SoMoLo: 6 essentials to launch local marketing

SoMoLo marketing (social, mobile, local) is the main digital trend

I write a monthly column for Neal Shaeffer’s Windmill Networking blog. Initially, my articles focused on the topic of integrating social into marketing. Recently Neal and I decided that I needed to focus on a new area called SoMoLo, or Social Mobile Local. You may have seen the acronym used as a hashtag on Twitter, or maybe you read about it in a blog post.

I have been interested in this topic for some time.

SoMoLo puts consumers at the center

The real power behind the SoMoLo concept is to connect with consumers where social, mobile and local intersect. At this critical point, you find consumers who are actively searching, searching, sharing, and buying. Engaging consumers effectively in this space requires a new mindset.

Cultivating desirable consumption behaviors that make a difference requires:

  • Priority given to the consumer resulting in a consistent experience across all touch points
  • Alignment of internal colleagues
  • A culture of collaboration and cooperation
  • Integrated marketing communications using all appropriate marketing channels
  • Listen and respond to internal and external stakeholders
  • Marketing assets optimized for local search

Don’t miss out on local marketing opportunities

You may have heard the term hyper-local. This is a highly targeted local message, tailored to the interests and location of the consumer. Hyper-local marketing strategies are already impacting the consumer experience; for example, I get emails daily from Amazon with specific offers for the Richmond area where I live.

According to Marketing graphics, 1 in 2 national brands plan to spend more on local marketing next year.

There is a real opportunity for small businesses to take advantage of this mobile trend; however, the benefit may be short-lived for owners and managers who take a wait-and-see approach.

So how do you start local marketing? Here are 6 suggestions to get you started:

  1. Create a map of all the touch points where customers can interact with your business, be sure to include both offline and online locations.
  2. Claim your local space, make it easier for customers to find you and your content.
  3. Optimize online marketing assets so that search engines can localize your content, this will likely require technical expertise.
  4. Make sure your web presence is mobile-friendly. Visit your website from a smartphone or tablet.
  5. Start listening to online discussions about your business, your product or service, the competition. There are free tools like Social mentions Where Google Alerts.
  6. Experiment with location-based services like Foursquare.

In what other ways can you build your local marketing strategy?

Focusing on your local target is only part of the development of your SoMoLo strategy. Look for future posts with tips on social and mobile components.