Thursday, September 20, 2012

Using Social Ad Metrics & Messaging To Shape Your Local Content Strategy


Understanding how your message resonates on social media can be one of the key factors in making sure your content resonates with the community you’re targeting. When you integrate local targeting and messaging into the mix, it can make for a strong content campaign that gives you plenty of metrics and data to review, tweak and adjust while tracking organic movement..
While this strategy style is very calculating, with tremendous ability for link generation, it’s not something that is scalable for movement if you’re a one person team.
To demonstrate this, we’ll primarily review integrating Facebook ad performance into your overall content strategy. As an example, we’ll use a brick and mortar business with multiple locations all over the US that is looking to potentially increase organic visibility in certain cities where localization is apparent.
Like with any strategy example, this should be applied directly to your scenario and used only as a guide to help hone in on target cities and messaging for sculpting content.

Local Visibility Snapshot

There are tools out there that can automate samplings of queries on a geo-level, but for the sake of this article, we’ll assume that there’s some manual querying going on in order to determine how your site is ranking across various metros if you’re a brick and mortar business. That said, the screenshot below is taken from an export from our internal tool to show metro fluctuations. 
URL used for example only; Ruby Tuesday is not the actual client / has no affiliation with our company.
I’ve only displayed relevant sample information for this post – a sample of Google rankings from metro to metro, with one key phrase as an example. There’s a lot more data that is reviewed when creating a local content strategy, but to keep this simple, we’ll only display that small portion.
Things to keep in mind: 
  • If your brick and mortar locations list isn’t that extreme, then set your geo-location to each individual city and make note of where your site is sitting compared to others for phrases with high conversion and traffic percentages.
  • If your store exists in a large amount of city locations, then you can start querying by cross-referencing your location with cities that have the highest populations.
  • Identify cities where there is heavy localization and your website isn’t competing as strongly as it is in other cities.
  • If you’re reviewing multiple buckets of keywords, this can give you a good glimpse of different segments that may be underperforming as a whole, which can be used in brainstorming content.
  • Baseline ranking and traffic numbers per city. It would be best to baseline around different buckets, since your content may have relevance to one bucket over the other.

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