Businesses that have multiple locations or a franchising network have to plan and adjust for a distributed marketing effort across all their regional branches, while maintaining a unique presence as a brand.
Besides managing the general brand presence, businesses need to optimize the digital presence for every location in order to thrive in their region and community. Nowadays, people appreciate more a genuine and authentic connection, which is difficult to spark from an office a thousand miles away.
Present on the Local Market
Making an impact in the local market and ranking in local search matter for the regional branch and the brand as a whole. When every one of your locations is able to execute a strong SEO strategy, it can position itself at the top spot in the relevant search engine results. The most important thing is to know the keywords that are relevant to the local community.
People from different communities will resonate with local brands, therefore establishing a web page for every location is a good start.
Search engines also have a high preference towards local brands, especially when users search for something nearby. Without a dedicated web page for each location, you stand a small chance of appearing in those searches.
Brand Identity with Content Marketing
Content has the unique goal of educating and empowering the audience. At the same time it augments your customer acquisition strategy and brings interested parties and franchisees to your doorstep.
Similarly to local SEO, you will need to develop separate content strategies for every location in order to unlock the full potential of every store or office. Google appreciates content but doesn’t care for duplicates. Moreover, having a separate content strategy for each locality allows you to create customized content, using keywords that are popular in the respective community.
Use Online Reviews for Better Results
User-generated content has lately been of the more effective marketing techniques. Encourage reviews on your website in order to rank higher in search results and pass social proof in order to improve word of mouth within your target demographic.
Besides having reviews on your own website, make sure you also have a presence on third party review sites that are tied to specific locations. Someone across the country might have a different experience than the local shop in town. Customers want to see honest opinions from people in their town, their state.