Corporate pages (previously, “parent pages”) are easy to manage and allow you to automate Facebook posts, but they should not be the only thing your brand is doing to engage users. Facebook location pages (previously, “child pages”), can help multi-location brands engage with customers in a personal way, providing relevant content on a platform with more than 250 million active users per day. Even for those brands who have a local listings set up, duplicating content across locations could result in a lower organic ranking or worse, customers not seeing the relevance of your brand.
With 20% of all mobile queries coming from voice search and 41% of adults performing voice searches daily, this method of search is quickly hitting mass mobile user adoption. Voice search and local queries are intertwined, with voice search queries on mobile devices frequently showing local intent and 70% of those who bought in a store checking mobile first. If brands are on track to meet ComScore’s prediction that 50% of all searches will be made by voice by 2020, marketers must adopt strategies to optimize for voice search.
Recently, Google has made quite a few changes to local review guidelines. Last month, Google exposure with reviews to other customers. With nearly 90% of consumers stating that they trust onlaunched Critic Reviews, allowing any publisher to apply to have their “critic reviews” displayed for a local business. Following critic reviews, Google made some updates to the guidelines for using schema markup reviews, advising that only reviews produced directly from a brand’s own site can utilize review markup. Now, Google has introduced Reviews from the Web, which pulls consumer reviews from third-party sites to the knowledge panel on a desktop and presented directly under NAP information on a smartphone.
With the release of Apple’s iOS 10, brands will find that the new operating system is increasingly focused on location through artificial intelligence and machine learning. Google announced back in May that upcoming products would center on voice search and personal assistants that predict a user’s daily needs and allow them to focus on more important things. The focus on growing Siri’s ability shows that Apple is similarly focused, while perhaps differing with a heavier concentration on mobility as it relates to the local user experience.
The second annual Brandify Summit connected industry leaders and top brands over data analysis and local insights. From using location data to understand audiences, to adopting a post-digital mindset and catering to customers in the moment, brands learned how to mold their local marketing strategies for maxlong-term success. Below are nine insights from industry leaders on how brand marketers can put local at the forefront of their strategies.
With reviews accounting for over 10 percent of overall ranking factors, review moderation is an important part of understanding your audience and driving online-to-offline attribution. Customers communicate with your brand through reviews, and their feedback allows you to address problems and create long-term brand advocates.
With the close of Brandify Summit 2016, brands can take away some valuable lessons in location-based marketing, specifically regarding the importance of customer-centricity and personalization for brand engagement and local conversions. Technologies such as mobile devices and artificial intelligence have reshaped customer expectations and set new standards for brands to compete with. To wrap up the day’s collection of excellent seminars and inspiring speakers, here are are three major considerations for brands to keep in mind when forming a local marketing strategy.
While beacon technology is still new, it is becoming widely adopted. There is a common misconception that beacons are simply used to send messages (push notifications) to customers when they enter a specific geographical region, but beacon technology is much more than that, and it is becoming a great way for brands to interact with their customers on a more personal and local level. Kevin Hunter of Centroidal Advisory & Consulting talks about how beacons can be used to enhance the customer experience with personalized engagement, loyalty building and driving more customers to your store locations.
Voice search refers to one’s smartphone, desktop computer or any other entry point that uses voice, like Google’s microphone or Amazon’s Echo. When someone activates a personal assistant using their voice, they are performing a voice search. In the world of smartphones and mobile devices, speech is increasingly becoming the preferred search method of choice for users who wish to perform queries. John Gagnon of Microsoft’s Bing talks about the future of voice search technology and how it relates to local search.
Digital technology infiltrates every aspect of our daily lives; we use it as customers, professionals and as general human beings. We now live in a post-digital world where customers expect immediacy, personalization and follow-through. The post-digital world puts increased pressure on marketers. Today’s customers have been empowered by technology and it has led them to become entitled.