flipping
Cover

5-STEP

GUIDE FOR

LOCAL ONLINE MARKETING

AN INTERACTIVE MANUAL FOR NATIONAL
BRANDS TO HELP THEIR SMALL BUSINESS
PARTNERS SUCCEED IN NEW MEDIA

Local affiliates struggle with digital

LOCAL AFFILIATES ARE STILL
STRUGGLING WITH DIGITAL AND
SOCIAL, BUT THEY KNOW THEY NEED IT.

One of the major takeaways from Brandmuscle’s State of Local
Marketing Report
was a resounding call from local affiliates for more
assistance with digital marketing and social media. With varied use and
satisfaction ratings across the 11 online tactics we studied, only one
thing was clear: local affiliates understand that the media landscape
is changing and they’re looking to their national brand partners for help
adjusting to the times.

of shoppers have gone
into a store as a result of
an online experience.1

of local mobile searches
resulted in purchases
offline.2

of consumers doing local
Google searches go to a
store within 24 hours.

of shoppers have gone
into a store as a result of
an online experience.1

of local mobile searches
resulted in purchases
offline.2

of consumers doing local
Google searches go to a
store within 24 hours.

1Wanderful Media, Dec. 2012 | 2 Neustar Localeze, Apr.
2014 | 3 Google, May 2014

WHY ARE LOCAL
AFFILIATES STRUGGLING

IT TAKES TIME

In addition to the resources needed to execute digital and social
campaigns, local affiliates said they don’t have the time to
explore and experiment with these channels on their own.

We paid a publisher a bunch of money in 2014 to
create and manage social media for us. It was a
total waste of money and a waste of my time.”
My own personal website was not
effective. It was incredibly time
consuming.”
We did pay per click with a vendor and I paid for
one of the largest packages but 90% of the leads
were current clients.”

Local affiliates want a better understanding of which online
tactics are most effective and how to execute campaigns
properly within the channels.

I’d like more education about using
LinkedIn and Twitter.”
Social media is not working for us.
We don’t have a plan or anyone with
expertise to carry it out effectively.”

Specifically, paid search and online display advertising is perceived as
being too expensive by many local affiliates. This cost is compounded
when campaigns aren’t set up correctly and focused strategically.

Social media advertising is a big plus for
us but cannot be submitted for co-op.”
I spent several thousand dollars on this
and got next to nothing out of it.”
Facebook and Twitter haven’t worked for us.
Unless you pay to promote your site, no one
really sees it.”

Local affiliates are asking for content they can use on websites
and social media as well as in email campaigns.

We would like to see an email marketing
option within our marketing tool.”
We'd like corporate to help us figure out ROI, especially online.”
We need better digital assets or easier access
to the assets the brand is using nationally.”

Many local affiliates have had a bad experience with digital and
social media that has left them wary of online marketing tactics.
Understanding how to use each (i.e., PPC for acquisition and social media
for awareness) could help level set expectations.

We don’t feel we have had great success with
Social Media. It is hard to gauge ROI without a call
to action.”
We'd like corporate to help us figure out ROI, especially online.”
I refuse to do marketing on the Internet now. Once
a prospect is online, it’s too easy to lose them to
our corporate website.”
IT TAKES
TIME

In addition to the resources needed to execute digital and social
campaigns, local affiliates said they don’t have the time to
explore and experiment with these channels on their own.

We paid a publisher a bunch of money in 2014 to
create and manage social media for us. It was a
total waste of money and a waste of my time.”
My own personal website was not
effective. It was incredibly time
consuming.”
We did pay per click with a vendor and I paid for
one of the largest packages but 90% of the leads
were current clients.”

Local affiliates want a better understanding of which online
tactics are most effective and how to execute campaigns
properly within the channels.

I’d like more education about using
LinkedIn and Twitter.”
Social media is not working for us.
We don’t have a plan or anyone with
expertise to carry it out effectively.”

Specifically, paid search and online display advertising is perceived as
being too expensive by many local affiliates. This cost is compounded
when campaigns aren’t set up correctly and focused strategically.

Social media advertising is a big plus for
us but cannot be submitted for co-op.”
I spent several thousand dollars on this
and got next to nothing out of it.”
Facebook and Twitter haven’t worked for us.
Unless you pay to promote your site, no one
really sees it.”

Local affiliates are asking for content they can use on websites
and social media as well as in email campaigns.

We would like to see an email marketing
option within our marketing tool.”
We need more readily available content to
share on social channels.”
We need better digital assets or easier access
to the assets the brand is using nationally.”

Many local affiliates have had a bad experience with digital and
social media that has left them wary of online marketing tactics.
Understanding how to use each (i.e., PPC for acquisition and social media
for awareness) could help level set expectations.

We don’t feel we have had great success with
Social Media. It is hard to gauge ROI without a call
to action.”
We'd like corporate to help us figure out ROI, especially online.”
I refuse to do marketing on the Internet now. Once
a prospect is online, it’s too easy to lose them to
our corporate website.”
How can national brands help?
HOW
CAN NATIONAL BRANDS
HELP LOCAL AFFILIATES?

There are pockets of success in local online marketing but much more opportunity for brand marketers and local affiliates alike. To navigate corporate digital strategies while giving local affiliates the support and resources needed to succeed with digital and social branding, we suggest the following five actions:

HOW

CAN NATIONAL BRANDS
HELP LOCAL AFFILIATES?

There are pockets of success in local online marketing but much more opportunity for brand marketers and local affiliates alike. To navigate corporate digital strategies while giving local affiliates the support and resources needed to succeed with digital and social branding, we suggest the following five actions:

1) Educate
GO TO:

EDUCATE LOCAL AFFILIATES ABOUT
ONLINE MARKETING OPPORTUNITIES

Host educational webinars about proven digital trends and
suggest DIY digital/social tactics affiliates can execute on their own

Share case studies of other local affiliates who have executed
successful online campaigns

Warn against untrustworthy digital vendors who prey on local
affiliates’ digital experience — offer recommendations or a list
of vendors you trust


ADDITIONAL RESOURCES

ADDITIONAL RESOURCES
2) Support
GO TO:

DESIGNATE PERSONALIZED SUPPORT FROM
DIGITAL/SOCIAL AND BRAND EXPERTS

Offer support and training on the most important digital/
social marketing techniques to help local affiliates overcome
hesitations and hurdles associated with online marketing execution

Open lines of communication with local affiliates so that they
can review digital and social plans with experts who can help
them avoid misleading vendors and Black Hat practices


ADDITIONAL RESOURCES

ADDITIONAL RESOURCES
3) Automate
GO TO:

OFFER AUTOMATED OPT-IN PROGRAMS
THAT ARE ELIGIBLE FOR CO-OP FUNDS

Create turnkey programs for tactics like online directories,
microsites and Facebook

Carve out paid search programs local affiliates can opt-into
that complement national campaigns

Provide easy explanations, cost-share programs and sign-ups
for digital/social programs that are focused on meeting local
affiliate goals (awareness, acquisition, retention, etc.)

ADDITIONAL RESOURCES

ADDITIONAL RESOURCES
4) Content
GO TO:

PROVIDE TIMELY BRANDED CONTENT
SPECIFIC FOR DIGITAL AND SOCIAL

Ensure new branded campaigns are made available in the digital
sizes that match the channels local affiliates use

Give local affiliates flexibility to include their own messaging and
branding within the content

Provide a variety of content -- especially for social media -- that
goes beyond acquisition messaging and allows local affiliates to
build local relationships on behalf of your brand

Measure which content is being used most often by local affiliates
and adjust content creation to provide more content like this

ADDITIONAL RESOURCES

ADDITIONAL RESOURCES
5) Prioritize
GO TO:

IDENTIFY THE MOST EFFECTIVE ONLINE
CHANNELS FOR LOCAL AFFILIATES TO USE

Measure local programs to understand which digital and social
tactics work best in a particular industry at the local level then
let affiliates know

Offer co-op funds for the digital and social channels that
will be most effective and make sure that they are working
together -- online tactics are interdependent

Communicate frequently with corporate online marketers
to ensure programs complement national campaigns rather
than competing with them

ADDITIONAL RESOURCES

ADDITIONAL RESOURCES
Who is Brandmuscle?

ABOUT BRANDMUSCLE

ABOUT BRANDMUSCLE