It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.

1. It’s expected that businesses are going
to spend $15 billion per year on mobile,
location-based advertising by 2018.
What can be gained from local marketing?
78% of local mobile searches
result in offline purchases.
Consumers who conduct a local search
(especially on their phone) are some of the most
motivated buyers out there:
50% of consumers
who conducted a local search
on their smartphone visited
a store within a day.
4 in 5 consumers want ads customized
to their city, zip code, or immediate surroundings.
No Conversion Left Behind:
Why National Brands are
Shifting Dollars to Local
Smaller businesses are expected
to increase their local marketing
budget by 8% from 2013 to 2018.
2013 2018
However, national brands are
making the biggest shift to local
with an estimated 37% increase
from 2013 to 2018.
2013 2018
Consumers have come to expect
a personalized marketing experience:
As consumers continue to expect personalization
and relevancy, local marketing will be one of the key
factors in determining the success of a brand.
of people want
ads customized
to their location
66%
of brands don’t do
any marketing
localization at all
16%
of national brands
have invested heavily
in local marketing
70%
EXAMPLE: Big brands Extra Space
Storage & Public Storage consistently
rank well in their local markets
They are the two largest brands in the self storage
industry, and they have each devoted large
portions of their budgets to localize their efforts.
These factors allow them to consistently rank well
in online local searches.
How enterprise brands can reap
the benefits of local marketing
3. Try display advertising
to hyper-target customers
by interests and geography.
7. Consider social media
advertising to tailor specific
messages to local demographics.
A key step for succeeding
in local: TEST YOUR METRICS
1. Measure conversion rates of non-sales
calls to action.
Look at the rates for smaller calls to action,
including links like:
Moz Local Scores consistently
in the 80s or 90s.
NAP (name, address, phone
number) listed on all
major citation directories.
Extra Space also implements a variety
of hyper-targeted marketing tactics including:
Targeting mobile users within
a given radius of a facility,
which boosted ROI by 269%
and increased conversions
by 234%.
1. Localize creative
marketing, search ads,
and online landing pages.
2. Automate paid
search campaigns
across all locations.
4. Be proactive about
your links, citations,
and reviews online.
5. Build citations around
the internet and clean up
all existing citations.
6. Ensure that your
store locator and store
locator results pages
are mobile-friendly.
To measure the effectiveness of local
marketing efforts:
Brands that are most effective at local marketing
are able to successfully capture these users’
attention when they’re most interested.
Using location-based solutions
to show users where the nearest
facility is in the ad, which boosted
ROI by 184% and increased
click-through rate by 77%.
300
200
100
0
184%
269%
2. Measure ROI with a variety of metrics.
Look at impressions, clicks, store visits, in-store
conversion rates, and average order size.
1 2 3 -
0 . + =
4 5 6 x
7 8 9 /
Find a Store Contact Us Phone Calls
Hyper-targeted marketing with a local context is
much more relevant to the consumer than generic,
nationwide advertising.
Local marketing can lead to better
results with fewer wasted dollars
By localizing your creative marketing, paid
search ads, and landing pages and by targeting
customers through display advertising, your
brand can drive a higher ROI per dollar.
Positive reviews for each
of their locations.
Both brands have managed to have:
Domain Authority scores
consistently near 70.
Balihoo’s software solutions increase the ROI of localized
digital marketing for national brands and their agencies.
By dramatically improving the relevance of paid search,
social, and display ads over other campaign management
solutions, Balihoo is proven to increase click-through-rates
and decrease average cost-per-click, while removing
manual tasks and setup time.