What is localisation in marketing?
Some of the most successful marketing campaigns in recent years are those which have connected with their target audience on an emotional and personal level.Localisation is one of the key approaches that many businesses use to appeal to their customers on a personal level. Put simply, it is marketing which takes into account region-specific language and customs, or marketing which references specific locations or events.
Using the same language, lingo, and style of speaking as your customers helps to show that you understand them. Likewise, showing an awareness of local events and locations helps to dispel the image of your business as a faceless brand. Instead, your business can appear in-touch with your customers, and more appealing and trustworthy as a result.
The Benefits of Localised Marketing
But localised marketing is also about more than just showing that you care. It can actually have many other advantages, from SEO to improving the ROI in individual local stores.
From a search perspective localisation can be an extremely powerful tool if you operate a brick-and-mortar retail store or restaurant. Utilising SEO could see your website rank highly for localised searches - your restaurant could appear at the top for a search of “restaurants in [town]”, for example. Registering your business with Google can also get your business’s location to appear on Google Maps - another way to reach customers in your local area.
It’s possible to leverage local events to your advantage too - event or season-specific discounts, for example, can be a great way to connect with a local audience. In western countries, there are many retail campaigns linked to Valentines Day on February 14th. If you are expanding to China however, you may want to check out Double Seventh Day, also known as the Chinese Valentines Day, which is in the middle of August.
Localised marketing around events can also help you to avoid alienating customers, this is especially true with events based on religious tradition. Particularly if you operate internationally, events celebrated in one region may not be celebrated elsewhere, and marketing to customers depending on their location can help you to avoid a costly faux pas.
It’s often the case that businesses sell different products in different locations too - food sold in one area might not be popular in another, or clothes applicable to one country would be unsuitable for a different climate, for example. In this case, localised marketing can help a business to target products only to relevant customers.
The pricing of items may vary between areas also. It’s often the case that prices are higher for food and petrol from store to store, as local competition and supply and demand can have an effect on pricing. Location-specific marketing allows a business to adapt, displaying the correct prices and advertisements to its customers wherever they live.
Localised Social Media Marketing
Social media represents a simple way for most businesses to localise and is one of the first steps that many brands take towards it.
Store-specific social media accounts are an easy way for businesses to localise, and many retail stores and restaurant chains now operate Facebook and Twitter accounts for each location they own. Owning many different accounts like this helps brands to advertise local events, sell to people in specific locations, and build a community around their store.
Over recent years, improvements have been made to the location targeting of social media advertising too. Leveraging the powerful tools provided by advertising platforms like Facebook and YouTube, you can determine which audiences see certain adverts.
Using this, it’s possible to make location-specific adverts only seen by people in those areas. This is great for advertising sales in certain stores, regional holidays, and even country-wide offers.