Category Archives: Webinars

How to Target Local Customers with Facebook Webinar

Launched in October, Facebook’s new ads for local awareness give businesses a fundamentally new way to target nearby consumers, opening the door for brick and mortar businesses to tap Facebook’s massive user base. Historically, the majority of Facebook advertisements have driven direct online actions such as e-commerce, due to the difficulty associated with tracking ROI for offline actions.

The mission of these new ads aligns with what we do for our customers every day: drive local foot traffic. To help you leverage this new opportunity, we teamed up with Facebook to host a webinar with everything you need to know about ads for local awareness.

Check out the full recording below to see MK Raffaniello, a member of Facebook’s Small & Medium Business team and a local awareness expert, lead a live platform demo, walk through case studies, and answer audience questions throughout.

For additional info, be sure to download our whitepaper on the same topic, which is available along with all of our previous papers at Yext.com/resources.

Yext for the Holidays Webinar & Guide

On average, 19.2% of a business’ annual sales come during the holidays, with certain verticals approaching 30%. That means it’s the most important time of year for businesses to optimize their presence everywhere consumers are searching.

You already know how Yext helps you connect with your customers every day, but our software can also help you during the critical holiday season.

Download the guide to review all the Yext features that you should be taking advantage of this season. Learn how to use Scheduled Content to schedule holiday hours, Featured Messages, social posts, and more in advance, so you can set your real-time messages ahead of time this holiday season.

Check out the full webinar below for a live step-by-step demo of how to configure your Yext account to get the most out of your holiday 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 FAQs

lemonade standTuesday we held our Yext “Become a Local Marketing Expert” webinar. If you missed the webinar you can take a look at the slides or watch the recording here. After the webinar there were a number of questions, and we tried to answer as many as we could before our time was up. Unfortunately we couldn’t get to them all, but as promised, I’ve pulled some of the most popular questions and will answer them now.

Q: What if you are working from home and have a PO Box for your business? Is this a negative?

A: Having a PO Box is not a negative in itself, but it doesnt help you get found on local searches where a map is involved. You want to consider using a physical address for that reason for your business, especially if you get customers through local searches online! For instance if you are a freelance web designer, using a home address is a fine solution that will help you show up in local searches.

Q: Company is under new management. How do you deal with old information on search engines that is no longer accurate, but belongs to former owners of company.

A: The content policies of every search engine or business directory are different, so it is difficult to give a definitive answer. If a sites content policy states that old, inaccurate information no longer relevant to the business will be removed, then you can contact the search engine or business directory pointing to the clause and explaining why the information is no longer accurate. Hopefully they will remove the false information, but again, it is completely at the discretion of the search engine or directory.

Q: There seens to be no rhyme or reason why some are higher than others. Closer businesses are lower, sites with more reviews are lower. It doesn’t seem that the rankings are determined by any sort of formula.

A: Each search engine or business listings directory uses its own algorithm to determine the rankings of the site it returns. The number one priority of the search engine / directory is to return the most relevant results to the searchers. In order to allow the search engines to determine when your listing might be relevant it is important to make sure the location of your business is clear. You can do this by making sure that your business’ address if up-to-date and accurate across the web. If your business has recently opened a new location or moved, you should take extra special care to update your business’ address wherever possible. Secondly, the product or service you offer should also be clear. This can be accomplished by making sure that the keywords and keyword phrases relevant to your business are present throughout your business description and that you are listed under the appropriate categories.

A great way to increase your business’ ranking is to obtain reviews. The more positive review your business has the more authority your business is going to get. The number of reviews is usually a good proxy for age of a business as well as quality and because of this search engines and listings sites often use this as a key factor in determining rank.

Enhancing your listings content with photographs, videos, and a detailed business description also makes your business listings more thorough and therefore more likely that a searcher will choose to click on your listing.

I hope that this helps understand some of the complications involved in local marketing, specifically with regards to local search and business directories. If there are any other questions you would like me to answer please leave them in the comments below.

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