Adventures in Local Marketing – Détails, épisodes et analyse

Once your brand reaches a couple of dozen locations, the local search tactics you need to employ to grow further only get more intricate and complex.

Host Claire Carlile is joined by Elizabeth Rule from Sterling Sky, to discuss what needs to be in your gameplan when working with a growing brand. They cover what to consider when acquiring another brand, the importance of getting the right information architecture, how reviews and reputation management impact the growth process, and so much more.

You will learn:

 ✅Common challenges with growing local businesses, and strategies to resolve them
 ✅How to manage Google Business Profiles for a growing portfolio of locations
 ✅How reviews can make or break rankings and reputation
 ✅How good password management can boost efficiencies
 ✅Pitfalls to avoid when expanding to new locations
 ✅Factors to consider when expanding to new locations

Timestamps:

00:00 Intro

02:42 Strategies for Scaling Local Businesses

06:22 Acquiring and Rebranding Existing Businesses

08:55 Managing Google Business Profiles for Multi-Location Growth

13:16 Turning Negative Reviews into Opportunities

22:45 Room 404: 'Optimized for SEO'

25:16 Preparing for Growth and Management of Passwords

31:46 Pitfalls to Avoid in Expanding to New Locations

34:27 Managing Google Profiles and Service Area Businesses

37:05 Factors to Consider in Choosing a Location

44:50 Proximity to Competitors and Google's Local Filter

50:00 Resources for Local SEO and Multi-Location Businesses

About Claire (Host)

Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal's Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.

Where to find Claire:

Website

Twitter (X)

LinkedIn

About Elizabeth (Guest)

Elizabeth is an expert local SEO analyst at Sterling Sky. Over the years Elizabeth has been involved with many local businesses as they grow, both through the acquisition of other businesses and by the extension of their own offering as they build out their brick-and-mortar locations on a national scale.

As a Google Business Profile Product Expert, Elizabeth helps businesses crack the code to gain valuable visibility in local search and helps solve complex GBP issues. She is also a faculty member and speaker at the Local U SEO Conference.

Where to find Elizabeth:

Website

Twitter (X)

LinkedIn

Room 404

Find out what Elizabeth decides to put into 'Room 404', as it makes their heart race, but for all the wrong reasons!

Want more from Adventures in Local Marketing? We highly recommend checking out these episodes:

• Embracing AI with Marie Haynes
• Conversion mindset with Aaron Weiche
• Staying people first with Julian Hooks

Resources

• Sterling Sky's content and research
• Local Search Forum:
• Andy Simpson on X
• Krystal Taing on X
• BrightLocal Citation Builder - for citations at scale

About Adventures in Local Marketing

Adventures in Local Marketing' is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.

Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.

Copyright 2024 BrightLocal

Storytelling plays a crucial role in implementing memorable and effective marketing strategies that stand out from the crowd.

Host Claire Carlile, is joined by Melissa Popp, to discuss how storytelling can connect brands with their local audiences. They also cover the importance of authentic and unique content, how to get buy-in from various departments, common content creation shortcomings for SMEs, measuring ROI, and so much more. Seriously, this episode is jam-packed!

If you are a local marketer looking for an effective way to connect and engage with your audience, this is a must-listen.

You will learn:

• What is meant by the terms 'local narratives' or 'storytelling in marketing'
• Why unique and authentic content is important in today's SERP landscape, and the impact of the recent Google leak
• How 'brand' and 'storytelling' complement one another
• How to get that all-important buy-in from various departments
• What the common shortfalls in content creation are for SMEs (and even larger brands and enterprises)
• How to do storytelling at scale for multi-location businesses and how to effectively measure ROI
• Plus so much more...

Timestamps:

02:16 - Explanation of 'Local Narratives'

03:13 - Importance of unique content

03:29 - Google leak and its impact on unique content

06:15 - How brand and storytelling work hand-in-hand

07:49 - Content volume is the wrong metric

09:15 - Common content marketing shortfalls for SMEs (and larger brands)

14:27 - How tone of voice can be a challenge

15:40 - Melissa's 'Buyers Journey Process' specific to SEO

17:47 - Finding your origin story

24:07 - The role of customer stories

25:00 - Being too hung up about keywords

26:10 - 'Room 404' segment

29:00 - How to do it at scale

35:00 - Measuring ROI

36:38 - 'Recipe for Success' segment

About Claire (Host)

Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal's Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.

Where to find Claire

Website

Twitter (X)

LinkedIn

About Melissa (Guest)

Melissa is the Content Strategy Director at RicketyRoo. In this role, she oversees all content initiatives for clients and her responsibilities span from creating high-level content strategies to diving into the minutiae of content creation.

Melissa says she lives and breathes everything related to content. Writing has been her passion since she first picked up a #2 pencil, and she takes pride in making content relevant to readers and illustrating to clients how crucial this connection is for reaching potential customers.

Where to find Melissa

Website

Twitter (X)

LinkedIn

Room 404 & Recipe for Success

Find out what Melissa decides to put into 'Room 404', as it makes their heart race, but for all the wrong reasons. She also shares her 'Recipe for Success' with storytelling.

Want more from Adventures in Local Marketing? We highly recommend checking out these episodes:

• Embracing AI with Marie Haynes
• Conversion mindset with Aaron Weiche
• Staying people first with Julian Hooks

Resources

• BrightLocal's Brand Review Index
• Mastering Franchise and Multi-location SEO with Steve Wiideman
• Try BrightLocal FREE for 14 days
• Book your personalized BrightLocal demo
• Create Once, Distribute Forever by Ross Simmonds
• The Power of Local Narratives in Content Marketing by Melissa Popp
• Join Women in Tech SEO community

About Adventures in Local Marketing

Adventures in Local Marketing' is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.

Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.

Copyright 2024 BrightLocal

In this episode, Sterling Sky's Director of Innovation, Noah Learner, teaches us how to extract meaning when looking at cold, hard data, puts overpromising podcasts (who, us?!) in Room 404, and lays out his 5-point framework for local SEO testing and reporting success.

Listen to learn:

• Where Google truly pulls its GBP performance data from
• The truth about impressions in Google Search Console
• Why good reporting needs a combo of soft skills and data analysis
• How to react when datasets change
• How to get the most out of Looker Studio 
• and much more!

RESOURCES

• Follow Noah Learner on Twitter: www.twitter.com/noahlearner
• Follow Noah Learner on Bluesky: thekraken
• Noah Noah Learner on Clubhouse: thekraken
• Claire Carlile's BrightLocal Academy course on keyword research: https://academy.brightlocal.com/course/how-to-master-local-keyword-research
• Branch Tools Explorer https://branch.tools/
• Using Data as the Backbone to Driving ROI: Noah Learner (Two Octobers): https://www.youtube.com/watch?v=9J3XVWxmoRk&t=1s

In this episode, Uberall's Krystal Taing shares her obsession with multi-location SEO, slings her pet peeves into Room 404, and delivers a rousing 5-point plan for scaling enterprise local SEO success.

Listen to learn:

• How to overcome the challenge of building a local voice for each location while keeping the necessary things centralized at corporate.
• Why bulk uploading is key to scalability, even at as few as two locations.
• How to avoid cookie-cutter, one-size-fits-all local SEO by testing across locations
• And much more!

Resources

• Follow Krystal on Twitter: @krystal_taing
• Andrew Shotland and the Local SEO Guide team: https://www.localseoguide.com/
• Krystal's GBP Help Community Profile: https://support.google.com/profile/1779728

In this episode, we drill deep into the brain of Andi Jarvis, a self-confessed strategy nerd.  

Andi is the Founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in Belfast and Liverpool in the UK.  Eximo Marketing primarily works with established manufacturers who want to grow their business via direct-to-consumer. 

Listen to learn:

• The difference between strategy and tactics
• The biggest mistakes often found in a marketing strategy
• How to build a marketing strategy that aligns with your local business strategy

Follow Andi on Twitter: https://twitter.com/andijarvis

Find Andi on LinkedIn: https://www.linkedin.com/in/andijarvis/

Eximo Marketing: https://eximomarketingstrategy.com/

The Strategy Sessions Podcast: https://eximomarketingstrategy.com/podcast/

Resources: 

Good Strategy Bad Strategy: The Difference and Why it Matters: https://www.amazon.co.uk/Good-Strategy-Bad-Difference-Matters/dp/1846684811

Mark Ritson: https://www.marketingritson.com/

BrightLocal on the web:

www.brightlocal.com

www.twitter.com/brightlocal

www.facebook.com/brightlocal

www.instagram.com/brightlocal

www.youtube.com/brightlocal
 

Claire Carlile on the web:

www.clairecarlilemarketing.com

www.twitter.com/clairecarlile

Local SEOs have a love-hate relationship with link building. 

We love links, but building them is time-consuming, manual, repetitive and ultimately has a relatively low success rate compared to other SEO tactics.

Fortunately, Dani Owens is here to help. Dani has a wealth of experience building local links for a wide variety of clients and niches. In this episode, she reveals:

• The differences between link building for local SEO versus traditional SEO
• Her simple three step process to ensure campaign success
• The biggest local link building no-nos
• Low-effort link building tactics that any business can implement
• Creative link building tactics that your competitors won’t be able to replicate

About Dani Owens:

Dani is a local SEO consultant and founder of Pigzilla, a private local SEO training community. Before starting Pigzilla, Dani worked at a digital agency for five years where she gained a lot of enterprise SEO experience for brands such as STIHL, Club Car, and Ariens & Gravely. Dani is currently building a local building service, LocalPR.com, which is launching soon.

Resources:

• Join the waitlist for Dani’s local link building service at LocalPR.com
• Enrol on Dani’s free BrightLocal Academy course: How to Create Relevant and Engaging Local SEO Reports
• Watch our Local Search Clinic with Gyi Tsakalakis for more great local linking building tips

Growing an agency is hard. There are so many things to get right and so many things that can go wrong. 

Growth isn’t as simple as getting new clients on the books–and that’s not exactly simple anyway. You also need to focus on client retention, hiring and training staff, managing team workloads, creating efficient processes, and building and nurturing a winning culture–all while keeping a watchful eye on profitability.

On this episode, we chatted to Blake Denman about his first-hand experience of growing his agency, RicketyRoo. He’ll guide us through his successes and missteps as he’s scaled RicketyRoo to a team of ten.

You’ll learn:

• Why choosing a niche is key to growth
• Why agency owners need to ruthlessly prioritize their time
• How Blake uses partners and relationships to drive leads
• Why digital marketing conferences were terrible for lead generation
• When to hire and how to get it right

Resources:

• This isn’t the first time we’ve tapped into Blake’s expertise on agency growth. A couple of years ago we hosted a webinar with Blake and Nifty Marketing’s Mike Ramsey about how they scaled up their agencies.
• If your plans to scale up your agency involve landing bigger clients, then make sure you listen to our episode with Jordan Choo.
• If you want more great agency content, check out our Advance Your Agency guides which cover a range of topics such as client education and pricing services.

About Blake:

Blake Denman is President and Founder of Rickety Roo, a local SEO agency which he founded in 2009. Blake has more than 14 years of local SEO and paid search marketing experience. 

We like to think of ourselves as rational people–our decisions are based on logic and facts. But the truth is that we’re all guided by biases that influence the way we think and act.

Being aware of these biases can be extremely powerful in the hands of a marketer. After all, the very practice of marketing is to influence people’s behaviours–whether that’s encouraging someone to buy a product or simply to open an email.

In this episode, Phill Agnew, host of marketing science podcast, Nudge, explains the seven consumer psychology principles that will make your marketing more effective.

You’ll learn:

• How a simple tactic made people 82% more likely to complete a loyalty card
• How Steve Jobs used anchoring to send the crowd into a frenzy at the iPad launch event
• How KFC sold more fries by limiting the number that customers could buy
• How negative social proof caused more people to fossilized ancient wood at a national park
• How a 73-year-old marketing campaign changed the way we buy engagement rings, forever!

This episode is packed with plenty of practical examples that prove the power of consumer psychology. In fact, we’d be very surprised if you don’t come away with at least one new tactic that you’ll want to implement right away.

Resources:

• Listen and subscribe to Nudge
• Enroll in the Science of Marketing course
• Grab a copy of Robert Cialdini’s Influence

Adventures in Local Marketing is back for a second season! 

Throughout season two, we're going to be branching out to cover a broad range of topics to truly help our listeners become a better local marketer.

Amanda Jordan is our first guest of the season, and we have been lucky enough to hear her valuable insights on the local SEO issues of multi-location businesses. This is a topic we haven't had the opportunity to explore in-depth before, so it was great to sit down with Amanda and listen to her advice.

Having worked in the industry for over ten years, Amanda has a great deal of first-hand SEO experience with multi-location businesses. As you'll learn, these businesses face unique challenges with local SEO, but a powerful strategy can combat these problems.

Listen to learn: 

• How to avoid duplicate content issues with unique local landing pages
• Why citations still play an important role
• The importance of competitor research
• The challenges of managing Google Business Profile at scale
• How to educate stakeholders and get buy-in

Resources: 

• Check out Amanda’s brand new course in BrightLocal Academy—How to Perform Local SEO Audits for Multi-location Businesses