Local marketing was the focus of three sessions conducted at the 2015 Marketo Marketing Nation Summit, held April 13-15 in San Francisco. One of the key take-aways: being locally relevant and accessible means finding a way to speak to customers in their local language (whether via local terminology or a different dialect). Doing so will make your brand not only more relevant and accessible, but also trusted.
Marketo partnered with several technology providers to present the results driven for co-customers through locally focused campaigns. In the session, Localization Is the Ultimate Form of Personalization, Marketo and Cloudwords discussed how they have partnered in order to roll out campaigns in native languages of target buyers of Sherwin-Williams. Cloudwords provided a translation management system that allowed Sherwin-Williams to translate its content into each local language used by the customer, ultimately, building confidence that the company’s message would be effective and consistent regardless of the location in which the content was received. And in the session, The Power of Print: Running a National Campaign with a Localized Feel, Marketo and PrintingForLess.com presented a success story for localized promotional strategies from their work with Mathnasium. The co-presentation demonstrated how the local mindset can grow a brand.
During one of the keynotes, Arianna Huffington, president and editor-in-chief of The Huffington Post, said, “Trust is the New Black.” Drawing on her experience in building The Huffington Post, she asserted that loyalty is built from value, and ultimately trust in the brand must be the goal for connecting with customers. It has been my experience as a marketer that trust is built when brands provide a relevant, useful, and easy experience for the customer. If trust is the new black, then at the local level, trust starts with having accurate, easily accessible data that enriches a customer’s experience with a brand. For instance, when your brand provides accurate name, address, and phone information for your local storefronts, you build trust. When you mislead potential customers with inaccurate data, you erode trust.
So what does accurate, easily accessible local data mean to engagement marketers?
At SIM Partners, we believe it means driving local customer acquisition by optimizing and promoting local data. If a conversation starts with the customer finding the brand through a local channel, a transition to an ongoing engagement campaign that keeps the conversation local focused and relevant and can help a brand maintain and build trust. We agree: trust is the new black — and you build trust locally with one piece of data at a time.