With Black Friday upon us and the holiday season officially in full swing, enterprise marketers are running out of time to get their local marketing strategies on track to capitalize on this year’s holiday spending and create loyal, returning customers for 2017 and beyond. With this in mind, this blog highlights major takeaways from Brandify’s recent holiday webinar, 3 Ways to Boost Your Local Marketing Strategy this Holiday Season.
The Enterprise Challenge Seasonal trends show that consumers conduct their holiday purchases in a variety of ways. Fifty-four percent of holiday shoppers plan to use their smartphones to shop in their spare time, and 1 in 5 shoppers plan to visit local stores on Black Friday in order to find the very best deals. Consumers look to numerous online channels to fulfill their intent, including traditional search engines such as Google and Bing, review sites such as Yelp and TripAdvisor, and social media platforms such as Snapchat and Facebook.
It’s a given that an increased level of channels is changing the way consumers navigate the path to purchase. The real challenge and opportunity for marketers lies in the fact that local ecosystem is complex and lacks standardization. With data for thousands of listings across the web, enterprises face countless inconsistencies and lose both visibility and authority when they can not easily be found by local customers. In order to reach consumers across these platforms and bridge online to offline, a holistic approach of submitting clean, consistent data to the local search ecosystem must be taken.
Below are three way that marketers can overcome the enterprise challenge, reach more customers and boost their local marketing this holiday season:
Voice Search for Local Search Voice searches are different than text-based searches, both in length and in specificity. Voice searches are usually much more lengthy and include a higher number of keywords. This presents brands with an opportunity to optimize local pages and store locators with branded keywords that will be relevant and actionable for the consumer. Enterprise brands need to adopt a holistic voice search strategy that acknowledges immediate need, as long value.
It’s important to think about aspects such as holiday promotions, specific geofenced discounts or offers, holiday messaging and the existence of a location manager to help maintain data accuracy. Having a cleansed, cross-engine database is also crucial to your brand’s holiday marketing strategy, as it will allow your brand to update holiday hours, connect location data to Google My Business (GMB), create and manage real-time content and engage users who interact with that content.
Mobile Content & Adoption Mobile provides your store locations with “always-on” customers who are looking for the most hyper-personalized content at the nearest location. Brands can utilize multi-screen advertising to pick up the brand narrative from one device to another, and always stay front-of-mind. There is fierce competition to rank locally, especially during the holidays, but enterprises can take some specific steps to make sure their locations stand out this season.
Brands can optimize for mobile by creating a holiday content calendar that encourages consistent publishing of relevant ads and page promotions. Help local customers find your store by optimizing for Google Maps, Apple Maps, Siri and Cortana. Enterprise can cultivate quality and relevancy on local listings by claiming relevant categories and maintaining data consistency across the web. Running targeted display ads are over 30% more effective than traditional ads, and can get customers to your store more quickly easily.
Omnichannel Attribution With so many different brands competing for consumers’ attention and so many different channels with which consumers can interact with brands and consume content, omnichannel marketing strives to create personalized, contextually relevant experience for every customer across multiple devices and through both online and offline channels.
Brands can maximize omnichannel attribution by connecting with consumers on social media through paid ads that grab consumers’ attention and encourage interaction with your brand and nearby locations. Marketers can also benefit from preparing a scorecard that helps to measure data quality, mobile engagement, click-through rates, impressions etc. Quantifying the effectiveness of your brand’s local marketing campaigns is imperative to profitable holiday sales, future success and long-term consumer loyalty.
Looking Forward: 2017 Priorities As you come into strategizing how to optimize and grow your marketing strategy for 2017, it’s important to keep your priorities related to Local. Below are some key areas to focus on as you pull together your 2017 agenda:
Deduplicate Listings - Duplicate listings are a big deal when it comes to the local search ecosystem. Duplicate listings can harm your local rankings and have a negative impact on customer perception. In 2017, marketers should focus on cleansing location data and creating a consistent presence across the web.
Monitor SEO Performance - In order to show up for the products and services a brand is targeting, enterprise marketers need to focus on both branded and non-branded keyword optimization. Analyze and act on SEO metrics to find areas for improvement and continue enhancing your brand’s online presence.
Engage Customers - Brands can engage customers through personalized content via social media and targeted ad placement. Another important factor in customer engagement is review response. Monitoring and responding to reviews allows customers to feel heard and increases the likelihood that they will give your brand another chance.
Increase Actions - The local search ecosystem lacks standardization, which means that brands who increase action by partnering with data aggregators and proactively monitoring and editing location in real-time has the advantage when it comes to visibility.
Benchmark Progress - At the end of the day, the only way to resolve location data issues, increase sales or enhance the customer experience is to analyze location metrics and act accordingly. Brands can utilize a location content management system (CMS), which allows them to house all of their location data in one place and gather performance metrics holistically.
Find the tools you need to get started by listening the the full holiday webinar on-demand and downloading Brandify’s free Real-Time Data Distribution Kit below.