AI in Local Marketing: Delivering Scale, Brand Consistency, and ROI
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Liberty Tax Transforms Local Marketing Strategy for Growth and Local Success
For over five years, Liberty Tax has utilized SOCi to improve data consistency in managing online listings, leading to improved Google rankings and benefits for local franchisees.
AI In Action
For multi-location businesses, multiply that same set of tasks by hundreds, or even thousands, of locations. Now, it’s gone from a routine task to a daunting chore, especially when you factor in maintaining brand consistency across all these pages managed by different individuals.
The Best Usages for AI in Marketing
Integrating AI Into Your Local Marketing
By leveraging SOCi’s Local Pages and Listings tools, the retailer streamlined cross-team collaboration and ensured accurate, engaging store pages with direct links from Google Business Profiles. This approach personalized local store experiences at scale, driving more in-store traffic.
SOCi helped DICK’S Sporting Goods improve organic visibility for high-ticket items and seasonal campaigns, leading to a 74% increase in discovery search rankings, 97% of stores appearing in Google’s 3-Pack, and a 16% increase in website visits.
DICK’S Sporting Goods Dominates Local SEO Through Localized Store Pages
74%
97%
16%
AI In Action
Rankings Increase in Discovery Searches
of Locations Included in the Google 3-Pack
Increase in Website Traffic
AI Agents for Multi-Location Marketing:
If AI has changed the marketing game,
AI agents are the new MVP.
You can think of AI agents as an extension of your workforce. You can assign them tasks to carry out, then have them report back to you on their results and findings.
Automatically update and optimize local listings to boost search visibility
Quickly respond to reviews and identify customer sentiment trends
Create and distribute content that’s on-brand and designed to resonate with a specific audience
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An AI agent, or agentic AI, is an AI-powered software system that can perform tasks autonomously.
AI agents can help local marketers do the following:
Audit Your Presence
Identify gaps by auditing key local digital platforms (Google Search, Google Maps, Yelp, Facebook, Apple Maps, industry-specific sites). Highlight missing or underperforming listing — places where you’re not on the first page or the Google 3-Pack. A tool such as SOCi’s Benchmark Your Business can expedite the process.
1
Choose an AI Partner
Select an AI solution matching priority needs (e.g., automated review responses). Look for comprehensive tools offering broader, integrated support for long-term benefit. A fully-integrated AI solution, which connects to multiple aspects of your business, will be better informed and able to take what it learns from your brand on social media and apply it to your reviews, and other aspects of your business. For more, read 10 Essential Questions Marketers Should Ask Their AI Vendors.
2
Train AI for Brand Voice
Expose AI to your content, supervise initial tasks, and fine-tune until it reliably represents your brand in customer interactions. Give it user reviews and evaluate its responses until it’s ready to directly respond to your customers, for example.
3
Expand AI Responsibilities
Gradually extend AI to handle additional marketing functions identified during auditing, enhancing brand consistency and compliance.
4
Monitor and optimize
Continuously track AI performance, adjusting strategies to respond effectively to competitive actions or platform algorithm changes.
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For a small business with a location or two, local marketing is a manageable but significant task to make sure your business has accurate information and looks open and inviting online. You create listings (such as Yelp and Google Business Profile pages) and social media profiles (Instagram, X, Facebook, and others) post accurate hours, welcoming photos, and respond to comments and reviews.
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That’s what makes artificial intelligence such a perfect tool for multi-location local marketers, allowing them to scale their marketing efforts while saving effort and maintaining a personalized, location-specific approach. Multi-location businesses often face the challenge of managing marketing strategies across various regions with different customer demographics, preferences, and competitive landscapes. AI helps solve these challenges by enabling more efficient, consistent, and targeted marketing across all locations.