June 23rd, 2015
Managing your brand is very important, and it's often something that needs to be done throughout several different locations and across multiple media platforms. Manufacturers that have dealer networks, companies with multiple franchises, and multi-location businesses are all vulnerable to losing brand recognition in the eyes of customers and potential customers if they don't ensure a unified look across everything they put out into the world.
With that in mind, it's vital to consider how to keep everything the same and also have the ability to make changes throughout the system as needed. Those changes need to be reflected in every franchise location, at each satellite office of the company, or through every dealer that uses and stocks the manufacturers' parts or goods. Agent-based companies can also benefit from this type of brand recognition, and that includes real estate firms, financial companies, and mortgage brokers.
The best way to provide all of that for a reasonable cost is through multi-site brand management software. This type of software can be used to customize versions of corporate websites and deploy local websites that carry the same kind of branding, thereby managing and controlling the brand across numerous channels. Everything from the posters in the windows to the Twitter feed will have the same branding, helping more people discover the company and recognize it, no matter how many different locations it has.
The Main Benefits
There are many benefits to using multi-site brand management software.
The ability to customize and personalize the local versions of marketing materials
Being able to personalize partner versions of websites, PDFs, banners, social media profiles and other marketing materials is a great reason to use multi-site brand management software. Marketing materials need to carry the company's logo and style but have enough uniqueness to them that they can stand out as something local. With software that handles brand management the right way, local franchises can retain their ties to the parent company while still making themselves a part of their local communities.
The parent company can even use the software to lock down anything it doesn't want changed, so the franchise or other local store can be creative and still keep all the information and style the main company wants to adhere to. Creative freedom is important, but not at the expense of losing out on customers who don't realize the store is part of a chain or larger brand. The goal of brand management software is to make sure there's uniformity, with just enough of a twist to keep things feeling local.
The ability to personalize blogs and social media posts to drive traffic to the website
Driving traffic to a website is another significant reason to use multi-site brand management software. Marketing through social media sites and blogs is very popular, and companies that don't market themselves that way may fall behind their competitors. With software that's designed for brand management, blogs and social media posts can be personalized for each local partner. That drives traffic to the individual website for the local location, as opposed to the corporate site.
While the corporate site is a great way for customers to get information about the company, the local sites are better choices for people who are looking to buy goods or services from the company. They can find the business's hours, costs, inventory and other information, and they know it will apply to them because it's local to their area. That keeps customers happy and helps potential customers find the right company to do business with.
What to Look For
When choosing software for multi-site brand management, there are specific things to look for. You want the best software for the price, but you also don't want to focus solely on the cost of what you're getting. Instead, you need software that works for you and your company, so take the time to make sure you're getting the features you really need.
Consider a Multi-Site Content Management System
Look for multi-site brand management software with a platform that has the ability to instantly add pages, change content, update optimization or conduct virtually any change to your master website. You don't want to have trouble making changes, and you also don't want those changes to take a long time. That's not cost-effective and can make it difficult to train someone to handle the changes efficiently.
With a multi-site CMS that instantly updates content across all of your websites, you can rest assured that one change in one area will be all that's needed. You don't need to notify franchise locations or local partners to make updates, and you won't need to check back to see if those updates were done properly. Instead, any update made through the main CMS will provide the changes on every website, so all locations will keep the proper branding.
Each website should be supplied with its own URL of choice, so you can also ensure each website has the maximum potential for search engine optimization. When you have the opportunity to manage everything from one CMS, you take a lot of the pressure off the local stores, and that frees them up to cater more carefully to their customers. It's a winning situation for everyone involved and something you just can't do without multi-site brand management software.
Multi-Site Options for SEO Are Important
When you have multi-site SEO opportunities, you can easily add optimized tags for important and relevant fields such as city, state, ZIP code, domain, keywords, target keywords and anything else you feel is important. It's convenient to do that with a multi-site master website via the CMS. The ease and convenience of having an option like that helps keep small businesses and big corporations moving forward.
Each site can be automatically optimized with relevant and unique content that's specific to the geographical location but also relates to the company as a whole. This allows users to optimize locally, even when a national campaign is being created. That's cost-effective on a number of levels and can help ensure that local and national campaigns blend seamlessly, so customers are kept happy and made aware of campaigns that may have a lot of value to them.
Multi-Site Blogging Makes Social Media Easier
Another excellent feature to look for when you're considering multi-site brand management software is the ability to set up blogging feeds that can be used for every location. That way, local agents, partners and franchises can put personalized content out on their channels. Doing that allows companies to publish blog posts that are more personalized, control the content that's being published, and contribute to the success of the local and national sites.
The tags on the blogs and social media posts can be customized, contact-based or location-based to help personalize the content on a local level, as well. When potential customers are looking for information about a particular product or service in their local area, they can find the company based on the optimized tags that are being used, increasing the company's customer base and market share.
Multi-Site Forms Funnel Leads the Right Way
A single form for generating leads that's published on all the local websites is another valuable asset for any company using brand management. The information collected can be routed to the business properly, so it goes to the right person and is handled in the best possible way to benefit both the company and the customer. Leads matter, and if they aren't getting to the right people and getting followed up on in a timely manner, they can be costing a company in lost revenue.
With the right multi-site brand management software, your company can reap great benefits and keep every location growing and developing. It's an excellent way to advance a company's bottom line and help it connect with current and potential customers.