How multi-location businesses develop a marketing strategy

In this discussion, we will explore the key considerations that multi-location businesses should consider when developing a marketing strategy, including understanding the local market, using targeted marketing techniques, leveraging technology, weighing the customer journey, and measuring and analyzing results.

By considering these factors, businesses can create a marketing strategy that effectively promotes and sells their products or services across multiple locations.

Critical steps for a multi-location business to develop their marketing strategies

Developing a marketing strategy for a multi-location business can be a complex and challenging task. With multiple locations to consider, it is essential for companies to carefully plan their marketing efforts to ensure they are reaching the right customers in the right places. Here are some critical steps that multi-location companies can take when developing a marketing strategy, along with some relevant statistics: 

1. Understand the local market

Each location of a multi-location business may have its unique customer base and competition. Therefore, companies need to understand the local market and how it differs from other sites. This can involve conducting market research to gather data on customer demographics, preferences, and purchasing habits. According to a survey by the National Retail Federation, nearly 60% of small businesses conduct market research before launching a new product or service. 

2. Use targeted marketing 

Multi-location businesses should use targeted marketing techniques such as email marketing, social media advertising, and local SEO to reach customers in each location effectively. For example, a business with locations in multiple cities could use targeted social media ads to get customers in each city.  According to a study by the Content Marketing Institute, targeted emails have a higher conversion rate than untargeted emails, with a conversion rate of 50% compared to 6%. 

3. Leverage technology 

Technology can be used to streamline marketing efforts and improve efficiency. For example, a multi-location business could use a central marketing platform to manage campaigns across all locations. This could include tools for creating and scheduling social media posts, analysing website traffic, and tracking the success of marketing campaigns. 

According to a survey by Social Media Examiner, over 70% of small businesses use social media as a marketing tool.

4. Consider the customer journey

The customer journey, or the process a customer goes through when interacting with a business, is an essential consideration for any marketing strategy. Multi-location companies should ensure consistent marketing efforts across all locations to provide a seamless customer experience. This could involve using the same branding and messaging across all areas and making it easy for customers to find information about products and services. A survey by the American Marketing Association found that companies with a strong customer journey strategy have a 36% higher customer retention rate.

5. Measure and analyze results

Multi-location businesses need to track the success of their marketing efforts and adjust as needed. This can involve using tools to measure website traffic, conversions, and other vital metrics. By regularly measuring and analysing the results of marketing campaigns, businesses can identify which strategies are working well and which may need to be adjusted. 

According to a survey by HubSpot, businesses that track their return on investment (ROI) for marketing efforts are more likely to see an increase in their marketing budget.

Overall, developing a marketing strategy for a multi-location business requires careful planning and consideration of the unique characteristics of each local market. By understanding the needs and preferences of customers, using targeted marketing techniques, leveraging technology, and measuring and analysing results, businesses can effectively promote and sell their products or services across multiple locations.

In conclusion, developing a marketing strategy for a multi-location business involves several key considerations. Companies can effectively promote and sell their products across multiple locations by understanding the local market, using targeted marketing techniques, leveraging technology, considering the customer journey, and measuring and analyzing results. These steps are supported by various statistics that show the importance of market research, targeted marketing, social media, customer journey strategy, and tracking ROI. By following these best practices, multi-location businesses can create a marketing strategy that is effective, efficient, and tailored to the needs of their customers.