Many consumer experiences start with search, so marketers should use best practices for deploying optimal search campaigns.
Nothing rubs the consumer the wrong way more than reviewing search results for businesses only to discover that the information listed is not up to date Businesses spend millions of dollars to market their brands, products, and services. Every aspect of marketing comes into play and factors into consumers’ purchase-making process.
The burden lies on the business to circle the wagon and ensure all aspects of the marketing effort work effectively together.
Below are a few crucial points to pay attention to.
- Verify your listing information is correct and/or eliminate duplicate/old listings
- Confirm accuracy of details provided about your hours, type of payment accepted, etc.
- Use eye-catching images, logos and/or consider contemporizing the look; if needed
- Be explicit about category listing and avoid use of simple terms. Consider building theme pages that detail the services/products offered
- Consider developing citation listings (Yelp, Google My Business, Yahoo, etc.) on other sites to enhance performance. Seek out vertical specific sites to enhance performance
- Safeguard that your website details are the same information as your listing information
All of the above assists in driving exposure when consumers enter a search. The goal is to have your business information appear above fold during searches. Plus, capture the consumer to gain their consideration.
Many consumers compare a company’s offering online before even making a visit to the storefront or making a phone call. So, deploy the best local search practices that place you ahead of your competitive set. These efforts can assist in delivering overall marketing goals.
Adele Lassere is a marketing/advertising consultant, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
