The 5 critical elements for local marketing success

Where should local multi-site businesses focus their energies and how should they use the tools to help?

What’s in a successful local marketing campaign? The best practices that emerge focus on these five elements of the campaign:

1. Advertising management.

2. Local SEO.

3. Local landing pages.

4. Reputation management.

5. Paid search and social media.

Industry experts agree that accurate and up-to-date data on the company’s location is essential for all local marketing initiatives. Businesses must first assess the integrity of each local data point, including the company name, address, telephone number (also known as “NAP”), and business hours. From there, it monitors the most effective local landing pages, search engine optimization, online analytics and rankings, and the use of paid search and social advertising.

In this article, we will discuss each of these campaign elements in more detail. When planned and executed as a five-step process, these elements can provide an effective local marketing strategy for national brands with multiple locations.

1. Advertising management

The basis of successful local marketing is pure data and accurate presentations, including NAPs, maps, photos, and office hours. Any listing of your Internet business is known as a “quote” and may contain the full NAP. To ensure that this information is consistent, it is essential to find it locally; even small changes to a company name (“ABC Corp.” versus “ABC Inc.”) can adversely affect results.

National brands lose a lot of local business every year due to inaccurate online listings and low SERP ratings. Perhaps nothing can push a prospect past a disconnected phone number or a closed shop.

It is essential to claim local ads and provide accurate information to search engines and online maps (e.g. Google, Facebook, Apple Maps, Bing, and Yelp). In the travel and hospitality industry, brands will also benefit from offers on sites like Kayak, TripAdvisor, or OpenTable. There are a number of third-party collectors and local services or data management services (LMS) that will manage the brands in different places.

Unclaimed address book entries occur when address books accidentally populate your company pages on the Internet or to buy outdated company data. Once this complete list is published, Google can create a business database page, which usually means that the right category for your business has not been selected, your keywords have not been targeted, and other information may be inaccurate. or inaccurate. sources were obtained.

When you request your quotes, the publisher also guarantees a direct and verified relationship with your organization. Define your brand as the owner of the list and manage all content and updates. Several LMS providers will request quotes on behalf of their clients as part of their ad management services.

2. Local SEO

Local SEO is an ever-evolving discipline, with specific rules and best practices that usually differ from general SEO. However, local SEO and ad management are closely linked – accurate, complete, and consistent listings improve search engine rankings. As search algorithms produce more and more relevant results based on the user’s location, it is increasingly important to optimize local landing pages with neighborhood information. Google in particular is constantly updating its API to allow for more effective SEO.

Local pages can only be found and also on your national brand website.

 This means you need to know how your website is coded; how to manage your name, address, and telephone number; and how to structure your URL based on:

• Publish a title tag with the names of cities and states;

• Optimize meta descriptions outside the brand name to include product categories;

• Implement a localized layout for local business names, addresses, and telephone numbers;

• Identify URL structures to include street names and product categories; YOUR

• Search company content on the page for local times, instructions, and descriptions.

All location data needs to be optimized to maximize your SEO efforts. This includes changes to location data, the opening of new stores, the closing of stores or tr

3. Local landing pages

Each brand location must have its own mobile landing page. Consumers are looking for you locally, often on the go, and a local landing page can be the centerpiece of all local marketing and SEO. Satisfy consumer demand, streamline marketing efforts and referrals to optimize future campaigns, which is very important if you rely on thousands of local websites.

Local landing pages should be simple but complete, with the business name, address, phone number, products being transported, opening hours, and even a photo of the owner or shop window. These pages should be designed with descriptive title tags and layouts to submit information to search engines.

By purchasing traceable local phone numbers, you can capture the growing audience of mobile phone users who want to contact local businesses and allow you to measure campaign performance. Links to review sites like Google My Business, Yelp, Facebook, and other relevant business sites like TripAdvisor should also be included.

Users searching in-store should also be able to navigate and interact with mobile users with ease. Apply feeds to local landing pages to give users real-time access to products in inventory or warehouses.

4. Reputation management (online assessments and reviews)

User-generated ratings and reviews continue to have a significant impact on potential buyers: 76% of online reviews also include recommendations from family and friends (BrightLocal, Local Consumer Review Survey 2019). Consumers read an average of ten reviews before trusting a company.

Major research and evaluation sites place significant emphasis on online determinations. Google ratings and punctuation are included in local search results, which means that a company’s local rating improves more positive reviews and ratings. Customer reviews are some of the most compelling marketing content available to businesses and have the most potential to influence new customers.

The best way to increase the number of positive comments on your sites is to ask customers to write them. Simplify by adding a widget or button that lets you write comments with one click. However, it is important to encourage valuations so that no trading takes place.

Many businesses still offer incentives or contests to get reviews, but Yelp doesn’t accept lawsuits and brands. Google allows businesses to encourage reviews and remind customers to provide feedback on Google. However, Google’s local comment policy prohibits businesses from submitting reviews or products and opening them to comments in stores or newsstands.

As more and more companies strive to get positive feedback from users, it’s important to make sure it’s genuine. Consumers are increasingly skeptical of reviews due to ads from companies using fake reviews. About 82% of respondents told BrightLocal they read a fake review last year, up from 74% in 2018, and it is likely that many consumers, especially older and less technical experts, will not always read a fake review. . I understand.

Negative evaluations are inevitable and must be addressed. Follow negative reviews to address your concerns and make your experience with your organization positive. While writing comments may not be automated, you can find them using local automation tools.

5. Local/social paid search

Paid media – search, visualization, and social media – are key components of a solid digital marketing strategy. Social ads for native geographic destinations are now popular on networks like Facebook and Twitter.

Finding your paid search or social branding business is essential as consumers expect relevant results and content locally and personally. Google PINs on and Google Maps are a way for brands to connect with mobile consumers.

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