If you have a brick-and-mortar location, promoting your physical store without getting in the way of your e-commerce sales can be a challenge. It only gets more complicated when you have multiple storefronts. When you have several locations to work with, you will need to consider more than just your main website, social profiles and local review listings. In this post, we’re going to look at what you need to locally optimize multiple locations for your business.
To save time, and budget, a lot of businesses will create one page on their website to direct people to all of their locations. Other will create landing pages for each location, but the only difference in them will be the address and phone number.
The best thing you can do for local marketing optimization is to create a unique landing page with unique content for each of your business’s locations. While you can use a standard template for each location, the content itself should be customized per location.
The simplest way to create unique content per location is to consider each landing page like a one page website. Of course, you’ll have the unique address, phone number, and store hours. You can also have a mixture of the following:
- A unique paragraph or two about the store itself that talks about the location, the main people (managers, owners, etc.) that are at each location and similar details
- Details about each department in the store if applicable
- A unique events calendar for each location if applicable
- Photos and video of the location
- A Google map for the location
- Links to related social media and review listings for that location
The more robust you can make each location’s page in terms of details and photos or videos will not only help with your local marketing, but will also encourage more local customers to visit your stores.
In addition to including unique information about each location on these landing pages, you’ll also want to make sure that your customers know they can shop 24/7 online through your online store. This is a great way to capture customers that might not be close to your physical stores or those who want to buy outside of store hours or on holidays.
When it comes to creating social profiles for multiple locations of your business, there are pros and cons. To decide whether you should have separate entities in addition to your main brand, you will need to figure out the following:
- Who will maintain updates for each location’s pages and profiles?
- Who will monitor each location’s pages and profiles to ensure that questions are answered and problems are resolved?
- Do you have enough content to keep each location’s pages and profiles up to date?
If you are easily able to answer the above questions, then having individual profiles and pages for each location of your business is a no-brainer. At the very least, you’ll definitely want to have specific pages for each location of your business on Facebook as it will help connect local Facebook users to your business, as well as allow reviews and check-ins per location.
Other social networks such as Twitter and Pinterest do not have as many local services (for now at least), which makes them less of a priority to set up location-specific profiles.
One thing to keep in mind about setting up social profiles and pages is the content and engagement commitment you will be making for each. Unlike your landing pages or review listings, social profiles and pages will require maintenance in the form of fresh content on a regular basis and comment responses. The reward will be having networks you can use to directly communicate with your fans, giving you the opportunity to turn those fans into customers.
Last, but not least, are review listings. Review listings are your profiles on review sites and local directories such as Google+, Yelp, Yellow Pages, Urban Spoon, and similar networks. These require you to use your specific location, so you will need to create or claim listings for all of your locations.
Chances are, if your business locations have been established for a while, you already have listings on these types of networks. So you won’t have to create profiles from scratch, you can just claim and update the ones that are already there.
It’s important to do this for a variety of reasons. The biggest reason is so you can be notified of new reviews and respond to them on the networks that allow you to. So instead of letting someone publicize their complaint about one of your business locations and letting it remain unresolved, your business might get the chance to respond and fix the problem. Or at the very least, show others who visit your listing that you are involved and care about providing great customer service.
As for the content you put on your review listings, it’s actually quite simple. If you’ve already created detailed landing pages for each location of your business, you can use the descriptions, photos, and videos for your review listings. As you fill out your review listings, the questions each network asks you can make for inspiration for additional content for each of your location’s landing pages.
As you can see, there are several important ways to optimize your business for local marketing by focusing on creating great content, profiles, and listings for each location your business owns. The results of doing this will be increased online visibility for your business as a whole, as well as increased visibility for each individual location.
If you have a lot of locations, be sure to create a template for how you will set up the online presence for each of your presences to make the process more streamlined. Focus on your most profitable locations first and work your way down.
And remember to also promote your online shopping options along with each physical location’s information so that local shoppers also know they have online options as well. This will give you the chance to boost your online sales over and over again!