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Act Like a Local – Enterprise Advertiser Wins

Your investments in branding and national advertising will only be impactful if customers can consistently find you online and at your doorstep.  Too often brand campaigns result in missed opportunities, frustrated customers and lost trust in the brand because of bad location data and missing information.  To compete successfully in local markets—and to avoid wasting marketing resources—national advertisers must adapt their digital marketing strategies to better align with consumer search behaviors, emerging geo-location technologies and competitive imperatives.

While consumers do seek opinions on brands from friends, family or reviews, when they want a specific product, page or brand web site they use natural search.  In fact, according to Forester Research, more than half of all consumers use natural search when they are looking for a product, service or brand.

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Accepting the BIAKelsey GOLOCAL Award

go-local-logo-agendaThis past week, at The BIAKelsey Leading in Local conference in Atlanta, Kelsey distributed its new GOLOCAL awards in three categories – Sales/ Revenue, Innovation and Strategic use of digital marketing.  Nearly forty entrants were considered for these three categories and three finalists in each category were brought to Atlanta for the announcement of the winners.

Placeable was a finalist in the Strategic use of digital marketing for the successful partnership with AAA CarolinasHeather Mcbrien of AAA Carolinas and I represented the team and I presented an overview of what we had accomplished together to the audience, which included empowering AAA Carolinas to emerge as a fierce competitor in their local markets across all three of their primary business units (car care, travel and insurance).  These results included:

  • Indexing some 1200 authoritative local landing pages for 230 locations
  • Generating 800% increase in organic traffic
  • Producing 35K new visitors per month
  • 25% conversion rate on all unique visits to phone calls, registrations and appointments

Included in Heather’s description of some of the softer benefits that have been generated by our campaigns together was that of the decrease in the number of tire kickers that have been generated.  Specifically, Heather described that the quality of leads generated are now far more qualified and in active transaction mode as opposed to window-shopping. Continue reading

Is Yelp hanging out on the bleachers with the dirt bags now?

1330643768-yelpWhen you were in high school, nothing was more important than your reputation. What others thought about of you meant everything. Many people learned a very important lesson in high school about reputations. Once soured, it’s almost impossible to overcome it. Once given the title of class floozy or dirt bag, that’s it. Four years would not be enough time to overcome it.

I got into a conversation today with a lovely independent consultant at the SMX conference in NY. She was a mature savvy marketer and she had a nice rolodex of small and mid-size customers. The conversation was largely about local data management and the overwhelming amount of effort required to clean up the ecosystem for her clients. Dirty data – one of my favorite subjects.

While talking, she brought up the topic of consumer reviews and how she believed that reviews are the next big data issue that needs to get tackled. We talked about Google reviews and, of course, we talked about Yelp.  Continue reading

Directory Listings Anyone?

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While reading the ClickZ article: Yahoo Launches Listing Management Tool for Small Business, I couldn’t help but chuckle at the fact that the article, which is about Yahoo’s new Localworks program, was on a page that was displaying a banner for Neustar (Localeze) while Localworks is powered by Yext.

This trifecta is a perfect representation of what has happened in local search over the last twelve months.  Directories anyone? Continue reading