The State of Local Marketing Report 2020-2021
The State of Local Marketing Report is the most comprehensive study on local marketing, with over 8,000 channel partners participating in the last six years. Discover local marketing best practices based on millions of data points and learn what components make up the most effective local marketing strategies. Download your copy today to drive more growth through local channel partners!
Discover Local Marketing Best Practices
Through our research, we’ve identified local marketing best practices that empower channel partners to expand their marketing competency and attract more business at the local level. When applied at scale, these local marketing best practices can drive significant year-over-year revenue growth for your brand.“Partners who spent 1% or more of their revenue on marketing achieved 30% higher revenue growth.”
Shape Your Local Marketing Strategy
We surveyed more than 1,000 channel partners this year to understand the factors that are holding them back from participating in their corporate marketing program, how they’re spending their co-op funds, and what tactics are a priority. Use the data and insights revealed in the report to shape your local marketing strategy so it provides the support channel partners need to succeed in local marketing.
"78% of channel partners do not feel the corporate brand is fully committed to the marketing program they provide.”Leverage Local Marketing Trends
Access timely insights and local marketing trends based on real spending patterns and marketing activity throughout 2020. Learn about changes in tactic usage and effectiveness as well as shifts in local marketing investments due to the COVID-19 pandemic.
“In 2020, there was a 27% decrease in prioritizing events as a local marketing tactic.”
What Is Local Marketing?
Local marketing is a strategy for disseminating a brand’s message through channel partners who have a physical location within a community. These small businesses are able to connect more meaningfully with local community members and can therefore target the brand’s audience more effectively than corporate marketers. While national marketing campaigns must appeal to a broad audience, local marketing campaigns can be specific to a particular region, city, or town. The increased relevancy and personalization of local marketing can drive significant revenue for both a brand and its channel partners.
Top Local Marketing Strategies
SEO
46% of channel partners used SEO as a local marketing tactic in 2020, a 31% increase in usage compared to 2019. This tactic is gaining momentum, with 79% of channel partners perceiving it to be an effective channel. Since SEO has the highest perceived impact of any tactic, it should be a "must have" in most programs.Paid Search
39% of channel partners used paid search as a local marketing tactic in 2020, a 34% increase in usage compared to 2019. Channel partners are increasingly prioritizing this tactic, with 6% more partners seeing it as a priority than last year.Social Media
81% of channel partners used social media as a local marketing tactic in 2020, a 9% increase in usage compared to 2019. This tactic already had high utilization and is now a top 3 priority for almost 60% of partners, indicating every corporate program should offer a social component and significant support for it.Newspapers
44% of channel partners used newspaper advertising as a local marketing tactic in 2020, a 38% increase in usage compared to 2019. Some partners doubled down on traditional advertising for lack of corporate guidance amid the COVID-19 pandemic.TV
25% of channel partners used TV advertising as a local marketing tactic in 2020, a 79% increase in usage compared to 2019. Due to the COVID-19 pandemic, TV and streaming have increased, making it a more relevant tactic in 2020.Ready to Take Your Local Marketing to the Next Level?
Participate in State of Local Marketing Research and claim your FREE personalized Local Marketing Maturity Assessment and Benchmark Report
Get your detailed diagnostic report with a customized local marketing maturity score, action plan, and consultative session with our channel marketing strategists to review your results and discuss opportunities for improving your local marketing performance.
