New research by the Local Search Association and SOCi is the second study this week to reveal the importance of localised content and claims that “top performers” in this area on social media realise “three times faster” revenue growth compared to competitors.
The Localized Social Marketing Benchmark Report studied 163 franchise brands to determine the impact of local marketing and content and the role that it plays in pushing consumers through the sales funnel.
Recent data shows that social content now has a direct influence on purchase decisions and that more specifically, engagement is being driven from an enterprise’s local pages on social media platforms. A variety of content formats are playing a role in this process too, including product reviews.
The report found that 71% of consumers are reading or viewing content before completing a purchase and that this trend of seeking out reliable and informative content during the journey to checkout and payment is even stronger for young people aged 35 and under.
“Over the last decade, social media has quickly become an integral part of our daily lives and its evolution has provided businesses a vehicle to truly interact with fans, followers, and customers on a more personalized and local level,” SOCi’s CMO Monica Ho said.
Ho believes that the new report will enable marketers to understand exactly why maintaining a local social media marketing presence is so important. From translation, transcreation and personalisation during the creative process to targeted distribution, brands can boost revenue growth and meet the needs of more demanding digital customers.