Engaging on a Local Level
You can’t engage customers on a national, global, or brand level. It’s impossible to interact with them from so far up the tower. At best you can publish for them. At worst, you broadcast to them.
Engagement should happen where the transaction happens. Where are you serving that customer?
Put yourself in a customer’s place.
What kind of car do you drive? When you bought it, did you go pick it up at company headquarters in Detroit, Japan, or Germany? Or did you perhaps go to the manufacturing plant in Louisiana, Ohio, or Ontario?
No, you went a dealership in your town or nearby that is licensed to sell that brand’s cars. The transaction happened locally, as do all non-online purchases.
Think of your brand as a great car manufacturer. You can publish exciting promotional content that consumers will see across the world. You can broadcast a message that will create awareness for years to come. But if you want to truly connect with customers – and have them engage with you – do it at the level of the local place. That’s where they will fire up the engine.