In order to increase and maintain the local community participation, Social Entrepreneurs need to find new ways to market their social business.
Depending upon your business model, this can pass by expanding your online presence and know how to better rank in local search.
In this article, I’ll talk about some key points you should be aware of, when developing a good and simple communication strategy to promote your local social business online.
Being a local business you already have the advantage of being able to better personalize your service. Being a local social business gives you top advantage regarding the way you interact with the local community.
This implies 2 things:
Creating an article for the local newspaper, a video or any other digital content piece might help you to communicate this. It will depend on your overall marketing strategy, budget, target audience, social project, …
Customer are inundated of information before they even contact you. This means that they don’t need more information. But they do need help to filter it, to make the final decision. And that’s where you can become indispensable as a local business – you can provide them support and wisdom in that final step.
To position yourself as an expert in the area of your social service or product, you need to earn your customer trust. And you can do that by educating them and becoming their go-to source.
This means you need to invest in curating or creating (online) content.
In order be effective in your actions to gain new stakeholders or customers, you need a solid strategy. And this strategy lies in a good audience targeting.
Knowing who you are communicating with, simplifies your message and matches your efforts with those most likely to respond.
Collecting this data may seem a very complex task. But doing this up front will streamline the rest of the work and simplify the choices you make when reaching your stakeholders.
According to Google, there is still no real correlation between social media usage and influence. This means that even though people use Facebook and click in your business, there is no guarantee that they will buy from you.
Plus, you probably don’t have the time to effectively create and apply an extensive marketing strategy.
So, using social media in the most time-effective way, and maybe engaging existing customers only, can be your strategy.
Naturally, depending on your business type and objectives, you might want to use social media differently. For example, if you are in the retail or food business, you could use Instagram or Pinterest (both photo/graphic oriented networks) to communicate new products.
Anyway, generally speaking, you should use social media:
Mobile has already overtaken desktop in both global and local searches. Although you can have a responsive design, focus on mobile has the main device for viewing your website.
Make it fast, light and simple, with big buttons and scroll-down pages.
Later on, you can test your website using this Google service.
74% of all internet traffic in 2017 will be video. This is a fact you can’t avoid.
And although you might argue that making a video is very expensive, it’s worth every cent, when it’s made right and inside a bigger marketing strategy.
Now, there are several ways to reduce the invested money. And one of them is using the late solutions YouTube is developing. One of them is the YouTube director for business app.
Just don’t forget to include the video in your local business listings. See how to do it in Google My Business here.
As a social entrepreneur, you probably already know the importance of collaboration. Not only with your stakeholders and community, but also with other local business and partners.
This collaboration can strengthen the social work you are doing and also improve your local online visibility.
Regarding the online visibility, one key is the outbound and inbound links. Focus on authoritative and natural links (usually to/from existing partners) and always determine if the link your are getting is relevant to your customer and business.
Marketing can be overwhelming, but just implementing some of these tactics can help you promote your local social business online. Use them to save some time and effort, and still attract new customers and more community engagement.
There is a high number of people that use local search to assist them when finding a local place to buy a product or service. And they don’t need to include any city or geographical terms, to be shown local results.
In other words, you need to learn how to communicate your business to Yahoo!, Google and Bing, to be easily found by those people.
Here’s a list of tasks you should do to better rank in local search.