January 13, 2017
Diversify your PR strategy for multiple locations to get the best ROI
When your company is growing, it’s both exciting and challenging. With the right public relations strategy in place, you can avoid the complications that often come with expanding and make the most of your growth. Here are four fundamental ways to use PR to manage marketing for multiple locations.
1. Create social media accounts for each location.
It’s important to have a local social media presence for each business location. This boosts your company’s search engine ranking and provides your customers with a local focus. Angle your Facebook, Google Plus and other social media platforms locally for the best reach. Multiple social media accounts for different locations will help you to know your regional audience and improve your inbound marketing by placing the right content at the right time in front of the right audience. You can use one of many multiple-account management apps available, such as CoSchedule, to keep track and analyze your social media performance for all your locations.
- Manage internal communications flow between locations.
When you have multiple teams to manage, some communications challenges are inevitable. Having a system in place to control all internal communications will prevent rumors and misinformation and help information exchanges go smoothly. There are many tools to choose from for productive teamwork, like Asana, Slack and Evernote.
- Diversify your online marketing strategy.
Your brand should deliver the same message, but have a different angle for each location. This means that your content pieces go live at different times based on the best time to reach your local audiences. Also, you should monitor local pages closely for questions and comments, negative review management and potential crises emerging. Your marketing pieces should have a local angle to be newsworthy for the local media, and be sure to optimize your content properly for all locations to have a consistent branding strategy.
- Do your research for each area.
Each location has its own set of unique values. Research each locale to get the best ROI from your local PR strategy. What works for one location might not be the best strategy for another. Research what topics are trending locally, what your local audience demographics are and their social media preferences. Based on your research and strategy performance analysis, you’ll build the best marketing strategy to maximize your business performance in each particular area.
Juggling PR strategies at multiple locations is not an easy task. Numerous social media accounts, media angles, internal communications and local marketing specifics require more time from your team. Axia Public Relations strives to maximize ROI on every strategy – locally or globally. Download Axia’s guide Maximizing Your Public Relations Investment to learn how to ensure you receive the most ROI from your PR firm.
Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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