Marketing for a multi-location business is not without its challenges. Every local store has its peculiarities, and a grand overall strategy might not help them increase their revenue. An overarching marketing strategy comes off as impersonal and unconcerned with the interests of the local customer. Localized marketing reduces expenses and targets quality leads. You could get the help of a digital marketing company when you try to develop a localized strategy for your business.

Here are a few tips for your multi-location strategy:

Go from local to global

Many companies launch campaigns to target a wide variety of audiences hoping that it would also help the growth of local stores. However, focusing on your local customers will get you the loyal customer as you speak their language and dress like them. It would help you get coverage and attention as more people refer you to friends and relatives. Localized marketing is cost-effective, as it allows for easy penetration into the market. Knowing local culture and customs is a boon. It helps to build your brand image with your knowledge of cultural etiquette. Focusing on the local customer gives you a competitive edge over foreign brands.

Preserving Brand Identity

You have to adapt to the local culture as you localize your brand. Brand localization translates your brand message into a different context. While localization shows that you respect indigenous traditions, you should not compromise your brand message. For instance, if you consider opening a store in Chennai, you should respect the Tamil culture, food, and dressing. You could get the help of a digital marketing company in Chennai when you try to develop a localized strategy for your business. It is crucial to choose a brand tone of voice that represents your brand in all its locations. You have to communicate your core identity to your colleagues in different cities in India or elsewhere. Creating a brand guide that includes details like your logo, brand color, tone, and voice helps avoid brand dilution. Inconsistent branding breaks trust, as consumers build relationships with a brand on shared values. Therefore, you need to coordinate all of your stores to reflect your brand image. If you live in Mumbai, a digital marketing company in Mumbai could help you develop a strategy to protect your brand identity across all your stores in India.

Healthy Competition Necessary for Productivity

Healthy competition is necessary for the growth of businesses. Different marketing initiatives launched by your local businesses can help you expand in the long run. As your teams push each other to perform well, they become more creative and productive. However, an excess of competition would degenerate into tribalism. Tribalism arises when your teams forget the big picture (the goals and objectives) and lose their way in the details. You have to be in constant communication with your locations to prevent factions. A balance between competition and corporate solidarity is necessary for the growth of your business.

Social Media Localization

Your business has to engage in a battle against several competitors on social media platforms. Social media provides you with the opportunity to strengthen the bond with your customers and meet new customers. Both broad campaigns and localized campaigns are necessary to sustain your presence on social platforms. Extensive digital campaigns will build your brand identity, while local campaigns will drive sales. Localized content will get you better customer engagement rates. Writing about local events and occurrences in the local language improves your influence in the local market. Facebook has the largest share of social media users. It should be the first choice for any marketer who wants to target his local audience. Separating your customers into segments and assigning each home store to each group helps your social media marketing be more focused.

Create Location Pages

You require dedicated web pages for different locations. Having separate pages enables your customers to contact your local stores. Use keywords popular in your city – whether you live in Mumbai or Chennai. A digital marketing company in Mumbai helps you rank in searches done in Mumbai. Filling in information about your team members, directions and maps, address and contact information, pictures of the location, and reviews by customers make it easier for your customers to reach your stores. You can also list products that are unique to the location and highlight products that are seasonal. The Tamil harvest festival falls in January. If you are a textile retailer, you can list clothes designed to celebrate the occasion. You can also get the help of a digital marketing company in Chennai to help you with that.

Get Listed in Local Listings

Customers are searching online for products near them that meet their needs. You increase the likelihood of being found by people if you get listed on local listings. Business listings are a budget-friendly option, as most online directories are free. These directories allow your customers to leave reviews and rate their experiences. These reviews boost your popularity and help you get feedback about your products and services.