How Top Multi-location Brands Are Leveraging Digital Advertising for Local Recruitment
The restaurant industry has been one of the most greatly impacted sectors affected by the pandemic....
Consumers are more empowered than ever to find information about businesses quickly and conveniently. They are more invested in their local communities as “near-me” searches and preferences for “buying local'' continue to grow.
Google reports that as many as 46% of all searches are local, and "where to buy" and "near me" mobile queries have increased by more than 200% in the past two years. The necessity for national media execution to be localized has accelerated, especially for franchise brands and multi-location businesses. These brands must ensure that their content is discoverable in any channel — from search engines to social networks.
Why do national brands need to market locally?
Customer buying patterns and expectations have dramatically changed. According to Google, 4 out of 5 consumers use search engines to find local information and want ads customized with relevant information based on their location. Customers search with local intent (e.g. dentist near me, or Tacos in [Denver]) and read and leave local online reviews.
Many brands are still far behind when it comes to successfully executing local digital marketing programs. Customizing local and timely messages and budgets in every location can seem impossible. For national brands, scaling this effort across hundreds or thousands of locations has been a complex undertaking. For those running both national and local marketing, processes become tangled, operations siloed, resources costly, and data is fragmented.
That's why we developed a new guide about the operational challenges faced by multi-location brands and franchises: Transforming Multi-Location Digital Advertising from Siloed to Centralized - just click the button to open!
