Question

Topic: Strategy

Content For Local Audience

Posted by thomaswkhutton on 7/29/2016 at 3:05 PM ET 125 Points
Hi there,

I plan on investing in a small computer repair company (you know, a break-fix model) and I'll be a tech/marketing director.

I want to make this fairly big - within the $100-150k range business (I'll be expanding past just computer repair, obviously).

However, I'm lost on how to market content to local customers. Any books/articles I've read seems geared towards national, or global audiences.

What areas would I look to for learning how to write for a local audience?
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RESPONSES

  • Posted by mgoodman on 7/29/2016 at 3:49 PM Accepted
    I'm guessing that most of your technical content will be the same for local folks as it is for a national audience. But you can still impart a local flavor by using local case studies for your examples.

    Even if clients don't want to be identified by name, there's no reason you can't refer to "an office on North Main Street across from ABC Park." Or "... the repair didn't take as long as I expected, so I stopped in at Joey's Coffee Shop for a mid-morning treat."

    Have you interviewed some folks in your target audience to see what's on their minds? The things you learn in those interviews can become content that is directly relevant to your local audience. ("I spoke with three River City professionals, and they all commented that ...")
  • Posted by mgoodman on 7/29/2016 at 3:59 PM Moderator
    One way to establish local relevance is in the name of your company (or the tagline). Be sure to include some direct reference to your town, neighborhood or region, so everyone understands you are part of the community as soon as they see your company name.
  • Posted by Jay Hamilton-Roth on 7/29/2016 at 5:09 PM Accepted
    Also, instead of focusing on your services, spread the word about your clients (with their permission). If they are successful, you've had a part helping them achieve it.
  • Posted on 7/29/2016 at 5:14 PM Accepted
    You could try good old fashioned direct mail marketing. You could publish your content in a local newspaper or on local blogs. You could hold or attend a local event to distribute your content. Use the local cable or PBS station. There's local SEO, where you make sure to include your location as a keyword within your content. Join local groups on social media, and cultivate local followers.

    Basically locate where your target audience, local people in need of computer repair, spend their time consuming content (especially as it relates to what you do). Then publish there. You might need to think like (or consult with) a public relations specialist as opposed to a strict content marketer.
  • Posted by Shelley Ryan on 8/23/2016 at 7:04 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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