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Marketing your business across multiple locations can be tricky, as you need to have an effective strategy that maintains brand consistency and complete localised research. If you have a headquarters in London and then another in Edinburgh, your marketing campaign needs to take both of these locations into account when managing how you balance your time in terms of optimising for each location and related keywords. Luckily, there’s many ways to do this effectively.
In this guide, we will explore how to market a business that operates in multiple locations, helping to get the most out of your marketing strategy. Continue reading to learn more.
Multi-Location Marketing
Optimising for Local Search
Optimising for local search means ensuring your business is highly visible to customers in your specific geographic area, so they think of you as the go to business for your products or services within that region. To achieve this, you need to align your web presence with Google’s local ranking pillars, which are typically relevance, distance and prominence. Your Google Business Profile (GBP) is crucial for this, as it makes sure your Name, Address and Phone Number (NAP) are exactly consistent across all online platforms.
Create dedicated web pages for each location too. You can then optimise these pages with the specific city or town in the title tags, meta descriptions and address schema markup. This will show Google that your business operates in multiple locations.
Geo-Targeted Advertising
Geo-targeted ads deliver marketing messages to users based on their physical location, such as countries, cities or a specific radius around a business. This helps businesses to avoid wasting budget on broad campaigns that aren’t going to get their individual stores or headquarters known by customers or Google. Instead, you can hyper-target your digital ads to the immediate vicinity of your branches, so everyone knows each exact location.
Platforms like Google Ads Manager use IP addresses, Wi-Fi and GPS to ensure your ad spend reaches consumers who are most likely to convert. This app is one of the most effective SEO tools, allowing you to get more information on how to attract customers in your local area.
Localised Social Media
If you want to get more local customers to engage with your business, creating a social media strategy around localised hashtags and community-focused content will help you with this. This will target real people in all of the areas where your company is based. Consider setting up individual social media pages or handles for each branch, so your local audience in each region can follow the account that best applies to them. This will help to build a loyal follower base that is more likely to enquire with or purchase from you.
Encourage local customers to tag your business using location tags to take advantage of user-generated content (UGC). Share these posts on your Instagram and Facebook Stories to build local trust.
Local Reviews
Trust is evaluated on a per-location basis, so having more reviews for each of your locations will give you the best chance of becoming trusted by local customers. Search engines evaluate the trustworthiness of every branch individually based on its own reviews, helping them to rank high on Google SERPs. A strong review profile helps specific locations dominate localised searches, as they’ll often appear at the top of searches or in the new AI overviews. This helps with businesses like Care Park, as customers will search for a car park in London and if they rank higher, it’s more likely they’ll be chosen by motorists.
Embedding recent local reviews on your branch-specific web pages adds fresh content that satisfies search engine quality standards. This is part of effective EEAT strategies that value content that mentions Experience, Expertise, Authoritativeness and Trustworthiness.