By Ben Fisher
Alright, folks—let’s talk about one of the biggest elephants in the boardroom: communication in large enterprises. When you’re working with enterprise brands, getting everyone on the same page can feel like herding cats on a caffeine high. But if you’re serious about moving the needle on local SEO, it’s not just a nice-to-have—it’s a must.
Welcome to the third installment of our Local Search at Scale series. If you’ve been following along, you already know we’ve covered the basics of tackling local SEO for large enterprises and the importance of understanding where your marketing dollars are most impactful. Today, we’re diving into why communication is often the Achilles' heel of these massive operations and how to fix it.
Step 1: Assemble Your A-Team
Before you even think about touching a Google Business Profile (GBP), you need to get all the key players in a room—virtual or otherwise. Who’s on the guest list? Here’s your rundown:
The CEO/President
The head honcho needs to be in the loop. Why? Because when things go sideways (and they will), you need someone with authority to make quick decisions and get others motivated. They’re your ace in the hole when push comes to shove.
The Brand Manager
This person is your link to the franchisees and store managers. They’re the ones who’ll motivate the people on the ground to take action—whether it’s taking photos, responding to reviews, or anything else you need. Without their buy-in, you’re toast.
The Director of Marketing
Think of them as your backup plan when the CEO is too busy. They’re the connective tissue between all the departments and can help push things through when you hit roadblocks.
The Director of Social Media
Yes, social matters in local SEO. Sometimes they’re the ones handling your GBP posts, or even listing management. Get them on your side early, or risk unnecessary turf wars.
The Director of Customer Success
These folks know what customers are saying and where the pain points are. Their insights are crucial for fine-tuning your strategy. Plus, they’re the ones who can take your findings and improve the business based on real feedback.
The Director of Sales
Sales holds the key to footfall traffic data, and you’ll need that to gauge the effectiveness of your SEO efforts. If they’re not on board, getting this data will be like pulling teeth.
The Listings Manager
This person may be part of the marketing team or outsourced, but either way, they control the data that goes into your listings. You need them to play ball, especially when it comes to managing duplicates or handling closed locations.
The Online Paid Brand Manager
These folks often see SEOs as a threat to their budget. But if you get them involved from the start, they’ll become an asset rather than an obstacle. After all, they’ve got tons of conversion and keyword data you can leverage.
The Money (Accounting)
You’ll need pre-approval for any budget you might need to dip into. If you don’t get this squared away upfront, you’ll be stuck in approval hell when you need to act fast.
The IT Person
Yes, you read that right. IT might seem like an odd inclusion, but trust me—you don’t want to get held up because of a simple email provisioning issue that could’ve been sorted out on day one.
Step 2: Get Organized Like a Pro
Enterprises are like big ships—they take forever to turn around. That’s why organization is key. From the start, you need to lay out the goals, assign roles, and make sure everyone knows what they’re doing.
Organizing your data in a way that both the CEO and the local marketing manager can easily digest is non-negotiable. Keep it simple, clear, and aligned with the company’s broader goals.
Step 3: Define Clear, Attainable Goals
It sounds basic, but you’d be surprised how many campaigns fail because no one set clear goals. Whether you’re aiming to boost foot traffic, increase inbound leads, or improve online visibility, make sure everyone knows what the target is. Then, assign tasks accordingly.
Step 4: Follow Up Like Your Job Depends on It (Because It Does)
Once the train is rolling, don’t disappear. Regular check-ins are crucial. You need to be in constant communication with both the doers (your team) and the watchers (the execs). This way, you can catch small issues before they snowball into project-killing disasters.
Conclusion
Navigating the complexities of local SEO in a large enterprise setting isn’t for the faint of heart. But with the right communication strategy, you can turn those challenges into opportunities. Get organized, set clear goals, and keep everyone in the loop. Do that, and you’ll not only elevate your local search game—you’ll also look like a hero doing it.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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