Category Archives: Local Marketing

Yext Co-Hosts ‘Duplicates’ Webinar

Yext is co-hosting a webinar on Thursday, June 5th at 2:00pm ET to discuss duplicate business listings, specifically what causes them, why they matter, and how to fix them.

Click here to register!

See details below for the full description:

Duplicate business listings have long been a significant problem in the local SEO arena. Duplicate records cause customer confusion in addition to a variety of other issues, all of which can cost a business time and money.

To solve the problem of duplicates, everyone in the local media industry must first understand how they are created and proliferated, and why they are so hard to remove. It’s also crucial to understand how they negatively affect consumers in their buying process and the implications this effect has on local business discoverability.

Duplicate Listings

Join BIA/Kelsey’s Jed Williams, Yext’s Christian Ward, and Local SEO expert Andrew Shotland for a webinar that covers everything you need to know about duplicates, why they matter for your business and customers, and how to fix them.

Attendees will learn:

  • Why dupes are bad for marketers and customers
  • How dupes are created
  • How to solve the duplicate listings problem…and keep it solved

Register here to join the webinar this Thursday, June 5th from 2:00-3:00pm EDT.

 

Local Marketing Tips for the Holiday Season

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.

  • Seasonal Categories

    • 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.

  • Updated Hours

    • 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.

  • Product Availability

    • 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 Yext Quarterly: Local & Mobile

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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

 

Marketing in a Connected Local World

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 Local Stack

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.

sjThe-Local-Stack-Infographic2

Head to Street Fight for the full series. Onward!

Social Search Timeline

With the introduction and recent full roll-out of Facebook’s Graph Search, social search is top of mind. But, actually, social search isn’t new – search has always been social.

In the recent issue of the Yext Quarterly, Greg Sterling looked at the history of search, starting early days of search engines (Archie, for those who remember!), and saw how humans have always been at the center of search:

  • Curation by Views: Determining the highest quality pages

  • Curation by Reviews: Filtering by relevance, with users adding their own opinions as markers

  • Curation by Likes: Full social feedback after integration with social networks

Search Engine Timeline

Full the full article, check back to download the Yext Quarterly later today.

Facebook Popular Source of Local Information [Research]

It’s clear that for businesses to integrate authentically on social, they need to focus on local – and, as a result, social is becoming a resource for local information. So for the forthcoming issue of the Yext Quarterly, we wanted to look at how local is changing, and the ways businesses (and consumers) are using social.

We worked again with industry experts, Greg Sterling and Andrew Shotland, to conduct a survey to find out exactly where consumers are looking for (and finding) local information – and the results surprised us.

The survey conducted with more than 1,000 people found that Facebook is more than twice as popular for local information as specialized sites, like TripAdvisor or MenuPages.

To us this means:

  • Facebook is a (growing) powerhouse for local information

    • We conducted the survey in March 2013, only weeks after the initial launch of Graph Search, so with the full roll-out, Facebook is only going to become a more popular local resource

  • Consumers consider updated business information to be reliable

    • Facebook has become synonymous with ‘updates,’ so users understand that the information on business Pages is recent and correct

    • For example, TripAdvisor is good for reviews, or MenuPages may have an up-to-date menu, but they are not where consumers go for business information

For businesses, this demonstrates the opportunity of Facebook – not for brand Pages and engagement, but for conversion at the individual store level. And it’s as simple as creating a Page.

The full article and survey results appear in the newest issue of the Yext Quarterly: Social & Local. For more, check back to download the complete report tomorrow, July 18th.

Small Business Week + Yahoo! Localworks

Happy Small Business Week, everyone!  To all of our customers who are building their businesses from the ground up, we appreciate the ability to work with you as you share your information, content, and business moments.

As you know, at Yext, our goal is to get perfect location information into every hand. Today we wanted to highlight a new tool from Yahoo! Small Business that is helping businesses do just that: Yahoo! Localworks.

 Yahoo! Localworks is a tool from Yahoo! Small Business that gives small businesses the ability to increase visibility to new and current customers and stand out from the competition on more than 40 top search engines, apps, and mapping services.

Onward!

Where Small Businesses Should Spend, and Save, Marketing Money

Where Small Businesses Should Spend, and Save, Marketing Money

Owners of small businesses are generally strapped for time and money. They have to pick and choose carefully where to spend both. Setting marketing priorities is the key to making the most of small business budgets and time management. Here is a look at some small business marketing tactics to embrace or avoid:

Do: Include your company in online directories. The more legitimate sites you have linking back to your company, the better. This will improve your search engine rankings and also ensure that potential customers are able to find you, both physically and digitally. There are plenty of free directories, but you may also find that you get better results with directories that charge a reasonable fee.

Don’t: Spend a lot on outbound marketing. The pre-internet traditional marketing tactics like mailing out coupons or taking out print ads simply do not have the same impact they once did. There is no way to measure their effectiveness either. You may find that certain traditional ad campaigns do help improve business, especially if you are a local establishment. Definitely stick with these initiatives, but avoid others that have unknown results.

Do: Have a company blog. A website is simply not enough. If you want to attract the attention of people with a vested interest in your industry, you need to have a blog with quality content. Clearly label the blog as part of your business but avoid “selling” things on it. Instead, provide expert content for free and build credibility that will lead to future sales.

Don’t: Rely on social media. Yes, social media is a great place to foster relationships with your current and future customers, but it is not enough. You want to put your small business information in as many places as possible and social media sites like Facebook and Twitter represent just a small portion of what is available out there for digital marketing.

Do: Partner with others. A great way to stretch your marketing budget is to collaborate and co-market with other small businesses. Look for inexpensive, or even free, ways to promote your business that is mutually beneficial to another one. The simplest example would be allowing each other to leave business cards in the lobby of each other’s offices. A more advanced partnership could include link building through each other’s sites or allowing free advertising on each other’s websites.

Don’t: Discount the power of word-of-mouth advertising. You can have the most advanced, strategically relevant marketing plan in place but without actual customers recommending you, it will not work. Obviously you want to avoid bad reviews, especially online, but you also want to encourage happy customers to take the time to praise you in cyberspace. Consider giving incentives to customers and clients that are willing to write a positive, genuine review for you. Let potential customers know a little bit about you before they email you, call you or show up at your location.

Every small business will have to customize a marketing plan that best fits its needs and target audience. Remember that just because a tactic works for others or is all the rage, it may not be a good choice for you. Keep your own business goals in mind and spend your money and time on the most effective marketing for your company needs.

(Photo Source)

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

 

Introducing the Yext Quarterly

Local discovery is broken. Local data is bad because businesses aren’t in control, so customers can’t get the information they need to make local purchasing decisions.

We created the Yext Quarterly to serve as a resource for the changing local landscape – to stay up-to-date on shifting customer behavior, evolving technology and emerging trends. It’s full of charts, surveys, and interviews – so even whether you are a business owner or a publisher, you’ll learn something new.

In making the Yext Quarterly, we were lucky enough to work with industry experts, Greg Sterling and Andrew Shotland. And since they are journalists, after all, we gave them full control of the editorial.

This first issue addresses ‘The State of Location’, and is intended as a primer for location and local marketing. And we’re excited to bring you exclusive content including:

  • One of the last interviews with Groupon’s Andrew Mason
  • How missing listings are costings businesses $10.3 billion annually
  • The most common location information issues (and how to fix them)
  • Predictions on what’s next to keep you ahead of the trends

The Yext Quarterly is for you. So we want to hear your thoughts, seriously. Send us an email at YQ@yext.com because we need your feedback to make the Yext Quarterly even more useful.

We hope you enjoy the first issue of the Yext Quarterly. Download it here.

Onward!