The traditional marketing funnel depicts the sequence of stages the eventually convert a customer. There are pieces within this funnel that point back to ways of how brand marketers can empower satisfied customers to buy again or share their experiences with their network. Especially when it comes to local search, finding a place in the marketing funnel and eventually driving this type of customer loyalty has proven to be challenging.
Topics: Local SEO
Mike Blumenthal noted last week that Google has updated its help page significant to break down specific guidelines to help local businesses show up on Google Maps on desktop and mobile devices. Today on Street Fight, I explain Google's recent focus on providing business owners with the tools and encouragement they need to get business' local ranking higher than that of their competitors.
Ranking isn't what it used to be. With growing levels of consumers searching through mobile devices, local intent has been integrated into search results. But not all searches are created equal---while the majority of users might be making local queries, Google's relevance algorithm is sophistaced enough to know that a small percentage of users are still searching for general (not localized) results.
Topics: Local SEO
Gartner predicts that by 2020. there will be nearly 26 billion Internet of Things (IoT) devices. And while there may not be an obvious correlation, IoT is an uncharted territory and a huge opportunity for multi-location brands.
Topics: Internet of Things
The new Google My Business API has made it easier for listings providers (brands or partnering agencies) to update information more seamlessly and efficiently across mass amounts of listed store locations. Now we can't help but assume that with all these benefits,it now be possible to bring Google listing management to a far greater audience. Today on Street Fight, I explain how this experiment with local by Google won't be another Google Plus-like situation (with a lack of adoption or growth).
Topics: Google My Business
Consumer reviews are a hot topic within the local marketing arena. This week, Uber released that it has been running a driver behavior tracking program to validate tracker reviews, begging the question how do we assess the validity of reviews for local businesses?
It seems like every time Facebook makes a change related to Local, the industry sees it as the social network's last step in becoming the local search destination. But we have seen time and time again that while these updates over the past few years have surfaced and stayed live on Facebook, their importance or usage for users has not grown significantly at this point.
Location management isn't a term you normally hear when you think of optimizing and boosting your local properties. Back in the haydays of digital presence optimization, the goal for many marketers was to include strong citations an local directories just to organically get on Google's radar.
Topics: Local Marketing
With less than a week left until Black Friday, the rush of the Holiday season is upon us. The National Retail Federation projects $630.5 billion in overall holiday sales this year, a 3.7 percent increase over 2014. In my latest article on Street Fight, I explain the importance of engaging, actionable messaging and how this can be done through the mobile channel this holiday.