Geographic Marketing is the key to making your business stand out to local consumers, but are you taking advantage of these great business marketing tools? Are your stores dependent upon the local geography for your revenue? If you’re not using the full power of Geographic Marketing as an additional business marketing tool to reach local consumers, then you are missing out on a significant local business marketing opportunity.
Considering that local business listings show up on the first page of search results, in mobile searches, and in mobile applications, this is a local business marketing tool you don’t want to ignore.
The only way local listings show up in these various search results is if you have managed your listings by entering your business marketing information for each store. If you’re wondering how to enter your local business marketing information, it begins by claiming your listing and seize the management of each store’s local business listing.
By no means should you think the geographic marketing process starts and ends with Google. There are multiple search engines, social communities, 411 websites, GPS websites and various other business directories that are accessed by consumers and mobile application developers and provide business information for a specified search area (latitude and longitude or street address).
It is equally important to keep in mind that geographic marketing is not a one-time process. You have to manage these listings by updating your store’s local business marketing information including keywords, photos, videos, coupons, and events on a regular basis. Local listings are an interactive geographic marketing tool that can be accessed and managed 24x7x365.
If you’re wondering what I mean by “interactive” geographic marketing tools, keep in mind that consumers get to post their ratings and reviews about your store, your business, products, or services. As a corporate multi-location business, it is important to get satisfied customers to post their feedback in order to negate any negative reviews. If you do get negative reviews, there is a process that allows you to dispute them either as a rebuttal, an apology, or an acknowledgement. This process adds a new layer of public relations at the local business marketing level which large multi-location corporations are unfamiliar.
Let’s take a look at the five reasons why you probably want to outsource your geographic marketing services to a company with experience and expertise who can manage this for your company across multiple local listing websites.
1. You Have a Business Marketing Need for Revenue
You have to manage these listings by updating your:
- description and general text copy,
- photos (products, services, company),
- videos (tv commercials and others),
- coupons (discounts, offers), and
- events (promotions)
…..on a monthly basis! And don’t stop at Google, keep going to Yahoo, Bing, Yelp, Local.com, Citysearch, Mapquest and many others that are quickly becoming consumer favorites.
2. You Have a Public Relations Need
Consumers have the ability to post their experience with your store, your business, products, or services to these local business listings. While it never requires a request for a customer to post a negative review, it is a smart local business marketing strategy to consider how you plan on asking satisfied customers to post positive ratings and reviews.
Reviews have a quantitative component to them and thus are open to search engines using them as another data point in the future to rank your website. Anyone posting a review can indicate one star (negative) to five stars (positive). From a geographic marketing standpoint, it is important to push for as many positive reviews as possible.
What do you do with negative reviews? You have to do something! You cannot let them sit in your local business listing on multiple websites for customers to interpret. Your options include: dispute, rebuttal, or apologize and you need an experienced local business marketing specialist to handle these responses on an individual basis.
Keep in mind that customer reviews are syndicated around the web from one local business listings website to another.
3. You Have a Security Need
Your local business listing is a free geographic marketing service provided by a variety of local business listings websites, search engines, social communities, 411 websites, business directories and more. So, what should you as a business expect for free? Probably not much, and that includes the level of security around these local business listings. The reality is that someone can hijack your listing and manage the listing either against you or in their favor. In order to avoid a local business listing hijacking you will need to ensure that you claim your listing at multiple local listing websites.
While claiming your listing is a good starting point to your geographic marketing process, you also have to consider how you will monitor duplicate listings that enter into the information system and need to be continually claimed and monitored.
4. You Have a Data Accuracy Need
Geographic marketing information about your stores on the internet comes from multiple sources and from sources over many years of selling data. We have seen many situations where business names vary, phone numbers are inaccurate, addresses and map markers showing the actual location (latitude and longitude) are not correct, and the list goes on.
Once again, this is not something that stops at Google, but needs to be reviewed, monitored, and managed at multiple local listing websites in order to ensure customers have access to the most accurate business marketing information possible. You do not want to miss mobile application developers either, as they decide randomly whose database they will use.
5. You Have a Time Resource Need
Hopefully you have learned from our discussions here that the time needed to claim, update, monitor, and manage your local listings at multiple local listings website is significant . Since the geographic marketing process does not end with your work being completed one time, it becomes a regular monthly process that has to be managed by a local business marketing expert.
Furthermore, this process is in no way entirely automated and requires experienced local business marketing labor resources in order to make decisions. For example, you are required to ensure business marketing information consistency across multiple local listing websites; analyze monthly local listing analytics to take actionable changes to your listing at multiple local listing websites; respond to consumer reviews at their origin since consumer reviews are syndicated across many different local listing websites; and more – the list goes on and on.
Ultimately, a large corporation will not have the time resources to manage the geographic marketing process effectively, and the support of experienced Internet business marketing professionals will be required.
Certainly your time resources are limited and Geographic Marketing Solutions for multi-location companies are provided by SmartFinds Marketing. Let the experts of over 17 years Internet marketing experience help you use this local business marketing tool properly through monthly management marketing services and broadcast data services for mass business data distribution.
330 East Maple Road, Suite 503
Birmingham, MI 48009
Tel: (866) 501-5758
Fax: (866) 501-5758