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Seven Effective Ways to Integrate Social, Local, and Mobile

by Tom Shapiro  |  
June 14, 2012

In this article, you'll learn...

  • How your marketing efforts should combine social, local, and mobile
  • Why going SoLoMo is critical in today's market

Social media, local marketing, and mobile usage are exploding. Though each can be critically important to a successful digital marketing campaign, social, local, and mobile are not in separate silos. People are not just social or local or mobile, they're all three, so your efforts must be integrated accordingly.

This trifecta is now often referred to as "SoLoMo" (social, local, mobile), and the numbers behind the SoLoMo trend are hard to dispute. According to Google, 40% of all Google searches on mobile devices are local, 71% of smartphone users have conducted a search because of an ad they've seen online or offline, and 88% of people who look for local information on their smartphones take action by the following day.

Search isn't the only medium driving action on mobile devices. Social media use also heavily involves mobile, with 55% of Twitter users accessing the platform via smartphones or tablets, and more than 425 million people accessing Facebook via mobile devices. YouTube traffic from mobile devices tripled in 2011, and people now watch more than 600 million videos on YouTube mobile daily.

Clearly, people are social, local, and mobile, so your digital marketing efforts must be, too. Here are seven effective ways for your campaigns to become more SoLoMo.

1. Localize

Bar none, the most effective way to increase your local marketing results is to localize your campaigns to the cities and neighborhoods you're targeting. Show that you're committed to—and immersed in—your local culture by tying your campaigns to local weather, events, news, traditions, holidays, sports teams, etc.

For example, offer discounts on hot soup on a cold day, or a free giveaway after a local sports team's victory. Prove that your business is an integral part of the local scene, and demonstrate your loyalty to the local community.

2. Differentiate

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Tom Shapiro is the CEO of Stratabeat, a branding and marketing agency. He is also the author of Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth.

Twitter: @tomshapiro

LinkedIn: Tom Shapiro

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  • by Taylor @ Get Smart Content Thu Jun 14, 2012 via web

    I've seen incredible success for many of my clients who are really taking advantage of tactic #1 - Localize. By providing localized call to actions, mentioning the name of their city in content that was presented to them, and providing the most relevant information, we've seen conversion and engagement rates increase dramatically.

    For instance, Texas's most visited city recently added geo-targeted content to their homepage. They target in-market (live within 30 minutes of the city) with information about current events, while out-of-market (more than 180 miles away) visitors see calls to action associated with their most famous tourist attractions. By doing this, they saw a 400% increase in engagement on their site - 400% just by adding localized content.

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