You’re the head of your national brand’s online marketing campaigns. From maintaining local listings to optimizing PPC campaigns, your team constantly works to juggle, but can’t handle the vast amount of locations your brand has scattered across the country. Your boss needs reports showing ROI for digital strategies, but you’re not sure where to begin. It might just be time to “outsource” some of your work to an experienced local marketing company.
Having an online marketing strategy goes beyond adding a Google Analytics tracking code to your website or setting up an AdWords account. Maintaining a strong digital presence, especially for brands with multiple locations, requires optimization across what we refer to as the “Six Pillars of Multi-location optimization.” While you may not need outsourced help for every pillar, there will be areas of improvement that will require a professional touch.
Below are six foundational reasons why you should consider outsourcing your local marketing strategy:
You can boost your local data quality
Claiming: Data Quality is the foundation to your brand local marketing efforts. Claiming your brand’s locations across local listing ensures that the appropriate party has ownership leading to accurate NAP (Name, Address, and Phone Number) data. Now imagine claiming every location across all major listings, that’s when things can start to become daunting and you’ll need to reach out for help.
Optimizing: Your job isn’t done once a listing is claimed, the next step is to optimize each listing. All brands, no matter the size are competing at the local level. This means if the local mom and pop shop down the street is taking the time to upload pictures, post deals and promote events you need to too.
Insights for continuous changes in local NAP data: With all of the time spent claiming locations, cleaning data and optimizing listings, you’ll need a tool to show how your data quality has improved. And of course you’ll want to know where your listings are ranking on Google as well.
You can have full local SEO
Business Locators: Help the customers on your website find your closest location. Your business locators can provide much more than just a map feature. Our business locators are optimized for mobile and integrate with social media. Don’t have a team in place to create one? We’ll do it for you.
Local Pages:The natural next step after implementing a business locator is to create local landing pages. Having a branded location page for every brick and mortar store is the most valuable piece of website real estate your brand can own. This is because having a local page helps your brand rank higher on SERPs organically and improves AdRank while reducing CPC for PPC campaigns.
Business Locator/Local Page Insights: Of course you’ll need a technology in place to ensure that customers are engaging with your local optimized web properties. Find the amount of clicks each location received, if directions were obtained and which device your customers used to extract this data. Our local page analytics displays keywords leading to your pages, sources, and devices customers use to find your local page.
You will be able to manage reviews
Review Response:A timely response to a negative review is crucial to maintaining a positive reputation online. If you don’t have a strategy in place you may lose potential customers seeking the help of online reviews before making a purchasing decision.
Monitoring Customer Satisfaction: Measuring customer satisfaction (star rating) on one review channel for one location is easy. But how about measuring the satisfaction score for all locations across all platforms? That’s when things get tricky. “Outsource” your review monitoring to handle these issues means that you can review all locations, for all review sites a breeze.
Monitoring consumer sentiment: Without the help of a tool its nearly impossible to measure consumer sentiment for the topics your brand is most concerned about. With Brandify, your brand will be able to analyze sentiment for keywords you care about, providing more in depth intel regarding how your customers feel about your brand’s products, staff and promotions.
You can engage on social networks
Creating a local presence on Facebook: As discussed earlier in this blog, your brand must claim profiles on local listings, Facebook included. Creating a specific profile for every location provides your local customers a platform to leave messages and check-in to your locations acting as a “virtual” word of mouth.
Creating messages specific to each location: Once your Facebook locations have their own established page, you have the ability to leave messages tailored for each audience. For national brands this may seem like mission impossible, until Brandify developed a Social CRM to help multi-locations brands publish messages for every location from one dashboard. Check it out here.
Monitoring local feeds: In order for your brand to hone in on local intel, you’ll need a tool to effectively listen in on what your customers are saying about your brand. With Brandify your brand will have the ability to monitor all social interaction with every one of your brands facebook pages from one dashboard.
You will become relevant through local advertising
Display:Display advertising engages brings back users to your web properties by retargeting with rich content. Display ads rely on formats such as images, audio and video to advertise your brand on web pages and mobile apps. These types of advertisements build brand awareness and increase traffic to your website.
Search: Search advertising is the most common form of advertisements on the web. If done well, these advertisements appear at the top of the search ranks for consumers looking for products or services your brand provides. These advertisements can be contextualized to only appear for geotargeted areas, time of the day, season, device type, and the list goes on.
Social:Social advertising is the newest player to the scene and provides a way for brands to publish advertisements to consumers based on interests, geographic and demographics. If marketers are able to effectively advertise on social media, they’ve unlocked the heart of the customer and their inner circle.
You can keep an eye on the competition
SERP rank: Know who your competitors are in a local atmosphere allows your brand to effectively create campaigns that will help you outrank your competition on search engine results pages. With Brandify you will be able to have access to a Search Engine Ranking report, displaying where your local (and national) competitors rank for the keywords your brand cares about.
Keywords: Using Brandify’s Local Page Analytics, your will be able to track where specific competitors are ranking in comparison to your brand. At the end of the day, local advertising is a bid-by-bid competition, and capitalizing on keyword opportunities can make or break your presence on your local users’ radar.
Having issues with any of the items above can hinder the overall effectiveness of your brand’s online visibility. When you’re ready to outsource your local marketing strategy come test out our Brandify platform for free for 14 days. No credit card. No obligations.