The world of multi-location marketing is rewarding, but fraught with challenges.
From marketing fog to inconsistent branding, marketing teams have a lot of challenges to overcome. Not only do these issues cause frustration and confusion, they can ultimately lead to poor results: less traffic, fewer leads, and less revenue than the targets.
When lacking visibility into performance or spending countless hours chasing fragmented information, the outcome is often below par.
In this article, the next in our series about multi-location marketing pain points, we’ll explore the causes of these suboptimal outcomes and highlight solutions that can pave the way for better results.
Problems faced in multi-location marketing
Lack of real-time data
In today’s fast-paced digital landscape, real-time insights are crucial. However, multi-location marketing managers often grapple with accessing up-to-date performance metrics across various locations. It’s not enough to wait for the monthly or quarterly report to understand performance. This lack of timely data can lead to decisions based on outdated or even incorrect information, steering strategies in the wrong direction.
Inefficient communication channels
When managing multiple locations, communication becomes paramount. Managing dozens if not hundreds of locations, collaborating with several different vendors, juggling a few different communication platforms…it takes a delicate balance to pull it off successfully. The result, in many cases? Crucial information getting lost in translation or, worse, being entirely overlooked.
Inconsistent marketing strategies
Every location is unique, and it might be tempting to let each adopt its own marketing approach. However, without a unified strategy, the brand’s message can get muddled, leading to confusion for the target audience and a diluted brand identity.
Misallocation of resources
With so many balls in the air, resource allocation can go awry. Without a clear line of sight into what’s working and what’s not, resources may end up being funnelled into less impactful activities, leading to wasted budgets and missed opportunities.
Difficulty in benchmarking and setting standards
For a brand with multiple locations, setting a consistent performance standard becomes a challenging task. Without these benchmarks, performance can vary wildly, leaving some locations lagging and potential untapped.
Solutions to address these pain points
Centralized reporting dashboards
One word: centralization. By aggregating data from all locations into one unified dashboard, managers can get a bird’s-eye view of performance metrics. Tools like Google’s Looker Studio or Tableau can provide these insights, offering a clearer path to informed decisions. At seoplus+, we provide all clients with a fully customized reporting dashboard that provides 24/7 access to insights.
Streamlined communication tools
Consistency is key. Standardizing communication tools across locations ensures that everyone is on the same page. Platforms like Slack or Microsoft Teams can be invaluable in fostering seamless communication.
Unified marketing strategy
While every location has its nuances, the core brand message should remain consistent. Regular strategy meetings and training sessions can ensure that every location is aligned in its approach, offering a consistent brand experience for customers.
Resource allocation based on data
It’s simple: invest in what works. By regularly reviewing performance data and adjusting resource distribution accordingly, businesses can maximize their ROI and ensure that every dollar is well spent.
Setting clear benchmarks and standards
Standardized performance expectations can drive consistent results. Regular performance reviews and adjustable benchmarks can ensure that every location is meeting, if not exceeding, its potential.
Conclusion
Navigating the challenges of multi-location marketing is no easy feat. However, with the right strategies in place, the hurdles can be overcome. By addressing the pain points highlighted and adopting the proposed solutions, multi-location businesses can set themselves up for success, ensuring that poor results become a thing of the past.
At seoplus+, we’re obsessed with driving measurable, impactful results for multi-location clients. Check out some of the great results we have generated for clients like Mobile Klinik and Orkin Canada.
Get in touch with our team if you’d like to chat about driving better results for your multi-location or franchise business.
