Your business may be struggling to gain traction online, which is understandable; it is a challenging feat. Creating an online presence is no longer just about posting consistently; it's about pushing the algorithm. Your organization has to create content that works for you long after you post it. But do you even need an online presence?
I was recently reminded how important it is to "diagnose" an organization's needs and objectives on an individual basis. Some companies' objectives may be reached by a column in the local business journal, others may need to run a holiday sale with paid advertising, and in many cases, an organization may need to establish an online following that activates local communities and a broader organic audience. Regardless of your organization type or size, start with the objective and then figure out the solution.
If you believe your solution is content, this is where you should be. Initially, brands would be followed by their fans to debut products, highlight exclusive items, provide updates, or even greet customers with a "Happy Holidays!" from the team. Today, brands are being followed less, and influencers are grabbing the market. Consumers trust individual recommendations; they buy a brand based on their trusted influencers' opinions, and this is a hard nut to crack.
To compete, brands need to mobilize their internal team of influencers -- their employees. In a midwestern market like Indiana, hospitality and trust are everything, and that goes beyond mom-and-pop shops. Brands NEED to highlight employees, customers, and successes through digital media; if they want to reach an audience, the solution is video.
To compete, brands need to mobilize their internal team of influencers -- their employees.
At Babble Media, we have been working with a number of organizations and campaigns to make this a reality and have begun creating solutions centered around hyper-targeted community campaigns. What do I mean by that?
Instead of generalizing your audience to a state, let's go town by town, city by city, county by county. As you head into marketing discussions, consider doing something new. I challenge you to throw out the five or six-figure TV advertisement and go for short-form, localized content that mobilizes community members and activates the algorithm.
My proposal is simple: take your company's target audience and segment it into communities you serve or, in the cases of a B2B organization, the industries you serve. Spend each week or month targeting a different segment of that audience. Let's say you have business spreading across Hamilton County, and you reach Noblesville, Carmel, Westfield, and Fishers. Each of these communities has a great deal of city spirit and should not be lumped together.
By hyper-targeting video content to these segments, you can:
Highlight local employees, the folks that your customers will interact with.
Showcase customer or product successes in the community. This can be done through quality testimonial videos that can be posted organically and promoted through paid advertising.
Provide value to local consumers and all customers through helpful suggestions and tips. If you are willing to help non-customers online with your industry expertise, they will be much more likely to follow you, interact, and become customers.
There are plenty more perks of hyper-targeted video campaigns but I think it can be summed up in a simple analogy. If you had to choose between talking to a stranger and an old friend when you are out running errands, what would you choose? Let's make your customers old friends before they walk in your door.