Localization is a fruitful area of online marketing for many businesses. According to BIA/Kelsey's latest "Local Commerce Monitor," local businesses are increasingly migrating to the digital world to advertise themselves. Many take advantage of social media platforms, primarily Facebook. There are ways to optimize social media activity for local businesses who wish to reach local customers, as well, according to Search Engine Watch.
Create separate pages for separate locations
For businesses that operate in several locations, it's a good idea to create a different social media page for each brick-and-mortar shop the company opens. These pages can then be linked to localized websites. This can ensure brand fans get news that will be relevant to them – a fan from Chicago isn't likely to be interested in an event in Los Angeles, for example.
Geotarget social media advertising
Companies that choose to include paid social media advertising in their marketing strategy should focus their efforts by location. Both Twitter and Facebook allow marketers to specify where they want their advertisements to be displayed geographically. This can help ensure information gets to the most relevant audience possible.