A vital ingredient of every big-picture marketing strategy should be a local marketing component. While the wonders of technology have made possible a broader, expanded reach, we must not abandon efforts to reach the folks in our backyard with the potential to widen the client base.
How acquainted are the locals with the services you offer? Do they know the story behind your brand? Do they view you as an asset to the community?
It’s easy to assume those most local to your company’s physical location are “in the know.” But why take a chance? Instead, consider these simple strategies that will keep your company top-of-mind in the community.
1. Get local on social
Take time to post and engage on your local social media channels—the city’s Facebook page, the “growing up in ABC” Facebook page. Become a regular sharer of the Historical Society’s tweets. Make your participation as community-oriented as possible, helping to spread the word about local events and celebrating local achievements. Sparingly share company-specific updates, emphasizing how, say, a building remodel or staff expansion will enable XYZ Staffing to serve the greater ABC community better. NOTE: Posts should not be hard-sell commercials unless the content happens to brim with widespread, local appeal. And don’t forget to promote local events across your company’s social media accounts.
All this local social engagement will demonstrate your commitment to the community, keeping your name front and center as it shines a positive light on your company’s brand because everyone likes a company that demonstrates genuine interest in and concern for the community.
2. Create content and tie promotions to local happenings
Incorporate local happenings—festivals, tournaments, parades, seasonal events—into your company marketing plans, turning the major local activities into themed company promotions. Share content on your social media channels that aligns with community life—back-to-school tips for families, safe driving pointers for winter, gardening how-tos in the spring. The goal? That those readers will view the company, its staff, and business operations as “one of us.”
3. Host/sponsor local events
Nothing ramps up brand visibility around town faster than sponsoring a Little League team, hosting a meal for the local football team before Friday night’s big game, or underwriting a summer concert at the park. The media’s focus on such activities and events will net ongoing local press coverage. The double bonus? Online mentions of your name will continue to pop up in searches long after the baseball season ends, the football team wins the playoffs, and the last guitar is packed away.
- Reach out via direct mail
Nearly everything related to hiring and staffing and employment had a humdinger of a year in 2020, with many folks still regaining their footing. This means that people who never before needed to use the services of a staffing agency find themselves wondering what your company has to offer them in this new season of their life. A direct mail flier will answer their questions and concerns. In addition, it will be a tangible reminder of what your company is all about that can hang on the fridge, occupy a corner of the desk for future reference, or be shared with a friend.
ASJ Partners are experts at designing comprehensive, targeted marketing strategies for the staffing industry. We offer social media advertising campaigns that will jettison your brand to the top in your local community. Give us a call and find out what ASJ can do for you!