Brand Beacon Report 2024: The Secrets to Multi-location Marketing Success - BrightLocal
Brand Beacon Report 2024: The Secrets to Multi-location Marketing Success
Published: Feb 7, 2024 Read Time: 25 min
Key Findings
- 94% of high-performing brands have a dedicated local marketing strategy, compared to 60% of average performing brands.
- High-performing brands are 15% more likely to focus on customer retention and customer satisfaction than average-performing brands.
- 88% of multi-location marketers are already using generative AI within their organizations.
- 77% of multi-location brands feel optimistic about economic conditions in 2024.
- 81% of multi-location businesses are likely to open new locations in 2024.
- Social media, email marketing, paid advertising, and video are the top local marketing tactics used across all business sizes.
It’s no secret that brick-and-mortar businesses have faced challenges in recent years due to various external factors causing shifts in consumer behavior. This report aims to understand the challenges multi-location businesses face in 2024 and the strategies that drive marketing performance.
The Key to High Performance in Local Marketing
Successful businesses tend to:
- Have dedicated local SEO strategies
- Have teams that understand the nuances between traditional and local SEO
- Use marketing technology to support local marketing efforts
- Prioritize improving customer retention and satisfaction
- Invest significantly in social media
Understanding Definitions Within the Report
| TERM | DEFINITION |
|---|---|
| High Performers | Brands whose marketing performance ‘exceeded’ expectations in 2023 |
| Average Performers | Brands whose marketing performance ‘met’ or ‘fell short’ of expectations in 2023 |
| Big Brands | Brands with 101+ locations |
| Regional Challengers | Brands with 51-100 locations |
| Local Players | Brands with 11-50 locations |
The Multi-location Marketing Landscape: Key Trends
Looking Back: Marketing Performance in 2023
4% of multi-location marketers felt their performance fell below expectations in 2023.
The Marketing Mix
| 1. | Social Media: 51% |
| 2. | Paid Social: 36% |
| 2. | SEO: 36% |
| 2. | TV: 36% |
| 5. | Local SEO: 35% |
99% of multi-location brands are investing in social media, highlighting its vital role in marketing strategies.
Marketing Team Capabilities
| Consistent brand standards | 85% |
| Understanding local area requirements | 84% |
| Consistency of reputation | 82% |
| Communicating internally | 82% |
| Understanding marketing ownership | 80% |
Local Marketing as a Strategy (Not Just a Tactic)
86% of multi-location brands have dedicated local marketing strategies in place.
The ‘High Performers’ of Multi-location Marketing
High Performers: Key Findings
Marketing Channel Investments
- High Performers are 17% more likely to invest ‘highly’ in social media than Average Performers (57% vs 40%).
- High Performers are 10% more likely to invest ‘highly’ in local SEO than Average Performers (38% vs 28%).
Local Marketing Strategy
94% of High Performers have a dedicated local marketing strategy, compared to 60% of Average Performers.
Marketing Technology and Multi-location Businesses
- 98% of High Performers use marketing technology in support of local marketing, compared to 77% of Average Performers.
Business Objectives, Priorities, and Challenges
Top Three Marketing Objectives:
| High Performers | Big Brands | Regional Challengers | Local Players | |
| 1. | Revenue growth (70%) | Revenue growth (75%) | Revenue growth (70%) | Revenue growth (67%) |
| 2. | Customer satisfaction (67%) | Customer satisfaction (69%) | Brand awareness (62%) | Brand awareness (65%) |
| 3. | Brand awareness (66%) | Brand awareness (68%) Customer retention (68%) |
Customer acquisition (54%) Customer retention (54%) |
Customer satisfaction (63%) Customer acquisition (63%) |
Channel Investment and Impact
Through assessing marketing channel investment and its revenue impact, it is clear that High Performers invest strategically across various channels.
- High Performers see a significant impact from SEO relative to their investment level.
- Local Players identify social media as the channel delivering the highest revenue impact.
Summary
This report emphasizes the importance of a localized marketing strategy and the investments needed to succeed. Businesses performing below expectations should explore opportunities for improvement through local strategies, marketing technology, and by focusing on customer satisfaction.