Auditing and Improving Your Presence, Listing Completeness and Brand Reputation Over Time
So your company has multiple outlets and you want your customers to be able to find you…fantastic. You have already claimed your listed business locations on the major search engines…great. Now what? Like planting seeds in a garden, your local presence needs nurturing after you have taken those initial steps in developing a complete local presence strategy. For even a smaller company with only a few locations, managing changes and monitoring presence, completeness and reputation over time, given the huge and ever growing array of digital channels that publish local business information, immediately becomes unmanageable without a powerful and integrated platform. Let’s break down the different areas of nurturing.
Presence – Can you be found in the “5 Places” (1.Your Web Site, 2. Local Search Sites (aka Google), 3. Social Sites, 4. Review Sites, 5. Niche Sites)(Rollinson 2015) that are customer entry points for local store information?
Completeness – Is all the information a customer wants, as well as all the information you want to provide available in the listing? Things like description, address, store hours, logo, images and URL to the associated local landing page on your site.
Brand Reputation – Can you monitor how your customers are rating their experience on review sites? Can you identify problem areas both in aggregate and with pinpoint accuracy?
Local presence strategy is a long term process of creating, monitoring and improving your relationship with your customers. It should be audited over time with a goal of continuous improvement of presence and completeness and continuous attentiveness and response to poor reviews. Here are the four foundational steps to initiating a complete local presence strategy and improving presence over time.
Step 1. Start your local presence program – find a partner platform, claim your locations, build local landing pages on your site, populate your location data to the entry points, syndicate your data to location data aggregators and to upstream maps databases to extend your data to other portals such as in-auto GPS and mobile phone mapping apps.
Step 2. Create a baseline for presence and completeness in aggregate and at specific major customer entry points.
Step 3. Enable reputation monitoring, track and respond to negative reviews.
Step 4. Continually audit and improve listing presence and completeness over time.
Rollison, D. (2015, February 18). The ‘Five Places’ Method for Manageable Local Marketing. Retrieved July 23, 2015, from Street Fight: http://streetfightmag.com/2015/02/18/the-five-places-method-for-manageable-local-marketing/