In the past, most businesses operated only in local markets. Today, even small businesses and solopreneurs are seeking national reach. Such business expansion requires different strategies to reach potential customers from other regions. But there’s one constant in diversifying geographically—localization.

In fact, 84% of businesses say localizing their marketing efforts has positively impacted their revenue growth. A big part of this marketing strategy is leveraging local expertise.

To cater to clients from Eastern and Western Canada, you don’t necessarily need a call centre Nova Scotia HQ or an inbound call centre British Columbia branch. You need a specialized centre with regional expertise.

Local proficiency covers having a command of the regional languages and a deep understanding of the unique conversational styles and cultural references to shape and sustain customer interactions. Even knowing the local weather can increase customer satisfaction. A support agent who understands and can discuss topics like Nor’easters with callers from NS or wildfires with callers from BC fosters a better and more personalized customer experience.

When you leverage local expertise in marketing on a national scale, your business will benefit from:

Personalized Messages

Personalizing your message isn’t just calling your customer by their name on the subject headline or SMS greeting. Using regional language and cultural norms to create a personalized message creates a positive cumulative experience that makes customers feel valued. When your customers feel that your business knows them, speak their language—literally and figuratively—and cater to their unique needs, they’ll likely repeat business with you. This will drive them to be loyal customers and brand advocates.

Tailored Services

Using regional expertise means you adapt to the tone and style of your audience to tailor your services. You can use expressions, formats, and communication channels native to the region to interact with different segments of your audience. Adapting to your customer’s demographics and psychographics shows that your business is inclusive and attentive.

Reaching national success for your business requires more than just aggregating national data. You need to deeply understand the diverse Canadian regional landscape that makes up the national market. Using local nuances, especially to fortify your customer service, has many advantages, such as:

Bridging Native Language Barriers

With fully bilingual customer representatives, you can bridge any communication gap and ensure smooth and meaningful service encounters for all customers. A virtual receptionist proficient in local languages and nuances can greet and assist customers in the communication style they’re familiar with.

Building Rapport

Every part of Canada has its own distinct style, and every customer has their own preferences. Customer service attuned to these local distinctions can easily customize interactions to match the region and the customer’s needs. Providing individualized service using regional proficiency builds rapport. It creates a sense of connection to the customer’s local community. Building this connection breeds familiarity, leading to them advocating your business to others.

Using localization to reach a broader audience on a national scale requires a lot of planning and thoughtful marketing. Leveraging local knowledge helps maintain a more personal and intimate atmosphere even when reaching out to customers from the other side of the country. However, that takes a lot of effort. To avoid dropping the ball, partner with On Call Centre, an experienced customer service and message management provider that can do the heavy lifting. Call us now to learn more.