How to Market National Brands with Local Media

As a national brand with locations around the country, you want to get your message out everywhere your products are sold.

However, for brands that only have one or two locations in each state, it can be tricky to determine where to best allocate your marketing dollars. Spend them on the wrong tactics, and you risk putting ads in front of consumers who aren’t near enough to your locations to convert.

So, how do you ensure your national brand marketing gets in front of the right sets of eyes?

Here’s how Ansira leverages media to target local consumers.

Paid search is an excellent way to get your brand in front of local consumers who are 1, in your area, and 2, searching specifically for products and services that you offer — in other words, they target individuals with high purchase intent.

Paid search ads — also known as pay-per-click or PPC ads — appear when a user enters a keyword that your brand is successfully bidding on. These ads are marked with a “Sponsored” tag and are displayed at the top or bottom of the search engine results pages (SERPs). Every time a user clicks on your ad, you will be charged a cost-per-click (CPC) rate.

The beauty of paid search ads is that they’re fast-acting and highly measurable.

At Ansira, we help national brands market to local consumers by using search ads to prioritize their store locations, then rolling up to the region or state level. We’re also able to focus these campaigns specifically on store traffic and in-store sales.

See how we helped Duck Donuts achieve a 375% increase in store visits with targeted Google ads.

Like paid search, paid social also enables national brands to gear their ads toward users within specific locations. Though the ad types you can launch vary based on the social media platform you use, the most common are:

• Image ads: These ads feature a single image and limited body copy.
• Carousel ads: Carousels are made up of several images positioned side by side that users can rotate through.
• Video ads: Instead of using images, these ads leverage video to promote a brand.

At Ansira, we help national brands connect with consumers across Facebook, LinkedIn, X, TikTok, Instagram, and more. Once the ads are live, our experts will track your campaign’s performance to determine what’s working and where changes need to be made to drive the best outcomes.

Video is another great way to get your brand in front of local consumers. This media tactic is highly engaging and often preferred by users — in fact, 91.8% of consumers worldwide watch videos every week.

In addition to capturing consumers’ attention, video marketing is also excellent for boosting brand awareness, building trust, and driving sales.

There are many video formats brands can leverage to draw in local consumers based on your business goals, such as:

• Educational videos
• Tutorials/instructional videos
• Product reviews
• Customer testimonials
• Live video
• Demos

When you invest in video marketing services with Ansira, we can promote your brand across a wide range of channels, such as CTV, TikTok, YouTube, and Disney+, and ensure these ads reach the right audiences with location targeting.

Learn how we helped an international shoe brand maximize impressions by creating a video awareness media campaign.

Want to catch consumers off their screens? Traditional media is your ticket to broadcasting your brand in the real world. These marketing tactics give a regional feel without targeting an entire state or country, ensuring you home in on consumers positioned near your locations.

There are lots of opportunities to do traditional advertising near your locations, such as:

• Billboards
• Radio
• Newspaper
• Local sponsorships
• Podcasts
• Events

With these tactics, you can get your name in front of customers on their daily commute, enjoying their morning coffee, or attending their kids’ little league game.

When you leverage traditional marketing with Ansira, numerous partner locations within the same city metro can use shared funds to promote your brand to ensure the most comprehensive and cost-efficient outcome.

Local influencer marketing is a highly impactful but often overlooked tactic that’s particularly useful for national brands looking to build a local presence. Local influencers are digital content creators with an online following between 1,000 and 10,000 followers. These influencers are relevant to a specific region, meaning they have a highly segmented audience.

Local influencers are an affordable form of marketing that’s great for gaining social proof and building brand trust. Because many local influencers focus on a specific niche — for example, fitness, travel, beauty, or parenting — it’s important to partner with one that aligns with your industry.

At Ansira, we’ve partnered with many local influencers to help brands gain more traction for their local partners across industries ranging from insurance to franchises to consumer-packaged goods.

Location-based marketing tactics use consumers’ geographical data to serve them relevant content — literally reaching them in the right place at the right time. This strategy is ideal for driving foot traffic to your locations and boosting sales.

There are four main types of location-based marketing your local partners can leverage:

• Geotargeting: This is the process of sending consumers ads that align with their location and interests by gathering IP addresses from their mobile devices.
• Geofencing: Geofencing uses GPS technology to create virtual borders around your locations and serves consumers text messages when they enter that vicinity.
• Geo-conquesting: Instead of creating a geofence around one of your stores, geo-conquesting establishes the boundary around competitors’ locations and serves consumers ads to visit your location instead.
• Beaconing: Beaconing collects location data using Wi-Fi or Bluetooth technology. When someone steps within range of the beacons, the server connects and transmits content to their mobile device.

Ansira is highly experienced in helping brands draw consumers to their local stores with location-based marketing technologies. Our experts can determine the best strategy to drive the most foot traffic to your locations.

Business listings management, also known as location data management, is a crucial practice for any national brand with local affiliates. It’s the process of ensuring every partner’s online business listing contains accurate, up-to-date information across all publishers where they’re listed.

Managing local business listings helps increase visibility and sales while preventing disgruntled customers due to incorrect business information.

When practicing business listings management, it’s important to fill out as many fields as possible in as much detail as possible, ensure information is consistent across all publishers, and make updates regularly as hours and locations change.

Business listings management can be a lot of work — especially for brands with hundreds of locations. Luckily, you can turn over the responsibility to the experts at Ansira to ensure all your local listings are taken care of.

Your local partners are responsible for representing your brand. To ensure customers have a positive view of your business, it’s vital to practice reputation management. This means maintaining a favorable image and counteracting negativity by responding to reviews, posting on social media, and creating a PR strategy.

Some of the many places your partners should be managing their reputations include:

• Google My Business
• Social media
• Paid media channels
• Local directories and review sites
• Owned channels
• Third-party coverage

When your partners represent your brand in a positive light, you increase consumer trust, maintain loyalty, and attract new customers.

Instead of relying on your partners to manage your reputation, let the experts at Ansira do the heavy lifting with reputation management services. Manage your digital presence at scale across your entire partner network to ensure you always put your best foot forward.

Local marketing for national brands doesn’t have to be complicated. Work with the experts at Ansira to synchronize your partner ecosystem and fuel distributed growth at scale.

Get in touch to learn more.