This is very common for many brands, but can be remedied with a critical first step in local marketing: the local website. Local websites serve as the hub for all local marketing tactics—both on- and offline. They are smaller variations of the national website that carry the brand's image and messages. They allow the brand and its local affiliates to be found where and when consumers are trying to find those products or services. And they function as centralized landing pages through which all local marketing tactics, such as PPC, email marketing and banner ads, can be driven. Local websites also allow your local dealers and affiliates to participate in fairly sophisticated marketing campaigns while you maintain control over your key branding elements.
Local websites can help drive top-line revenue growth and market share for your brand. They can also help you close the marketing loop to track and measure ROI at the local reseller level, providing much-needed metrics and insight to benchmark and improve local marketing performance.
After you take the test to determine your brand's current local marketing Web presence, take these steps to set up a local website:
- Determine the objectives for your local websites by understanding your local affiliates' objectives and how your customers buy;
- Establish local marketing KPIs, such as online conversions, phone calls or transactions, revenues, and ROI;
- Establish systems and processes for ensuring brand consistency and metrics reporting for local websites; and
- Support local website launches with local registration and potentially traffic-driving PPC campaigns.