Earlier this week, we discussed the importance of localized marketing and the early stages of local website implementation (click here for the blog post: Part I – Five Tips for Making the Most of Local Websites). But once local websites are in place, what comes next? How do you, the national brand, leverage them?
Tip #4: Put Your Local Websites to Work
First, local websites should be integrated into all local marketing programs. This means existing programs should be revised to leverage local websites. We suggest beginning here:
Email marketing – Campaigns should now be sent either jointly with the local affiliate or solely on their behalf. Consumers will need detailed information that guides them to the next stage in the sales cycle. Think: offers, how-to guides, local customer reviews or quotes. Remember to include the location, contact information and map for the local business.
Pay-Per-Click (PPC) Campaigns – Because consumers respond more favorably to locally oriented PPC ads, tailored messages that click through to local websites are high performers.
Social media – It should come as no surprise that 7 out of 10 consumers are more likely to use a local business if it has information available on a social media site (Source: ComScore Networks/TMP Directional Marketing). Whether it’s Facebook, Twitter, LinkedIn or Google Plus, online communities allow your consumers to have personal interactions with your national brand.
Consider a strategy in which your national brand can put an infrastructure, processes and guidelines in place—but then allows for local management. Your affiliates should have good content at their disposal and your local websites should have social media icons and plug-ins so prospects can life, follow or share.
Traditional Local Media: Make sure that your existing materials (print, broadcast, newspapers, out-of-home) include a call-to-action that directs consumers to your local websites.
Tip #5: Build Sophistication with Automation
The Source CMO reports states that 33% of marketers have embraced local marketing automation solutions and 27% are actively evaluating local marketing platforms, resources or technologies. This is an incredibly valuable management tool, saving you time and money and enabling your affiliates to have sophisticated marketing programs at their disposal.
A comprehensive local marketing automation solution enables you to execute digital campaigns on behalf of your local affiliates and direct leads to the specific dealer in that market. With automation, it is possible to update all of your local websites simultaneously as well as provide traditional—but customizable—media to affiliates.
By taking these steps, you can expect your local websites to increase brand awareness and leads at a local level. To view the whitepaper in its entirety, click here: 5 Tips for Making the Most of Local Websites.
Tip #4: Put Your Local Websites to Work
First, local websites should be integrated into all local marketing programs. This means existing programs should be revised to leverage local websites. We suggest beginning here:
Email marketing – Campaigns should now be sent either jointly with the local affiliate or solely on their behalf. Consumers will need detailed information that guides them to the next stage in the sales cycle. Think: offers, how-to guides, local customer reviews or quotes. Remember to include the location, contact information and map for the local business.
Pay-Per-Click (PPC) Campaigns – Because consumers respond more favorably to locally oriented PPC ads, tailored messages that click through to local websites are high performers.
Social media – It should come as no surprise that 7 out of 10 consumers are more likely to use a local business if it has information available on a social media site (Source: ComScore Networks/TMP Directional Marketing). Whether it’s Facebook, Twitter, LinkedIn or Google Plus, online communities allow your consumers to have personal interactions with your national brand.
Consider a strategy in which your national brand can put an infrastructure, processes and guidelines in place—but then allows for local management. Your affiliates should have good content at their disposal and your local websites should have social media icons and plug-ins so prospects can life, follow or share.
Traditional Local Media: Make sure that your existing materials (print, broadcast, newspapers, out-of-home) include a call-to-action that directs consumers to your local websites.
Tip #5: Build Sophistication with Automation
The Source CMO reports states that 33% of marketers have embraced local marketing automation solutions and 27% are actively evaluating local marketing platforms, resources or technologies. This is an incredibly valuable management tool, saving you time and money and enabling your affiliates to have sophisticated marketing programs at their disposal.
A comprehensive local marketing automation solution enables you to execute digital campaigns on behalf of your local affiliates and direct leads to the specific dealer in that market. With automation, it is possible to update all of your local websites simultaneously as well as provide traditional—but customizable—media to affiliates.
By taking these steps, you can expect your local websites to increase brand awareness and leads at a local level. To view the whitepaper in its entirety, click here: 5 Tips for Making the Most of Local Websites.
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