We’ve all heard the words ‘go local’ being touted for years as a way to shop - but how about as a way to advertise?
With social media platforms continuing to evolve, and new technology readily available for multi-location brands, local advertising isn’t just for mom and pop shops anymore. Big brands finally have tools enabling them to target very specific groups of people, starting with Facebook pages:
As a multi-location brand, you likely have a spotless corporate Facebook page with thousands of followers and a portfolio of amazing, relevant content. Your locations (through no fault of their own) may have a page that’s not quite as shiny, or even on-brand. You and your team may not even have access to, or even be aware of, all of the local Pages out there. In this scenario, a lot of brands may be tempted to publish a campaign from their corporate-controlled Facebook Page, targeting an audience in each of their location’s cities or DMAs.
Why? Well for one, it’s clean and easy. As the brand, you have control over what creative elements are used and access to all the advertising data. You’re able to see which markets are more responsive and make quick decisions to react to results.
While this seems to make sense, since you are footing the bill, it is really important to drill into those location pages and reap the benefits of getting buy-in from those on the ground at the local level, increasing their engagement and ultimately working together to drive revenue.
So we convinced you to set up local Facebook pages, or maybe you already have them… either way, it’s time to talk assets.
2. Hyper-Local Targeting
A brand that thinks local and allows its marketing efforts to follow suit, will be more relevant to its audience. Targeting hyper-local is more than viewing each location as a geo-targeting set. The benefits for brands targeting hyper-locally include building out a strategy that truly takes advantage of each location’s surrounding audience and working with the location to build up core custom audiences that can be used in tandem with their ads.
3. Dynamic Copy
Localized copy can be used to address key selling points specific to that area and location, while still maintaining brand-level messaging. Running an ad with dynamic copy allows you to give a shout out to the city or even the neighborhood that you’re advertising to. Your audience will recognize your brand and instead of navigating a corporate site to find their nearest store, they’ll be directed with one click to the location’s page. Win-win.
4. Brand Assets
Unlocking branded media and audience assets for locations are huge. You’ll be investing in the locations by giving them the tools that they need in their advertising arsenal to mobilize their marketing efforts through their own Facebook page, while still maintaining brand creative control. Most locations don’t have the resources to create best-in-class assets. You can give that to them with the comfort of knowing your brand is now protected at the local level. Brands that value this type of mutual control will be giving their locations a leg up from other competitors with access to brand assets and national audiences. As a brand, you’ll begin to start harnessing the power of local partners backed by your brand.
Brands need to develop a strategy that’s flexible and inclusive - one where corporate leads the way while locations still have input. All of these need to be put in action efficiently to ensure returns-on- advertising can be realized. Local control takes everything we’ve been talking about up to this point and gives the location a way to give their feedback, ensuring the campaign strategy you’ve put together up until this point is relevant and comprehensive.
6. Added Budget Power
You’ve done the work to get local assets, and you’ve built a smart and dynamic campaign that puts relevant branded ads in the hands of the location and their audiences. Now you’re benefiting from the local awareness generated, and the location is benefitting from traffic. The campaign is working - well! This is the time to give the location a way to see their results and an avenue to add more budget to drive those great metrics.
What do we mean by ad type? Well, whether your goal is to get people to notice your brand, engage with your location, or act on what they’re seeing - there’s an ad for that!
For a multi-location brand, there may not really be a one-size-fits-all Facebook ad that is relevant to achieving all your individual locations goals. Since the ad objective is crucial to the success of the campaign, aligning the objective of the ad with the specific location is important for success on Facebook. Just as the messaging should be tailored, the campaign objective should align with the business goal and other marketing initiatives of that specific location. Brands can help locations narrow down on objectives that will drive meaningful business results.
8. Location-Specific Testing
When we are talking about the above assets, we’re not just talking about one image or one set of copy - we’re talking about a group of assets. You are probably familiar with a traditional A/B test, but setting up ads from the local Facebook page will allow you to harness the power of Facebook to optimize each set of assets to that specific location. When a campaign is optimized for the location, you’ll find that one asset (the image or copy) may perform very well in one location, where a different asset wins in another.
9. Apply Learnings
So, what can you do with this information? You’ll be able to consider the overall macro metrics for a strategy, as well as each location-specific test to develop a multi-location view and then use insights from one location to influence another.
10. The Feedback Loop
You bet I saved the best for last! All of the points above require a lot of communication with locations - from understanding their goals and finding alignment with the brand to asking locations to participate in the selection of campaign assets. In order to get the buy-in from those leading the charge at the local level, your local partners need visibility into the ad and the results that are being generated. The feedback loop you’ll build in all the points above helps to grow buy-in as well as gives your locations a proactive way to participate in your marketing.
Tiger Pistol solves the core challenges that brands face, executing multi-location campaigns by providing a platform that was purpose-built to deliver global-to-local, best practice Facebook and Instagram campaigns. For a single campaign or thousands, Tiger Pistol allows our clients and their end-users to launch social advertising in a time-efficient, cost-effective, and brand safe manner.
Ready to simplify your social advertising and enable local activation at global scale? Contact Tiger Pistol today!
Laura Sebo, an Operations Manager at Tiger Pistol, has been creating Facebook ads for businesses for five years. Her education in economics and previous work as a copywriter drives her focus on ad optimization as well as end outcomes. When not in the office you can find her exploring state parks and mountain biking.
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