3 tips to optimize your local digital communication
Posted: Sat Dec 28, 2024 6:39 am
Local communication is an essential element for your reputation and visibility. It allows you to target an audience in a specific catchment area with a personalized message. Remember that 76% of French people say they are more likely to buy from brands that use personalized marketing 1 . Especially since communication adapted to your local context allows you to engage your community and create a local bond. This subject is all the more difficult when you manage several points of sale. In this article, discover 3 tips to optimize your local digital communication.
1. Optimize your Google Business Profile listings
2. Be present on local social networks
3. Carry out direct marketing campaigns
Conclusion
Optimize your Google Business Profile listings
1. Optimize your Google Business Profile listings
To start, be present on Google Business Profile and create a sri lanka mobile phone number list profile for each of your points of sale. Indeed, when a consumer has a need and performs a search on Google, they will type in keywords and make a choice among the first results. If your point of sale appears on a search for Marseille, while you are based in Nantes, you will not reach a target that can go to the store. It is therefore essential to be present locally, but also to position yourself on the right keywords to benefit from better SEO.
Optimize your information
Complete the basic information on each of your Google listings . This will help improve your local SEO, and thus increase your chances of appearing in the first search results.
The basic information is as follows:
The name of the establishment,
The address,
The phone number,
The main category,
Usual hours.
Secondary information:
Main and secondary category : indicate your main and secondary activities as precisely as possible.
Hours: Specify your opening and closing times, and remember to update them. Don't forget to indicate your exceptional openings such as sales and public holidays.
Photos : complete your profile with photos of your storefront, your premises and the services or products that you sell.
Website URL : Put a direct link to your website to improve traffic and maximize your conversions. Be careful that the information on your profile and your website are the same so as not to mislead your interlocutor.
Your services and features : highlight the services you offer such as delivery or click & collect.
All of this information will help you optimize the SEO of your files. Remember to update them regularly and to do so for each of them in order to benefit from the best possible visibility.
Create Google Posts
To complete your local visibility strategy , regularly publish Google Posts. As on social networks , talk about your news by pushing events such as sales, Black Friday or even private sales. You can also talk about your products and your new products, attach photos, call to action and text of 100 to 300 words. Google highlights the files that use its features so do not hesitate to communicate and re-communicate.
Manage your customer reviews
To optimize your listings, conduct good management of your customer reviews. They are players in your e-reputation and indirectly in your local digital communication. To benefit from good referencing and therefore good visibility, you must treat them correctly according to certain rules:
Respond to all reviews , whether positive or negative,
Please respond within 72 hours to avoid spreading a bad image,
Use a diplomatic tone and attitude , always with polite phrases,
Always thank the person you are speaking to for their opinion,
Collect feedback from your satisfied customers regularly .
Don't forget that you will be able to relay these customer opinions during your various communications and personalize your campaigns to the local context!
As you will have understood, Google Business Profile is a real tool for your local digital communication, the features are numerous so do not hesitate to use them. Especially since Google is the first contact with your target, it is then imperative that the information it consults is impeccable.
Be present on local social networks
2. Be present on local social networks
When we talk about local digital communication, we are obviously talking about social networks. This is an essential lever for your local visibility, in fact, 74% of consumers refer to social media before making a purchase 2 .
A local presence on each social network
Start by creating pages for each of your establishments, but don't neglect your head office account on which you will post national communications. The advantage of having 1 page for each of your points of sale is to be able to conduct personalized communication locally. On these pages, you will be able to share the news that corresponds to the geographical area of the point of sale. In this way, you increase the engagement of your communities. It is obvious that a store in Marseille is not going to communicate on the Lille flea market. You will then conduct personalized and relevant communication according to your catchment area.
To simplify the management of all your pages, you can equip yourself with a solution like that of Digitaleo. This is a local marketing platform that allows you to centralize all your pages in the same place. Thus, the headquarters team can monitor all of its affiliates' pages, without missing any information. You can also offer your points of sale customizable publication templates to save them time in publishing posts while controlling your brand image.
Sponsored advertising to go further
To go further on social networks, you can also carry out paid advertising campaigns with Facebook Ads , Instagram Ads or Linkedin Ads , depending on your targets and objectives. This feature allows you to reach a specific target, but above all to approach new prospects. You segment your targeting so that your advertising is seen by Internet users who are interested in your business. Thus, you maximize your chances of conversion. The whole point of these paid campaigns is to carry out geolocalized targeting, that is to say that you can configure them to reach Internet users near your point of sale.
Carry out direct marketing campaigns
3. Carry out direct marketing campaigns
For complete digital communication, do not neglect direct marketing , particularly with SMS and emailing. The objective: build customer loyalty at each of your points of sale with personalized campaigns.
Here are some examples of campaigns that you can implement:
Thank you after a visit to the store
Promotional offers
Event in your stores
Meeting anniversary
To simplify the management of your direct marketing campaigns , equip yourself with a platform like Digitaleo. You can centralize your campaigns on a single tool, but above all share models with all your points of sale, which they can then customize. In this way, you encourage them to communicate and therefore to be visible locally.
In any case, SMS and email are essential media to keep the link with your customers and engage them. Be creative and surprising in your communication to keep the flame alive between you.
1. Optimize your Google Business Profile listings
2. Be present on local social networks
3. Carry out direct marketing campaigns
Conclusion
Optimize your Google Business Profile listings
1. Optimize your Google Business Profile listings
To start, be present on Google Business Profile and create a sri lanka mobile phone number list profile for each of your points of sale. Indeed, when a consumer has a need and performs a search on Google, they will type in keywords and make a choice among the first results. If your point of sale appears on a search for Marseille, while you are based in Nantes, you will not reach a target that can go to the store. It is therefore essential to be present locally, but also to position yourself on the right keywords to benefit from better SEO.
Optimize your information
Complete the basic information on each of your Google listings . This will help improve your local SEO, and thus increase your chances of appearing in the first search results.
The basic information is as follows:
The name of the establishment,
The address,
The phone number,
The main category,
Usual hours.
Secondary information:
Main and secondary category : indicate your main and secondary activities as precisely as possible.
Hours: Specify your opening and closing times, and remember to update them. Don't forget to indicate your exceptional openings such as sales and public holidays.
Photos : complete your profile with photos of your storefront, your premises and the services or products that you sell.
Website URL : Put a direct link to your website to improve traffic and maximize your conversions. Be careful that the information on your profile and your website are the same so as not to mislead your interlocutor.
Your services and features : highlight the services you offer such as delivery or click & collect.
All of this information will help you optimize the SEO of your files. Remember to update them regularly and to do so for each of them in order to benefit from the best possible visibility.
Create Google Posts
To complete your local visibility strategy , regularly publish Google Posts. As on social networks , talk about your news by pushing events such as sales, Black Friday or even private sales. You can also talk about your products and your new products, attach photos, call to action and text of 100 to 300 words. Google highlights the files that use its features so do not hesitate to communicate and re-communicate.
Manage your customer reviews
To optimize your listings, conduct good management of your customer reviews. They are players in your e-reputation and indirectly in your local digital communication. To benefit from good referencing and therefore good visibility, you must treat them correctly according to certain rules:
Respond to all reviews , whether positive or negative,
Please respond within 72 hours to avoid spreading a bad image,
Use a diplomatic tone and attitude , always with polite phrases,
Always thank the person you are speaking to for their opinion,
Collect feedback from your satisfied customers regularly .
Don't forget that you will be able to relay these customer opinions during your various communications and personalize your campaigns to the local context!
As you will have understood, Google Business Profile is a real tool for your local digital communication, the features are numerous so do not hesitate to use them. Especially since Google is the first contact with your target, it is then imperative that the information it consults is impeccable.
Be present on local social networks
2. Be present on local social networks
When we talk about local digital communication, we are obviously talking about social networks. This is an essential lever for your local visibility, in fact, 74% of consumers refer to social media before making a purchase 2 .
A local presence on each social network
Start by creating pages for each of your establishments, but don't neglect your head office account on which you will post national communications. The advantage of having 1 page for each of your points of sale is to be able to conduct personalized communication locally. On these pages, you will be able to share the news that corresponds to the geographical area of the point of sale. In this way, you increase the engagement of your communities. It is obvious that a store in Marseille is not going to communicate on the Lille flea market. You will then conduct personalized and relevant communication according to your catchment area.
To simplify the management of all your pages, you can equip yourself with a solution like that of Digitaleo. This is a local marketing platform that allows you to centralize all your pages in the same place. Thus, the headquarters team can monitor all of its affiliates' pages, without missing any information. You can also offer your points of sale customizable publication templates to save them time in publishing posts while controlling your brand image.
Sponsored advertising to go further
To go further on social networks, you can also carry out paid advertising campaigns with Facebook Ads , Instagram Ads or Linkedin Ads , depending on your targets and objectives. This feature allows you to reach a specific target, but above all to approach new prospects. You segment your targeting so that your advertising is seen by Internet users who are interested in your business. Thus, you maximize your chances of conversion. The whole point of these paid campaigns is to carry out geolocalized targeting, that is to say that you can configure them to reach Internet users near your point of sale.
Carry out direct marketing campaigns
3. Carry out direct marketing campaigns
For complete digital communication, do not neglect direct marketing , particularly with SMS and emailing. The objective: build customer loyalty at each of your points of sale with personalized campaigns.
Here are some examples of campaigns that you can implement:
Thank you after a visit to the store
Promotional offers
Event in your stores
Meeting anniversary
To simplify the management of your direct marketing campaigns , equip yourself with a platform like Digitaleo. You can centralize your campaigns on a single tool, but above all share models with all your points of sale, which they can then customize. In this way, you encourage them to communicate and therefore to be visible locally.
In any case, SMS and email are essential media to keep the link with your customers and engage them. Be creative and surprising in your communication to keep the flame alive between you.