Local marketing is a necessary part of a national and global marketing strategy, as consumers look for a personalized, tailored experience that is relevant to their needs and specific to their location. Organizations are looking towards self-service marketing to streamline processes for local teams and facilitate local efforts at the corporate level.
Local marketing provides an excellent return on investment (ROI). In 2017, Google found that businesses made $2 in revenue from every $1 invested in local advertising through AdWords and retailers advertising locally on Facebook achieved an average ROI of 152%.
However, spanning a local marketing strategy across affiliates and franchises can be challenging to implement for corporate HQ marketing teams.
With an overall marketing goal of creating unique content that speaks directly to a local audience, companies need to delegate some of the responsibility for marketing efforts to the local affiliate or franchise itself. Simply put, affiliate marketing teams know what messaging, and designs are most useful for engaging and converting their local audience.
Self-Service Marketing for Local Impact
One way global corporations are maximizing local marketing efforts is through self-service marketing. With self-service marketing, local franchises have access to pre-approved on-brand marketing assets and templates from corporate HQ with targeted messaging and ability to customize local details for a personalized brand experience.
When properly implemented, self-service efforts for franchises and affiliates offers many benefits for the corporate marketing team, the local marketers, and the organization as a whole.
Benefits of Self-Service Marketing
1. Lower Costs
Self-service marketing can help an enterprise to control costs in two main areas. First, a local audience is segmented by geography and second, targeted campaigns can run at a lower price with better ROI than mass-market campaigns.
Low-cost, high-impact channels for local marketing efforts include social media, local website, and community event sponsorship. These tend to be lower cost channels than traditional print or media promotions, but have a high ROI in a local market.
A business can also save money on advertising promotions by pooling resources for several affiliates located within a specific geographic region, increasing the purchasing power of a single location while still maximizing the impact of local messaging.
2. Higher Productivity
With the correct self-service tool, marketing processes become streamlined for faster outputs. Local marketers can create on-brand marketing communications quickly, without the need for further involvement at the corporate level.
This also allows corporate marketing and design teams to maximize their productivity and focus on more strategic initiatives. Since local teams already have access to a range of editable and approved marketing assets, they no longer need to make one-off edit requests which are extremely time-consuming for corporate teams to manage, especially when there are hundreds and thousands of franchises.
3. Brand Equity
A global organization can improve speed and responsiveness to local markets with marketing assets that can be customized by the local team. Brand equity and integrity can be balanced with local flavor by sending a consistent, but not identical, message to each market.
4. Improved Analytics
With the right analytics tools, self-service marketing provides many opportunities for an organization to gather data analytics for valuable insights about the customer journey. Corporate marketers can also track local campaign metrics for better insights into geographic performance.
5. Increased Sales
As consumers use digital channels to research products and services before purchase, having relevant local websites, social media and search engine optimization (SEO) becomes more important for businesses.
Google found that nearly 1/3 of all mobile searches are related to location and that 2/3 of smartphone users are more likely to purchase from companies whose digital channels are customized with location-relevant information.
Balancing the needs of corporate messaging with local promotion can seem complicated, but with the right partner, marketers can improve leads and sales while providing improved productivity among affiliate teams. Self-service distributed marketing tools, like CampaignDrive, allow local marketers to create, collaborate, and distribute marketing materials across disparate teams for local personalization.
CampaignDrive by Pica9 is a distributed marketing platform that facilitates self-service marketing to improve the way corporate and local marketing teams create, collaborate, and distribute digital assets. Improve speed and responsiveness to local market forces with personalized collateral and maximize brand value with timely, relevant, and on-brand campaigns.
Give your local marketing teams the self-service tools they need to implement impactful campaigns. Request a demo with CampaignDrive to get started.