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When you’re entering a new market, it can be difficult to gauge the competitive landscape. The companies you’re competing with in one market might be completely different from the companies you’re taking on in a new market. If you want to give yourself the best chance of success, you should carry out an analysis of other businesses’ digital footprints in order to leapfrog the competition.  Conducting a Competitive Analysis for a Multi-Location Business “A competitive analysis is the analysis of your competitors and how your business compares,” writes Shopify’s  Kaleigh Moore . “By evaluating the strengths and weaknesses of your competition, you can begin to formulate how to give your company an advantage.”  Exactly what you analyze will depend on your goals, Moore continues. Competitive analysis can be very specific — focusing solely on a competitor’s website, for instance. Or it can be much broader and take into account their entire presence and marketing strategy. It do...

Social media can be an effective marketing tool for local businesses. It can play a crucial role in business growth, says digital marketing consultant  Shane Barker . Local businesses, in particular, use social platforms to grow their audiences and raise their bottom lines. That’s why so many business owners rely on social media marketing. One Clutch survey, authored by  Kristen Herhold , found that more than 70 percent of local businesses leverage some form of social media marketing. More than half post at least once per day. But randomly posting on Facebook and Twitter isn’t going to have a measurable impact on your business. Neither is running your social profiles as if they were completely separate (or even competing) platforms. An effective social media strategy is bigger than the sum of its profiles. Here’s why your social channels need to work together, and how you can make that happen. Reach Your Entire Audience … Almost No single marketing channel can reach all of you...

Most local businesses don’t have big budgets. But that doesn’t mean that their marketing efforts have to stay small. There are plenty of strategies that local businesses can use to drive customers to their stores while getting the most out of their marketing dollars.  We launched our  first list of free and cheap marketing tactics  back in 2017. Now, we’re updating that list with the most powerful and cost-effective ways to grow your local business today and beyond.  Be Active in Online Communities Being helpful was a tactic we talked about back in 2017, and it’s still relevant today. Online communities like Nextdoor are now even more popular and filled with thousands of people who could be looking for your expert advice.  Online communities that are specifically related to your industry are a great way to establish your authority, as the editorial team at  WPBeginner  notes. Some of these communities are obvious. If you run a hospitality business, Tri...

There’s a fine line franchisors must walk between keeping control of their brands and giving franchisees the freedom to grow their individual businesses. Given that the internet is intrinsically global, it’s no surprise that many franchisors tend to favor caution when it comes to their brand’s multiple online presences. But keeping everything centralized could be costing them much more.  Delivering a consistent and unified experience is important, but you don’t want to do so at the expense of losing customers. That’s why your franchise’s presences all need to be localized.   If You Speak to Everyone, You Speak to No One Connecting with local communities is the key to attracting more customers. Your web presence will be the first touchpoint many potential customers have with your brand. That makes conveying your local and community-first approach essential across all of your online collateral.   Adding local pages to your franchise’s main website is a fantastic w...