SOCi | 2020 Localized Marketing Benchmark
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SOCi | 2020 Localized Marketing Benchmark
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The Localized Marketing Benchmark Report (LMBR) is a collaborative research project conducted by Localogy (previously known as The Local Search Association), the leading global association helping marketers and agencies realize the full potential in localized marketing and SOCi, Inc., the leading platform for social and reputation management built for multi-location brands.

The research examines the top franchise & property management brands on their performance in localized marketing in three key areas:

The brands' localized presence (on local social and local search platforms)
Customer care (in the form of local ratings and reviews)
Local community engagement
Brands and their franchise/community affiliates can't simply rely on "top-down" brand marketing from a corporate presence to engage local consumers. The data below is proof as to why brands and their individual locations must have a localized marketing strategy:

91% of consumers use search to find business information locally (LSA, 2018)
72% of user engagement and 66% of brand-related impressions happen on Facebook location pages and not on corporate pages (SOCi, 2018)
The majority of local consumers (nearly 70%) use social media to help resolve customer care issues (JD Power, Franchise Industry Marketing Survey)
Reviews are an explicit local search ranking factor (Google)

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