Local Social Search Marketing

Archive for the ‘Brand Management’ Category

Most retailers, franchisors and manufacturers recognize how vital search and social media are to their business. Few, however, have adapted to the ever-changing landscape of search and social media in the local marketplace.

3 Challenges face the Brand Evangelist when it comes to Social Media and SEO:

1. Local retail stores and franchise businesses do not have the resources (time and money) to successfully develop a social media program, let alone integrating that in to search engine optimization efforts.
2. Retail store managers, franchisees and local business owners that do find the resources often start from ground zero, often taking many months of trial and error to figure out what will help connect local search and social media audiences.
3. The ever-changing search and social media platforms make it difficult for even the well-funded and well-staffed marketing departments of parent corporations to effectively manage their brand. Localization of these efforts is often left open for interpretation, leading to brand dilution, sometimes confusion, and occasionally even detriment to the overall brand strategy of the retail or franchise business.

How Can a Brand Manager Effectively Promote Brand To, and Through, Local Audiences?

Through proactive strategic planning, program development and most importantly, a long-term management regiment. Social Media and Search Engine Optimization require diligence and continual time and maintenance in order to successfully serve the immediate and long-term goals of the local business and parent corporation.

Brand Management Tip:

Consider Social Media programs specifically designed to manage corporate to local communications in social media platforms. Structured SMO (social media optimization) and SEO (search engine optimization) programs can save you many months of time, trial and error (and money!) and produce measurable results quicker.