Individual store operators know this social media predicament well: Localized content and advertising drive better engagement than corporate content, but localized content takes staff time. And some technical know-how. And some marketing know-how. And some branding awareness. And, well, some way to not get swallowed up by it all because you’re in the retail business, not the social media business, even if posting your own hot and spicy chicken sandwich challenge sounds tempting.
Still, you can’t turn away from local, something that matters most in social media marketing. Localized content receives on average a 67% lift in engagement over more generalized posts, according to SOCi platform data.
Fortunately, by following best practices, you can enjoy a healthy boost to your social engagements with limited expertise and staff time without wandering off-brand. Here are the top difficulties brands face when posting localized social media content and advertising and how to overcome them.
Challenge No. 1: Finding a balance between who posts content — corporate or local
Local store operators use three approaches to posting content. The bummer is that the easiest is often the least effective… Read More