If you own a multi-location business, you’re probably well aware of some of the frustrations to successfully marketing them online. Here are a few tips on how to market your locations–separately and together–while effectively improving your local SEO strategy for each business.
Understand Customers – Macro & Micro Level
When you’re operating multiple locations for a business, marketing them together within the same campaign is still possible—and in some cases the best option. The first step in doing this is to research your customers per location and tweak your marketing strategy accordingly.
- Who are they demographically and psychographically?
- What are their needs? How do you provide their solution?
- What brings them into this location (close to home, work, etc.)?
- Are there similarities/differences in your customers from location to location?
These are all questions you should be looking to answer to help you better understand your customers as a whole, and per each location.
Once you understand who you’re speaking to it’s easier to see which locations can be grouped together or should be approached separately.
Market Locations Separately
While at times, a more generalized approach is best, you might find that it makes more sense to market your locations separately. This doesn’t have to mean your budget must be bigger, or that you can’t overlap some efforts or creative, but it does mean you don’t want to have a “one size fits all” approach.
Display advertising can be an efficient method for reaching potential customers. Using geo-targeting with online display advertising is an easy way to target the right customers for the right locations. Using language and information specific to your target audience for each location will help catch their eye with a more personable approach. This includes using location-specific verbiage including the town, city, or even neighborhood that you are located in.
Creating location specific social media channels is also a great way to provide an outlet for customers to find you and engage on a location level. This allows them the option to eliminate getting information about other locations that isn’t relevant as well.
On Your Website:
To start, create a separate page for each location on your website with individual contact information. You can also provide links to social media pages, local news and events, links to third party sites (like Yelp and Google+), or any localized information you feel is relevant to that particular location’s audience.
Having these separate channels helps your current and potential customers find exactly what they’re looking for, but it also helps Google (and other search engines) classify your business on the local level. Be sure to utilize localized keywords in the content of those pages including zip codes, neighborhood names, and anything else that is applicable.
Complete Your Google My Business Profile
Once your website is optimized for each local page it’s time to do the same with third-party sites. Google My Business is a great choice and plays an important role in local SEO rankings. Google allows you to add your business listings, update information, create a Google+ page for your business and focus on other social media.
Success through Google My Business comes down to accuracy. Make sure to fill in as much information as possible, especially when it comes to contact information. In order for your different locations to be listed properly in a Google search, the information you fill out must be precise. Here’s an overview of what to include:
- Business name, address and phone number
- Service areas and other location-related information
- Hours of operation
- Payment options
- Photos of your business
- Any additional information relevant to your customers
Get Started Today
Marketing your multi-location business doesn’t have to be complicated. It may take a little extra work up front, but once you take the time to create unique local information for each location you’ll find that it can often times be very profitable in the long run. As an overview here’s how you can get started today:
- Create a customer profile for each location:
- How are your customers different?
- What are your key search terms based on your customers?
- Determine what information overlaps:
- Any unique information should be tailored to that location and marketed separately