Multi-location marketing starts at the local level. For some, this presents a huge challenge as multi-location businesses struggle with the complexity of presenting a unified brand versus local engagement. For agencies, this is where you can help your clients build an effective local consumer experience that attracts and wins new business.
When end consumers look for products and services, they are usually searching the local area first. In fact, according to Google, more than half of all searches are ‘near me’ searches with intent to buy locally. This is a trend that has grown exponentially in past years and is still on the rise.
Another factor that reinforces local marketing is how consumers search: 58% of enterprise searches and 81% of SMB searches are unbranded. That means consumers are looking for a “coffee shop near me”, rather than searching for a major barista brand by name. This presents a real opportunity for SMBs to be able to compete for that business, and a need for enterprises to up their game.
A third dynamic is the importance of reputation in the consumer journey. Customers can experience anywhere from 20 to over 500 online and offline touch points, from awareness to consideration, to purchase and beyond, but reviews and ratings are among the most important. Data shows that 84% of consumers trust online reviews as much as they trust personal recommendations. And even a small boost here can be game-changing. Our research has shown that businesses that go from just a 4.3 to a 4.4 rating see an average 25% increase in conversion rates.
As you establish a strong local digital brand for multi-location clients, you can use three secrets (and one secret weapon) to help them capture new business and get an advantage over their competition.
There’s an invaluable tool you can use as your agency superpower, helping you to measure location marketing strength of existing or prospective clients, quickly diagnose challenges and strategize on how to meet their needs.
The ‘Near Me’ 360 score assesses an existing customer brand based on a combination of four elements: data accuracy, strength of reviews, conversion capability and search rank. It’s an indicator of a business location’s readiness for online search, discovery and engagement.
‘Near Me 360’ gives you a complete visual overview of a client’s current ability to convert — showing you exactly how you can make a difference for them.
Measure the accuracy and consistency of your clients':
Unlike any other tool available, ‘Near Me’ 360 gives you a total picture of a client’s local presence. The higher the score, the higher their ability to get consumers through the door. The final score also takes your clients’ business category into account, measuring businesses against benchmarks from peers — not unrelated categories.
Ready to see more? Try out the free ‘Near Me 360’ tool.