Opening a new location for a brand is an exciting venture, but it also comes with the challenge of establishing a strong online presence for that location. In today’s digital age, where consumers rely heavily on online searches to find local businesses, setting up digital properties early is crucial to maximise online visibility. In this article, we will explore the reasons why it is important to set up digital properties early and provide a step-by-step guide on how to do it effectively.
Establishing a Consistent Brand Identity
Setting up digital properties early allows brands to establish a consistent brand identity across all online platforms. By creating a cohesive and unified presence, customers can easily recognise and connect with the brand, regardless of the location they are searching for. Consistency in brand identity builds trust and loyalty, and it helps customers feel confident in choosing the brand’s new location.
Taking Advantage of Local SEO
Local search engine optimisation (SEO) plays a crucial role in ensuring that a brand’s new location appears in relevant online searches. By setting up digital properties early, brands can optimise their websites and online profiles with location-specific keywords, descriptions, and content. This helps search engines understand the relevance of the new location and increases the chances of appearing in local search results.
Building Online Authority and Trust
Digital properties, such as websites and social media profiles, contribute to a brand’s online authority and trustworthiness. When a brand sets up these properties early, it allows time for them to gain credibility and establish a strong online presence. This can be achieved through regular updates, engaging content, and actively responding to customer reviews and enquiries. Building online authority and trust early on helps attract and retain customers for the new location.
Generating Anticipation and Buzz
Setting up digital properties early provides an opportunity to generate anticipation and buzz around the brand’s new location. By creating teaser campaigns, sharing sneak peeks, and engaging with the local community through social media, brands can build excitement and curiosity. This not only increases brand awareness but also attracts potential customers who are eager to experience the new location.
Leveraging Social Media Platforms
Social media platforms are powerful tools for promoting a brand’s new location. By setting up accounts early, brands can start building a following and engaging with the local community. Social media allows brands to share updates, photos, and events related to the new location, creating a sense of connection and fostering brand loyalty. Additionally, social media platforms provide opportunities for user-generated content and word-of-mouth recommendations, further enhancing online visibility.
How to Set Up Digital Properties Early
Now that we understand the importance of setting up digital properties early, let’s explore a step-by-step guide on how to do it effectively:
Step 1: Register a Domain Name
Choose a domain name that reflects the brand and the new location. Ideally, it should be easy to remember and relevant to the target audience. Register the domain name with a reputable registrar and ensure that it is linked to a reliable hosting provider.
Step 2: Build a Website
Create a website specifically for the new location. Include information about the brand, its products or services, and unique features of the new location. Optimise the website with location-specific keywords and ensure that it is mobile-friendly and user-friendly.
Step 3: Claim and Optimise Local Business Listings
Claim and optimise local business listings on popular search engines such as Google My Business, Bing Places, and Apple Maps. Provide accurate and up-to-date information about the new location, including address, phone number, business hours, and website link. Add photos and encourage customers to leave reviews.
Step 4: Create Social Media Profiles
Set up social media profiles on platforms that are popular among the target audience. Choose platforms that align with the brand’s image and objectives. Optimise the profiles with relevant keywords, descriptions, and a link to the website. Consistently post engaging content and interact with followers to build a community around the brand.
Step 5: Develop a Content Strategy
Create a content strategy that focuses on the new location. This can include blog posts, videos, and social media content that highlight the unique offerings, events, and storeys related to the new location. Regularly update the content to keep it fresh and relevant.
Step 6: Implement Local SEO Strategies
Implement local SEO strategies to improve the new location’s visibility in search engine results. This includes optimising website content with location-specific keywords, obtaining backlinks from local websites and directories, and encouraging customers to leave reviews on platforms such as Google and Yelp.
Step 7: Engage with the Local Community
Engage with the local community through online platforms. Participate in local forums, join local business associations, and collaborate with influencers or bloggers who have a strong local following. Actively respond to customer reviews and enquiries to demonstrate excellent customer service.
Conclusion
Setting up digital properties early is crucial for brands opening new locations to maximise online visibility. By establishing a consistent brand identity, leveraging local SEO, building online authority and trust, generating anticipation and buzz, and leveraging social media platforms, brands can ensure that their new location gets the attention it deserves. By following the step-by-step guide on how to set up digital properties effectively, brands can create a strong online presence that attracts and engages customers, ultimately driving the success of the new location.
FAQs
Should I set up separate digital properties for each location?
It depends on the brand and its objectives. If each location has unique offerings, target audience, or marketing strategies, it may be beneficial to set up separate digital properties. However, if the brand wants to maintain a unified online presence and consistent brand identity, it may be more effective to have a centralised digital presence with location-specific pages or content.
How long does it take for digital properties to show results?
The timeline for seeing results from digital properties can vary depending on various factors, such as the competitiveness of the market, the effectiveness of SEO strategies, and the level of engagement with the local community. Generally, it takes time to build online authority and visibility, so brands should be patient and consistent in their efforts.
Can I hire professionals to set up and manage my digital properties?
Yes, hiring professionals such as web developers, SEO specialists, and social media managers can be beneficial, especially if you lack the expertise or time to handle these tasks yourself. Professionals can ensure that your digital properties are set up effectively and managed efficiently to maximise online visibility for your new location.
How often should I update my digital properties?
It is recommended to update your digital properties regularly to keep them fresh and relevant. This includes updating website content, posting on social media, and responding to customer reviews and enquiries. Consistency and regular engagement are key to maintaining a strong online presence.
Can I set up digital properties after opening a new location?
While it is ideal to set up digital properties early, it is never too late to establish a strong online presence for a new location. Even if the location has already opened, following the step-by-step guide in this article can still help maximise online visibility and attract customers to the new location.
