It's an exciting moment when you're running a successful business and ready to expand to a second location. I've recently gone through this exact scenario with a fitness business I've been helping over the past two years. We grew and perfected the digital marketing strategy from a fresh domain and brand, and now we're preparing to open a second location. There's a lot to think about—from your website and social media to the Google and Facebook ads that helped you get where you are today. Let me walk you through what I've learned about scaling up.
Website Adjustments: Shifting to Multiple Locations
One of the first things I tackle when a client opens a second location is their website. The process isn't manageable if you have a clear plan. First, I ensure the homepage is no longer tied to just one location. For instance, if we were previously focusing on Bondi as the main suburb, I'd remove the location-specific keywords from the homepage and make it more about the brand itself. This shift turns the homepage into a broad brand page that serves both locations rather than being hyper-targeted to one.
Then comes the creation of geo-targeted pages for each new location. These pages are essential for local SEO and need to be carefully crafted. For the second location, we'll develop separate pages for the new suburb or city, ensuring that we include relevant keywords that local customers are likely to search for. I'll typically create 20-30 new pages for the second location, covering everything from location-based services to reviews from local clients. These new pages help search engines better understand the business's presence in the new area and can significantly boost visibility in local search results.
Social Media Strategy: Localizing for Two Locations
Social media is another area where I have to make some adjustments. I always ensure the main business account reflects the original location, but we create a separate page on Facebook and Instagram for the second location. Localizing community engagement is crucial people are likelier to follow and engage with a business that speaks directly to their neighborhood.
Content for social media should also reflect the second location's opening. I leverage years of data and content from the first location, such as professional videos, client testimonials, and success stories. These helps build credibility for the new location. Showing the results from the original location creates excitement and anticipation for the second location. Running targeted Facebook and Instagram ads around the new location with these pieces of content is a no-brainer. I can generate local buzz and build a customer base before the grand opening in just a few days.
Google Ads: Extending Reach to the New Location
Google Ads are another tool that plays a critical role in scaling. Setting up a fresh Google Ads campaign targeting the new location works best. Using geo-targeting, I can ensure we're reaching people within the area and serving them ads relevant to their specific needs. It's not just about reaching a broad audience—it's about reaching the right audience.
The ad copy should also be localized. If the second location offers different services or promotions, I make sure those are highlighted. I've learned from experience that while Facebook ads tend to perform well, Google Ads give me more control over where traffic comes from and how to adjust it in real-time. Using the historical data I've collected; I can refine the campaign and ensure we get the best possible results.
Managing Two Locations in Google Workspace and IT Infrastructure
When you open a second location, IT and email management can get complicated if you don't wait to set it up. I always recommend my clients use Google Workspace or Microsoft 365 for their email and cloud services. These tools allow you to create unique email addresses for each location, which helps keep things organized. For instance, you could have a dedicated email for the Bondi location (e.g., bondi@yourbrand.com) and another for the new location.
I set up Google Workspace so that the main business admin account has full control, but each location has its own set of permissions. This allows the team at each location to manage their own emails and files without interfering with the other. It's essential for keeping things secure and ensuring no data is accidentally shared between locations.
Pre-Launch Marketing: Building Awareness Before You Open
Pre-launch marketing is key in the lead-up to opening the second location. I love to fire up Facebook and Google ads well before the opening day. The goal is to build hype and generate leads early on. Thanks to years of data from the original location, I can create highly targeted ads with proven copy and images. These ads help get the new location in front of potential customers before opening doors. I target local people in the area, focusing on those most likely to be interested in fitness services.
I've also learned that while paid ads are important, they aren't everything. I push my clients to get involved with local influencers or run a referral program. These methods help build trust in the community and bring in customers who may have yet to find you through traditional ads. It's all about creating a buzz in the neighborhood and getting people excited about your offering.
Google Business Listing and Reviews: The Power of Local SEO
Google My Business listings are essential when opening a second location. I prioritize setting up the new location's Google Business profile immediately. This is a crucial step for local SEO, as it helps your business appear on Google Maps and local searches. I ensure all business details are accurate and encourage clients to collect as many reviews as possible. Positive reviews not only improve your SEO but also act as social proof, which can be incredibly powerful when it comes to converting leads into paying customers.
Setting up local landing pages on your website can further enhance your SEO efforts. These pages should target specific suburbs or neighborhoods and feature location-specific keywords. When people search for a gym or fitness centre in their area, these pages ensure that your new location appears in the results.
The Reality Check: Managing Expectations and Setting Goals
The excitement of opening a second location can sometimes cloud expectations. I always give my clients a reality check regarding lead generation. While it's easy to assume that throwing a big budget into Facebook and Google Ads will immediately bring in hundreds of leads, the truth is that there's a limit to how many people are actively searching for your services in a specific area.
It's essential to monitor ad performance closely and adjust budgets as needed. Over time, the cost per lead tends to increase as Facebook's algorithm exhausts its reach within a given audience. That's why I stress the importance of diversifying marketing strategies. Influencer collaborations, local partnerships, and offline marketing (like flyers or sponsoring local events) can help fill the gap.
Conclusion: Stay Focused on Quality and Consistency
Opening a second location is a big step in your business journey. However, it becomes a smooth transition with the right approach to website optimization, social media management, Google Ads, and IT infrastructure. The key is consistency and staying true to what worked in your first location while adapting to the needs of the new area. With the right digital marketing strategy, local partnerships, and a focus on community engagement, you can ensure that your second location thrives.
