Invest in Paid Local Social & Drive Franchise Success

BY JENNIFER STEVENSON COMPANY BIO

About Uberall, Inc.

Uberall helps the world’s largest and most innovative brick and mortar businesses stay relevant and profitable by driving online discovery, in store visits, and repeat purchases via its local digital marketing platform, Uberall CoreX

Uberall, founded in 2013 and headquartered in Berlin, Germany, has more than 400 employees and services over 1,850 multi-location businesses across 170 countries.

In today's market, maximizing every ad dollar is more critical than ever. But where should you invest your ad dollars to get the most bang for your buck? If you’re trying to drive real business results, localized paid social media should be part of your strategy.

Defining Your Paid Social Media Goals

Before you begin localizing your paid advertising, you need to have clear objectives in mind for each market, to identify whether your latest efforts are having an impact.

First, consider your high-level goals for the campaign:

• Awareness: Increase the number of local people who know about your business, or a new service or product offering.

• Consideration: Increase traffic to your website or Facebook location page.

• Conversion: Get more appointment bookings, foot traffic, or sales for a particular location.

Next, consider specific objectives. Whether you are looking to drive awareness or conversions, pull baseline metrics before you launch your new localized campaign. Pull data from a similar time period to avoid seasonal peaks. Potential objectives for success include:

• Store Visits: This ad objective allows you to focus on increasing traffic to your physical store locations. You’ll be able to add local information for each of your stores, use a store locator map card and CTA buttons like “Get Directions,” and deliver ads to people within a set distance of each store.

• Page Post Engagement: If you are looking to drive awareness of a new service line or product, page post engagement can be one indicator. Engagement is measured by likes, shares, comments, saves, clicks on the post relative to the overall number of fans on your page.

• Clicks to Website: With this ad objective, you can direct customers to a website for an event, promotion, or to explore more information and hopefully convert. Clicks-to-website ads typically include a call-to-action like: book now, contact us, order online, sign up, etc.

• Online Orders or Appointment Bookings: This ad objective is easier to measure than foot traffic as it focuses on the actual act of clicking to book an appointment or order online.

• Page Fans: If a campaign boosts the number of overall page fans you know you’ve gained mindshare with new potential customers. However, keep an eye on post engagement as your fan base grows.

• App Installs: If you have a new loyalty app or online ordering app this can be a great way to drive awareness.

• Offers and Claims: This ad objective allows you to present offers and discounts with your customers on Facebook to encourage people to shop on your website, at your physical store, or both.

Scaling Local Paid Social Media Successfully

Multi-location marketers have to either automate the process of creating local ads at scale or work with local leadership to effectively scale local paid social media.

Take our franchise retailer, Pinch A Penny Pool Patio and Spa, as an example. They’re very savvy about their seasonal promotions on social media—both paid and organic. They promote things like pool heaters in the winter to extend the swimming season, and pool storm preparedness in the late summer and early fall months in locations on the gulf coast.

Options for scaling your localized paid media campaigns can include:

• Centralized Approach (Good): Leverage a solution like Uberall that enables your corporate marketing team to localize Facebook ad content at scale using dynamic fields for things like [city] and [neighborhood name].

• Hybrid Approach (Better): Give local store operators some controls, but put guardrails in place to ensure their ads stay on brand. This can include a library of approved ads that local store operators can run locally, for example.

• Decentralized Approach (Best): Let local store operators manage their own local advertising campaigns. This approach might still include corporate-approved content, and might even include a dedicated budget for local store operators, but puts more controls in the hands of local leadership.

Uberall can enable any of these three approaches, but we highly recommend a hybrid or tag-team approach for more local authenticity. This way, you can create effective, truly local paid social media campaigns. n