7 Digital Marketing Best Practices for Multi-Location Brands

Digital marketing can be a thorny issue for multi-location brands. On the corporate level, you’re engaged in broad, national campaigns that promote your brand as a whole. On the location level, you (or your franchisees) need to worry about local marketing efforts. That means taking a hybrid approach to your digital marketing strategy.

 

Yet, when you look online for digital marketing best practices, there’s little information on how to balance brand-level and location-level marketing. Most of the advice you’ll find is focused on one or the other. There’s little information on how to coordinate corporate campaigns and local marketing to complement one another.

 

At Qiigo, we specialize in digital marketing campaigns for national brands, so we know a thing or two about the best ways to market your multi-location brand online. If you’re in the process of rethinking your digital marketing strategy, here are seven important areas that you’ll want to focus on.

 

What Multi-Location Brands Need for Digital Marketing

 

  1. Create Unique, Localized SEO Content. If your brand uses boilerplate content for each location’s sub-site, these pages will likely be excluded from search results. Google expects every page on your website to have unique content. When it detects duplicate content, it removes these pages from search results. Effective local SEO for multi-location brands therefore requires the creation and implementation of unique, localized content for each location’s website.
  2. Centralize Your Pay-Per-Click Campaigns. One of the advantages of modern PPC is the ability to carefully segment your PPC campaigns. This has made it much easier, cheaper, and effective for multi-location brands to centralize their PPC efforts. Centralized campaigns benefit from the cost-efficiencies of scale, the accuracy of larger data sets, and the cohesion of a unified message. Meanwhile, it’s now easy to customize ads based on users’ locations, or to create a market through which franchisees can increase or decrease ad spending in their market.
  3. Engage in Two-Tier Reputation Management. Reputation management for multi-location brands naturally occurs on two levels: the reputation of your brand, and the reputations of individual locations. While some companies prefer to focus their corporate efforts purely on their brand-level reputation, it’s often smarter to assist individual locations with reputation management. This can be done by identifying locations with low review counts or middling ratings, then providing them with tools and resources to strengthen their review profiles.
  4. Local Listings Monitoring & Management. It can be costly and inefficient for individual franchise locations to manage their own local listings. By handling local listings management at the corporate level, multi-location brands can eliminate redundancies and lower the cost of these services. Centralized management also carries other benefits. For example, it ensures business data is consistently structured from one location to the other. And if problems with one location’s data are causing problems for another location, it is much easier to correct his issue.
  5. Help Locations Win Fans on Social Media. Social media is one area where it can pay to give franchisees control over digital marketing. Franchisees can put a human face on their business and use social media to build a strong community presence. With that said, there’s a lot that brands can do to aid franchisees on social media. For example, brands can provide franchisees with content to augment their social media feeds, creating a mix of corporate and local content. Brands can also use their corporate accounts to signal boost franchisees’ posts and profiles.
  6. Target Locally with Programmatic Ads. Programmatic ads — which show users ads based on certain types of user data — are an excellent tool for local marketing. Multi-location brands have an advantage in this field, since they can build and/or acquire large data sets for programmatic targeting. This data can then be used to run centralized campaigns that include localized targeting and customization. Alternatively, it can be provided to franchisees who wish to run independent programmatic campaigns.
  7. Mobile-Friendly Website Design. Nearly two-thirds of all web traffic now comes from mobile devices, and studies show that most local searches occur on mobile devices. In light of this, it’s crucial that multi-location brands have mobile-friendly websites on both the corporate level and local levels. In particular, it’s important that you have a mobile-friendly store finder — a feature that often has problems on mobile devices.

 

4 Ways to Recapture Traffic with Effective Retargeting Ads

RetargetingRetargeting ads are a crucial part of today’s digital marketing landscape. No other type of digital ad is nearly as effective. Retargeting ads outpace other formats in almost all important metrics, including click-through rate, conversion rate, and overall ROI.

They’re so popular, in fact, that over 80% of digital marketers reported using retargeting ads in 2016. Despite this, retargeting ads were named the number one most underused tool in online marketing in a recent survey of industry experts.

Demand and competition in the retargeting ad sphere are rising. Now more than ever, brands need to craft effective retargeting ads. If your business is increasing its retargeting ad investment, here are four strategies you can use to make your retargeting ads more successful…

1. Retarget Price-Conscious Shoppers

The biggest reason for lost conversions online is price hesitancy. In the five seconds it takes to think over the price, an on-the-fence user will close the tab and head to a new website. These users are fantastic retargeting opportunities, but they need a significant offer to entice them back to your website. Retarget them any time you’re running a major promotion, sale, or discount campaign.

2. Retarget Abandoned Shopping Carts

If you operate an ecommerce store, you’ve run into the abandoned cart phenomenon. While customers in a grocery store will rarely abandon a full cart of products, more than 65% of online customers will navigate away from your site with items in their cart. It’s a frustrating problem, but it’s one that retargeting can help with. These users are primed to convert with a gentle nudge, so retarget them shortly after their visit with a special discount, free shipping offer, or BOGO promotion.

3. Retarget Your Past Customers

Existing customers are more likely to make a purchase than users who’ve never spent money with you before. Customize your retargeting efforts for different types of customers and different types of campaigns. Consider upselling a recent customer with a complimentary product for their most recent purchase. For customers who haven’t visited your site in a while, let them know about new features and products that appeal to users with similar purchase histories.

4. Build Retargeting into Your Funnel

While retargeting is most popularly used to turn near-conversions into customers, it can be just as effective in other parts of your sales funnel. Have a popular blog? Retarget past readers with premium content that they can unlock with a newsletter sign-up. Do your customers tend to have a specific hang-up about your product? Retarget users who dropped out of your sales funnel early with ads that address this specific concern.

 

How Successful Brands Use Digital Marketing to Target Millennials

Marketing to Millennials Qiigo BlogThere is no market segment more attractive — or more perplexing — to modern brands than millennials. Consumers aged 18 to 34 are now the largest consumer demographic in the United States and are spending upwards of $600 billion each year on products and services. But unlike their parents and grandparents, millennials are highly resistant to traditional marketing avenues.

So how do successful brands reach millennial consumers? They harness the power of digital marketing.

Brands with digital savvy are dominating the millennial market. By coordinating their online, mobile, and social strategies, smart brands are generating loyal, avid customers among millennial consumers.

If your brand sees room for growth among millennials, your brand’s digital marketing game plan will be critical to growing your business. Here’s how your brand can harness the power of digital marketing to target millennials in 2017.

Triangulate Your Digital Marketing Game Plan

Millennials’ online habits are fractured, scattered across a range of devices and networks. More than any other demographic, millennials are comfortable switching back and forth between devices, sites, and apps. For brands, this means that a successful digital marketing strategy for millennials must be a coordinated effort. When marketing to millennials online, a triangulated strategy across desktop, mobile, and social platforms is essential.

Successful brands create a cohesive, multi-platform experience for millennial users. This means a seamless experience as millennials research brands on mobile browsers, track their reviews on social networks, and move to desktop computers to make a final transaction.

With Millennials, Give More to Get More

Unlike millennials, baby boomers and generation Xers were raised on one-way media. Old media, including newspapers, magazines, radio, movies, and television, lacked interactivity. But for generation Y, the interactive nature of the internet has shaped the purchasing behaviors of younger consumers.

This means that when millennials interact with brands, they expect a more give-and-take experience than their parents and grandparents did. To attract and retain millennial consumers, brands need to build an appealing, personable identity and find ways to offer value through their online content. Whether that’s by maintaining a slick social media presence or operating an information-packed blog, you can get more by giving more through your digital marketing channels.

Micro-Target with Social Segments

Millennials have a habit of baffling brands for one simple reason — brands tend to approach Millennials the way they approached past generations: as a monolith. But millennials are a more socially diverse and fragmented generation than any other. As a result, taking a broad approach to the Millennial market is counterproductive more often than not.

But in the internet age, a fragmented market is a benefit for smart brands, not a stumbling block. That’s because it’s now easier than ever to micro-target your brand’s top prospects. Millennials define themselves by their social circles, and by micro-targeting Millennials through social segmentation, you’ll be able to match your brand’s digital marketing efforts to the users who are most in tune with who your brand is and what your brand does.

Capture the attention of millennial consumers with help from the digital marketing experts at Qiigo. Call us today at (888) 673-1212 to get started.

Understanding Retargeting

Retargeting is one of the most effective ways to convert your website’s lost traffic into sales. We’ve all experienced retargeting as we surf the web, and while sometimes it feels a little big brother-esque, it is quite effective as a way to increase sales.

What is retargeting?

retargetinga

Retargeting happens when you shop online for products. For example, you visit a site looking for dance shoes for your daughter. Then you hop over to Facebook to kill a few minutes and see an ad for the dance shoes you were just looking at. That’s retargeting.

How does it work?

Remarketing uses cookies to track your online experience. Unlike traditional online display advertising which contains a static message and image, retargeting utilizes a tracking code to store data and then uses that data to display ads that mimic the user’s online activity. Retargeting is useful as a tool to covert lost customers. With more than 90% of website visitors failing to take action, retargeting ads can provide the extra push some consumers need to make a purchase.

How to use retargeting

For retargeting ads to be effective, they must have a strong call to action. Use a large, prominent button to draw viewer’s attention. Ads should look and feel like your website. Don’t stray from your traditional branding. Consumers may view this as suspicious. Ad creatives should look and feel consistent across multiple ad sizes. Not all sites run the same size ads so be sure your creative is flexible enough to display on any site. Consider creating some ads with animation and other versions that are still. Having multiple ad types increases exposure across the web.

As with any ad creatives, it’s important to test to see what works best. Create two different ads and compare results to see which is more compelling. Test different frequencies and durations to find the combination that yields the best results. Pay attention to the performance metrics to see what patterns are developing.

Not sure how to use retargeting to reach your customer? Consider these strategies:

  • Upsell. If a customer has bought a new TV, offer incentives for cables, wall mounts and other accessories that complement the purchase.
  • Seasonality. Many businesses have products that are seasonal in nature. Runs ads that target consumers who are interested in your seasonal products.
  • Incentives. Retargeting is a great way to convert customers who abandoned their shopping carts. Offer incentives to close the deal.
  • Email Marketing. HTML email newsletters sent with embedded Google Analytics code can be used to create target marketing lists.

If you are interested in learning about how you can use retargeting in your online marketing campaigns, call Qiigo today at (404) 496-6841.

Retargeting: What You Need to Know

retargeting

Have you heard of the Baadar-Meinhof Phenomenon? It’s when you see or hear about something new and then start to see or hear about it again everywhere you go. It’s a common occurrence. When it happens off line, it’s the Baadar-Meinhof Phenomenon. When it happens on the web, it’s called retargeting.

Retargeting is designed to keep customers coming back to a website. Advertisers use retargeting to increase exposure to their brand or website, increase website conversions and boost sales figures. It can be used through Google AdWords, LinkedIn and Facebook. And it works!

So, how does it work? The functionality is simple. Just install a piece of JavaScript on your website. When a visitor comes to your site, a cookie is dropped onto the visitor’s browser. When that visitor goes to other sites, that cookie triggers your ads. Only those people who have visited your site, and thus have the cookie, will see your ads.

One of the best features of retargeting is that it is completely anonymous. You don’t need to have any information on your prospect. Retargeting acts independently of any contact with visitors to your site.

The use of retargeting has been growing for the past several years. It’s a popular marketing tool because only 2% of website visitors convert to a sale or take another action step in their first visit. Retargeting focuses valuable marketing dollars on the 98% of website visitors who don’t pull the trigger.

The most knowledgable brands use retargeting combined with other website enhancements to maximize their return on investment. Retargeting is often combined with lead generation campaigns designed to increase site traffic. It can also be used effectively with website enhancements and improved sales offerings. Ideally all these tools should be used together to maximize ROI.

If your brand is going to undertake a retargeting campaign, there are several key concepts to keep in mind. First, have clear goals about what your retargeting campaign is trying to achieve. Do you hope to increase sales, build brand awareness or increase registrations? Your end goal will dictate the strategy of your retargeting campaign.

Be sure to set boundaries. You don’t want to overwhelm your visitors with so many ads that they become turned off to your brand. Limiting the number of impressions and days the ads will be displayed will prevent your customer from being annoyed by your ads.

Finally, be strategic about your targeting. If a customer buys a new watch, don’t pepper them with ads to buy another watch. Think strategically about the products and message you send. Target your ads based on preferences. Don’t show someone ads about hardware if they have just bought clothing and accessories.

Retargeting is a valuable tool that can drive sales, boost conversions and increase traffic to your site. Use it wisely and you should see positive results.

To learn more about retargeting, please call Qiigo at (404) 496-6841.