Local Marketing a Key Component to Building Trust Between Your National Brand and Consumers
June 26, 2015
Not too long ago, Placeable conducted a study to gauge how tolerant consumers are of faulty business information. Turns out, they aren’t very forgiving when it comes being steered in the wrong direction. The study found that 73 percent of consumers lose trust in brands due to inaccurate business listings. The biggest challenge for national brands with local resellers, agents, or distributors is staying on top of each location to ensure that their data is correct and up-to-date. This is where a strong local marketing strategy comes into play. In this week’s roundup we’re looking at national brands that are investing in local to ensure that they’re creating a seamless experience for their target audience across all channels.
Lana Odintsova – Senior Managing Editor
eConsultancy: Five Ways to Build Trust With Customers
This article outlines five elements to building trust with consumers. One that resonates with me as a marketer is making it as easy as possible for consumers to reach your brand. Here, the author notes that consumers increasingly expect that the companies they do business with will provide customer service across channels, making it imperative to highlight these channels and provide a stress-free way for customers to find and interact with your company through them.
Marcie Ellison – Marketing Manager
Entrepreneur: How to Get Online Customers to Find You and Trust You
Today’s consumer has come to expect to be able to find information about just about any product, service, company, individual, or cause simply by turning to Google. As such, if they’re not able to quickly and easily find your brand, there’s a pretty good chance you won’t be deemed worthy of their trust.
This Entrepreneur article digs into how national brands can leverage online local search to build trust while educating and attracting new consumers. Great emphasis is placed on the importance of a brand’s localized search strategy and local presence. Check it out to learn five key steps to building a strong local search presence – as well as four high-level ways your national brand can build consumer trust.
Amanda Cash-Crowley – Demand Generation Marketing Manager
Content Standard by Skyword: Learning to Harness the Power of Local Marketing as a Global Enterprise
As a marketer, have you ever thought to capitalize on your target’s local pride? According to this article’s author, Lauren Sozio, we are doing somewhat of a disservice to our message by blindly broadcasting campaigns and ideas globally, with no regard to local connection and context.
According to Lauren, an example of a global brand doing “local” right is New Balance. The company has been known to plaster Boston with it’s message “Nobody Runs Like Boston” during the Marathon, and even sponsors the plowing of the sidewalks around the Charles River during the winter. To take this same spirit and scale it across hundreds of markets across the country, New Balance also arms their local store owners and distributors with brand-approved campaign materials, in both digital and traditional formats, that they can customize and execute with local intelligence.
To get started in local marketing, download Balihoo’s free, comprehensive guide – The National Marketer’s Guide to Local Marketing: How You Can Become a Marketing Superhero in a Few Easy Steps.