7 Ways Enterprise Brands Can Leverage the Benefits of Local Marketing
January 5, 2017
Local search marketing can be trickier for enterprise brands with 50 to 1,000 storefronts. But with organic search, social media advertising, paid local search, and display advertising tactics, big brands can still dominate local marketing. Here’s Balihoo’s top seven tips for enterprise brands looking to leverage local marketing:
- Localize all creative marketing, search ads, and online landing pages. This can be as simple as updating the location based on your target customer base and as complex as creating separate landing pages with unique title and meta tags, appropriate Schema, photos, Google Local Map, and an optimized URL.
- Fully automate paid search campaigns across all locations. Set individual budgets for each storefront that reflect the individual market and your business’ goals. Software like Balihoo allows you to set up data rules that determine which campaigns run each day for each location, and absorbs real-time location-level data to customize creative automatically. Implementing this type of software will go a long way in maximizing your local marketing ROI while minimizing the effort to do so.
- Try display advertising to hyper-target customers by interests and geography. Location isn’t the only factor you can use to hyper-target your customers with display. Google Display Network (GDN) and social media display advertising both allow you to target customers by factors like age, gender, interests, and behaviors on top of locale.
- Be proactive about your links, citations, and reviews online. Ever since Google’s Local Pack shrunk from 7 results to 3, these factors will be some of the most important for small businesses and national brands alike. Identify store locations that need more links, updated citations, and online reviews.
- Build citations around the internet and clean up all existing citations. Focus on NAP (name, address, phone number) and aim for high-authority websites like Google+, Bing Local, Foursquare, and Yelp. Add new listings, clean up duplicates, and verify that all citations are accurate.
- Ensure that your store locator and store locator results pages are mobile-friendly. Mobile customers will likely be looking for these pages, so make them easy to find and easy to use on a mobile device. This is critical for organic rankings, as well.
- Consider social media advertising to tailor specific messages to local demographics. With hundreds of thousands of targeting combinations and 89% reach accuracy (compared to the average online reach of 38%) for narrowly target campaigns*, Facebook provides an unmatched ability to unite customers with the brands they are most likely to shop.
- Nielson OCR, August 2013