Digital marketing can be difficult and confusing enough for businesses with one location, and that difficulty can grow exponentially when attempting digital marketing for multi-location businesses. Not only do multi-location businesses have to make sure the different locations coexist with each other on the internet and social media, they must also have a marketing strategy strong enough to compete with single location businesses and other competitors for audience attention.
In this article, we’ll provide you with a quick guide to digital marketing for multi-location businesses, that will help your business thrive in a highly competitive environment. We’ll also give you the necessary foundation and tools to spark social media engagement, improve marketing campaigns, and deliver real results.
Create Google My Business Pages for Each Location
You’re probably already familiar with Google My Business, and likely already using it for your home location. However, if you want Google to know that you have multiple locations, you should make a Google My Business page for each location.
Making individual pages for each location of your business is important because each location has a different address, potentially different hours, contact information, and more.
With GMB, your main goal should be to make sure that your customers can find your closest location easily, along with the correct hours and contact information for that location, no matter where they are. If you only have a page for your home location, you may be at risk of losing customers who search for your business and only see your main location, leading them to think that is your only location. If that location isn’t near them, they will likely move on, and you will have lost a potential customer.
Create PPC Ads For Each Location
While a multi-location business does come with its own set of difficulties, it also comes with some major benefits! One of the biggest perks of a multi-location business is a much wider customer base, thanks to serving more than just one geographical area.
Because of this, you should remember to create PPC ads that target each individual location. This will ensure you aren’t missing out on qualified customers in each area. The ads can have the same template and content, but you should use the geo-targeting feature within your advertising platform so that users will see the location closest to them.
Once clicked, the landing pages for these ads should have a feature that ensures users know they’re on the right page for their specific location. This can be something as simple as adding the city at the top of the landing page.
Cater To Each Location In Your Social Media and Email Marketing Campaigns
If you already have social media and email marketing campaigns in place, you know that they’re both an easy way to share general information about your company as a whole, but they can cater to individual locations as well!
Consider sharing about each one of your locations in email newsletters. This gives a more individualized feel for customers, as you should share tidbits of local news and goings-on at each location in your email newsletters, to add character. Not only will this help the campaigns to feel more personalized to customers across multiple locations, but it will also show customers that you do, in fact, have multiple locations.
This same campaign mentality can be easily replicated in social media campaigns as well, and can be even more individualized, such as a spotlight post for each location sprinkled in alongside your usual campaigns and social media content! When done correctly, catering to all locations in your social media and email marketing campaigns will give your business a more cohesive overall feel.
More on Digital Marketing For Multi-Location Businesses
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