With over 91% of consumers using Facebook to find a local business online, brands cannot afford to have inaccurate location data or unclaimed listings on this widely adopted social platform. Social media is changing the way that people interact with the world around them, and Facebook still dominates the social landscape, with 80% of total internet users also using Facebook. Inconsistent or inaccurate location data such as name, address and phone number (NAP) information can result in the loss of your local rankings, brand authority, and ultimately, your bottom line. Here are four ways to maximize the power of Facebook local listings and drive more traffic to your store.
The release of the Pokemon Go app last week has had millions of users walking around with their phones held in the air, trying to catch Pokemon and participate in battles ,earn points and win medals. With 7.5M downloads at just over a week old, the geographically-based augmented reality game provides a huge opportunity for multi-location brands. Pokemon Go is only the beginning of AR, and it’s clearly taking off. Is your brand ready to interact with users at the local level?
Location has always been a part of social media, but Snapchat is making local places a central feature of its platform in ways that other social sites have failed to do. With geofilters, live stories and custom on-demand filters, Snapchat is transforming the role of location within the social sphere. And with Snapchat’s most recent ‘Memories’ update, Snapchat could be creating a revolution around the way that users integrate their immediate local experiences with their social sharing preferences.
In the ever-changing world of Google search, another update will force your brand to buckle down its local online presence even further. At SMX last week, Google’s Global Product Lead for Local Ads, Ali Turhan, alluded to local ads being featured within the existing local three pack. After this update takes place, the first position will be an ad, followed by two organic results.
When it comes to multi-location brands, mastery of location data is no simple task. Social strategy, presence management and local advertising all begin and end with a trusted source of secure location data. When customers opt into sharing personal data with brands, they trust that their information will be securely held. Similarly, brands must vet trusted partners to house their location data and these partners should serve as a source of truth in a busy data ecosystem. For retail, healthcare and financial service industries that house a significant amount of sensitive user-specific and geo-centric data, all it takes is one security breach to forever compromise the integrity of a brand.
Within the past month, Google and Apple have both hosted annual events to announce upgrades to existing products and showcase some exciting next generation technologies. These technological innovations aim to enhance the customer experience through several user and location data-centric capabilities like voice-search and navigation. For advertisers, these are competitive areas in which we must take advantage.
“There are no traffic jams on the extra mile.”
You’ve probably heard this Zig Ziglar pearl of wisdom before. It’s a quote that entrepreneurs and leadership gurus have been trotting out for decades to illustrate how much customer service can help a business to stand out against lazy or lackluster competitors.
We're in the midst of a time when it's hard to tell the difference between hype and technological breakthrough.
Six months after the release of version 2, Google has released another exciting update to the Google My Business (GMB) API. This update includes several new features that will enable enterprises to more seamlessly update claimed store locations on Google listings and Maps. Brandify earned access to this API during its initial rollout, and has noted the ways the additional functionalities of the API can be supported in real time.
Topics: Google My Business
The customer journey is fragmented, to say the least. With literally any online touchpoint serving as a possible driver of local traffic, it can be especially challenging for enterprises to properly direct customers to store locations. The intent to visit a store is 50% if it comes from Mobile, so before your store location information fails a customer, evaluate your local brand relevance to strengthen your mobile visibility strategy.
Topics: Marketing Metrics