Local websites serve as the centralized landing pages through which all of the other local marketing tactics can be driven, tracked and measured. But, how do you get the most from your investment in local websites?
This paper shares tips for ensuring local websites allow your brand and its local resellers to be "found" at the local search level, deliver the right content to the right audience, and provide measurable marketing ROI.
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PAPER INTENDED FOR:Buying Stage: . Education . Local Website ImplementationAudience: . Responsible for National Branding, Channel Marketing Local Marketing. Automated. or AdvertisingFocus: . Benefits of Local Websites . Local Website StrategyRole: . Decision Maker . InfluencerFIVE Tips: for Making the Most of Local Websites
The CMO Council published a 2011 study called "Localize to Optimize Sales Channel Effectiveness" that found localized marketing is becoming a critical area of strategic focus and competitive advantage for national brands. Marketers in the study recognized the value of localized market engagement and how it can drive lead flow, differentiate brands, and create more lasting relationships for their channels, field agents, and sales representatives.
The study revealed that the most preferred channels for localized marketing are events, direct mail, localized websites, social networks, and electronic messaging. Respondents favored these channels far more than traditional media when it comes to share of localized marketing spend because they are return-on-investment top performers, according to the study.
With this in mind, let's take a look at the specific importance of local websites in a national brand's local marketing strategy, and how you can make the most of local websites.
Source: BIA/Kelsey
Why Do National Brands Need Local Websites? WHITE For more in-depth PAPER information on Local If you're trying to launch or improve your national brand's local Websites, check out marketing efforts, it's important to put local websites in place first. Balihoo's white paper.Like your corporate website, local websites serve as the centerpiece, or hub, for all local marketing tactics - both online and offline. They Local Websites: Driving Sales Growth are smaller variations of your corporate website, carrying through the brand's image and messages. for National Brands
BENEFITS OF LOCAL WEBSITES
. Allows your brand and its local resellers to be "found" at the local search level. Ensures search engines direct customers to the right place at the right time, and customers are not routed to the competition. Delivers relevant and meaningful local content that is consistent with national campaigns . Functions as centralized landing pages through which you can drive, track and measure all local marketing tactics. Provides aggregated metrics for local marketing investments Once you decide to implement local websites, you want to make the most of them. Here are 5 tips on how to do that. Some of these tips may seem obvious, but you would be surprised how many national brands don't do the basics thoroughly (for a multitude of reasons-rushing on to the next big project, resource constraints, etc.). But by following these tips and getting the basics in place, your brand will see improved local marketing - quickly!
5 TIPS ON MAKING THE MOST OF LOCAL WEBSITES 11111Tip#1: Plan Ahead to Reap Metrics MagicRemember to set your goals and decide ahead of time what you want to measure so that you can put essential tracking hooks in place on local website templates and programs.
One of the key benefits of local websites is the ability to track campaign and media effectiveness at the local level like never before. With local websites in place, you have the ability to view specific markets individually or all of your markets collectively. You can also see what is and isn't working across both digital and traditional media. As you know, this leads to better, faster decision-making about which programs to keep and which to eliminate. It won't really be magic, but it'll sure feel like it when the results roll in.
At Balihoo, we've found a combination of local metrics that works well for our clients. Take a look at this example to understand the level of detail you can track locally.
5 TIPS ON MAKING THE MOST OF LOCAL WEBSITES 2Tip #2: Launch Like You Mean It Create a plan to officially launch the local websites to your affiliates (i.e. dealers, distributors, agents, franchisees or retailers). Many times, new marketing programs roll out too slowly or too... [download for more]
