Local Digital Marketing, Economic Developer

Physical or online companies, local SMEs, liberal professions… do business more and more locally and digitally. What digital tools should be implemented to develop the activity of local brands? How to improve promotions, make optimal use of map resources and physical points of sale and align online presence? Data by Georges-Alexandre HaninCEO of Mobilosoft and author of local digital marketing

Local digital marketing refers to many tools. But which ones have priority?

Before looking at the tools, I think it’s important to remember that Local Digital Marketing has an important part, the word Local. This means that a point of sale (store, bank branch, therapeutic office, restaurant) is flagged on the Internet to generate traffic. The creation of one page per point of sale is therefore central. Many brands have not yet grasped this important point, as evidenced by the number of Store Locators designed in a “single page” mode.

The base consists of the creation, on the brand’s website, of a Store Locator consisting of two standard pages. The “home page” with the board’s list of outlets and local pages, one for each outlet. This page collects all its information: identity (contact details, contact, hours) promotions, news, etc. This Store Locator must be optimized for loading on smartphones and must contain accurate schema.org tagging so that Google robots can crawl accurately.

Georges-Alexandre Hanin, CEO of Mobilosoft

For customer acquisition, the main medium to manage is Google Business Profile. This tool, made available by Google, manages the point of sale pages on Google Search and Google Maps. Each month, correctly referenced outlets receive tens of thousands of impressions of their pages and thousands of conversions (routes, calls and clicks to the Store Locator’s pages).

for loyalty, we find the media of the Meta group, namely Facebook and Instagram. Proper management of these helps create a community of loyal customers.

How can a point-of-sale promotion campaign be paired with digital tools?

One of the first principles of communication is that a message must be recalled 7 times before the recipient remembers it. In Marketing it is therefore important to repeat messages as often as possible. Take a brand that opens a new store. In the ‘traditional’ world, he will advertise in the local paper, perhaps a cash register, and have a team handing out leaflets to passers-by. If he has a bit of budget he will put up an ad on the local TV/radio and on some 4×3 screens. By 2022, 84% of consumers will start their buying process with an online search. If the point of sale is not “digitized”, it will not be found. At the same time, a new point of sale needs time to create a good natural reference. He will need opinions, publish messages, etc. At the time of launch, therefore, his presence will be close to zero.

However, digital media can help it get started through local digital advertising. The merchant can easily create geolocated campaigns on Google, Facebook or even Proxistore. This gives consumers in his neighborhood an extra channel to receive promotions. In addition, this channel may be targeted (on Google) to consumers looking for a product, service or point of sale related to its activity. We should therefore see digital media as a complement to traditional media. Simultaneous pressure from both sides can make sense.

The same principle can be used when a point of sale launches promotions on certain products. It will reference it on its store pages through publications (“posts”) or digital product catalogs. These catalogs and posts can also be used as the basis for paid campaigns. Once the consumer is in the store, a good representation of the actions on the shelf reinforces the message for maximum activation.

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How do you make the most of map resources?

Georges-Alexandre Hanin, Local Digital Marketing

Google Business Profile, the new name of Google My Business, optimizes the appearance on Google Maps based on signals identified by Google to define a Quality Score. Here’s the recipe to optimize the Google business profile at its best:

  • Ensure POS data is always up to date
  • Update schedules on holidays
  • Publish new photos of the point of sale regularly
  • Collect as many opinions as possible, hoping they will be as positive as possible
  • Reply to all user reviews and questions
  • Publish a post at least twice a week
  • Create and maintain a product catalog with at least 15 featured items

At the same time, Google maintains a strong link between the local Store Locator and Facebook pages. If managed in the same way, the point of sale Quality Score will increase further.

In a local digital marketing campaign, isn’t the most important point to monitor the coordination with the marketing of the physical point of sale?

Absolutely, it is important that what is presented digitally can also be found in the point of sale.
If a brand wants to be efficient from a Local Digital Marketing point of view, it will be necessary to decentralize this activity to managers and/or franchisees. They have a better knowledge of the news and how their activity fits into the local community.

In the case of a supermarket chain, for example, if a brand of mozzarella comes to demonstrate the product on the shelves, this is an opportunity to also communicate digitally. Since not all the brand’s stores have the demonstration on the same day, adapting to each store’s calendar is essential to disseminate the information on digital media.

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