February 6th, 2024 | 2 min. read
By Kim Kovelle
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How well does your marketing speak to your local audience? You won’t catch most Chicagoans calling their city “Chi-Town,” and Michiganders aren’t fond of “Michiganians.”
These small details show why localization matters. If your marketing doesn’t match local language, keywords or SEO targeting, you’re missing connections.
At Zoe Marketing & Communications, we’ve help businesses reach local audiences effectively since 2020. Here’s what localization means — and nine key stats proving why it works.
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What is localization in marketing?
Localization tailors marketing to a region’s language, culture and preferences. It impacts both what people see (words, images) and what’s behind the scenes (keywords, geotargeting).
Common localization strategies include:
- Customizing content with local slang, landmarks and interests
- Running geotargeted digital ads
- Hosting or sponsoring local events
- Using location-based SEO and SEM keywords
- Engaging with local audiences on social media
9 key statistics on localization’s impact
1. 84% of businesses see revenue growth from localization
Most companies say adapting content to local markets — especially language nuances — has a “moderately” or “highly” positive effect on revenue (Unbabel).
2. 6 in 10 people use voice search to find a local business
About 58% of people use voice search for “near me” locations, and 22% of all voice searches look for location-based content. Optimizing for spoken searches is key.
3. 72% of social media brand engagement happens on local pages
Comments, shares, and DMs happen more often on local pages than national brand pages (SOCi). People value authenticity and local connections on social media.
4. Geotargeted social media content gets 6X more engagement
Local content directed at local audiences gets six times more likes, comments, and shares (Nieman Lab). Targeting specific regions with social posts makes a major difference.
5. 8 new local Google reviews: What an average business gets per month
Your Google Business Profile is one of the first things potential customers see. Businesses in the top 3 search results have 21% more reviews than those ranked 4-10 (SOCi).
6. 3 local events per year: The minimum most businesses host
About 85% of local organizers plan at least three live events annually (Bizzabo). Hosting or sponsoring community events increases visibility and trust.
7. 8-13% of customers are lost when content isn’t translated
Localization isn’t just about regions — it’s about language. If you don’t translate key content into your audience’s preferred language and even lingo, you risk losing them.
8. 89% of companies plan to translate content this year
Businesses worldwide are translating web pages, videos and ads to connect with more audiences (Unbabel). Even if you serve only English speakers, adjusting messaging for regional preferences makes an impact.
9. 3X improvement: What 65% of businesses see when using AI for localization
AI helps businesses tailor content to specific cultural nuances, boosting engagement and results (Business Wire). AI writing tools are making localization easier and more scalable.
How to localize your marketing and get results
The numbers don’t lie — localization drives visibility, trust and revenue. Whether through language, SEO or social engagement, businesses that localize effectively build stronger connections.
Want expert help tailoring your marketing? Zoe Marketing & Communications has specialized in regional marketing since 2020. Talk to us.
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