The best way to attract customers this holiday season is to show what makes your business unique and why they should choose you over the competition. With Black Friday and Small Business Saturday already here, shopping is on everyone’s mind.
With millions of customers heading to stores to shop for holiday gifts and to take advantage of seasonal deals retailers need to use every marketing tool possible to get people into their doors. So here are a few tips for ensuring customers can find your business and make it to your front door.
Most people don’t have a specific business or location in mind when they search. Relevant categories will help them find you in local search.
Instead of just “clothing” “hardware” “flowers”, try adding a seasonal keyword like “gift” “holiday” or “decorations” to return in more results.
Chances are you’ve changed your hours for the busy season. Make them easy for your customers to find.
Update your hours across everywhere customer might be looking – local listings, social media profiles and even your website.
Just remember to change them back after the season is over!
Holiday Ads and Messages
Show your customers you’re as prepared for the holiday as they are. If you have new products, limited-time sales, or other holiday messages share them where your customers are looking, like in local search.
Yext subscribers can update their Featured Messages and change them throughout the season to continue to attract new customers.
The best way to get a customer to your door is to let them know what’s in your store. Whether it’s the must-have toy or the latest tech tool, your products distinguish you from the competition.
Share up-to-date product availability for each individual location or circulars that show your customer what to expect, like with Yext Content Lists.
Your customers are already out there researching businesses like yours. Make it easier for them to find you online and off this holiday season.
The engineering team at Yext is working with a new and exciting programming language called Go. We last hosted the Go community at the Yext HQ when one of the senior members of our engineering team, Rob Figueiredo (AKA RobFig), presented on a framework he created. On October 21st, we opened our doors once again to engineers interested in Go.
This time, we invited the Go Language Meetup Group to come by our offices with their computers for a casual hack night.
We had a great turnout of engineers with a great variety of projects to work on.
The attendees worked on Macs, PCs and one hacker even brought his own Raspberry Pi.
It was a great night of coding, exploring new technology and socializing. In addition to dinner and beer, we also played some ping pong.
This will certainly not be the last Go language event we host at Yext!
Mobile and local and inherently linked. Mobile allows us to step away from our computers and experience the world around us through technology. By 2020 there will be 50 billion ‘connected things’, so local is only becoming more important for marketers – and that’s why we chose to focus on local and mobile for this issue of the Yext Quarterly.
We’ve already discussed the state of location, social in previous issues. For this issue we again worked with Greg Sterling and Andrew Shotland to bring you some useful articles, insights, and original research about local and mobile, including:
- How to do mobile keyword research
- Demand for wearables
- The trend of going to mobile first for local information
- An infographic about growth of mobile local services over the past year
Take a look, read it through and let us know what you think at YQ@yext.com. We hope it’s a useful resource for you and your teams as you think about local and mobile.
Download the full issue of the Yext Quarterly: Local & Mobile here.
There’s a lot of conversation about how technology is changing the way we live our lives. Well, by 2020 there will be 8 billion people in the world, with 50 billion ‘connected things’ accessing hundreds of connected services.
It turns out that technology doesn’t make the world and people more distant, but it makes the world smaller and people more local. And in that, there’s an opportunity for marketers to get their geodata and content into the cloud to add local context to their ads. Local context helps people live their local lives and helps customers get to your front door.
Head to AdAge today to check out Yext CEO Howard Lerman’s post with tips for marketers in a connected local world.
The Yext engineering team celebrated their first substantial contribution to the open source community with a talk and open house. You can read more about the build system Ilia’s Crazy Build Machine in our more technical blog post.
We had over 90 RSVPs for the event, and a great turnout of software engineers, systems engineers and build engineers.
Austin Chu thanked Ilia Mirkin for his work in designing the build system, and then gave a technical overview of ICBM.
Austin provided insight into why the Yext team build ICBM, how it’s used at Yext and how it can be used to build Java web applications.
After the talk, Yext provided dinner and office tours. Attendees had the opportunity to talk with Austin, Ilia and many others from the Yext team.
As a follow up, some attendees tried out ICBM on its GitHub page. And the discussion was kicked off in our Google Group.
The Yext engineers look forward to continuing to support ICBM. This is just the start of the Yext in the open source community.
The fall is a busy time for us at Yext. We’re traveling all around the country learning from great thinkers, speaking at events, and meeting you. Here’s a look at what we’ve been up to and where you can find us in the coming months.
SES San Francisco
Last week we attended SES in San Francisco. Our CEO, Howard Lerman, spoke about the 5 Layers of Local Search, on the Local Search Wars.
And our EVP Partnerships, Christian Ward, showed the attendees what really happens during normal compilation, and how there’s nothing ‘normal’ about it.
SMB Digital Marketing Conference
Meanwhile Daphne Earp, Director of Business Development, headed to Austin, TX to speak on a panel moderated by Jed Williams of BIA/Kelsey about how SMBs can leverage content in their marketing, and about concerns about automation and authenticity.
These are just the beginning. We’ll be traveling all over the country and would love to meet you. See you in Chicago, Phoenix, Atlanta, New Orleans, San Francisco, Deer Valley, and of course, NYC.
Yext has benefited greatly from the open source community throughout its history as we’ve built the technology stack for the world’s greatest location information platform. Today, we proudly join the community with our first open source project release: ICBM.
ICBM is a build tool that specializes in building Java applications, though it also supports handling protocol buffer definitions, Play framework 1.x projects, and build steps that are arbitrary commands. We’ve been using it internally at Yext for the past three years to build the vast majority of our systems.
ICBM means more coding and less cargo-culting XML snippets. Its strengths lie in managing multiple applications intermingled in a single codebase. Adding a new application is as easy as writing a new main() method. Deploying to production is a cinch as ICBM creates executable JARs with all the classes the new application needs—and only those classes the application needs—in a single file.
ICBM makes this possible with its automatic dependency management. By assuming some widely followed Java code conventions, it can calculate all the dependencies between classes in a codebase within seconds. Those few dependencies that can’t be automatically detected can be specified in flexible build.spec files.
Using ICBM, we’ve painlessly grown the Yext system to over 100 services spread across over 3600 source files. The ease of building new services has helped us develop a highly modular architecture, combating complexity and reducing the risks of continuous rolling deploys. This has been crucial in enabling Yext engineering to think big and move fast in building the premier location information platform.
If you’re in New York and interested in learning more about ICBM in person, we’ll be hosting a talk introducing ICBM by Austin Chu, ICBM’s current maintainer, on September 24. You can RSVP at the event page. In the meantime, feel free to try ICBM out yourself from its GitHub page. We’ll be fleshing out the documentation more thoroughly over the next couple weeks, and there’s also some more work for us to do to sand off the Yext-specific rough edges, so join the project and send us your questions and contributions through GitHub or our Google Group!
For the past six weeks, we’ve been working with Street Fight to develop a series on innovation in the layers of local, which we call the ‘Local Stack’.
There’s rapid transformation of the local space, and a number of key innovations leading the way. We’re seeing that progress in one layer of the Local Stack, has an increasing affect on progress in the aggregate stack.
To see how, each week Steven Jacobs took an in-depth look at each layer of the stack for trends, important players, and those big changes affecting each layer:
The series culminated this week with an infographic looking at how it all comes together to drive the revolution.
Head to Street Fight for the full series. Onward!
On Thursday, August 8, the Yext engineering team welcomed 100 software developers, hackers, and innovators as we hosted the NYC Hacker Union for a Hacker Forum at our Madison Square Park HQ.
NYC Hacker Union organizer, Brandon Diamond, and Sean MacIsaac, CTO at Yext, welcomed the crowd and kicked off the event.
Left to right: Brandon Diamond, Sean MacIsaac.
The topic for the night was screen scraping, a technique to extract data from human-readable output on a website. The evening included three presentations:
Kevin Caffrey, Software Engineer at Yext, gave an overview of how Yext works and explained how they scrape sites to verify data accuracy on their 175,000+ active clients.
Cole Diamond, Program Manager at Microsoft, shared an anecdotal story from his hacker days at Columbia and explained that it’s important to conduct screen scraping in an ethical way.
- Jonathan Dahan, Media Technology Developer at The Metropolitan Museum of Art, demonstrated his api, scrAPI.org, and how he uses it to scrape data from the Metmuseum Collection.
Left to right: Kevin Caffrey, Cole Diamond, Jonathan Dahan.
Attendees asked great questions, made new friends, and enjoyed an array of food and drinks, provided by the Yext engineering team. Special thanks to Yext, NYC Hacker Union and Brandon Diamond for organizing a fun and informative event.
Want to hear about upcoming events? Join our mailing list, find us on Facebook, and follow @Yext and @HackerUnion on Twitter!
Places are where people go. And today with the rise of mobile, it’s never been more true. As we were putting together this issue of the Yext Quarterly, we wanted to explore how local connects to social.
The innovation in recent years shows how important people and social are to local, like Facebook’s Graph Search, or Foursquare’s explore. In fact, a recent study found that 13% of local search happens on Facebook today – before the full Graph Search rollout. So now, your business information is linked to (and affected by) your customers’ social engagement.
We again worked with Greg Sterling and Andrew Shotland to look at how local is going social. There’s been a lot written about social, so we wanted to take a different look – and today we’re excited to bring you exclusive articles, op-eds, research and graphics, including:
Search’s social past and future
Tips for multi-location businesses and Graph Search
Challenges and opportunities for small businesses and social media
How local fuels authentic social interactions infographic
We created the Yext Quarterly as a resource for you. So after you read through this issue, or the previous one, let us know what you think. We want to hear from you, really. Send us an email at YQ@yext.com so we can make the next issue even more useful.
Hope you enjoy the Social & Local issue, which you can download here.