by Amy RountreeFor niche and specialist businesses, communicating about place rather than industry can limit scaling your customer base. For local businesses, there’s lots to be learned from what the specialist independents in your local area do to attract a wider audience. So without further ado.
A great example of this is Avid Technology based in Darlington. While Darlington-based, they see engagement from the engineering industry they are in and so use their social channels to maximise this reach. In addition as a business with proud roots in its community, they also use their social media to create content that is locally relevant, supporting business networks, and the area as a place of engineering enterprise expertise.
Below we demonstrate how the business communicates their niche wider than their location. Knowing this will help other local niche businesses benefit both from place marketing, and industry marketing; and on the flip side help local businesses benefit from industry marketing as well as place.
We’ve also used the new Maybe* Place Insights tools to show you how to benchmark the social media activity, posts, engagement, sentiment and conversation topics of all businesses within your place. Maybe* Place insights allows you to compare up to five locations so you can also see how Darlington’s output and efforts compare to other towns and places in the nearby area. Why not give your town a whirl and see who comes out on top?
