Due to circumstances caused by COVID-19 that no one saw coming, many multi-location businesses had to cut budgets, reduce workforce, and consolidate localized marketing efforts. While consolidation can seem like a scary term, it doesn’t have to be! There are ways that your multi-location business can consolidate its localized marketing efforts while still being effective and connecting with consumers. Throughout this blog, we’ll highlight how your multi-location business can consolidate its marketing efforts, while still maintaining a strong ROI.
When looking at ways to consolidate your localized marketing efforts, you should consider how many different platforms your multi-location business is using in its tech stack. By using a single platform for all of your localized marketing needs, your multi-location business will increase its efficiency, which will positively impact your ROI. Rather than having to log into different platforms for different tasks, your marketing team will be able to manage all of your localized marketing efforts in one place. You will also be able to get more of the marketers at your business’s local locations involved, which will increase activation / adoption and help boost your brand visibility.
Local store owners are often intimidated by localized marketing efforts, but a single platform can help. Rather than having to learn a variety of platforms, local owners will only have to learn a single platform and will be more likely to take the time to invest in localized marketing efforts. For instance, in a recent case study, Anytime Fitness found that by teaming up with SOCi, they have been able to successfully provide franchisees with a tool that is not only user friendly but also acts as a central command center for executing their marketing strategy. SOCi’s automated smart rules, notifications, and approval workflows make it easy for corporate and local teams to collaborate on every aspect of their localized marketing efforts. Since streamlining franchisees’ workflow, they’ve seen a dramatic change in results, with an average of 54 percent of users actively utilizing the platform. As we’ll cover next, a focus on localized marketing efforts is essential in maintaining a strong ROI.
Focus on Localization
Data from our newly released Q3 2020 State of Multi-Location Marketing Report found that consumers are craving a local connection now more than ever before. Localized content performs 12x better than content that is not localized. If your local business owners are more invested in your business’s marketing efforts, you should begin to see a drastic increase in content performance. If your content is performing better, your brand visibility will increase, ultimately resulting in more sales and a higher ROI.
Are there ways that your multi-location business can increase your focus on localization? If you’re not already posting content at the local level, it’s time to start! SOCi can help your multi-location business post localized content at scale, reducing the amount of manual work it takes to share content across all of your business’s locations.
You can also focus on localization by responding to local ratings and reviews your business receives, improving your local SEO efforts, maintaining local listings, and investing in localized marketing tools that will help minimize your workload.
Let Your Localized Marketing Efforts Do The Work For You
There are a variety of localized marketing tools that can help further increase the efficiency of your marketing efforts and do some of the work for you. Chatbots are an excellent example of this. Chatbots can engage with your consumers in real-time and deliver personalized answers across business locations – without allocating the manpower. Rather than having a consumer call or email your business to ask a question, the chatbot can answer it for you, therefore, improving the customer experience, while reducing the workload on your marketing team. While there may be an upfront cost associated with chatbots, they will save your multi-location business money in the long run, again increasing your ROI.
Paid advertising is another great way to increase your ROI while consolidating your localized marketing efforts if your budget allows. In fact, according to Gartner’s CMO Survey, over 74 percent of marketers said they expect to increase spending on digital advertising within the next 12 months. For a relatively small price, localized paid social ads can drastically increase the visibility of your multi-location business through deploying the localized content and targeting the local audiences your business is trying to reach. If you have had to reduce the size of your marketing team, ads are an effective way to reach larger audiences with less work – especially when you have a tool that empowers localized social advertising at-scale. If you’re worried about the cost of paid advertising, look at other areas of your localized marketing efforts, and take a look into what is working and what isn’t. If you’re spending money in an area that isn’t producing strong results, consider moving that money over to a paid advertising campaign. On the other hand, if you haven’t seen particular success with paid ads in the past, it might be smart to wait until you have the resources needed to start up again and re-strategize.
As a localized marketer, it can be difficult to manage chatbots and paid advertising across all of your locations. Finding a tool that can help you manage all of your locations in one platform is essential. For instance, SOCi Ads PLUS can help you drive results for 100 to 1,000+ locations by allowing you to create and deploy highly customized, targeted localized ads. In addition, SOCi Smartbot™ is the only localized chatbot built for multi-location marketers. SOCi SmartBot™ is always on and never misses a question or lead. The first of its kind, this Messenger and Google Business Messages chatbot delivers localized, proactive responses to commonly asked questions and can drive call-to-actions including calls, website clicks, appointment setting, purchases, and more!
Save Money on Platform Fees
As mentioned previously, consolidating your marketing efforts can increase efficiency, while also saving you money on platform fees. Oftentimes, there are ways your business can consolidate the platforms you are using, while still having all of your localized marketing needs met. You may be thinking to yourself, how does this have to do with maintaining a robust ROI? When you consolidate the platforms your multi-location business is using, you will likely save money on the platform fees you are using. One platform that meets all of your localized marketing needs will be less expensive than paying for separate platforms for each marketing need, therefore saving you money and increasing your ROI.
If your multi-location business is using multiple platforms, you could be hurting your business’s ROI. This is where SOCi comes in. SOCi is the central command for multi-location marketers and the all-in-one platform for your localized marketing needs. From ratings and reviews to chatbots, social media, and local listings, SOCi has all of the tools you need under one login.
For more information on how SOCi can help take your localized marketing strategy to the next level while maintaining a strong ROI, request a demo today! What are you waiting for? Start improving your ROI.