National companies have faced significant challenges with branding, marketing, and advertising in recent years. With the rise of local search through search engines and mobile usage, consumers are increasingly looking for businesses, products, and services nearby. This shift necessitates digital branding, marketing, and advertising efforts to focus more on the store, office, franchise, or building level.
However, national companies are often reluctant to localize their branding, marketing, and advertising due to budget constraints and the extensive work required. In some instances, their advertising agencies shy away from addressing this issue. In other cases, company staff are more focused on advertising and neglect organic marketing efforts.
Google prominently displays the Google Carousel of local results at the top of search results, which includes maps with local business listings, customer ratings, and reviews. This feature simplifies the decision-making process for local consumers.
Local Store Marketing Factors for Consideration
- Active Management of Map Listings: Regular monitoring of map listings is essential. Passive oversight does not ensure visibility.
- Secure Map Listings: Using PIN code verification helps avoid potential hijackings. A bulk upload into an account does not offer the same security level.
- Location-Based Marketing Materials: Manage marketing materials specifically for each location.
- Customer Ratings and Reviews: Respond to all reviews and solicit new reviews to remain competitive.
- Local Social Media Marketing: Engaging in social media marketing locally will resonate more with local consumers.
Local Marketing Process vs. Data Feed Syndication Tasks
To improve local store placements in Google’s results, various marketing processes need to be considered. National companies have traditionally used data feeds through syndication services to spread local store information online. While this is a good starting point, it’s merely the beginning.
Consider these questions to understand why data feeds alone may not be sufficient:
- Do you run keyword + city ranking reports for each location? Do these listings appear in organic search results?
- Have you verified each location at the top 10 consumer search engines and websites using PIN codes?
- Are you managing customer ratings and reviews actively?
- Are you using local store landing pages on your corporate website with structured data classification?
- Are you using social community business pages on platforms like Google+ and Facebook for each location?
Top Local Marketing Activities To Be Found Locally
Marketing is a long-term process requiring ongoing effort. Adjustments need to be made based on results, industry changes, competitor actions, and business developments. Some starting activities include:
- Verify listings with PIN codes.
- Update local store information.
- Ensure the address syntax is consistent.
- Confirm business description, categories, map markers, etc.
- Verify citations.
- Manage customer ratings and reviews.
- Check for duplicate or closed listings.
- Use Google Local Map on your website.
- Engage in local social media marketing.
- Utilize Google Adwords Express for hyper-local advertising.
- Ensure data feed syndication is part of the process.
The Overall Status of Local Store Marketing
With the widespread use of desktop and mobile searches by the internet industry, mobile users, and local consumers, accurate local store information is just the beginning. A strategic marketing program for each location is crucial for visibility in search results. Once a store appears in search results, other factors of importance include:
- Each store has up-to-date marketing materials in their listings.
- Customer ratings and reviews should be compelling enough to attract local consumers.
- Each store’s social media marketing should enhance local consumer awareness and engagement.
The importance of traditional yellow pages has diminished, necessitating a reallocation of budgets towards local store marketing and advertising.
Sources: Infographic provided by SmartFinds Internet Marketing
