Research shows that 69 percent of consumers want to patronize their local businesses. Local marketing connects them with those businesses, and, in particular, with YOUR business.
Marketing locally works for any business interested in gaining local attention. However, it can be particularly effective for stores that have multiple locations, because it allows businesses to highlight each store within its particular geographic area. That strategy can lead to greater local brand awareness, and translate into more customers.
Promoting multi-location stores through local marketing involves using certain best practices to prevent confusion among consumers about your business and where it is located. Here is a look at some of the top tips for successfully marketing multi-location stores.
Tip 1: Keep branding consistent across locations.
Even if your multi-location business is a franchise where each store is owned and operated separately, you still need to maintain consistent branding across all of your locations.
Branding consistency tells consumers which business they are dealing with at a single glance. Whether they are looking at your store in Lafayette or in Indianapolis, they will see that they are dealing with your brand.
Branding communicates your company's values to consumers. If they know and trust your brand, it reassures them that, no matter which location they use, they will receive the quality attention and products they have come to expect from your company.
How do you achieve consistent branding across all your locations? Keep the following the same in all of your local store marketing endeavors:
- Brand color palette
- Brand logo
- Brand slogan
- Same image style
- Same copy style
- Same or similar discounts and promotions
- Same target audiences (except for location)
Creating brand standards for distribution to all of your store managers will ensure that these standards are clear, easy to understand, and easy to implement across all of your store locations.
Tip 2: Create a separate landing page for each location.
One of the most difficult aspects of marketing multi-location stores is making sure that each location stands out on its own. When you are trying to achieve favorable search results rankings for each location, making sure search engines can differentiate each store can be even more challenging.
The easiest way to overcome this challenge is to create a separate landing page for each location. Avoid simply copying and pasting the same text and image into each page and updating the location keywords.
Instead, craft entirely new pages for each location. On each page, include the following unique information to help it stand out to both search engines and consumers:
- Location-specific keywords
- Location-specific page names and titles
- Location-specific metadata, such as snippets and URLs
- Unique features of each store
- Unique products and services for each store
- Local news
- Local store hours
- Local store location
If you want to discuss your brand as a whole, use your website's home page or About Us page. A general introduction to your brand is valuable, but only if it takes place alongside separate location pages that boost each store's SEO performance and make it simple for consumers in each location to find your business.
Tip 3: Create business directory listings for each location.
One of the first steps you should take in your local marketing campaign is to claim all of your local business directory listings, starting with Google My Business. If your business comes with multiple locations, you need to create listings for each location.
The steps for creating effective local directory listings for multi-location stores are the same as for single-location stores. When using GMB, you can even manage all of your locations from one account.
In order to help each location stand out, follow these best practices when adding each store to local directories:
- Request verification as a multi-location business through GMB if you meet the requirements.
- Use a single account to manage all your locations.
- Keep store information consistent across all platforms and directories.
- Direct each listing to the unique landing page or microsite on your website.
- The only difference is that you need to treat each location as a separate store.
If your business has many locations, you can simplify the process of creating listings for each store by importing information from a spreadsheet into GMB. Just make sure the spreadsheet is 100 percent accurate in order to keep your online information consistent, correct, and effective at reaching your local target audiences.
Tip 4: Create location-specific paid ads.
Paid ads through social media or Google Ads are often a good marketing choice because they allow you to precisely target your desired audiences. When it comes to marketing local stores, you can use these paid ads to target specific geographic locations.
In order to market each of your store locations, consider creating separate paid ads for each store. For example, you might run a series of Google ads for your Lafayette store and a separate set of Google ads for your Indianapolis campaign.
The primary characteristic of successful location-specific paid ads is the inclusion of the location in the ad headline and the ad copy. Clearly defining the area in your copy makes it easy for local consumers to find your business.
When running these ads, make sure to use the platform's geotargeting features to target each store's location, and make sure to link the ad to the correct location-specific landing page.
Multi-store local marketing is a smart choice for any multi-location business that wants each of its individual locations to stand out. When engaging in this type of marketing, keep your branding consistent across all of your locations. Create a separate landing page for each location. Create business directory listings for each store, and create location-specific paid ads.
Local marketing is a powerful tool for any business. In order to make the most of this tool, you may benefit from a local marketing advisor who is familiar with your area. Find one through Distinct, where we offer customized marketing support and local advice you can depend on.