Build an Awesome Charlotte, NC Small Business Social Media Marketing Plan

Let's imagine that you have a small business in Charlotte, NC and are looking for more customers. How do you come up first?
Charlotte, NC Skyline in 2007.

Table of Contents

Charlotte, aka the Queen City, is the largest city in the state of North Carolina and is the center of finance and culture in the Bible belt of the South.  Let’s suppose you have a small business in Charlotte, NC and want to stand out among the digital clutter to reach your audience.  For this, in part, you need a social media strategy/plan.

At the time you opened your business, was it hoped that people would just start to wander in?  Of course not.  Much like your physical storefront, your social media channels are your virtual storefront on Tryon Street.  A social media presence is about being actively involved with your local community, building relationships, and showcasing what makes your business unique.

Location of Charlotte, North Carolina

Map of mecklenburg county, nc with charlotte, nc in red.
Charlotte, nc (in red) — soundgod3, cc by-sa 3. 0, via wikimedia commons

 

Charlotte is located in south-central North Carolina in Mecklenburg County, just north of the South Carolina stateline.  The population of the city is about 911,000 and Mecklenburg County is about 1,163,701.  The Charlotte area is experiencing rapid growth and near Lake Norman, the largest reservoir in North Carolina.

Knowing Your Customers in Charlotte

Charlotte is a large city that is known for its finance industry, Southern tradition, and modern dynamism.  However, within this large city, is a diverse combination of individuals, each with their own tastes, preferences, and online behaviors.  To be successful in social media, you need to understand the very heartbeat of the Queen City’s social scene.

Reaching the audiences in Charlotte is akin to conducting an orchestra.  In order to have beautiful music that is on key, you need to understand the nuances of each instrument, the strengths of each musician, and how they work together to make a symphony.  Your audience in Charlotte is the same, you need to know how the individual components come together to form the social media environment.

The insights gained from the questions and tools below will allow you to produce focused and coherent social media campaigns that will sound familiar to the Queen City’s diverse community and drive the success of your business.

Below are some of the components of Charlotte’s social media environment.

  • Demographics:
    • Age: Are you trying to reach Gen Z college students at UNC-Charlotte, millennials starting families in Plaza Midwood, or established professionals in South Park?  Each generation has its own preferred platforms and content styles.
    • Occupation: Charlotte is a major financial hub, but it also has a thriving arts scene and a growing tech sector.  Are you targeting bankers in Uptown, artists in NoDa, or healthcare workers near Carolinas Medical Center?  The professions of your audience influence their interests and online behavior.
    • Income: From the affluent neighborhoods of Myers Park to the more budget-conscious areas like University City, Charlotte has a diverse economic landscape.  Understanding the income levels of your target audience will guide your pricing and marketing strategies.
    • Lifestyle: Are you catering to families with young children, busy professionals, or active retirees?  Their lifestyles dictate their needs, interests, and the type of content they interact with.
  • Interests:
    • Sports Fanatics: Charlotte is a sports-loving city and is home to the Carolina Panthers, the Charlotte Hornets, and the NASCAR Hall of Fame.  If your business aligns with any of these interests, be sure to tap the passionate sports fans.
    • Foodie Culture: There are a diverse amount of culinary styles in the Charlotte area, ranging from typical Southern food to International cuisine.  If you have a business related to food, try to work with food bloggers, show your interest in food with delectable visuals, and participate in food related events.
    • Arts & Entertainment: With museums, theaters, and music venues, Charlotte offers a rich cultural experience.  Highlight the artistic aspects of the city, if your business caters to this crowd.
    • Outdoor Enthusiasts: Charlotte has many parks, greenways, the U.S. National Whitewater Center, Lake Norman, and the nearby Uwharrie Mountains, where outdoor enthusiasts can go for enjoyment.  Try to tailor your content to those who love the outdoors, if your business is outdoor oriented.
  • Online Behavior: 
    • Social Media Platforms: Where do your target customers spend their time online?  Are they active on Facebook groups, looking at Instagram, or arranging Pins on Pinterest?  Make sure you are using the right social media channel for your audience.
    • Content Consumption: What types of content does your audience gel with?  Do they prefer videos, images, articles, or interactive polls?
    • Hashtags: What local hashtags are popular in Charlotte?  Using relevant hashtags can help you reach a wider audience.

Ways to Find Customer Information

  • Facebook Audience Insights: This tool can provide valuable data on the demographics, interests, and behaviors of Facebook users in Charlotte, NC.
  • Instagram Insights: Facebook’s visual cousin, this tool can show insights into the demographics of the audiences on Instagram and their usage patterns.
  • Google Analytics: Website traffic from social media can be tracked to see which platforms and content are most effective in driving visitors to your site.
  • Social Listening Tools: Online conversations and mentions of your brand or relevant keywords can be monitored to see what people are saying about your business and the local market.

How to Pick a Social Media Platform

Multicolored logo for instagram.
Instagram logo — instagram, public domain, via wikimedia commons

 

Choosing the right social media platform to the spread the word of your business is like selecting the right ingredients for a Carolina barbecue.  For your barbecue, do you select vinegar-based or tomato-based?  Like the barbecue, each social media platform has its own flavor profile and characteristics.  It is important to understand these differences in order to serve up content that is effective in Charlotte.

Some of the social media platforms on the menu in Charlotte are:

  • Facebook:
    • Strengths:
      • Massive Reach: Facebook gives you the ability to connect with audiences in Charlotte and beyond.  It can be thought of as a digital Bank of America Stadium that is filled with potential fans, eager to learn about your business.
      • Offers Versatile Content Formats: On Facebook, you can share text, video, live streams, and stories to interact with your audience in various ways.  It can be thought of as a buffet of content.
      • Targeted Advertising: Facebook ads allows you to target ideal customers with precision, based on the characteristics of described in the first section.  Social media advertising is discussed more in depth, later in the post.
    • Weaknesses:
      • Organic Reach can be Limited: Facebook’s algorithm prioritizes content that is from friends and family, so if you are a business, you may need to invest in paid advertising to reach a wider audience.
      • Can be Overwhelming: It can be challenging to run a Facebook page effectively, especially when also running a business at the same time.
  • Instagram:
    • Strengths:
      • Visual Storytelling: Instagram is centered on the viewing of stunning visuals.  On Instagram, showcase the energy and beauty of your business, products, and Charlotte itself with high-quality images and short-form videos.  It can be thought of as your digital art gallery, where you can curate a visually stunning representation your brand.
      • Engaging Features: Utilize Stories, Reels, and interactive stickers to get attention and interaction.  Here you can add a touch of Southern hospitality and make your audience feel welcome and appreciated.
      • Local Hashtags: Use local hashtags such as #CharlotteNC, #QueenCity, and #CLT to reach a wider audience interested in your area.  These hashtags can bring more local visibility to your business and put it on the map.
      • Influencer Marketing: Be sure to partner with influencers to leverage their following and get your business information to the relevant audiences.  These local celebrities can endorse your brand and bring instant credibility.
    • Weaknesses:
      • The Content is Less Versatile: Instagram is focused on visual content and is less suitable for businesses with text-heavy information.
      • Can be time-consuming: The time to make visual content can be cumbersome, especially for those trying to run a business at the same time.
  • Nextdoor:
    • Strengths:
      • Hyperlocal Focus: Nextdoor is the social media to use if you are focused on a targeted audience within Charlotte.  It focuses on local neighborhoods, rather the entire city.
      • Involved in the Local Community: This social media is geared for users who are seeking recommendations and want to know more about local businesses and services.  It is similar to a digital town hall where you can have conversations of interest to locals.
      • Builds Trust and Credibility: When you participate in Nextdoor, you can establish your business as a trusted resource in the community.
    • Weaknesses:
      • Limited Reach: Nextdoor is primarily focused on local neighborhoods, not the entire city.
      • Content Restrictions: There are stricter guidelines on promotional content.  Instead, you need to focus on providing value, discussion participation, and building relationships.
  • Other Platforms:
    • Yelp: This social media is geared towards businesses that rely on customer reviews.  For example, restaurants and places of lodging.
    • TikTok: TikTok is the perfect social media for short-form video that are aimed at younger audiences.  It can be thought of as having a stage at a local music festival.
    • Pinterest: Similar to Instagram, if you have visual content and some text, this may be a social media worth looking at.  Having a more female-centric audience, information is arranged in Pins and like Instagram, it has short-form video capability.

Producing Content for Your Charlotte, NC Business

Just as in blogging, you need content for your social media and especially content that aligns with Southern charm and brings about the energy and spirit of Charlotte, NC.  Your social media feed is like a net with each post or piece of content being a knot.  Each knot provides another grain of information about your business, providing a more in-depth picture.  In the process, express your business passion and your connection to the local community.

Here are some ways to help your content rise to the top.

  • Have Visuals of Interest to Your Audience:
    • Have High-Quality Images that Interest Charlotte Audiences: Charlotte has a lot of bustling and interesting neighborhoods.  As such, your visuals should be worthy of them.  Use professional-quality photos to show your products, services, and the ambiance of your business.  For example, you could have a photo with the Uptown skyline as your background or some images that reflect the charm of Plaza Midwood.
    • Exhilarating Videos: Have amazing videos of your business and of Charlotte itself.  For example, you can have time-lapses of life in the city, drone shots of the NASCAR Hall of Fame, or behind-the-scenes views of your business.
    • Catch the Local Vibe: Show local Charlotte landmarks or scenery in your visuals.  For example, you could have a photo shoot at Romare Bearden Park, a video of the murals of NoDa, or scenes of Lake Norman.
  • Show the Local Flavor:
    • Have Customer Testimonials: Feature glowing reviews from satisified Charlotte residents who have shopped at your business.  These words carry more weight than any marketing will.
    • Be Involved in the Community: Show participation in local events, such as the Charlotte Pride Festival or the Carolina Renaissance Festival.
    • Endeavor to Have Partnerships: Collaborate with other Charlotte businesses.  Perhaps you could have a joint promotion with a local brewery or co-host an event with another local business.
    • Charlotte Stories: Share anecdotes or historical tidbits about Charlotte that connect your business to local culture.
  • Delight Your Charlotte Audience:
    • Have Interactive Content: Get a conversation going with a poll or quiz.  Ask questions like, “Whats your favorite Charlotte greenway?” or “Which local band should we book for our next event?”
    • Behind-the-Scenes: Show the making of your products or the inner workings of the business.
    • Contests or Giveaways: Have a contest with local prizes, like gift certificates to Charlotte restaurants, tickets to a Panthers game, or a weekend getaway in the Blue Ridge Mountains.
    • Make Use of User Generated Content: Have your customers share their experiences with your business using a branded hashtag.  Then re-share their content.
  • Provide Value in Your Content:
    • Have Informative Content: Always provide valuable information about your industry or about the local area.  Share tips, advice, or insights your audience will find useful.
    • Entertaining Content: Share funny anecdotes, inspiring quotes, or beautiful images that capture the spirit of Charlotte.
    • Authenticity: Let your personality shine through in your content.

The Importance of Consistent Content

When producing social media content, it is important to be consistent in its production, like the flow of the Catawba River and Sugar Creek.  Do not post a flurry of posts and then take a long break.  Posting regularly is important so your visitors will always have something new to see.  Below are some of the ways to maintain consistency.

  • Keeping Regular Content:
    • Content Calendar: A calendar acts as your social media compass and guides your content just like navigating the gold-speckled streets of Uptown Charlotte.  Having a plan can help you have a balanced mix of content and prevents your feed from being monotonous and lethargic.
    • Posting Frequency: A question often asked is “How often should I post?”  However, the answer is not how much, be rather posting consistently with quality content.  Do not post a lot of low quality content.
  • Timing of Your Content: 
    • Prime Time: When are your Charlotte followers most active on social media?  Use the analytics on your chosen platform(s) to identify their peak activity times.
    • Day of the Week: Experiment with posting on different days of the week to see what works best.  For instance, weekends might be good for a leisure-oriented business, while weekdays could be better for targeting professionals.
    • Special Events: Align your posting schedule with local events or holidays in Charlotte.  For example, share content related to the Charlotte SHOUT! Festival, the Wells Fargo Championship, or the Coca-Cola 600.

Become a Digital Charlotte Socialite

Icon people that are representative of a micro-community.
A micro-community — image by openclipart-vectors from pixabay

 

In order to effectively promote your business locally, you need to master the art of digital socializing.  In this case, becoming an active member of the Charlotte online community.  In previous times, a socialite in Charlotte might have hosted lavish parties, attended charity balls, or would have been a fixture at the city’s most prestigious events at Myers Park or the Carolina Country Club.  Now, a lot of the social interaction happens online.

  • The Art of Engagement:
    • Be a Conversationalist: Do not just shout your message across the digital medium.  Be active in a genuine conversation with back and forth discussions.  This means responding to comments on your posts, answering questions thoughtfully, and participating in dicussions relevant to your business and the community at large.
    • Actively Listen: Pay attention to what your audience is saying.  What are their interests?  What are their concerns?  Use the information gleaned to tailor your content and interactions.
    • Show Appreciation: Acknowledge your followers, thank them for their support, and make them feel valued.  Thank them when they offer valuable insights.
  • Help Build the Digital Community: 
    • Join the Club: Become an active member of Facebook groups, like “Charlotte Moms,” “CLT Foodies,” or other local groups specific to your industry.
    • Utilize Local Hashtags: Use hashtags like #CharlotteNC, #QueenCity, or #CLTLocal to connect with other users and businesses in the area.
    • Cross-Promote Content: Partner with other Charlotte businesses to co-host contests, giveaways, or online events.
  • Show Your Social Side:
    • Show the Personality of Your Business: Let your unique voice and personality come out in your interactions.  Be authentic and approachable.
    • Be Supportive of the Community: Share the content of other businesses and individuals in Charlotte, leave positive comments, and collaborate.

Using Paid Advertising to Narrow in on Your Audience

  • Being Precise on Your Audience:
    • Demographics: On social media channels, you can focus in on the specific characteristics of your audience, such as age gender, location, interests, education, and online behaviors. For example, you could target young professionals in Uptown, who enjoy craft beer and live music.  You could also target families in Ballatyne who are interested in children’s activities or organic food.
    • Interests: Charlotte residents are known to have a lot of things they are passionate about.  Ads for your business could target people interested in sports (Panthers, Hornets, NASCAR), the arts (museums, theaters, music venues), local food (Southern cuisine, craft breweries), outdoor activities (parks, greenways, Whitewater Center), or any other interest that relates to your business.  Some ad ideas would be promoting fitness classes to frequent gym goers or art supplies to people who follow Charlotte art galleries.
    • Behaviors: You can reach people based on what they do online.  For example, you could target people who have recently visited your website, interacted with social media posts, or have shown interest in similar businesses.
  • Target Specific Location:
    • Geotargeting: Confine your ad delivery to specific neighborhoods, zip codes, or even a radius around your business.   Why show ads to people in Raleigh, when your customers are in Charlotte.  This leads to better return on investment by advertising to those customers who are near you.
    • Geofencing: This form of marketing targets those people who are currently, physically near your business or place that you want people to see your ads.  With geofencing, you can offer a discount to people walking past your shop.
  • Your Budget: 
    • Be Sure to Set an Advertising Budget: Determine how much you want to spend for advertising.  Many social media platforms allow you to set daily or lifetime budgets, so costs do not get out of control.
    • Bidding Strategies: Explore different bidding options, such as cost-per-click (CPC) or cost-per-thousand impressions (CPM), to optimize your budget.
    • A/B Testing: Try to determine what advertisement type works best with your audience.  This can lead to a maximum return on investment.
  • Track Your Results: 
    • Monitor Metrics: Be sure to assess the effectiveness of your campaigns.

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