3 Reasons Why Hyper-Local Love is Important to Your Business
This month I had the honor of being featured in our community’s newest local magazine, Safety Harbor Living published by Best Version Media.* It was such a great experience. My background is in public relations, so there’s nothing I love more than working with the media to share stories - but this time, it was all about me, me, me… which to be honest, was really uncomfortable BUT worth it! I am usually the one setting up the interviews and performing the media training. Obviously, I am a huge proponent of public relations strategies, but as a marketing professional, I tend to focus on lead generation and sales. PR is a huge contributor within the marketing umbrella, especially when it’s hyper-targeted or super local.
Here’s why this is important for your business:
Third-party endorsement exudes an aura of authority
Publishing content gives you material to leverage in marketing campaigns
When it’s so close to home, it’s relatable and conversational
Most growing companies hire PR and marketing firms to help them achieve media coverage, as well as have an in-house manager acting as the point-person or subject matter expert within the organization. It’s a time-consuming task and there are definitely best practices on how to achieve media coverage but really, like most things, it’s all about networking and relationships - and certainly when it’s local. There’s something really special about a media channel dedicated to stories within your own backyard! I felt like a mini-celebrity when I saw my family’s photo on the cover of the publication. And every time we get a client featured, it still feels like I know a celebrity.
Here are the benefits to hyper-local love:
My business was featured!
My neighbors came up to me to compliment the article, creating great networking opportunities
It was just plain cool… and will be framed now for our home (+ FREE family photography!)
Being able to target my immediate demographic created an opportunity to network by way of publicity. I met more neighbors who asked me about my business, which was featured in the article. I worked with an awesome team at Best Version Media (special thanks to the publisher, Jacquelyn Tillotson, the writer, Cindy Wilson, and the professional photographer, Priscilla Davila). Did I mention I got FREE family photos? Granted, my nine-month-old refused to smile for the photos; regardless, they were still gorgeous family photos that I will cherish forever. The experience was awesome and memorable. If you are like me and are uncomfortable with self-promotion, it’s time to get over that. People want to hear about what you are doing (and of course, how it might benefit them). And, it’s important for your business!
There is a proud connection when you see someone you know or work with on a published piece (print or media). There is a NEW connection formed when you are indirectly or passively searching for a service. The third-party endorsement is critical for these connections. There is an authority in publishing that simply can not be shaken. Once it’s done, you then have a piece of content that can be leveraged in marketing campaigns (like this blog article, for instance). Promote it on social media, via email campaigns, or on your website. You’re essentially spreading that authoritative connection. Lastly, relatability is priceless. This publication for me was focused in, on, around, about the town I live in and LOVE, which includes people and businesses that I use and LOVE. OK, that’s a lot of love, I know, but it’s true!
So how did we accomplish this? Simple. We happen to use a hyper-locally focused app called Nextdoor. The publisher basically had a casting call and we answered. That’s it. Be open to the requests and respond. Find them everywhere locally and take action. This is just one of many ways you can create awareness for your business through storytelling and public relations. I am not an advertiser for the publication but perhaps I will be as this was a great test regarding awareness.
If you want more tips, tell-alls or advice, subscribe to our newsletter below! If you need more ideas and projects like this to promote your business, let’s talk!
Marialuisa Curran
~ Inspired by those who fearlessly follow their dreams and empower others to do the same.
*I am not affiliated or have any ties to Best Version Media other than being an honored guest cover story.