Digital marketing can be challenging since there are plenty of strategies to figure out. Some of them might work, while others won’t. Changes also happen all the time. The strategies that used to work well before might bring the company down if used today. It’s even more challenging if the business has different locations. There are strategies to boost the popularity of every branch and not only a single location. Asking for help from experts like Portland Digital Marketing Agency will also be useful. These experts understand how to boost the popularity of multi-location businesses.
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Create a plan
Even if these businesses have different managers, everyone must be on the same page. There should be a discussion to create a clear plan on how to advertise every branch. Otherwise, these businesses will end up competing against each other. For SEO, the same campaign run by different locations could hurt each other. Instead of pulling everyone up, the opportunity to be more visible online goes to a competitor. Creating the right structure based on the plan is also necessary. The people running these online marketing campaigns for the various locations and the parent company should meet first to set up the right structure.
Every branch should have a page
While it helps to have a parent website where general information is available, every branch should have its own specific website. The same thing applies to social media pages. There should be a separate official account for every location. In doing so, people won’t feel confused. They might wonder why they couldn’t relate to the information available on another website. It’s even worse if there are promotions available only in specific locations. They might feel frustrated to visit the branch and realize that the promotion isn’t applicable there.
Use the right metrics
The marketing plan will depend on the analysis of available metrics. The problem is that some companies use incorrect metrics in determining the right approach. For instance, some businesses rely on Facebook likes and comments to determine how popular the branch is. The problem is that engagement in social media doesn’t necessarily reflect the conversion rate. There might be branches with fewer online interactions but are profiting more. Understanding the reason behind it will help the business decide what to do next in terms of marketing. The branch with more profit may have a better approach to targeting the right audiences. Understanding the correct metrics will help create a better picture.
Optimize the right keyword
When optimizing keywords, it’s not enough to use the same process. Specific branches should include longer phrases so that the location’s name will be a part of it. It could be the city name or the neighborhood where the branch is located. It’s an excellent strategy since people in the area will easily find the nearest available branch location.
The messaging and values should be consistent
If the parent company has a strong brand, it should be the same across all branches. It’s not ideal for some branches to make their own brand. It will most likely lead to confusion. Some people would think that it’s a different company. Apart from confusing the target audiences, people will also compare which brand is better. It could have a long-lasting adverse effect on the entire business. Every branch should understand what the business stands for and what its goals are. The parent company should do an excellent job communicating this information to all other branches, especially if there are more that will open soon.
Use specific messages for local audiences
While it’s important to be consistent in messaging, there’s nothing wrong and adding something more to target the local audiences. The local branches will benefit from using terms that are appealing to the locals. They can also use holidays and other local events for marketing purposes. Since they’re not available in other areas, this approach is only possible for that specific location.
Choose the right channels
Some platforms are popular for certain demographic groups. For instance, Facebook is now becoming a popular platform among older people. Younger audiences tend to use newer applications. If the company wants to appeal to different groups, it helps to use various platforms. The specific branch can also analyze which audience they need to attract more and focus on advertising through that channel.
Use local listings
Signing up for local listings is also another strategy that could help different branches. When people look for information about the nearest available services, they will type it via local listings. If the business didn’t sign up for it, the target audience might look for other options.
Email marketing still works
There was a time when most businesses focus on email marketing as their primary digital marketing strategy. However, some businesses are weird about this option since most people are already on social media. The truth is that there are still many target audiences who could be loyal customers when they get reached out through emails. Crafting the right messages and sending them at the right time will help attract the right people. Specific messages can also go into the newsletters or updates sent out by local branches. It can slightly move away from the general message sent by the parent company. It helps in targeting local audiences.
The digital marketing agency can figure things out
Figuring out the right digital marketing approach can be confusing if many branches are under a parent company. The good thing is that companies like Portland Digital Marketing Agency can help in this regard. The experts who have been in the online marketing industry for a long time can determine the right approach. They also understand which mistakes to avoid, especially for businesses with several locations.
Start by calling the digital marketing agencies on the shortlist. Confirm the information found online and determine if the agency is worth working with. If the response is great, the partnership can push through. Otherwise, other options will help in making the multi-location business more popular online.