Unlock Olympic Levels Of Performance When You Turn Local Growth Into A Team Game

🏅2 of 4 articles about Paris 2024

The most iconic Olympic sports look like individual contests. Picture a podium in an Olympic stadium and you tend to imagine one athlete standing on the top step. However, even when there’s only one gold medal, it’s not just one person’s achievement. Behind every champion is a team that helps put them in a position to succeed. Athletes support one another, push one another forward through shared habits, and establish a culture that drives winning performances.

It’s the same for location marketing – and we’ll see plenty of evidence for that before, during and after Paris 2024. The businesses that benefit most from the worldwide opportunities the Olympics creates will be those that are able to turn local growth into a team game. They’ll do so by embracing a powerful multiplier effect, whereby improving performance at each location, drives growth at every location.

Like successful sports teams, they’ll establish consistent practices that they know correlate with success. They’ll use the example of their strongest performers to help bring others up to speed, and they’ll build a culture of constant improvement. Are you ready for the three biggest learnings?

In this second (out of four) articles of our Olympics blog series, we present to you why teamwork makes the dreamwork.

#1 Consistency: Show Up, Every Time

The algorithms of search engines and social media platforms pay close attention to the profile of an individual store, restaurant or venue when they decide whether it’s one of the results they display. However, they also consider the brand that location represents – and how it shows up across other locations.

Whether or not your local store or coffee shop makes it into a Google map pack or an Instagram feed depends on your brand’s reputation for serving up reliable data – and quality experiences when people walk through the door. It’s a bit like the power of team culture. Setting consistently high standards across the squad helps perpetuate success – and ensures that everyone in the team shows up in the best way possible, ready to perform.

The importance of consistency in location marketing can cut both ways. Incomplete information or poor ratings for one location can drag down rankings and visibility for the rest of your locations. When you ensure that all of your businesses have complete profiles, and are displaying the type of information that people are seeking, you turn this on its head. Appealing imagery, booking options, phone numbers and opening hours get potential customers to take action regularly when they encounter you.

When search engines know your information is consistently accurate, complete and engaging, they’re more likely to list you prominently. Rather than each of your locations battling to thrive by itself, their performance gets stronger together.

#2 Monitoring: Track Performance

A good coach keeps track of whether all members of a squad are reaching the levels that they expect. As marketer, that’s your role. It’s important to stay on top of reviews and ratings for all of your locations.

If you’re on the ball when performance dips, you can analyze the comments that are posted to identify actionable insights that can drive change. It helps when you can share best practice from locations that are performing at a higher level – and demonstrate the behaviors that improve visibility, footfall and revenue. As the best coaches know, good quality data is the key to managing your squad effectively – and motivating your people to improve.

#3 Preparation: Plan In Advance

If you wait for the Olympic Games opening ceremony to start serious training for your team, you won’t win many medals. If you’re planning to benefit from the growth opportunities presented by the Games then the time to start driving consistency and performance isn’t in the summer of 2024. It’s now.

Begin with a strong foundation, ensuring that every location has complete and accurate information. Start posting to location pages on social media to build profiles in advance. And make sure you know if there are performance issues and poor ratings that need to be addressed. You need to allow time for improvement to ensure your visibility and performance peak when you need them to.

Uberall has all of the data and insights that you need to manage performance across your location marketing squad. We’ve gathered them together in our Gold Medal Location Marketing Guide, which is yours to download soon. And if you can't possibly wait, check out ourfirst Olympics blog articleabout why you should care as marketer about Paris 2024.