For big brands, it pays to strengthen your local marketing efforts. As businesses expand their locations across the country, localized marketing will make the difference between a successful venture and a failed investment.
Multi-location businesses all face a similar problem. As marketing has gone digital at the local level, it has been time consuming and costly to implement effective marketing programs at scale across many locations.Local affiliates often lack the resources or expertise to manage an effective local marketing strategy and coordination between national and local efforts is difficult. For some brands, the additional cost of localizing their marketing strategy may not appear to be worth it. Many businesses often fall back to location pages on their national websites, but this strategy lacks the local relevance and connection that improves local visibility and conversion.
But in order to truly grow your multi-location business, marketing managers need to strengthen their presence and reputation in local communities. Digital social channels like Bing and Google are shown to reward local efforts; these search engines deliver the most relevant results to a consumer. In many cases, small businesses are pushed to the top of search queries due to location. To compete with these smaller businesses, national brands have to behave and think like a local business. Hyper-localizing your brand marketing enables businesses to strengthen their relevance to individual communities while providing insight into consumer behaviors that can benefit a brand's national marketing efforts.
Thinking like a local business requires an understanding of local consumer needs. Marketers needs to deliver a best practice marketing solution to their local representatives in order to connect with that local marketing space. A brand's local web presence becomes the central hub for a brand's local efforts, a place where marketers can direct consumers to some type of call to action. The creation of strong, personalized content that is unique to a local business and their specific culture is what will differentiate a successful national brand with multiple branches from a national brand that focuses on crafting a single national campaign.
Whether you run a well-known nationwide brand or a smaller business with multiple locations, here are three reasons why you should localize your marketing: