Creating effective local marketing initiatives can be a complicated process. At the local level, it is important to align messaging and branding with corporate headquarters to present a consistent consumer experience. At the same time, buyer preferences are constantly changing. Companies must adapt to provide a more personalized reliable user experience, especially at a local level.
An effective local marketing strategy is more important than ever, especially when complying with corporate branding guidelines. Here are some common mishaps to avoid when creating and managing your enterprise's local marketing initiatives:
Not Optimizing for Mobile
Mobile is becoming more important to customers searching for local businesses. In the past two years, Google found that there has been a 500% increase in searches that include the phrase ‘near me’. More consumers are looking for local businesses using mobile search, making it vital for websites to optimize for mobile functionality.
A bad mobile experience doesn’t only affect the users directly accessing a site, it also affects recommendations and reviews. 57% of users surveyed by socPub said that they would not recommend a business with a badly-designed mobile site.
Not Responding to Negative Reviews
A recent study found that 85% of consumers trust online reviews as much as a personal recommendation, and that positive reviews make 73% of consumers trust a business more. While gaining positive reviews are ideal, it is also important that businesses respond to negative reviews as well – showing existing and potential customers that even if something goes wrong, the business is committed to resolving any problems or issues that arise.
Failure to Localize
To successfully create local marketing initiatives, it’s important to include location-specific content including special promotions, contests, and testimonials. A thoughtful social media strategy can also be helpful to connect with a local community, by creating a location-specific social media page or local group. Location-specific ads with personalized content is another great way to reach your audience with relevant messaging.
Lack of Cost-Benefits Balance
Budget constraints are common within local branches, especially when each location needs its own marketing materials. Rather than having corporate marketing and design teams field these individual requests, which reduce their time to focus on strategic initiatives, large enterprise companies with hundreds or even thousands of should carefully consider the marketing assets they create so they can be used at both a national and regional level.
Although local marketing campaigns must be personalized for a local audience, they must still remain consistent with the corporate brand and messaging. A promotion or campaign inconsistent in branding can be harmful to the company identity, and prove confusing to customers.
Many enterprise companies turn to brand asset management system, like CampaignDrive, to ensure consistent messaging at both a national and regional level. With CampaignDrive, corporate designers are no longer stuck handling one-off requests from the field. Brand marketers can upload pre-approved marketing assets that comply with the brands colors, logo, and messaging for local teams to use. These teams can then easily locate and customize assets to include special promotions, addresses, and other localized elements to match their targeted audience.
Creating a distributed, local marketing plan that balances brand identity with a location-specific twist can prove difficult without the right tools. CampaignDrive’s platform empowers marketing teams, from corporate headquarters to local branches, by helping them avoid common mishaps and speed up creation and distribution processes.
Connect with an expert from the CampaignDrive today to learn how aligning local and corporate marketing teams can ensure brand consistency.