Brandify February Product Update

Damian Rollison | Feb 24, 2021 7:00:00 AM

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This is the second in our new series of monthly product release updates. In January, we provided a retrospective of all of Brandify's major releases in 2020. This time around, we're initiating the type of update that will be more typical: a roundup of our releases over the past 30 days. 

We release updates to our platform every week, including bug fixes, performance improvements, and maintenance tasks. We also have a regular cadence of new product and feature releases and enhancements that matter to our end users, and it's that latter category of updates that we'll cover in these posts. Since it's February, we'll call this one our Valentine Update.

Review Alert Options, Including Real-Time Alerts

Timeliness and flexibility are both critically important for brands engaged in reputation management. Ideally, all reviews for a multi-location brand will be assessed and responded to on the same day and within a very short timeframe, since, as we know, consumers have been attuned by social media to expect quick responses online. However, many brands are challenged by the sheer volume of reviews and need to adjust the pace of responses, based on factors like the star rating and content of individual reviews.

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That's why we've released an update to our review alerts system that allows users to configure alerts according to a range of needs. User A might want all review alerts delivered in real time, whereas User B only needs a daily update and only wants to be alerted about reviews with a rating of three stars or below. User C, on the other hand, may want to be alerted only about reviews that contain certain keywords, such as the name of a newly released product or service. Keyword-based alerts can be especially useful for topics that require immediate attention; restaurants, for example, may want to configure keyword-based alerts for phrases like "food poisoning" or "raw chicken."

Some brands receive hundreds of new reviews at each location every week, some just a few -- and some reviews are more important than others. We're excited to be able to offer a range of options so that review alerts can be customized to your needs. In addition to the alerts configuration update, we also recently introduced several improvements to the design and organization of review alert emails themselves. 

Yelp Attributes

Yelp has been among the most active local search publishers in terms of new feature releases that address the needs of consumers and businesses during the COVID-19 pandemic. Throughout the last several months, Yelp has added features to business profiles such as a special banner message, temporary closure option, and attributes indicating special services and offerings. These updates have helped consumers gather information, at a critical time, about the availability of business offerings, the options for interacting with a business, and the health and safety practices in place at stores, restaurants, and offices. 

Brandify has released updates throughout the past year as Yelp unveils new features, ensuring that our brand clients are able to utilize the latest functionality in order to give consumers the information they are seeking. In our latest update, we have added support for newer Yelp attributes including:

  • Parking options: valet, garage, street, private lot, validated

  • Accepts credit cards

  • Accepts Google Pay

  • Customers must wear masks (a new health and safety attribute)

  • Latinx owned

  • Black owned

  • Open to all (encourages awareness and understanding of the importance of nondiscrimination laws)

We will continue to add support for new attributes and features on Yelp and other publisher sites as they become available.

Restaurant Menu Publication and Syndication

We're happy to report that our recently-announced partnership with digital menu management company Trabon has borne fruit, as we begin to implement Trabon-powered menus in local pages and Google profiles for our restaurant clients. For restaurant chains and franchises, menu management is a remarkably complex endeavor, with menus often differing by region and location and containing a rich array of categories, items, options, prices, and explanatory information. Trabon's MenuNet offering creates a single source of truth for menu content, which can be used to produce print and digital menus and is now connected to Brandify's publication and syndication engine.

With our Trabon implementation, any restaurant brand that utilizes Trabon's MenuNet platform will be able to syndicate menu content to any web page and synchronize that content with Google My Business, so that diners see consistent, detailed menu information wherever they happen to search. Over time, we expect to extent our structured menu syndication offering to additional endpoints. 

Local Sub-Page Enhancement

Our clients have found it especially effective to build out sub-pages covering specific product lines, services, or specialties, in order to increase their likelihood of appearing in searches related to these topics. For this reason, we've launched an enhancement to our local page architecture that makes it easy to launch any number of sub-pages linked to the main store page, with a readable URL structure that is friendly to search engines and humans. This update expands upon our ability to showcase our clients' profiles for all relevant consumer searches.

With this update, we can now more easily publish local sub-pages as extensions of the parent store page, where if the store page has the URL https://locations.brandxyz.com/ca/anaheim/123/, with the location identified by state, city, and store number, each sub-page will have a URL like https://locations.brandxyz.com/ca/anaheim/123/shoes for the shoe department, https://locations.brandxyz.com/ca/anaheim/123/hardware for the hardware department, and so on, making it easy for humans and search engines to understand the content of each sub-page and its relationship to the parent store.

Data Visualization Update: Period-over-Period Comparison

Our brand clients find it valuable to visualize the data related to local marketing activities in a variety of ways. We offer a wide variety of reports related to consumer engagement with local pages and online profiles, volume of reviews, star rating trends, sentiment in reviews and social content, and much more. Many of our data visualizations include multiple options for configuring date ranges and toggling individual data points on or off, so that users can derive a view of the data that is most meaningful for their needs. 

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In our latest data visualization update, we've introduced period-over-period comparison to our Engagement timelines and tables, so that users will be able to compare any two time periods to analyze trends across Google, Yelp, and Facebook with data views including searches, views, and actions. So for example, a user interested in analyzing consumer activity on local profiles in the 2020 holiday season as compared to 2019 would be able to visualize both periods in a single chart.

As with all charts and tables in our dashboard, period-over-period timelines and tables can be exported from the dashboard for inclusion in internal reports and analyses. This update is part of an ongoing series of releases designed to put needed information in the hands of brand marketers for optimal insight and management of local campaigns.

We'll see you next month for the next round of product updates!

Topics: Product Update

Damian Rollison

Damian Rollison

VP of Market Development and Strategic Partnerships

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