|By Melih Oztalay||
|March 27, 2014 08:14 AM EDT||
National companies have been struggling with a significant change to branding, marketing, and advertising that has existed since 2007. The Internet industry, specifically search engines, the mobile industry and consumers, are looking for businesses, products, and services in their area using local search. This puts the need for digital branding, marketing, and advertising to the store, office, franchise, or building level.
National companies are not particularly enthusiastic about pushing their branding, marketing, and advertising to the local level due to budgets and the level of work required to manage these activities at the local level. In some cases their ad agencies are avoiding the topic, and in other cases the company’s staff is more focused on advertising and less involved with organic marketing.
The reality is Google is displaying the Google Carousel of local results very prominently at the top of the search results before advertisers. The map local business listings with the corresponding locations appear along with, most importantly, the customer ratings and reviews with yellow stars that stand out to any local consumer. The Google Carousel is making the local consumer decision making process much easier.
Local Store Marketing Factors for Consideration
- These map listings should be actively managed. Passively watching them does not result in visibility.
- Securing the map listings through PIN code verification will help avoid potential hijackings. Using a bulk upload into an account has proven to not have the same level of security.
- The marketing materials can be managed on a per location basis.
- Managing Customer Ratings and Reviews, e.g., responding to all reviews and having a program to solicit new reviews, is imperative to stay competitive.
- Using local social media marketing will be more meaningful to the local consumers.
Local Marketing Process vs. Data Feed Syndication Tasks
If you’re looking for methods to improve your local store placements in Google’s results, there are many factors that go into this marketing process. National companies have been focused on using data feeds through syndication services to push their local store information out to the Internet at large. While this is an admirable starting point, it is exactly that… a starting point.
If you ask the following questions of the marketing process, you may find why the data feeds are not effective to get the local store to show-up in the local search results at Google.
- Have you run a keyword + city ranking report for each location? Do these listings show up in the organic search results? This report alone will show how effective the data feeds really are for marketing.
- Have you PIN code verified each individual location at the top 10 consumer used search engines and websites? Not only to avoid hijackings, but to have the ability to manage the marketing materials and information within the listings.
- Are you actively managing the customer ratings and reviews or just passively waiting for a negative review to show up? Keep in mind even if you are in an industry where you cannot solicit for ratings and reviews, that does not mean the local consumer isn’t posting their feedback.
- Are you using local store landing pages on your corporate website? Do these landing pages use structured data classification?
- Are you using social community business pages at Google+ and Facebook for each location?
Top Local Marketing Activities To Be Found Locally
Unlike advertising, marketing is a process that takes time to build and in most cases requires labor to follow through on the process. You find a starting point and continue to manage the activities based on results. You can then modify these activities as changes occur in the industry, competitors become more competitive, and/or your business changes.
Some of the activities you will start with include:
- PIN code verify listing
- Update the local store information
- Verify the syntax of the address for consistent use
- Confirm business description, categories, map markers, etc.
- Confirm the citations and how they appear to the Internet industry
- Manage Customer Ratings & Reviews including responding to what has been posted
- Check for duplicate listings
- Check for stores that are closed
- Use Google Local Map on your website
- Use Local Social Media Marketing Business Pages
- Engage in Google Adwords Express for Hyperlocal Advertising
- …and, yes, we do need to make sure the data feed syndication is part of this process
The Overall Status of Local Store Marketing
With the Internet industry, mobile industry and local consumers using the results in desktop and mobile searches, insuring local store information is accurate is only the beginning. Getting these stores to show up in the search results requires a strategic marketing program per location. Once the store shows up in the search results there are three additional elements of importance:
1. Each store has current marketing materials in their listings (not only in the corporate website’s landing page).
2. Insure your customer ratings and reviews are compelling for a local consumer to want to shop at your store.
3. That the store’s social media marketing supports local consumer awareness and engagement.
While the traditional yellow pages may no longer be effective, the budget that was once allocated towards these books is now having to be reconsidered (even if partially) for local store marketing and advertising.
The post Multi-Location Businesses Need To Move Towards Local Store Marketing Aggressively appeared first on SmartFinds Internet Marketing.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jun. 24, 2016 04:15 PM EDT Reads: 1,050
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
Jun. 24, 2016 02:15 PM EDT Reads: 341
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Jun. 24, 2016 01:00 PM EDT Reads: 1,291
Amazon has gradually rolled out parts of its IoT offerings, but these are just the tip of the iceberg. In addition to optimizing their backend AWS offerings, Amazon is laying the ground work to be a major force in IoT - especially in the connected home and office. In his session at @ThingsExpo, Chris Kocher, founder and managing director of Grey Heron, explained how Amazon is extending its reach to become a major force in IoT by building on its dominant cloud IoT platform, its Dash Button strat...
Jun. 24, 2016 12:00 PM EDT Reads: 1,533
Connected devices and the industrial internet are growing exponentially every year with Cisco expecting 50 billion devices to be in operation by 2020. In this period of growth, location-based insights are becoming invaluable to many businesses as they adopt new connected technologies. Knowing when and where these devices connect from is critical for a number of scenarios in supply chain management, disaster management, emergency response, M2M, location marketing and more. In his session at @Th...
Jun. 24, 2016 12:00 PM EDT Reads: 709
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
Jun. 24, 2016 11:15 AM EDT Reads: 576
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his Day 2 Keynote at @ThingsExpo, Henrik Kenani Dahlgren, Portfolio Marketing Manager at Ericsson, discussed how to plan to cooperate, partner, and form lasting all-star teams to change t...
Jun. 24, 2016 11:00 AM EDT Reads: 947
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. 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 sett...
Jun. 24, 2016 10:30 AM EDT Reads: 866
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Jun. 24, 2016 09:45 AM EDT Reads: 1,152
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
Jun. 24, 2016 09:30 AM EDT Reads: 1,098
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
Jun. 24, 2016 09:30 AM EDT Reads: 574
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
Jun. 24, 2016 08:45 AM EDT Reads: 1,200
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Jun. 24, 2016 08:45 AM EDT Reads: 1,095
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
Jun. 24, 2016 08:30 AM EDT Reads: 768
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Jun. 24, 2016 08:15 AM EDT Reads: 1,174
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
Jun. 24, 2016 08:15 AM EDT Reads: 1,404
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Jun. 24, 2016 07:30 AM EDT Reads: 953
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Jun. 24, 2016 07:15 AM EDT Reads: 1,148
industrial company for a multi-year contract initially valued at over $4.0 million. In addition to DataV software, Bsquare will also provide comprehensive systems integration, support and maintenance services. DataV leverages advanced data analytics, predictive reasoning, data-driven diagnostics, and automated orchestration of remediation actions in order to improve asset uptime while reducing service and warranty costs.
Jun. 22, 2016 11:00 AM EDT Reads: 1,332
Vidyo, Inc., has joined the Alliance for Open Media. The Alliance for Open Media is a non-profit organization working to define and develop media technologies that address the need for an open standard for video compression and delivery over the web. As a member of the Alliance, Vidyo will collaborate with industry leaders in pursuit of an open and royalty-free AOMedia Video codec, AV1. Vidyo’s contributions to the organization will bring to bear its long history of expertise in codec technolo...
Jun. 19, 2016 12:45 PM EDT Reads: 1,223