10 Tips to Help You With Multi-Location Marketing

Marketing

If you’re feeling overwhelmed, we’ve got you covered.

A recent study revealed that 77% of multi-location marketers still find it challenging to execute scalable, localized marketing programs. This means that having several locations for a brand comes with unique multi-location marketing challenges.

You need to market your brand as a whole while marketing each business separately. While doing this, you need to connect with customers at a local level. You should also spread your marketing resources and budget across several locations will help you succeed.

Multi-location marketing success depends on how you balance these unique challenges. And if it’s your first time expanding your business to new locations, knowing where to start can be tricky.

Here are ten tips for the best return on your marketing efforts.

1. Understand the Unique Nuances of Each Market Location

You need to familiarize yourself with the unique characteristics of each market location. Each location will have different marketing requirements. These requirements include demographics, age, density, and population size.

Turn to tools like Google Analytics for marketing insights. They can help you identify the marketing strengths and weaknesses of each business location. This tool will provide online trends and top-rated keywords in each location.

It’s common for densely-populated areas not to have customer acquisition problems. But, online rankings for these areas may lag behind. And this is why you’ll have to run a local SEO campaign to target different customers from those areas.

2. Create Clear-Cut Guidelines to Follow

Your brand guide should outline the details of your marketing campaign and assets. It makes your multi-location efforts feel cohesive. The brand guide should comprise:

  • Key marketing guidelines
  • Files of logos and details on how to use them
  • Description of brand voice and tone
  • Brand and font colour details
  • Branded terminology formats

Besides creating these guidelines, you need to hold all locations accountable. This is because any violation of the guidelines can hurt your business.

3. Map Out Regional Marketing Guidelines

With a clear brand guide, set sections for each region or location in the guide. The brand guide will talk more about your brand. But, the regional sections need to highlight location-specific guidelines.

In the guidelines, create personas describing your ideal customers per location. You should also describe the location and outline its unique characteristics.

Even more, mention location-specific marketing notes in the guidelines. These notes will be included in your marketing campaigns.

4. Segment Customers by Their Location

As you organize your customers’ list by location, assign each one a “home store” they are likely to visit. You must also target them based on their location as you send email or text campaigns.

buyer persona will help you learn about your local consumers, their problems, and how you can help. This is why you should have regional buyer personas for specific locations. And base your multi-location marketing efforts on addressing the personas’ pain points.

You may also create local landing pages and give customers a sense of your inventory. Either way, ensure that your marketing content resonates with them.

5. Maintain a Webpage for Each Location on Your Website

You don’t need a separate website for each business location. Instead, you need at least one webpage on your website meant for each location.

A web page for each location makes it easier for customers to find location-specific information. Location-based web design reduces the time to market to individual business locations. And you’ll still drive traffic from promotions or paid ads to a location-specific URL on your site.

6. Create Location-Specific Online Profiles

Create social media profiles and business listings for each location for customers to easily. Each profile and listing will serve as a citation for an individual business location. And this will improve your local SEO strategy, which is usually based on the relationship between a business and the areas it operates.

Maintain separate profiles for your business location on Yelp, Google My Business, and Facebook. These profiles will give potential customers location-specific information.

7. Include Geo-Fencing and Geo-Targeting in Paid Ads

Your multi-location marketing campaigns can only succeed when you target the right customer. Only target customers close enough to visit your physical business premises. And geo-fencing and geo-targeting are the location-based marketing strategies you can turn to.

Geo-fencing helps target people within a virtual boundary of a certain area. It’s ideal for targeting customers near your business.

On the other hand, geo-targeting helps you choose the specific zip code, neighbourhood, or city to show ads to. It ensures that you reach potential customers.

8. Get Involved in Local Communities

Organizing a charity event or donating items to the local communities can improve your reputation. While doing this, keep it simple and don’t try too hard to impress people.

A Google or Facebook search for local events can get you started. Contact the event owners and ask them how you can help in exchange for brand visibility.

9. Communicate with Each Location Regularly

Communication is crucial to building a successful brand across your business locations. Check with your store or branch managers regularly, asking them for their opinions.

You should encourage them to maintain a consistent, strong online presence to attract customers. Also, ask them to run the posts by you before publishing them online.

10. Build a Complementary Relationship With Other Businesses

The complementary relationship should offer value to your partners and customers. Before choosing a partner, find out what’s in it for you and them. And be ready to discuss these benefits with the business you want to partner with.

Your business partners should have products that appeal to your existing customers. They should also have an attractive display space based in prime areas. Through the relationship, you can easily refer customers to each other.

Need Multi-Location Marketing Help?

It’s now clear how multi-location marketing proves to be challenging for first-timers. But with the tips in this guide, you can reach the most customers. You’ll also manage to get the most out of your marketing resources.

Count on Elevated Business Solutions for unparalleled omnichannel marketing solutions. We can help strengthen brand loyalty and customer relations for your business. Get a free marketing audit from us today to get started with our services.

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