Local Marketing: 3 Steps to Growing Your Network's Membership
Posted: Sat Dec 28, 2024 6:40 am
Local marketing is the set of actions carried out to reach a population within a catchment area , such as email, SMS, Google , social networks or even customer reviews. It allows you to conduct targeted and personalized communication in a specific geographic area. It is an essential lever for your local visibility since 46% of Google searches are intended to find information nearby 1 .
But that's not all, 76% of French people say they are more likely to buy from brands that use personalized marketing 2 . This reflects a need for authenticity and transparency on the part of consumers. Thus, to set up marketing campaigns adapted to the local context, you will need to collaborate with your affiliates, who hold customer knowledge. In this article, discover 3 steps to develop the adhesion of your network and how a local marketing platform can help you do this.
1. Step 1: Centralize the sending of your local campaigns
2. Step 2: Collaborate with your local teams
3. Step 3: Promote the autonomy of your network
Conclusion
Step 1: Centralize the sending of your local campaigns
1. Step 1: Centralize the sending of your local campaigns
The first step to getting your network to join is to centralize tunisia mobile phone number list your campaigns, in this case, it is about “doing for” the local area. That is to say, as a head office, you will prepare and relay all the campaigns for your members, on their behalf. Initially, this allows you to test channels and mechanisms that will serve to demonstrate the importance of local communication to the network. By collecting proof of success, you will gradually involve the local area to, ultimately, make them want to communicate. For your local marketing campaigns to be effective, adapt them to the context of each point of sale by highlighting the news that is happening in the catchment area.
3 Best Practices for Centralizing the Sending of Your Local Marketing Campaigns
Segment your customer database : the goal is to best adjust your communications to the local context and the expectations of local consumers. For example, you can group points of sale by region and adjust the content of the communication accordingly.
Personalize the content to the establishment : personalize the message to the establishment with, for example, the logo, name, address or telephone number of the premises. The objective is to maintain a close link between the consumer and their point of sale.
Create simple reporting for local : debrief your marketing actions at your points of sale to show them that it works. Make them want to take charge.
In the example below, La Boîte Immo centralizes social media management for all of its real estate agents. The goal is to help local establishments publish more regularly and optimize their visibility among their subscribers.
“Property valuation” publications by La Boite Immo for several of its points of sale, on Facebook, Instagram and Google
examples of “Property valuation” publications by La Boite Immo
for several of its points of sale, on Facebook, Instagram and Google
Step 2: Collaborate with your local teams
2. Step 2: Collaborate with your local teams
The second step to get your network on board is to “work with” the local. This involves collaborating to introduce them to gradually taking control of their communications. To achieve this, you can offer registration-based operations , which consist of the head office preparing communications for key commercial events such as Valentine's Day, Mother's Day or sales. These campaigns are made available to the local, which, according to its needs, selects those on which it wishes to communicate. The idea is to support your network to make it want to get involved later.
4 best practices for a successful mixed campaign
Prepare multichannel operations : offer several communication channels to adapt to consumer usage, thus maximizing the impact of your operations.
Give choice : offer several publications and let the local choose, so that they feel involved and active in their communication.
Notify and relaunch : inform the entire network of the availability of campaigns and relaunch non-participants, to increase the participation rate in the operation.
Collect feedback : communicate with the local, ask for their feedback to continue to improve and adapt the materials according to their communication needs.
Step 3: Promote the autonomy of your network
3. Step 3: Promote the autonomy of your network
The third step to encourage your network's buy-in is to decentralize your campaigns, in this case, it's about "letting the local do it". You let the point of sale speak autonomously on local topics. The local will be able to adapt its communication to its news to engage and retain its local community. The most common method is to offer self-service operations . The headquarters identifies the needs of its points of sale and then regularly offers ready-to-use and customizable campaigns.
4 best practices for decentralizing your local communication
Offer multi-channel operations and personalization : offer several operations, available on several channels, to give all local players the opportunity to communicate.
Frame targeting and edits : Suggest campaign targeting to avoid mistakes and send the right message to the right person.
Stay in validation at the beginning : ask for validation before sending to start, this will allow us to suggest areas for improvement if necessary.
Collect feedback : continue to ask for feedback on the proposed operations to best adapt them to the needs of your affiliates.
Conclusion
To conclude, 3 methods allow you to gradually give autonomy to your local teams in the management of their communication. We recommend that you mix these methods as much as possible in order to best meet your business objectives. To guarantee the success of your campaigns, we also recommend that you equip yourself with a local marketing platform like that of Digitaleo. This is a collaborative tool to simplify collaboration between the headquarters and the local. Finally, support your points of sale, listen to them, take their needs into account and train them so that they are confident. Do not hesitate to identify ambassadors so that they can share their experience and tips with all points of sale.
But that's not all, 76% of French people say they are more likely to buy from brands that use personalized marketing 2 . This reflects a need for authenticity and transparency on the part of consumers. Thus, to set up marketing campaigns adapted to the local context, you will need to collaborate with your affiliates, who hold customer knowledge. In this article, discover 3 steps to develop the adhesion of your network and how a local marketing platform can help you do this.
1. Step 1: Centralize the sending of your local campaigns
2. Step 2: Collaborate with your local teams
3. Step 3: Promote the autonomy of your network
Conclusion
Step 1: Centralize the sending of your local campaigns
1. Step 1: Centralize the sending of your local campaigns
The first step to getting your network to join is to centralize tunisia mobile phone number list your campaigns, in this case, it is about “doing for” the local area. That is to say, as a head office, you will prepare and relay all the campaigns for your members, on their behalf. Initially, this allows you to test channels and mechanisms that will serve to demonstrate the importance of local communication to the network. By collecting proof of success, you will gradually involve the local area to, ultimately, make them want to communicate. For your local marketing campaigns to be effective, adapt them to the context of each point of sale by highlighting the news that is happening in the catchment area.
3 Best Practices for Centralizing the Sending of Your Local Marketing Campaigns
Segment your customer database : the goal is to best adjust your communications to the local context and the expectations of local consumers. For example, you can group points of sale by region and adjust the content of the communication accordingly.
Personalize the content to the establishment : personalize the message to the establishment with, for example, the logo, name, address or telephone number of the premises. The objective is to maintain a close link between the consumer and their point of sale.
Create simple reporting for local : debrief your marketing actions at your points of sale to show them that it works. Make them want to take charge.
In the example below, La Boîte Immo centralizes social media management for all of its real estate agents. The goal is to help local establishments publish more regularly and optimize their visibility among their subscribers.
“Property valuation” publications by La Boite Immo for several of its points of sale, on Facebook, Instagram and Google
examples of “Property valuation” publications by La Boite Immo
for several of its points of sale, on Facebook, Instagram and Google
Step 2: Collaborate with your local teams
2. Step 2: Collaborate with your local teams
The second step to get your network on board is to “work with” the local. This involves collaborating to introduce them to gradually taking control of their communications. To achieve this, you can offer registration-based operations , which consist of the head office preparing communications for key commercial events such as Valentine's Day, Mother's Day or sales. These campaigns are made available to the local, which, according to its needs, selects those on which it wishes to communicate. The idea is to support your network to make it want to get involved later.
4 best practices for a successful mixed campaign
Prepare multichannel operations : offer several communication channels to adapt to consumer usage, thus maximizing the impact of your operations.
Give choice : offer several publications and let the local choose, so that they feel involved and active in their communication.
Notify and relaunch : inform the entire network of the availability of campaigns and relaunch non-participants, to increase the participation rate in the operation.
Collect feedback : communicate with the local, ask for their feedback to continue to improve and adapt the materials according to their communication needs.
Step 3: Promote the autonomy of your network
3. Step 3: Promote the autonomy of your network
The third step to encourage your network's buy-in is to decentralize your campaigns, in this case, it's about "letting the local do it". You let the point of sale speak autonomously on local topics. The local will be able to adapt its communication to its news to engage and retain its local community. The most common method is to offer self-service operations . The headquarters identifies the needs of its points of sale and then regularly offers ready-to-use and customizable campaigns.
4 best practices for decentralizing your local communication
Offer multi-channel operations and personalization : offer several operations, available on several channels, to give all local players the opportunity to communicate.
Frame targeting and edits : Suggest campaign targeting to avoid mistakes and send the right message to the right person.
Stay in validation at the beginning : ask for validation before sending to start, this will allow us to suggest areas for improvement if necessary.
Collect feedback : continue to ask for feedback on the proposed operations to best adapt them to the needs of your affiliates.
Conclusion
To conclude, 3 methods allow you to gradually give autonomy to your local teams in the management of their communication. We recommend that you mix these methods as much as possible in order to best meet your business objectives. To guarantee the success of your campaigns, we also recommend that you equip yourself with a local marketing platform like that of Digitaleo. This is a collaborative tool to simplify collaboration between the headquarters and the local. Finally, support your points of sale, listen to them, take their needs into account and train them so that they are confident. Do not hesitate to identify ambassadors so that they can share their experience and tips with all points of sale.