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Localogy and Soci Quantify Local Marketing Benchmarks

Localogy and Soci today released the third-annual Localized Marketing Benchmark Report (LMBR). It quantifies localized marketing success by calculating scores for 276 multi-location businesses, and an overall benchmark. Scores are based on marketing performance across 19 search and social marketing criteria.

So what were the biggest findings? For one, multi-location brands are more advanced in search marketing than social marketing. This is partly due to greater rigor required in social scoring criteria like responding to reviews. Some criteria are inherently more challenging for businesses, thus signaling improvement areas.

Another notable finding is that the overall benchmark is lower than last year’s study. That’s partly due to new social criteria that scored lower, as noted above. And of course, the last year has been an abnormal one: many businesses were busy staying alive which derailed their focus to some degree from marketing.

But like past LMBR reports, there’s a clear correlation between marketing performance and revenue. Specifically, the top ten LMBR scorers averaged 22 percent year-over-year revenue growth — 3x greater than the rest of the field. This validates that the LMBR score isn’t just a number… It has real monetary impact.

Naming Names

So who were the standouts? Top-scoring categories were retail, home services, personal care, and restaurants. The top-ten companies are listed below. These companies scored highest in overall score, which combines their performance in both social and search marketing (more on the methodology below).

  •  Arby’s
  •  Batteries Plus Bulbs
  •  Clean Juice
  •  IHOP
  •  Jason’s Deli
  •  Jersey Mike’s Subs
  •  Pet Supplies Plus
  •  Planet Fitness
  •  Sonic Drive-In
  •  Urban Air Adventure Park
Setting the Standard

As for how the LMBR scoring system was constructed, a 100-point score was devised, consisting of several criteria. This was done separately for search and social marketing, meaning each company was scored in each category, as well as an overall score. Individual criteria were weighted based on their marketing impact.

For example, within search scoring, top-ranking factors include profile completeness and presence in Google’s 3-Pack. Social criteria included star ratings on Yelp and Facebook; or responsiveness to reviews (see the full list above). Point allotments varied across criteria, adding up to 100.

As for inputs, Places Scout scraped listings attributes for individual locations across 276 multi-location brands (210,000+ locations in total). Attributes were then scored against the above criteria. Given the volume of locations, there was a robust sample to evaluate each company, as well as overall benchmarks.

The goal of all of this? To establish standards and quantifiable benchmarks for localized marketing. By seeing how it scored across several criteria — and against the overall benchmark/average — a given brand can see where it needs to improve. From there, it can have actionable signals to raise its marketing game.

Check out the report reveal and discussion with CMO Monica Ho here.

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