The second annual Brandify Summit connected industry leaders and top brands over data analysis and local insights. From using location data to understand audiences, to adopting a post-digital mindset and catering to customers in the moment, brands learned how to mold their local marketing strategies for maxlong-term success. Below are nine insights from industry leaders on how brand marketers can put local at the forefront of their strategies.
On Customer Preferences
Phil Rozek talked about how reviews are often the deciding factor in a customer’s store visit and purchasing decisions. Customers often visit big brands for convenience, but they turn to small, single-location businesses for positive reviews and one-on-one customer experiences. Enterprise brands need to implement a review moderation strategy if they want to be successful at the local level.
On Marketing Management
Scott Brinker discusses how marketers can implement agile marketing strategies that are innovative and scalable by borrowing from principles of software development. Successful strategies should use a 70/30 rule, allocating 70% of your brand’s marketing budget to scalable, proven techniques, and saving 30% of the budget for experimenting with new strategies.
On Social and Local
Enterprise marketers often struggle to push out unique content to all of their local pages. Curalate’s Brendan Lowry talks about how social content that is location-specific can help drive brand engagement, push sales and grow your customer base.
On Paid Tactics
Local advertising connects consumers to locations through keyword targeting and relevant, geotarted dispay ads. In this breakout session moderated by Greg Sterling of the Local Search Association, panelists reviewed the importance of individual local campaigns, a customized message, rural vs. urban targeting, a clear call to action, brand awareness and how to distribute your SEM budget appropriately.
On Listings Management
Panelist Joe Lazure of Infogroup uncovered the relationship between organic search and real-time listings management. Summit attendees learned about the thriving local search ecosystem and how social can be used to meet customers in their moment-based searches.
On Understanding Audiences
Foursquare’s Mark Kwak shares insights into how brands can harness the power of location data and use it to form targeting and retargeting campaigns to get local customers into your brand’s physical locations. Location data gives your brand the power to recognize and anticipate customers’ geographical habits so that you can present relevant offers in their moments of need.
On Using Data to Understand the Customer
Data can also act as a competitive advantage and help your brand to create a strategy for retention and brand advocacy. Eli Portnoy of Sense360 advises brands to harness the power of location data to create a brand experience that is different than any other competitor will be able to use with your customer.
On Local in a Post-Digital World
The world today is saturated by technology, and this post-digital world has not only made customers entitled, but it has empowered them with decisions and immediacy. Brands need to adopt a post-digital mindset, and post-digital marketers do what they say.
On Making Vocal Local
Bing’s John Gagnon explains the difference between voice search and text-based search, and why these core differences are quickly making voice search the preferred search method for users. Personal assistants understand the context of a user’s personal life and are able to make valuable connections.
The key to a successful local marketing strategy begins by claiming both your location data and your online presence. Customers find value in brands that are actively working to create the best user experience and most engaging brand presence. This happens by working to syndicate your locataion data, managing your reputation and social presence, and by creating ad targeting strategies that are relevant and valuable for your customers.
If your brand is ready to harness the power of location-based marketing, you need to start by conducting an audit of your locations’ performance. Find out if your brand is locally relevant by conducting a 25-Location Brand San below.