Upload
balihoo
View
218
Download
0
Embed Size (px)
Citation preview
7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
1/13
LocaLWbsts
Local Marketing.
Automated.
Driving SaleS growth
for national BranDS
PaPR NtNDD FoR:
Buyg Stg:
Investigationud:
ResponsibleforCorporateMarketingatNationalBrands
FuS: LocalWebsiteStrategy&Education(wat,ow,wy) ExerciseforDeterminingLocalMarketingPresenceR:
DecisionMaker Inf luencer
LCLWEBSIES:hEFIRSSEPINLCLWEBMRKEINGMRKEINGhELCLLEELISChLLENGEFRNINLBRNDSEXERCISE:DEERMININGBRNDPERFRMNCEhELCLLEELWRKShEE:YRBRNDSLCLPRESENCE
http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
2/13
EXECIESMMRY 1
MRKEINGhELCLLEELISChLLENGEFRNINLBRNDS 1GRWINGIMPRNCEFDIGILMEDIINLCLMRKES 2
hEShIFFRMRDIINLNLINEMRKEING 2
hELCLWEB 3
LCLWEBSIES:hEFIRSSEPINLCLWEBMRKEING 3
MINGLCLWEBSIES 4
CNCLSIN 4
EXERCISE:DEERMININGBRNDPERFRMNCEhELCLLEEL 5
WRKShEE:DEERMINEYRBRNDSSERChRELESE 9
BBLIh 11
Driving SaleS growthfor national BranDS
7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
3/13
11111DRIINGSLESGRWhFRNINLBRNDS
xutv SummRyThe Internet and its mobility have undamentally changed marketing. Over the past decade, websites
have become the hub or all marketing activities, i.e. the centralized landing pages through which all
tactical programs both online and ofine can be driven, tracked and measured. Mobile phones will
soon overtake PCs as the most common Web access device worldwide. And within the last two years, local
marketing has emerged as the next big rontier in eective demand generation.
For national brands, having a local presence online is now imperative to ensure that the consumer can nd
their resellers at the local level. Local websites do this they are the rst step required or national brands
to build a local market presence. They ensure search engines direct customers to the right place at the right
time; they make sure local reseller messages are consistent with national campaigns; and they guarantee
customers arent routed to the competition.
This paper explains how national brands can use local marketing automation to create and implement local
websites, and in turn:
Drive top-line growth and market share
Leverage the growing importance and strength o local markets
Maintain control o their national brand urther down the sales cycle
Increase ROI o marketing expenditures
mRktg t th v S hg FR t BRdS
For the majority o national brands who sell through local outlets, local marketing is a highly under-served
marketing channel. Brand marketers spend millions o dollars nationally both online and ofine to build
brand awareness, interest, consideration and preerence o the consumer, with consistent messaging that
builds across multiple touch points in the cycle.
However, when it comes to marketing at the local level, where nal preerence and purchases actually occur,national brands oten lose control o the brand message and the eectiveness o their marketing dollars.
The reasons national brands struggle with local marketing are varied, but they all into 3 categories:
Reliance on fliaes an Parners National brands typically have to rely on aliates or channel partnersto execute brand marketing at the local level. This is problematic because whenever responsibility isplaced on separate entities to nish-out marketing programs, it has a negative impact on programadoption, quality and eectiveness. Local-level partners are oten either business owners who are time-constrained and not ocused on marketing or a reseller who also sells competing brands. I a nationalbrands programs are not extremely easy to implement, they oten get completely ignored by partners.
oplicae soizaion an manaeen - Local marketing requires customization o messaging and
graphics across a growing number o mediums at a highly localized level oten across hundreds ocities with multiple outlets in each one. Without technology, its simply not cost-eective or a nationalbrand to modiy and manage all o these elements at a local level.
difcl measrin R - National brands typically have to rely on sell-through or order data rom aliatesand partners to gauge the impact o local marketing eorts, and this data is typically unreliable anddated. Without good visibility into the ROI and eectiveness o local programs, its dicult to justiyspending.
http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
4/13
2DRIINGSLESGRWhFRNINLBRNDS
The disconnect between national and local
marketing is particularly interesting when
one considers that local marketing is the last
mile o marketing i.e. communication a
potential customer receives when they are
at their closest point to making an actual
purchase decision making it highly relevantwhen it comes to converting consumers
with purchase intent into buyers o a brands
products. There is no doubt that by nding
a way to close this gap, brand marketers can
signicantly improve leads and sales at the
local level and increase the brands top-line
revenue.
gRwg mPRt F
dgt md mRktSWithin the last two years, local marketing hasemerged as the next big rontiers in eective
demand generation. As partial proo, Google
recently announced that over 2.8 billion
searches a month have a local intent.
th ShFt FRm tRdt t mRktg
When it comes to what works at the local
level, the importance o online vs. traditional
marketing is shiting. Digital media is
growing exponentially and is expected torepresent 23.6% o advertising spending
by 2015. And with that growth, the way
consumers are buying is changing. From
2010 to 2011, the number o sources used
by consumers in making buying decisions
increased rom 5.27 to 10.4. (see Figure 1)
Consumers are embracing the many sources
o inormation and including them in their
investigation process. (see Figure 2) And
increasingly, theyre accessing them while
on the go. Gartner predicts that by 2013,
mobile phones will overtake PCs as the most
common web access device worldwide.
(Gartner, 2010)
2010 2011 2010 2011
5.27
10.4
9%
17%
AVERAGE SOURCES USED
AVERAGE USAGE
SRCE:GGLE/ShPPERSCIENCES,ZERMMENFRhMCRSDYINDSRYSDIES,.S.,PRIL2011
aVRaGsoURcsUsD
VoLUtoNoF MDa
FIGRE2
FIGRE1
http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
5/13
33333DRIINGSLESGRWhFRNINLBRNDS
th wB
All o these new digital outlets or
marketing and accessing inormation
make up The Local Web, an integrated
growing ecosystem o online media
channels that collectively drive online
local marketing. (see Figure 3)
National brands must claim and at least
minimally participate in the majority o
the Local Webs integrated channels or risk
being invisible in local searches.
So how does a national brand begin to
take advantage o the Local Web? The rst
step is by creating and implementing local
websites or their local resellers. Local
websites are at the heart o the Local Web.
wBStS:th FRSt StP wB mRktgLocal websites serve as the centerpiece,
or hub, or all local marketing tactics
both online and ofine. They are smaller
variations o a national brands corporate
website, carrying through the brands
image and messages. They allow the
national brand and its local resellers to
be ound at the local search level. Local
websites unction as centralized landing
pages through which all o the local
marketing tactics can be driven, tracked
and measured. While there are other Local
Web elements that are important to take
advantage o sooner rather than later, its
necessary or local websites to be in place rst.
ocal ebsies can ae liple ors. here are ree eaples:
Co-branded aliate sites with each o the brands agents, distributors, dealers, etc., which allow allpartner/aliate locations to show up individually in location searches and maps
City sites ocused on the corporate brand, which enable all o the brand locations or that city to be listedin a single spot, and or the nationally branded site to be ound in organic search listings or the city
Promotional sites which enable a brands new oers or products to be ound in organic searches in eachrelevant city
LOCALREVIEWS
LOCALSEARCH
LOCATIONBASED
SOCIAL
MEDIA
MOBILE
LCLWEBSIES
DAILYDEALS
tHLocaLWb
FIGRE3
Reqes te ocal web:te incpin o Sccessl ocal
marein wiepaper a:
Balihoo.com/local-marketing-resources
WHITE
PAPER
Balioos iepaper te ocal web: te incpin o Sccesslocal marein eplains e eleens o e ocal web an
proies a i-leel ie o e ipac eac eleen can ae
on iproin local arein.
http://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://balihoo.com/local-marketing-resourceshttp://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
6/13
4DRIINGSLESGRWhFRNINLBRNDS
A brand might choose to implement one type o local website or all o them simultaneously in order to
ensure their products and resellers are always ound in local searches.
For eaple, a anacrer o ili ses i sell e ses ro 1,000 resellers inclin naional oe iproeen
sores, local o-an-pop arare sores, an local reoelin conracors in 300 ieren ciies. to ensre eir procs are
alas on a e local are leel, e i se p:
1,000 co-branded reseller/aliate sites that link to each and every resellers website 300 dierent city sites that list all their partners in a given city
300 promotional sites (one per city) per quarter to promote their most important oerings
All these local website variations will ensure the manuacturers brand and resellers are always ound at the
local level by customers who are looking to buy a utility shed, regardless o whether or not a reseller has a
good web presence or might be promoting a competitors similar product at the time.
For national brands, relying on resellers to help implement such a large number o local websites would not
be easible, but its possible to scale to this level using local marketing automation.
utmtg wBStSMarketing automation makes implementing a large number o nationally branded local websites easy.
First, brands build and oer local website templates to their aliates and resellers, providing them with
as many, or as ew, customization options as they choose, and a brand message appropriate or each
regions local presence. Then, using automation, its possible to launch hundreds or even thousands o sites
simultaneously. When its time to make campaign updates, with the same eort it would take to update one
site, hundreds o sites can be updated simultaneously.
oaion o local ebsies enables naional brans o:
drie op-line ro an aresare by ensuring that a brands products, services and dealers can be oundlocally and inuencing the customer experience closer to the point o purchase.
ncrease R o arein epenires. Automated local websites oer a simple way or resellers to engagein marketing with a national brand they can even be implemented without any direct eort by thereseller. This helps increase reseller participation in marketing programs, resulting in more leads beingdriven to the reseller.
mainain conrol o eir brans iae an essaeurther down the sales cycle while driving leads to localresellers.
more efcienl anae reseller arein proras.Automation enables brand updates and promotions to bequickly and easily disseminated across all websites, to all markets, at once.
trac an easre R a e local reseller leel. Local websites provide outstanding, measurable perormanceas a landing page or digital marketing eorts, such as pay-per-click (PPC), email marketing and banneradvertising.
uSWithout eective local marketing strategies that take advantage o the Local Web (i.e. the integrated
growing ecosystem on online media channels), national brands risk losing visibility and sales at the local
level. Local websites are a strategic way or national brands to combat this problem. They are the hub o the
Local Web and the rst step in building a local-market presence. And with local marketing automation, they
can be implemented eciently and cost-eectively.
http://www.balihoo.com/http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
7/13
55555DRIINGSLESGRWhFRNINLBRNDS
xRS: dtRmg BRd PRFRm t th vAny brand can get a gut check on how well their marketing is perorming at the national and local levels
through an easy exercise. The objective o the exercise is to determine the percentage o real estate your
brand and product categories own or strongly inuence on Page One o search engine results pages (SERPs)
in brand name searches and in searches with local intent. The higher the percentage, the better your brand
is perorming. We will start with an example and then provide you with a worksheet or your own brand
calculation.
aple: ho o ec yor ocal marein visibili
In this example, well use a Converse brand, Chuck Taylors, as the brand, and basketball shoes as the
product category were measuring. Google will be the search engine. The search will be perormed on a
laptop. The city we will be searching in is Boise, Idaho.
We will run the three searches listed below and determine the results.
1. Brand Name Search (Chuck Taylors)
2. Brand Name + City Search (Chuck Taylors, Boise)
3. Product Category + City Search (Basketball Shoes, Boise)
For eac searc, e ill eerine e resls or Pai pporniies, ocal isins (e.. goole Places) an ranic Searc b
conin e nber o ies e bran sos p in e resls or eac o ose areas an iiin b e oal nber o resls
rerne or eac area.
The results or our Chuck Taylors example is shown on the ollowing pages.
http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
8/13
6DRIINGSLESGRWhFRNINLBRNDS
bRaND NaM saRcH (XaMPL)
huk tyRS
xRS: dtRmg BRd PRFRm t th v
saRcH RsULts:
Searc Resls toal yor Bran ns or nences yor Bran Resls
Paid Opportunities 5 5 100%
Local Listings 0 0 0%
Organic Listing 11 11 100%
Total Search Real Estate 16 16 100%
http://www.balihoo.com/http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
9/13
77777DRIINGSLESGRWhFRNINLBRNDS
bRaND NaM saRcH + ctY saRcH (XaMPL)
huk tyRS + BS
xRS: dtRmg BRd PRFRm t th v
saRcH RsULts:
Searc Resls toal yor Bran ns or nences yor Bran Resls
Paid Opportunities 1 1 100%
Local Listings 0 0 0%
Organic Listing 10 1 10%
Total Search Real Estate 11 2 18%
http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
10/13
8Driving SaleS growth for national BranDS
The results of our example show that Chuck Taylors performed well in the broad search for the brand name,
garnering 100% of the paid and organic listings. However, searches at the city level for both the brand name
and product category were dismal at only 18% and 0%, respectively. Its also worth noting that the local
results returned in all three examples were 0% each time. Ideally, instead of no listings, the top retailers who
sell Chuck Taylors would show up in Google Places listings.
These results are fairly typical for national brands. But by shifting a relatively low level of resources and
budget to local marketing, brands will see a dramatic, positive shift in their local marketing results. And
by implementing a local marketing automation solution to ensure local partners are found and actively
marketing the brand, channel organizations will quickly see measurable increases in channel program ROI.
PRODUCT CATEGORY + CITY SEARCH (EXAMPLE)BASKETBALL SHOES + BOISE
EXERCISE: DETERMINING BRAND PERFORMANCE AT THE LOCAL LEVEL
Search Results Total Your Brand Owns or Infuences Your Brand Results
Paid Opportunities 2 0 0%
Local Listings 0 0 0%
Organic Listing 10 0 0%
Total Search Real Estate 12 0 0%
SEARCH RESULTS:
http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
11/13
99999DRIINGSLESGRWhFRNINLBRNDS
wRkSht: dtRm yuR BRdS SRh R SttUse this worksheet to gauge the local marketing visibility o your own brand.
t: yo a an o rn e resls liple ies or ieren bran naes, proc caeories, are seens an ciies in
ic o pla. For eaple, in e c talors eercise, e eercise col also be rn or c talor, onerse c talor,
onerse, Jac Prcell an onerse hooies.
nsrcionsFor each search outlined below, run the search and tally the results in the corresponding spreadsheet beore
moving on to the next search. Follow these three steps or each:
1. For oln , con p all o e resls a so p or eac o e Pai, ocal an ranic searc areas, rearless o i erelae o or bran or no, and enter them in the appropriate row. Add the numbers in Rows 1, 2 and 3. Enterthe total in Column A, Row 4.
2. For oln B, con p e resls a relae solel o or bran iin eac o e searc areas (i.e. Paid, Local andOrganic). These can be your national brands paid ads or search results, ads paid or by your partners, locallistings or your partners, and/or directory listings (such as Yellow Pages) or web pages or you or yourpartners, as long as they clearly relate to your brand. Enter the results or your brand in the appropriaterow under Column B. Add the numbers in Rows 1, 2 and 3. Enter the total in Column B, Row 4.
3. For eac ro iin oln , divide the number in Column B by the number in Column A. The results in Rows1, 2 and 3 are the percentages o real estate your brand owns or each respective search area Paid, Localand Organic search. The results in Column C, Row 4 are your brands total results, or real estate, or PageOne o that particular search. The higher the percentage, the better.
um um B um
Searc Resls toal yor Bran ns or nences yor Bran Resls
Rw 1 Paid Opportunities 2 1 1 2 = .5 or 50%
Rw 2 Local Listings +4 +0 0 4 = 0 or 0%
Rw 3 Organic Listing +10 +1 1 10 = .1 or 10%
Rw 4 Total Search Real Estate 16 2 2 16= .125 or 12.5%
NstRUctoN saMPL StP 2 StP 3StP 1
http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
12/13
10DRIINGSLESGRWhFRNINLBRNDS
um um B um
Searc Resls toal yor Bran ns or nence yor Bran Resls
Rw 1 Paid Opportunities
Rw 2 Local Listings
Rw 3 Organic Listing
Rw 4 Total Search Real Estate
bRaND NaM saRcHyuR BRd
um um B um
Searc Resls toal yor Bran ns or nence yor Bran Resls
Rw 1 Paid Opportunities
Rw 2 Local Listings
Rw 3 Organic Listing
Rw 4 Total Search Real Estate
um um B um
Searc Resls toal yor Bran ns or nence yor Bran Resls
Rw 1 Paid Opportunities
Rw 2 Local Listings
Rw 3 Organic Listing
Rw 4 Total Search Real Estate
bRaND NaM saRcH + ctY saRcH
yuR BRd + y ty whh yuR BRd S Sd
PRoDUct catGoRY + ctY saRcHyuR BRdS PRdut tg Ry + y ty whh yuR BRd S Sd
http://www.balihoo.com/7/31/2019 Local Websites: Driving Sales Growth for National Brands - White Paper
13/13
1111111111DRIINGSLESGRWhFRNINLBRNDS
But BhBalihoo is the premier provider o local marketing automation technology and services to national brands with
local marketing needs.
Balihoo enables enterprise-class marketing at the local level and gives national brands ull visibility into all
local marketing activities and results.
Providing a combination o web-based sotware and services, Balihoo enables national brands to dramaticallyreduce marketing expenses and immediately increase local sales revenue. For local aliates, Balihoo takes
the complexity out o local marketingmaking it easy to quickly implement an expert, integrated marketing
strategy that is consistent with the national brand.
Let Balihoo help your brand assess its online local marketing eectiveness.
866-466-9914
Balihoo.com
@Balihoo
Local Marketing. Automated.
2011 Balihoo, Inc.
All rights reserved.
http://www.balihoo.com/http://twitter.com/#!/balihoohttp://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://twitter.com/#!/balihoohttp://www.balihoo.com/http://www.balihoo.com/