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Willie Viverette Group

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Edward Ovchinnikov
Edward Ovchinnikov

Is It Time To Consider Local Marketing Automation Software

Local marketing automation allows businesses to localize their brand strategies and refine messaging for those specific audiences. This approach enables brands to focus their messaging on specific micro-segments, emphasizing the uniqueness of particular cities, for example.

Is it time to consider local marketing automation software

Local marketing gives businesses a way to speak to diverse local audiences while creating a single, cohesive brand. Creating advertising campaigns with localized messaging has become critical for the success of brand strategies. For example, a marketing campaign that was originally created for a market in rural Ohio would not translate well to an audience based in the metropolis of NYC.

Traditionally, local marketing has targeted brand messaging to neighborhoods and other localized areas. Physical marketing strategies were generally built to increase exposure within a target radius.

With local marketing automation platforms, marketing managers can create targeted messaging, improving relatability for regional consumers. Automated workflows give users access to better data for defining core messaging and relaying it to potential clients at little cost.

Local marketing automation provides businesses with a framework for best practices when defining goals and strategies for their advertising campaigns. This automation allows marketing managers and sales professionals to streamline processes and expend less effort when pursuing new markets.

Modern local marketing automation supports campaign growth with tools and software that help leaders ensure clarity and consistency in their product advertisements. This assistance provides more practical considerations for outreach and growth assessment.

Local marketing automation allows brand managers to find new channels for marketing and advertising. This expansion is essential for increasing revenue and finding new growth markets.

Most local marketing automation platforms allow users to deliver centralized messaging by coordinating across different agencies and markets. Businesses can build better consumer relationships by effectively defining and communicating their values and goals.

Large brands operating across multiple markets require consistent voice and look in their marketing. Local marketing automation allows brands to gain insight into the local market so that their larger brand can work for these specialized markets.

Modern businesses that lack oversight of how their marketing campaigns are received cannot develop and improve over time. Marketing managers who want to compete in their fields should consider how local marketing automation can help them improve operational efficiency by fine-tuning their marketing strategies.

All these factors combine to make a powerful case for the use of social media in local marketing automation efforts. Not only are audiences craving products and services they can discover through their phones, but they also want to engage with content that speaks directly to them.

Social media efforts can even be supported by old-school marketing tactics, like direct mail campaigns. Companies who use this strategy have seen boosts from targeted, local marketing initiatives. Read all about it here.

With local marketing automation platforms, businesses have access to better control mechanisms to build improved marketing capabilities and reach more clients. This access means they can coordinate across different regional branches and build better networking solutions for all stakeholders.

Most businesses consider marketing automation a middle-of-the-funnel tool, ideal for nurturing leads through automated email sequences. And while email marketing is a great use for marketing automation, this approach can lead to a disjointed experience for prospects and customers as they move from marketing, to sales, to customer service.

However, automated marketing strategies should be deployed across the customer lifecycle. When marketing automation is thoughtfully integrated, it creates a fertile ground for healthy, long-term relationships with your customers. When done well, marketing automation delivers three main benefits to your business:

At its best, marketing automation is a combination of software, strategy, and customer-centricity. It allows you to nurture prospects with highly personalized, useful content that helps convert prospects to delighted customers, and customers to loyal advocates.

To get the most out of marketing automation, businesses should weave automation throughout their business to break down silos and unite teams with processes that save time. Combined with the human touch, marketing automation can create a flywheel that keeps your business growing.

Start by focusing on the customer journey, rather than on the needs of your business. Identify potential touchpoints that could benefit from marketing automation and build processes that ease the customer from touchpoint to touchpoint.

A great marketing automation strategy gets your teams in sync by prioritizing tasks and making hand-offs a breeze. Contact records can be owned by the marketing team until the lead is warm and ready to be contacted by sales, at which point automation assigns and notifies the sales rep. When the customer purchases, customer success is notified, and can see all the past conversations and actions taken by the customer on their way to the sale. Not only is the process seamless and efficient, but it also builds a long-term relationship between the customer and the business.

Marketing automation is software that handles routine marketing tasks without the need for human action. Common marketing automation workflows include email marketing, behavioral targeting, lead prioritization, and personalized advertising. By automating these tasks, teams can work better together, provide more personalized, relevant content to prospects and customers, and save time.

These are all good signs that marketing automation could work for your business. The key here is understanding that marketing automation does not do marketing for you, but can help scale your successful efforts.

Today's consumers expect a lot from a brand's marketing. McKinsey research calls today's climate the "on-demand" era and states that customers expect brand interactions to be fast, novel, easy and customized. As a brand manager, your challenge is to deliver on these expectations with real-time, relevant marketing.

The need to deliver large amounts of highly personalized, useful content has given rise to marketing automation. This category of technology allows companies of all types to "automate" superior customer experiences. Marketing automation is a broad term, encompassing many different features and vendors (a quick search on Capterra provides pages of options). Local marketing automation is specifically meant to help large brands balance the needs of brand management teams with their local franchisees, dealers, or representatives.

How is local marketing automation different from "regular" marketing automation software? What features do distributed brands need to drive value with this software? To shed some light on a confusing subject, we've collected the top questions brand managers ask about local marketing automation into one easy-to-read article.

Local marketing automation (LMA) is best understood as Gartner describes it: "local marketing enablement software." While it does automate parts of your local marketing workflows and processes, it's really a tool that helps align local marketers with their national brand management teams. LMA platforms need to help brands complete key activities for local marketing, including:

LMA offers more than simply automation. A robust Local Marketing Automation tool should also encompass digital asset management (DAM) and product information management (PIM) capabilities, in order to help local marketers execute campaigns.

The term "marketing automation" is applied to software tools, generally cloud-based applications that help companies do personalized digital marketing at scale. These "engines" help brands deliver personalized content via conditional logic and use prospect behavior to "trigger" event-based emails. MA tools also support the sales process by gathering data on a prospect's digital behavior, like website visits and email engagement.

Marketing automation tools like these are generally designed for "digital-first" companies: B2B sellers and other businesses that may only do online marketing. Marketing automation allows these businesses to be efficient, and "do" more digital marketing with less effort.

There's a significant difference between LMA and these "regular" marketing automation tools. LMA is designed to help local marketers execute all kinds of local advertising, which may include print ads, in-store signage and digital campaigns. It's often used to give local marketers the ability to do branding properly, while marketing automation software is about results-focused, digital marketing campaigns. The users of local marketing automation software are unique as well. Typically, marketers use traditional marketing automation to create and test unique and totally new marketing campaigns on behalf of the whole company. Whereas with LMA, local marketers use the software to run marketing programs for themselves (their locations) that are largely defined for them by the brand.

In general, local marketing automation is a term used to apply to one, very specific kind of cloud-based software application. This system is used to provide brand-approved templates to local marketers, in addition to many other capabilities such as reporting analytics, customized workflows, and digital asset management.

LMA tools are exclusively designed for the unique marketing challenges of multi-location brands. Most commonly, this means distributed brands with local representatives, franchisees, or dealerships across the nation or world. However, LMA may also drive value for some wholly-owned corporations with multiple locations, like Starbucks. The "typical" candidate for LMA has global branding requirements that are applied across 50 or more geographical locations, such as unique storefronts or dealerships.


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