Discoverability: The National Marketer's Guide to Getting Found Locally
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The document discusses the importance of 'discoverability' for national brands with local storefronts, emphasizing that most consumers use online searches to find local businesses and often visit in person after searching. Key strategies for enhancing discoverability include optimizing local websites and listings, engaging customers with localized paid search, and utilizing automation to ensure accurate information is available. By implementing these strategies, national brands can increase foot traffic, drive demand, and improve the efficiency of their marketing efforts.
Discoverability: The National Marketer's Guide to Getting Found Locally
- 1. DISCOVERABILITY The National Marketer’s Guide TO GETTING FOUND LOCALLY DISCOVERABILITY
- 2. 70% of consumers who search for local business information on a computer, tablet, or smartphone said they visited the store within five miles of their location.*Google According to TechTarget, Discoverability Marketing is the practice of making it easier for customers or potential customers to find products when they are actively looking for them or have demonstrated a need for them. Essentially, it’s finding the sweet spot: marketing the right message to the right person AT THE RIGHT TIME. Even knowing that online search is the tool consumers use most frequently to find your locations—your retail outlets, franchisees, distributors, agents, channel partners, representatives, etc. In fact, 90% of consumers search online and THEN purchase offline in local markets.* They also take action quickly—half of mobile searchers visit a store within 24 hours of a search.** For a national brand with local storefronts or partners, the key to discoverability is ensuring that when a consumer searches for your type of product or service, they are served up locally-relevant results for your local storefronts ABOVE those of your competitors. This is the moment when many national brands lose potential customers to their competitors, without even knowing it. D ISCOVERABILITY THE NATIONAL MARKETER’S GUIDE TO GETTING FOUND LOCALLY BALIHOO.COM | 2 BALIHOO DISCOVERABILITY GUIDE What exactly is discoverability? Am I already doing it? Are my competitors doing it? 79% of smartphone owners and 81% of tablet owners use their devices to search for information on LOCAL businesses. Approximately 75% of those searches bring the customer into a physical store–and 80% result in a purchase.
- 3. LOCAL WEBSITES | The heart of your local marketing strategy Local Websites take your dealer-locator to another level. They allow all locations to show up individually in location searches and maps on top search engines, capturing the immediate attention of consumers looking for your product or services NOW. KEY ELEMENTS FOR SUCCESS • Use an automation platform to create all websites simultaneously–using your own database of locations and their offerings. • Allow local partners to customize and configure strategic elements. • Launch corresponding City Websites–which enable all brand locations to be easily categorized by city - for both the search engines and consumers. • Enable call tracking–which allows you to report on the resulting phone traffic generated to your local partners LOCAL LISTINGS | An overlooked step to generating demand 20% of local business listings are inaccurate and one out of every four local business listings is missing key information.*** By centrally managing all of your brand’s business listings from a single database, you can ensure that they are correct, consistent and discoverable online. KEY ELEMENTS FOR SUCCESS • Make sure your automation platform checks your data for accuracy— locating and resolving duplicate listings and missing data. • Publish your data to all the major U.S. data aggregators. • Easy reporting on listing status and performance. LOCAL PAID SEARCH | Engage customers earlier in their purchase cycle Local Paid Search puts your locations at the top of search engine results, captures the attention of local customers who are looking for your product or category, and drives traffic to your local partners and locations. KEY ELEMENTS FOR SUCCESS • A platform that allows for a corporate-managed approach, which cuts costs by only spending funds where it makes sense. • Localized ad copy and keywords list that increases traffic to local websites and boosts results for your partners and locations. • Detailed campaign reporting features that let you understand how you are doing in aggregate, by location, and other key criteria. • Utilize radius configurations to keep locations from competing with each other. T H E 3 BUILDING BLOCKS TO LOCAL DISCOVERABILITY
- 4. With Local Websites, Local Listings, and Local Paid Search, your national brand has an effective set of tools that can extend your national strategy to the local level, drive more demand and foot traffic, ensure consistent and accurate information, and increase return on your marketing dollars. COPYRIGHT © 2015 BALIHOO. All RIGHTS RESERVED. 4BALIHOO DISCOVERABILITY GUIDE BALIHOO CUSTOMERS SAY... “The local websites we launched in conjunction with Balihoo has given us the ability to maintain a local brand presence online by leveraging our independent dealer’s physical locations and associating them in with our brand. We have seen phenomenal results with this effort and more importantly, we are getting leads directly to our dealer network faster than we ever have.” – Tyler Reed, Senior Marketing Manager, Control4 ABOUT BALIHOO Balihoo’s Local Marketing Cloud redefines how national brands reach consumers. The Cloud enables national brands to automate and scale targeted, local marketing campaigns ensuring a consistent, quality experience at every step of the customer’s purchase journey - from the national website, to the local store. The Balihoo Local Marketing Cloud Compete Edition provides a powerful platform for your local channel partners to be discovered quickly for immediate consumer interaction. SOURCES *User View Wave VII, BIA/Kelsey, 2010 **Understanding Consumers’ Local Search Behavior, Ipsos MediaCT sponsored by Google, 2014 ***Local Listing Management Priorities: How & Where to Syndicate Local Data,” Search Engine Watch, 2014