It’s hard for local marketers to believe that it was just last March our goals were completely upended and we were forced to drastically change how we view local marketing measurement and success for both channels and campaigns.
Soft skills such as flexibility and the ability to pivot at the drop of a hat became a non-negotiable requirement.
Hard KPIs, as a result, have had to shift as what customers expect from brands requires a heavy lift of development to execute.
Curbside pickup, once a service targeted to busy individuals, is no longer a unique value add a brand offers but an expected health & safety protocol for all consumers.
The same is true for contactless delivery.
What does this mean specifically for local marketing—and particularly, how you measure success?
In this post, Rio SEO’s Marshall Nyman and Lauren Abramson share best practices for measuring the success of your local marketing efforts amid a global pandemic and other unpredictable events.