Topics: Local Marketing
The idea that data should be at the core of all marketing strategies is not new, but for those who depend on in-store attribution for profitability, data plays a unique role in bridging the online to offline customer experience.
As an enterprise marketer, chances are that the Millennials generation is a hot topic in your workplace right now. There are almost 85 million Millennials in the U.S., making up more than a quarter of the entire population. With the strong influence they have over older generations, as well as their annual spending power, which exceeds just over $200 billion, Millennials should be a focus for any brand looking to maximize revenue and brand engagement for the long-term.
Facebook has always been a critical component of maintaining a strong online presence and engaging with users on their preferred platforms. Facebook locations enable enterprise brands to claim local profiles for each store location, while preserving a holistic brand image through a corporate account. Yet, an often overlooked and underutilized aspect of Facebook for local marketing is the critical audience insights that Facebook provides. With nearly 2 billion active users every month, brands cannot afford to overlook Facebook insights when forming a comprehensive marketing strategy. With this in mind, here are the some of the most important Facebook insights for local marketing.
Today, most businesses receive an average of 24 calls per month from marketers trying to sell them something. With such a massive number of solicitations, it can be difficult to trust anyone who approaches your brand. So, how can your business tell the difference between valuable services and spam?
Recently, Google released an update to its “Popular Times” feature, providing real-time updates for a location’s busiest times of day, allowing users to find out how crowded a local businesses is before making the decision to visit. The updated “Popular Times” data, provides users with general estimates of a location’s wait time with summaries like, “Not too busy” or “Usually a little busy,” per 20 minute period. Under a bar graph detailing peak times of day, there is a “Plan your visit” statement, with a time range in which people usually stay at the location (e.g., “People typically spend 20 min here”).
Reviews play a big role in the purchase decisions of today’s consumers. Over 70% of consumers ages 25-34 seek out reviews before making a decision to purchase, and almost 90% of consumers say they trust online reviews as much as personal recommendations. At the enterprise level, it can be difficult to make the most of reviews, let alone utilize them to garner visibility and brand awareness. Yet, reviews are an important facet of every marketing campaign, and brands with active reputation management strategies often surpass their competitors in visibility, satisfaction and loyalty. Learn five steps to successful reputation management, and find out how Brandify helped one enterprise drive 40% more website traffic through online reviews.
Recent discoveries suggests that Google is experimenting with local inventory ad placement above the local 3-pack. These ads mirror the Local Pack in format and structure, with two ad listings resulting from some product searches. Not only are these listings sporadic, but they seem to appear only as a result of local searches conducted on a smartphone, demonstrating Google’s continued focused on local-mobile search.
Recently, Brandify predicted that Local would be an even greater focus for Google in 2017, and now, just two short weeks into the new year, Google has released its quarterly update of the Google My Business (GMB) API with version 3.2. Since the release of V3.1 last September, Google has focused on enhancing the local customer experience by empowering brands to access their GMB insights data and respond to customer reviews in real time. Now, with the release of the GMB API V3.2, Google has made it easier for brands to access their complete historical data and connect multi-location insights to make data-driven marketing decisions.
As a whole, 2016 was a year full of changes to Google’s ranking algorithm and its local search results. From quarterly Google My Business updates, to mobile-first indexing, Google has been strengthening its algorithm to provide the best possible user experience. Moving into 2017, brands can benefit from reviewing some of the biggest changes in Google’s approach over the past year to gauge what is to come in 2017.