There was a great Visit Florida campaign several years back where they actually took a truck, plopped a mini beach in it, surrounded it with transparent walls, then drove it around various cold weather destinations during the winter. Totally brilliant and over-the-top example of marketing localization.
I realize that most of you probably don’t have the budget for something like that. But, there are other ways you can take advantage of localization and ignite some sales from unexpected sources.
Likely, most of your marketing campaigns focus on various targets thanks to the segmenting capabilities most good marketing automation systems have—expressed interest in certain topics, products purchased, source, business type, and so on. That’s great. You should totally keep doing that. You should also look at your demographic data, specifically geographics, and mine this for potential gold. Shiny, beautiful, gold leads.
First, you gotta figure out where you want to target. This really depends on your marketing goals. Do you want to boost sales in an area that already does well but could perform better? Or do you want to narrow in on an area that hasn’t seen much in the way of sales? There are pros and cons to both approaches—you just have to decide which target you think has the most potential.
Once you know where, you need to know who. I recently wrote an article about why developing local personas is so important. The great thing is you don’t have to start from scratch, because these local audiences should still have many of the same pain points and buying behaviors. It’s best to just tailor your existing personas to the unique flavor of the area you’re targeting.
Now comes the fun part—content. The key to good localization is understanding your market and customizing your content to match. As much as possible, write content specifically for the area. If you’re a B2B company, rustle up a case study or two from a customer in that location. Don’t just throw together some existing content, buy some targeted ads and call it a local campaign. That’s just being lazy.
You have to speak the language. For goodness sake, don’t talk about pop to a Georgia audience or say y’all in your webinar for Boston prospects. Look at your keyword search results and find out if the local audience is more likely to search for “internet marketing” or “online marketing”. Things like that matter. A lot.
Oh, and one last thing. Don’t forget to be mobile optimized. It can be a pain the butt, I know. You can close your eyes and cover your ears all your want, but mobile devices now account for more Internet use than desktop computers. That’s a fact, my friend. And if you don’t make your localized campaign mobile-friendly, you may as well dance through the streets giving away money for free, because you’re wasting your time and resources by limiting access to your website, landing pages and lead gen materials.
Hopefully, with a good strategy and great content, you can watch as Duluth, Orlando or Chattanooga sets your sales on fire.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.