Businesses: a Marketer’S Guide
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MARTECH INTELLIGENCE REPORT LOCAL MARKETING SOLUTIONS FOR MULTI-LOCATION BUSINESSES: A MARKETER’S GUIDE SEVENTH EDITION A MARTECH TODAY RESEARCH REPORT MARTECH INTELLIGENCE REPORT: Local Marketing Solutions for Multi-Location Businesses: A Marketer’s Guide Table of Contents Scope and methodology ............................................................................................................................ 2 Local Marketing Overview .......................................................................................................................... 3 Table 1: Traditional versus digital media as percentage of local advertising spending .................. 3 Table 2: Location Targeted Mobile Ad Spend – Five Year Forecast ................................................ 4 Google My Business API and other Google updates ........................................................................... 4 Mobile marketing really does drive offline sales ................................................................................... 5 The rise of voice activation and AI ........................................................................................................ 5 GDPR – brands should understand its impact on their business .......................................................... 6 Critical elements for local marketing success .......................................................................................... 6 Table 5: Five steps to effective local marketing ............................................................................... 7 Capabilities of local marketing solutions for multi-location businesses ............................................... 10 Listing management (including maps) ................................................................................................ 11 Local SEO ............................................................................................................................................ 11 Local landing pages ........................................................................................................................... 11 Paid media (social and search) campaign management ................................................................... 12 Mobile optimization ............................................................................................................................ 12 Reputation management (online reviews and ratings) ....................................................................... 12 Local data analytics ............................................................................................................................. 12 Table 6: Selected LMS platform capabilities .................................................................................. 13 Choosing a local marketing solution for your multi-location business ................................................. 14 The benefits of using local marketing solutions for multi-location businesses .................................. 14 Recommended steps to making an informed purchase ..................................................................... 15 Step One: Do you need an LMS for your multi-location business? .................................................... 15 Step Two: Identify and contact appropriate vendors.......................................................................... 16 Step Three: Scheduling the dem ........................................................................................................ 16 Step Four: Check references, negotiate a contract ............................................................................ 18 Conclusion .................................................................................................................................................. 19 Adplorer .............................................................................................................................................. 20 Balihoo ................................................................................................................................................. 22 Brandify ................................................................................................................................................ 23 BrandMuscle ........................................................................................................................................ 25 BrightLocal ........................................................................................................................................... 27 Chatmeter ............................................................................................................................................ 29 MomentFeed ....................................................................................................................................... 31 Moz ...................................................................................................................................................... 33 Netsertive ........................................................................................................................................... 35 Pica9 .................................................................................................................................................... 37 Placeable ............................................................................................................................................. 39 Reputation.com .................................................................................................................................. 41 Rio SEO ................................................................................................................................................ 44 Silvercrest ............................................................................................................................................. 46 SOCi..................................................................................................................................................... 48 SproutLoud .......................................................................................................................................... 50 Synup ................................................................................................................................................... 52 Uberall ................................................................................................................................................. 54 Vendasta .............................................................................................................................................. 57 WebCEO ............................................................................................................................................. 59 Yext ...................................................................................................................................................... 61 Resources ................................................................................................................................................... 63 © 2020 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: [email protected] Manage your social content, reviews, and ads across 100's or 1000's of locations from one centralized platform Ads Content Manager Boosting Reputation Insights and Manager Reporting Conversations SOCi Mobile App Want to learn how you can improve your localized social marketing strategy? REQUEST A SOCIAL AUDIT NOW www.meetsoci.com MARTECH INTELLIGENCE REPORT: Local Marketing Solutions for Multi-Location Businesses: A Marketer’s Guide Scope and methodology This report examines the current market for local marketing solutions (LMS) for multi-location businesses and the considerations involved in implementing LMS software. This report answers the following questions: • Why do multi-location brands need LMS software? • What are the elements of a successful local marketing campaign? • Which elements of local marketing can be automated? • What capabilities do local marketing solutions provide? • Who are the leading players in local marketing solutions for multi-location businesses? • How much do LMS cost? • What questions should we ask ourselves and vendors before we adopt this software? For the purposes of this report, local marketing solutions (LMS) for multi-location businesses are defined as tools to help manage one or more of the following digital marketing functions at the local level: online listings management and distribution; search engine optimization (SEO); landing page design and development; paid media campaign management and execution; and online brand ratings and review management. A critical component of LMS is the ability to support centralized corporate marketing and its local network with brand consistency and control that is combined with geographically targeted messaging. A number of vendors have started referring to listing management as “location data management.” We have retained the old name for clarity and consistency with previous reports but expect this name to become more common. The term “presence management” is increasingly being used to describe the way multi-location companies can manage their listings. Data aggregators are now sometimes referred to as “data amplifiers.” If you are considering licensing a local marketing solution for your multi-location