Local Marketing Software
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What is Local Marketing Software
Local marketing software provides location-based digital marketing solutions to help users interact with their local audience and potential online customers. Local marketing services can further be categorized into local listing management software, local SEO software, and store locator software.
If customers type “near me” in their online searches, local marketing software helps push local business listings to the top of those searches. It is a marketing automation system that streamlines user’s data from those online business listings into functional systems that support marketing, advertising, and communication strategies. Primary functions include:
- Promotion of local marketing efforts (advertising)
- Improvement and growth of digital presence (SEO and SEM)
- Generation of customer leads, both locally and online (lead generation)
Communications, advertising, and content teams use the data gathered from the software to develop digital marketing strategies, create content, and automate marketing campaigns. Local marketing software helps users generate brand awareness, manage their online reputation, and promote their business to local audiences.
Local marketing software can help both large and small brick-and-mortar establishments improve their awareness and online ‘searchability’. From restaurants, stores, outlets, and, local marketing providers optimize online data to develop strategies on behalf of these businesses to increase digital visibility and acquire a local appeal of the business, goods/product, or service.
Some local marketing solutions like SproutLoud and BrandMuscle combine elements of Channel Management and Social Media Management to enable through-channel marketing automation for enterprises who work with SMB partners at a hyper-local level across multiple touchpoints such as social media, email, or direct mail. This allows brands to distribute co-branded collateral and manage co-op advertising budgets, while also streamlining collaborative workflows. Marketing Attribution features enable users to track and reward local partner performance.
Local Marketing Software Features
Businesses choose to use local marketing software to create local services marketing ads, email campaigns, and social media posts while managing customer review posts/comments. These efforts help grow a customer following and make businesses stand out in online search engine result pages (SERPs). Users use these platforms to track and manage:
- Online reviews and ratings
- Online listing accuracy
- Location profile completeness
- Social media posts and comments
- Online trends/SEO
- Engagement with their online listing
Using local marketing software helps promote brand awareness and generate local leads. A critical customer experience feature many local marketing products offer is the ability to interact with customers through review management. Review curation allows users to monitor a brand's reputation and respond to reviews/comments directly.
Based on their digital marketing needs, users can develop content and marketing campaigns to enhance brand awareness. They can also leverage user-generated content (UGC) like reviews to help generate short- and long-form marketing materials. E.g. to be used on social media, in blog posts, or within or email marketing campaigns. Some local marketing software includes specialized features like:
- Tracking of market trends
- Identification of growth drivers/opportunities
- Anticipation of challenges/competitors
Local Marketing Software Comparison
The first thing buyers should consider is whether to invest in a larger marketing software suite solution with a range of additional capabilities or opt for a smaller stand-alone product that only provides local marketing software features, e.g., online listings verification for profile accuracy and customer review management. Suite-style software solutions are typically more expensive than stand-alone local marking products.
Some additional features buyers should expect to pay for in larger suite-style software are marketing automation, email marketing, marketing campaign attribution, market/brand tracking, SEO, and cataloging of digital content and assets. Buyers interested in purchasing a larger local marketing tool should take inventory of software or services already in use and determine if any include a local marketing hub.
Buyers should consider whether or not the software will integrate with the other marketing software they use. CampaignDrive by Pica9, HubSpot Marketing Hub, Main Street Hub by GoDaddy, Marketing Planner by Resolut are a few examples of suite-style software solutions.
A final consideration is the software's ease of use; there is the easy-to-use free option of Google My Business, which offers a Chrome web browser installation and mobile app.
Pricing Information
Local marketing software ranges in cost based on features and capabilities. Google My Business is a free and easy-to-use option. Basic paid plans that include features like listing/profile tracking or review management can range between $8 - $19 a month. Single business accounts with more features can cost anywhere between $20 - $49 a month.
Plans designed for multiple businesses are typically more expensive and offer features like data analysis, the cataloging of content, and multimedia creation. Prices for these plans can range from $79 - $180 a month, depending on the range of features included.
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Frequently Asked Questions
What does Local Marketing Software do?
What are the benefits of using Local Marketing Software?
What are the best Local Marketing Software products?
Top -rated local marketing products include:
How much does Local Marketing Software cost?
Some basic local marketing tools, like Google My Business, are free to use. However, these products have a limited set of features. The starting price for paid local marketing software can range between $8 - $30 per month. Vendors that support businesses with more extensive networks can cost upwards of $100+ per month, depending on the range of features included.
Some large marketing suite platforms also include local marketing capabilities. These platforms tend to be more extensive and expensive than stand-alone local marketing products.