Geo 101: How To Improve Your Social Media Marketing

Live video and personalized ad formats are on the rise in 2017.

From geo-targeting to beacons, location-based technology is opening up a world of possibilities for marketers. But it’s also complicated, as new capabilities and use cases seem to emerge every day.

With the goal of breaking down some of the most important “geo” concepts to provide a better understanding of the basics — and a jumping off point for exploring how far the power of location may take us — we introduce the next installment of our GeoMarketing 101 series: improving your social media marketing tactics.

Social Media Marketing In 2017

Marketers know that social media is important. A majority of Americans now have multiple social media accounts — and this year’s Super Bowl drew an incredible 27.6 million tweets from across demographics.

But many — and especially local SMBs, for who social media is doubly important due to its cost effectiveness — have a social media marketing strategy that’s still stuck in the MySpace age. In a world with so much social content, it takes more than a tweet about a sale to stand out.

As such, here are three trends impacting social media marketing in 2017 that physical businesses should note:

  • The rise of live video
  • Increased content personalization
  • Reviews matter more

How Can Marketers Address These Changes To Win On Social?

Between Facebook Live, Instagram Stories, and Snapchat, both marketers and consumers are increasingly recording and sharing real-time (or near-real-time) video. And the eyeballs are there: Facebook’s most-watched live video of 2016 reportedly generated over 164 million views.

Marketers should take advantage of these tactics without overwhelming viewers. Businesses don’t need to add to their Instagram story every hour, but giving a sneak peak of cool content or events — a real-time look into a pop-up shop or in-store event, for example — can help drive both interest and, ultimately, foot traffic. The idea behind live video is two-fold: Use it in key moments to 1. make customers who can’t be there in person feel like a part of the action, and 2. to boost visits from customers nearby who wouldn’t have known to check out a certain product or event if not for the social media boost.

Secondly, marketers of all stripes need to pay attention to a trend that is transforming mobile advertising, social, and more: consumers’ increased desires for personalization. In an era of getting just about everything “on-demand,” people want experiences and content that speak directly to them in a custom fashion.

Brands can leverage this simply by taking advantage of tools like Facebook’s retargeting offerings, which crafts social ads based on both the audience and a specific user’s past interests and behavior. And as Snapchat looks to continue to expand its ad offerings, marketers should be on the lookout for ways to use social platforms with massive reach to deliver customized messages — bypassing the “one size fits all” approach is key to boosting sales.

Finally, physical businesses should remember that online review sites and communities are their own form of social media; a comprehensive strategy doesn’t begin and end at Twitter. Engaging with customers through reviews is important — whether addressing disgruntled comments or building a relationship with brand evangelists.

Additionally, review management is essentially a bridge between social media marketing and improving local SEO; as Sherry Bonelli wrote on GeoMarketing in 2016, “in addition to highlighting Google Reviews, Google is now showing reviews from other third-party review sites, like Yelp, Foursquare, and others, into a business’ Knowledge Panel. This is a game changer because Google is broadening the number and where reviews come from directly into search results. Businesses can no longer hide from reviews, because these reviews are put front-and-center every time a consumer searches for a business — and there’s even been speculation that the number of online reviews and the rating of those reviews can actually help with your search engine rankings (although no one can confirm or deny.)”

Read more about social media marketing below:

Mixing Social Media and Offline Marketing: Three Ways to Create a One-Two Punch

Social Media Marketing: Three Mistakes That Can Hurt Your Social Media Efforts

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.