Digital marketing has made it easier than ever for businesses to connect with customers. A social media post or paid advertisement can reach users down the street or across the country.
Increase your impact by tailoring your content for different customers. Many companies have two different versions: the local business and the national business. Many advertising techniques work both locally and nationally, but you should customize your approach for each audience.
In this article, we’ll share our top tips for promoting local and national brands. We’ll also discuss how Optimize can help you develop effective campaigns for all types of audiences.
Managing Your Local Brand
On the local level, your target audience includes your immediate community and neighboring towns. These customers typically provide the main source of your income and support your business’s growth.
Before planning your marketing campaign, research your local audience’s needs and preferences. You can use many different strategies to learn about your customers, including:
- Competitor analysis: Study other local businesses to learn about their marketing techniques and available services.
- Customer reviews: Analyze client feedback to learn about your business’s strengths and areas of improvement.
- Focus groups: Invite small groups of customers to share their thoughts about your business and the larger industry.
- Surveys: Invite your existing customers and local community to complete surveys about your business. Ask about their interests, their needs, services they’d like you to add, and other relevant information.
These tactics will help you understand what local consumers need. For instance, surveys might reveal that the community wants mobile car repair services. You may also discover that your business can offer a unique value proposition, like a specialized repair service with online scheduling.
Next, use the insights you’ve gained to tailor your marketing campaigns for your local customer base. Start by crafting a relatable and unique brand identity with these elements:
- Brand values: What ethics guide your decision-making?
- Brand voice: Develop a distinct personality that resonates with local customers. For example, if your audience includes Midwestern blue-collar workers, you might use an approachable and down-to-earth tone.
- Logo: Create a visually appealing logo to help your brand stand out. Use this logo for your social media accounts, website, and marketing materials.
- Desired customer actions: What do you want your customers to do after encountering your marketing materials? These actions may include signing up for your rewards program and scheduling a service appointment.
Look for ways to include the local community in your marketing strategy.
Say, for instance, that community involvement is one of your brand's values. You could demonstrate your commitment to this value by donating to the neighborhood's animal shelter or sponsoring the local high school basketball team. Highlight these endeavors on social media to build community goodwill.
Additionally, you could feature local landmarks and influencers in your marketing campaigns. This familiar content will highlight your local ties and help you build an authentic connection with your community.
Managing Your National Brand
Many local brands are part of larger national chains, like NAPA Auto Care. These businesses must properly represent both their local and their national brands.
Juggling your business’s two identities requires careful planning. On one hand, you want your marketing materials to have local relevance. On the other hand, you must follow the national chain’s guidelines and maintain brand consistency.
There are many ways to strike the right balance, including:
- Collaborate with the national brand’s marketing team to design your campaigns.
- Create localized marketing materials that fit the national brand’s identity and persona.
- Highlight user-generated content and testimonials from your local customer base that fit the national brand’s values.
- Share some social media posts without local elements to appeal to the national customer base.
- Use a predesigned website with the national chain’s branding.
How Optimize Can Help
At Optimize, we work with local businesses that are part of larger brand families like NAPA Auto Care and Tire Pros. We closely collaborate with our partners to promote their nationally known brands while marketing for individual local shops.
Our services include website creation, editing, and managing. We design custom websites to showcase each client’s services. We also offer predesigned websites, which can be branded for Bridgestone, NAPA, and other major franchises. Clients who want to save time and money may prefer the second option.
No matter which services you choose, our expert team will help you balance your local image with that of the national brand. If you want to learn more about how Optimize can help manage your online presence,
schedule your free consultation today!
