According to an Accenture report, 65% of consumers get frustrated due to inconsistent brand experience across multiple channels.
This piece suggests brands to create indexable pages for each branch along with Google My Business Listings and Facebook pages. While providing personalised user experiences, marketers should also maintain consistency in primary brand elements like logo, colour scheme, font and voice of the message across all locations.
Brands should encourage customers to give reviews, and create local hashtags for them to use. This user-generated content will help brands build credibility, better engagement, while also forming a positive perception about the brand.
Marketers should build authoritative backlinks to the company’s branch pages and create email templates for each of their branches. The author says that is important for brands to have control over the brand language and style as email still remains the most effective channel for nurturing leads.
[6 minute read]