In the world of multi-site marketing, what influences your location marketing strategy? Do you do research ahead of time to see what tactics will resonate best with your target audience? Do you keep your efforts the same year after year? The more you think about and plan your localized marketing efforts, the better. This is where a response-based digital marketing strategy comes in. If you’re not already familiar, an answer-based marketing strategy is a marketing strategy that provides consumers or potential consumers with answers to frequently asked questions without them having to ask. Throughout this blog, we’ll dig deeper into why a response-based digital marketing strategy is a must for your business and how to develop it.
What is a response-based marketing strategy and why it matters
Although we have already defined a response-based marketing strategy, providing some examples can help you understand better. For example, if your multi-location business knows that many consumers are asking for vegetarian options in your restaurant brand, you can proactively indicate that your local businesses offer a variety of vegetarian options. Whether it’s through local social media, promoting images in your local listings, or featuring prominently on your local pages, there are plenty of ways for your business to share the information consumers are looking for.
So why is a response-based marketing strategy necessary? Today more than ever, consumers are looking for convenience. They want to find the information they are looking for in an instant without having to do a lot of additional research.
With a response-based marketing strategy, you’re giving customers the information they’re looking for without them even realizing it. If potential customers can find all the information they want and need about your business, it will help you differentiate yourself from your competitors.
Where to find the questions consumers ask about your business
In order to develop a strong response-based digital marketing strategy, your multi-location business must first understand what consumers want to know about your business. Your business can tap into several areas to better understand the questions consumers have specific to your business and industry. Here are a few:
Google Q&A is one of the easiest ways to analyze what consumers want to know about your business. With Google Q&A, you can find frequently asked questions and ensure answers are included in your marketing efforts. For example, do consumers ask you about your prices, whether or not you have curbside pickup, or questions about accessibility? Once you determine the questions consumers are asking, you can decide which ones deserve a proactive answer in your marketing efforts. It’s also important to note that your multi-location business must directly provide answers to questions posed in Google Q&A. If your company doesn’t answer questions, it’s allowing someone else to, leaving room for misinformation.
Social listening can help your business get a more holistic view of what’s being asked about your business. Social listening allows your multi-site business to discover conversations about or around your business. While it is necessary to keep track of these discussions at the company level, individual business sites need to understand local consumers. With social listening, your multi-site business can analyze frequently asked questions about your business or industry that go beyond Google Q&A.
The idea of having to leverage social listening across hundreds or thousands of business sites prevents many multi-site businesses from doing so. On the other hand, some companies only pay attention to conversations that directly mention their business. If you fall into one of these two categories, think of all the chatter you might miss. Finding a solution that can help you manage your listening efforts across hundreds or thousands of business locations is essential. That’s where SOCI Listening comes in. With SOCI Listening, your multi-site business can get VIP access to critical conversations happening around your business, industry trends, and questions. frequently asked. Creating a response-based marketing strategy becomes more manageable with a social listening solution.
Ratings and reviews are other great tactics for preparing a response-based digital marketing strategy. While the tactics mentioned above are used to understand what potential customers want to know about your business, ratings and reviews can provide insight into what previous customers have experienced. Leveraging your ratings and reviews to understand your business shortcomings can help you avoid future disappointment. For example, say your local nail salon has received various reviews pointing out long wait times. In this case, your business can include a CTA to book appointments on your local listings and promote social content that encourages customers to book appointments.
On the other hand, things about your business can pleasantly surprise customers, which your business can then share with your marketing efforts. A great example of this would be if your business receives several positive reviews about the indoor pool at your local gym. If this isn’t already highlighted in your marketing efforts, it’s time to reconsider.
How to Incorporate a Response-Based Strategy into Your Marketing Efforts
Once you’ve found the most frequently asked questions about your multi-site business using the tactics above, you can start incorporating the answers into your localized marketing strategy. To get started, pick the top three or five questions and figure out how to incorporate them into your marketing efforts. The key here is to get creative! Is there a fun video your business can create to answer frequently asked questions? While creativity is key, it’s also essential for your business to share this information across as many channels as possible. The more opportunities a potential customer has to find crucial information about your business, the better.
Don’t let the stress of managing your localized marketing efforts across all of your business locations keep you from dominating the competition.
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ABOUT THE AUTHOR
Darcy Bickham is a graduate of Texas A&M University and has worked in education-related fields for the past four years. Over the years, she has developed writing experience on a variety of topics, including business, local politics, transportation, and primary and higher education.