How To Maintain a Strong ROI While Consolidating Your Marketing Efforts
Due to the current economic circumstances, many multi-location businesses have to reduce budgets and find ways to consolidate marketing efforts. While consolidation can seem scary, 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 to make the most out of limited resources and boost your return on investment (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. Often, marketers use a variety of solutions, one for social, one for reputation management, and so on. Multiple platforms lead to extra work for your local and corporate teams.
Not only do they have to learn how to use each platform, but they also spend time logging in and out of them to manage different aspects of your business’ localized marketing strategy. By using a single platform for all of your localized marketing needs, your multi-location business will increase its efficiency, which, in turn, will positively impact your ROI.
As mentioned, consolidation helps local teams as well. Local store owners are often intimidated by localized marketing, 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, a case study with Anytime Fitness found that by teaming up with SOCi, they have successfully provided franchisees with a tool that is not only user-friendly but also acts as a central place to execute their marketing strategy. 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, focusing on localized marketing efforts is essential in maintaining a solid ROI.
Focus on Local
Three out of four consumers say they discovered a new local offering based on recommendations and posts on social media. Additionally, localized content performs 12x better than content that is not localized. If your multi-location business isn’t leveraging social media at the local level, you’re missing out.
A focus on local social should result in more engagement on social. If your content performs better, your brand visibility will increase, resulting in more sales and a higher ROI. For additional tips on how to optimize your social efforts at the local level, download our Localized Social Content Guide.
While local social is one way to boost engagement among potential customers, are there other ways your multi-location business can increase focus on localization? Your multi-location business can also focus on localization by responding to local ratings and reviews your business receives, improving your local SEO efforts, maintaining updated and accurate local listings, and more.
Let Your Localized Marketing Efforts Do The Work For You
A variety of localized marketing tools can 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 manpower.
Rather than having a consumer call or email your business to ask a question, the chatbot can answer it for you, improving the customer experience and reducing the workload on your marketing team. While there may be an upfront cost associated with chatbots, they have the potential to 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 it. An estimated 616 billion were projected to be spent on digital advertising in 2022, which is forecasted to increase rapidly in the upcoming years. You could fall behind if your multi-location business isn’t leveraging paid advertising.
For a relatively small price, localized paid social ads can drastically increase the visibility of your multi-location business by deploying 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 what is working and what isn’t. If you’re spending money in an area that isn’t producing solid results, consider moving that money to a paid advertising campaign.
As a localized marketer, managing chatbots and paid advertising across your locations can be challenging. 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. This chatbot delivers localized, proactive responses to commonly asked questions and can drive call-to-actions, including calls, website clicks, appointment settings, purchases, and more!
Save Money on Platform Fees
As mentioned previously, consolidating your marketing efforts can increase efficiency and save you money on platform fees. 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, how does this affect 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. A platform that meets your localized marketing needs will be less expensive than paying for separate platforms for each marketing need, saving you money and increasing your ROI.
If your multi-location business uses multiple platforms, you could be hurting your business’s ROI. This is where SOCi comes in. SOCi is 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!