TAPPING INTO LOCAL MARKETS – HOW AUSTRALIAN BRANDS CAN BENEFIT FROM ORGANIC SOCIAL MEDIA MARKETING

While social media has revolutionised the way we connect and communicate with a simple click, it’s important not to overlook the power of local marketing via social media platforms.

As an Australian social media marketing agency that specialises in organic growth, there are so many unique opportunities for businesses to tap into their local market and build a strong presence in your community.

In this article, we’ll explore the ways that Australian brands can benefit from organic social media marketing, including targeting local audiences with hyper-localised content, engaging with customers in real-time, and leveraging user-generated content to build a sense of community around your brand.

One of the most significant advantages of organic social media marketing for Australian brands is the ability to target local audiences with hyper-localised content. By creating content that resonates with the interests, values, and needs of people in specific regions, you can establish a deeper connection with potential customers and increase the chances of conversion.

Building a brand online is all about trust. your audience need to trust you first. And this trust build up takes much longer online than it would with real life, face to face connections (for obvious reasons!). So it’s important to give your online presence that little bit more of a special touch so that you stand out online. I liken social media to New York – it never stops, there’s shiny things everywhere fighting for attention and you need to be that little bit different to gain an advantage.

In addition to using targeted content, organic social media marketing allows Australian brands to engage with customers in real-time, fostering a sense of community and building brand loyalty. Social media platforms enable brands to respond to feedback, address concerns, and offer promotions in real-time, creating a more personalised experience for customers.

Leveraging user-generated content is another effective way to build a sense of community around your brand. By encouraging customers to share their experiences with your products or services, you can create a social proof that reinforces the value and quality of your brand. And in 2023 user generated content is going to be such an important aspect of a great marketing strategy.

Social media is changing – think of it a little bit like TV or Netflix even – where a popular TV show or series can see a spike in sales in a particular product or a song (such as what happened on Stranger Things with a Kate Bush classic suddenly hitting the charts again) – read about here, it’s amazing the power of social proof and user generated content! It does the work for you!

However, local marketing also comes with its challenges, including limited reach, competition, and the need for localised resources. Overcoming these challenges requires a strategic approach, which may include leveraging local influencers, partnering with local businesses, and investing in geo-targeted advertising.

But I will say – a smaller niche, usually means more sales conversions. So don’t be put off from narrowing down your audience. Think of it this way. if you had a niche that was generalised ‘fitness’ and you marketed to anyone who’s in to fitness in Australia, there would be more volume for you to target, BUT, it would be harder for them to convert. If you marketed to fitness in your area, and went one step further and marketed to ‘women in their 40’s fitness’ within your localised area, you would have better conversions.

Many consumers also find that it’s easier to gain trust with a brand in your local area (as long as you have a good reputation, because it can work both ways!).

To target consumers in your local area, always use the location tag on your posts or stories, and also add the location as a hashtag at the end of your post too. Some platforms (most these days actually) also have an ALT tag option (ALT tags allow you to name the image which means that that image can be searchable on Google). So use the ALT tag with something searchable – to give you an example of the tag I have used on the image in this article – ‘social media and digital marketing Shepparton, Goulburn Valley.’ I have used something that isn’t naming the image as to what is in it, I am naming it something that is searchable.

I will also add some hashtags in to make this article even more searchable locally – tags like #shepparton #goulburnvalley #echuca #wangaratta – this means I may be indexed on Google when people are searching for my services in those locations.

Organic social media marketing presents significant opportunities for Australian brands to connect with local audiences and build a strong presence in their communities. By creating hyper localised content, engaging with customers in real-time, and leveraging user-generated content, you can establish a deeper connection with potential customers and build brand loyalty.

To overcome the challenges of local marketing, it’s essential to develop a strategic approach that leverages the unique resources and strengths of your brand.

Not sure where to start? We gotcha covered….

Thanks for stopping by!

Melissa Mitchell, Abundant Life Studio

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