Vertical content aimed at local interlocutors and a website designed on a funnel-based marketing strategy remain the best way to reach an audience that would otherwise be more difficult to intercept. And that's not all: they allow the construction of a specific contact database, profiled by province or city . The company newsletter, just to give an example, can become an excellent tool to guide readers to the nearest point of sale.
Local Remarketing
Good content is in some way a mirror of the behaviors and interests of the public to which it is addressed. Regardless of the size of the company and its scope of action, it is essential to seek maximum synergy between the uses of twitter content published on the website and the possibilities offered by social media in terms of remarketing and retargeting . If we try to see any social network, Facebook for example, as a huge container of "big data" easily declinable on a local basis , we understand how it is possible to reach niches of the public that traditional media, even the local newspaper, cannot even approach.
Building Trust with a Hyper-Vertical Audience
Once upon a time, it was said to “become an authoritative source on the subject”. In my opinion, this assumption still works. Let me give you an example: a children's clothing store that decides to produce interesting, fun but above all useful content for the target “young mothers living in the city” is applying to become a trusted interlocutor for this segment of the public. And trust today is everything : perhaps it is worth more than all the other points listed so far. The challenge, if anything, is to get out of an advertising mentality and start thinking like a small local publisher : fresh news, useful content, an emotionally relevant message that stimulates the real interests of the public and stimulates them to take a stand or take action. And then again, digital and real interactions that build a sense of community around a theme or problems perceived as common: these are the ingredients for emerging in a communications landscape that is all too standardized.