Welcome!

Cognitive Computing Authors: Zakia Bouachraoui, Yeshim Deniz, Liz McMillan, Pat Romanski, Elizabeth White

Blog Feed Post

Store Level Marketing To Reach Local Customers With Local Web Marketing

Store Level MarketingLocal store marketing on the web is a uniquely important business marketing strategy and one that many multi-location national companies are not as engaged. To understand why, if you type in a keyword search on Google and you will notice that generally the first results displayed are local business listings pinned on a map. These local business listings provide companies with local offices, stores, or franchises the tremendous ability to share local store level marketing information online with potential customers – but unfortunately many do not even take advantage of this tool.

Interactive Store Level Marketing

Local business listings are more than just a one-dimensional online directory. With local business listings, local stores, office locations, and franchises can effectively “saturate” the local communities with store-specific information through the Internet. The local web marketing process helps to reach local buyers when they are ready to use the services.

Google search results not only display regular organic search results, but they also include local business listings (and the associated business marketing information) next to the maps. The map listings are relevant to the requested search or based on near a specified city or street address.

The listings shown on the top of the search results can be managed to include a wide array of local marketing material including pictures, sales, reviews, and more. Local store level marketing can also be known as geographic web marketing. The idea is to reach both desktop and mobile searches in a specific local community. Local store marketing can be actively updated and managed through the local business listings. This is a great way to market a national or global brand directly to the local customer using the local stores.

Merchandising a Store Online

By managing local business listings, you are essentially merchandising a store on the web. This is effective for companies of all sizes. Consider each independent store, office location or franchise location listing can be claimed, managed, and optimized. Based on the marketing information they can reach their specific local customer within and near the community of the location.

This is a new highly visible window for the local store level marketing. A customer may be at home or even out and about running errands. If they search for a product or service you offer, your local listing can appear in desktop or mobile searches. The search results not only display the map listing, but include the local store marketing information you have provided.

Local consumers now have immediate access to your address and links to directly call or email the store. In addition to contact information, categories, and descriptions, the local marketing information can also feature the following materials:

  • store promotional materials
  • store pictures (inside and out as well as 360 degree spin tours)
  • store videos
  • product pictures
  • product videos
  • coupons
  • discounts
  • special offers
  • event information
  • …and much more if you expand your reach

Build Positive Customer Ratings

Customer Review FormOne aspect of the map listings is especially pertinent for local store marketing is the customer ratings and review section. In this area, customers can enter reviews about their experiences with the specific store. Local store level marketing includes actively managing customer reviews to ensure positive public relations. Local customers who are less than satisfied with their experience at a specific store can post a review that is permanent. Stores can also encourage customers to share positive experiences they have online to maintain positive ratings.

…and did we mention this goes well beyond Google? A variety of other websites are included such as Bing, Yahoo, Yelp, Local.com, Merchant Circle, Citysearch and many others that include search engines, social communities, 411 websites, GPS websites, and business directories.

Managing your individual store reviews at multiple consumer oriented websites is important for any business. This will provide critical information for both the local staff’s ability along with engaging with local customers.

Local Web Marketing Services

There are generally two types of companies that provide geographic marketing services.

The first are those that provide “data” only services for syndication. Aggregators and Syndicators are good for mass production information marketing. They need to be part of the process, but they are not the silver bullet on their own.

The second provides both web marketing processes and syndication. Be careful here since some of them are not well staffed to do anything beyond Google.

Seeking assistance for local store marketing is no different than seeking professional help for your website’s search engine optimization. You will need to have professional help in the optimization of your local business listings. In addition the marketing firm will monitor and manage your reviews together with other local marketing processes that include:

  • duplicate listings,
  • updating your marketing information,
  • analyzing the analytics, and
  • the keyword ranking reports by surrounding city

Your best bet is to seek out a marketing firm who will execute marketing processes and communications versus a technology firm who is executed individual tasks.

The post Store Level Marketing To Reach Local Customers With Local Web Marketing appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

I have over 20 years of experience in developing successful, efficient and strategic web marketing and advertising solutions for businesses. Working through an entrepreneurial framework, I have focused on business development, sales, execution, and management. Combining solid knowledge of marketing and advertising with information technology, I have been successful in being able to apply digital technologies to the needs of businesses. As an early adopter of new ideas and technology, my clients are able to benefit from imaginative and effective programs that keep them ahead of their competition.

The Company

Smartfinds is a digital marketing agency working with national and global corporate clients including domestic and off-shore franchise operations with their online marketing efforts. We offer a number of core competencies including web marketing research, analysis, strategies, and tactics; website development and SEO; organic search engine marketing with content marketing and social media marketing; Google AdWords advertising including pay-per-click; Google Analytics and Google Webmaster Tools interpretation; Local Store Marketing including customer ratings and reviews management; and more.

Our entrepreneurial business approach employs open-mind creativity and early-adopter assertiveness along with in-depth planning for business growth. Our goal is to be a strategic partner with our clients focused on increasing traffic to the website, business growth, generate leads, increase sales and revenues.

IoT & Smart Cities Stories
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Bill Schmarzo, Tech Chair of "Big Data | Analytics" of upcoming CloudEXPO | DXWorldEXPO New York (November 12-13, 2018, New York City) today announced the outline and schedule of the track. "The track has been designed in experience/degree order," said Schmarzo. "So, that folks who attend the entire track can leave the conference with some of the skills necessary to get their work done when they get back to their offices. It actually ties back to some work that I'm doing at the University of San...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...