and it will build rapport for your company.

- Although every customer interaction is a marketing opportunity, don’t make it obvious—just helping someone out, or answering a query scores you business brownie points.

- Occasionally share links/info/videos that have nothing to do with your industry, but that you think might be enjoyed. Whether it’s “Charlie Bit My Finger,” or LOLcats, people like to be entertained.

Relationships

It’s a growing, interconnected world out there, and it’s becoming more relationship-based by the nanosecond. It may seem counter-intuitive, but by taking some of the marketing out of your online interactions, the space left behind will be filled with customer-trust.

Shaping a quality voice for your brand or company, and using social media to share and give, helps you become a good neighbor and a stronger, local business.