Twitter Marketing & your Local Audience
The internet has allowed business to extend their reach beyond geographical and financial constraints, businesses are no longer confined by local marketing restrictions. However some businesses consider the world wide web irrelevant to their network of customers, after all what use is the internet to a local Café whose customers live within a five mile radius? With the development of Social Media however, the internet has become far more personal, the online focus for businesses has become increasingly important.
The development of Social Media has brought with it the importance of location, through Social Media information can be tailored by local businesses to target only the relevant and interested customers. Businesses who ignore the benefits of the internet risk losing out on the opportunity to utilise Social Media and it’s location based software.
To some, the concept of ‘local’ marketing can refer to one nation, to others local may refer to a city, town or village. How can a business identify people based on a specific location you may ask?
There are several ‘Apps’ tailored specifically for local marketing strategies, the most notable example being ‘Foursquare’ an enterprise that began in New York in 2009. However the easiest and perhaps most effective tool to use is Twitter.
Twitter Marketing, Local Marketing and follower behaviour
Twitter users often reveal their location as a by-product of expressing their thoughts and opinions, sometimes unknowingly. People will ‘follow’ others for many reasons, one of the most common however is that the information they share will personally affect them based on their proximity, for example a News station may tweet information on local traffic. It is possible for businesses to search for relevant Twitter accounts to target based on their geographical location.
A Newspaper’s Twitter account is a great source to identify and target followers. For example followers of Newspapers such as the Guardian or Observer are likely to be UK based, the majority may be middle-aged or mature adults, following a Newspaper is an effective way of targeting an audience based on their political and social views. Following a local Newspaper would also be an extremely effective way of narrowing your search perimeters.
2. Radio Stations:
In a similar way to targeting a Newspaper, targeting a radio station is an effective way of specifying the location, age, and interests of a network of potential customers. For instance, followers of BBC Radio 1 are likely to be young adults and people in their 20’s, followers of Radio 4 are likely to be more mature with a difference in their interests as well as their financial situation.
3. Geographical Location:
It is possible to utilise the longitude and latitude of a location to identify Twitter accounts in a specific region or country. This method may seem difficult and time-consuming however it’s nevertheless an effective way of identifying a location with great accuracy. This method will also identify users who have enabled their device to be visible based on location, this will likely be able to display a high number of results.
4. Local Companies:
It may be worth targeting followers of a business on a similar or local level as a potential way of isolating customers with an interest in the type of product or service you offer.
5. Location Names:
As a somewhat less reliable method, analysing followers by searching the location name on a broad basis may be beneficial to some businesses.
These are just some of the possible ways that even the most locally focused business can raise their profile, become more accessible to the public as well as generate revenue through realising the location based benefits of Social Media. Make sure you’re reaping the benefits of utilising Twitter as an Online Marketing tool.