You know how you behave online. You ask the search engine questions and then scan the results, often starting below the ads. You then evaluate the results, clicking on those that seem most relevant, toggling between the written word, image/video and shopping depending on the nature of the question. How often is there local context in those searches? Often.
Given the pressure placed on brand marketers to deliver results, it's surprising that more isn't done to roll out the “local red carpet” for customers. AmericanTowns Media recently conducted a survey, asking:"Why don't more brands engage in local marketing vs. simply ‘geo-targeting’ ads?"
By 2019 Content marketing is estimated to be a $300 Billion industry. That’s double what it was back in 2015. By that time, the average marketer will be spending 29% of their total marketing budget on content. But after dropping almost a third of your budget, how do you/will you cut through a ton of “noise” to ensure that your content is actually having an impact? Fact is, consumers don’t have a lot of patience: 69 percent of consumers are hitting “Unfollow” on their social media accounts 58 percent are choosing to “unsubscribe” from a number of their email communications When a consumer opts to share their info with you, the unspoken deal is that you’ll return the favor with content that truly adds value. But what about consumers who haven’t yet pulled the trigger? How can you encourage them to trust you and engage more deeply? Geo-Relevance in your content marketing. Check out these 3 examples: A potential customer lives outside of a major city and drives to ski country on the weekends. An outdoor outfitter can use that “location context” to offer content with the best places to enjoy different activities like snowshoeing or great tubing spots (and also seamlessly tie into products that might come in handy, such as goggles, gloves, whatever). The outfitter is demonstrating a strong connection to the community, giving local content with value – and is thus more likely to score a new customer.
As marketers, we spend so much money trying to get people’s attention that when we do, it’s imperative that we maximize the opportunity. You see, we’re experts at helping brands achieve a credible local content presence by delivering scalable and contextually relevant brand experiences that help drive salience and conversion across their channels. We call our area of expertise Local Content Optimization (LCO) We sort of stumbled into this expertise unwittingly. You see In Pleasantville, New York, in 1999, it was the defeat of a local school bond issue that sparked an idea. Ted Buerger served as the co-chair of a committee tasked with the endeavor of preparing an alternative option. It was the idea of creating a central website to serve as a community forum that opened the doors for a new platform—a platform for a community to have their voices heard. The school bond passed because of the success of this website. Struck by the power of a digital “town square,” Buerger teamed up with now co-founders Jim Maglione and Ed Panian to form AmericanTowns. What began as only a forum for Pleasantville, expanded to 29,000 towns across the country by 2008. It was AmericanTowns’ unmatched ability to connect with communities that prompted AARP to approach the company in 2012 for help to establish a more local presence. Six years later, 80 percent of their members now feel that AARP is very much a part of their local community. Subsequently, AmericanTowns partnered with several other well-known brands to further the goal of providing credible local engagement. Among those included an airline, a prominent national business directory looking to adopt a more community-centric approach, as well as a national trade association seeking help with the launch of a local outdoor website to connect with a younger audience. Over the years, AmericanTowns has proven to be a trusted resource for bringing together people, brands, places, and events. This goal of keeping a community connected coincides seamlessly with the needs of clients, present and future.