Turn Your Business Listings into Local Leads


•  Search and discovery has changed a lot and it is hard to create a presence in many places.

•  Surefire Social gives you the highest odds of appearing

where your customers are looking for you at the right moment - moment of thought to use your business

Why am I not getting more leads?


Who is Surefire Social?

•  150 Experts Digital Marketers on staff

•  Over 2000 locations managed

•  Services and technology for successful local business

Among Top 35% of fastest growing companies


Thousands of Options


Lead Performance

SurePulse - Digital Marketing Control Center

Lead Sources

Publishing Monitoring


SurePulse Integration with Yext PowerListings


•  EVP of Partnerships at Yext

•  Background in creating and leading information and data companies: his focus is to help other businesses leverage the power of the Yext platform in their own strategies.

•  Prior to joining Yext, he was the Chief Data Officer at Infogroup and the Global Head of Content Innovation at Thomson Reuters.

•  Holds a B.S. in Finance from the University of Florida.

Local Data Expert: Christian Ward


•  Introduction

•  Digital Presence Management

•  How Local Data Works

•  Your Tool to Success

Agenda

Digital Presence Management


It’s easy to see how offline presence problems can compromise businesses

Brodie Mart Town of Hilsdale Dynasty Buffet Elmhurst Hospital


For every $1 that consumers spend online, those consumers will spend nearly $15 in physical stores

Offline Sales Dwarf Online

$6T Offline

$400B E-Commerce


Consumers are searching for businesses online more often, in more places, and from more devices than ever

63% use at least

two devices to search

25.1B local searches annually

31.5% search on

non-Google sites

54% have substituted YellowPages with

online search

72% trust online reviews

How Local Data Works


Imagine asking 10 people you trust where a particular restaurant is

Agreed

Yup!

Perfect.

Exactly

Yes.

Spot on.

Confirmed

That’s it.

Same.

Goodfella’s Pizzeria

144 Orchard St (212)432-3200

Consistency results in high confidence for consumers and search crawlers


What if the answers were more confusing?

Inconsistency results in low confidence, which decreases search ranking and risks lost business

Good Fella Brick Oven

144 Archer St.

212.345.1122

Where?

You mean Goodfella’s

LES?

Never heard of it.

144 Orchard Ave.

Great movie.

I don’t think I know them.

Goodfella’s Pizzeria

144 Orchard St (212)432-3200


+43 more

This is How Local Search Works

•  Consistency: NAP data needs to be the same everywhere

•  Authority: Information needs to come from sources your customers – and search engines – trust

•  Number: Large Quantities of consistent data matter


•  Publishers pull new data from sources like aggregators, government records, and end users every day/week/month

•  When sources disagree, duplicates and errors abound

•  Worst of all, businesses themselves are not in control

Local Data

Data Aggregators

Publishers & Directories

Government Records

User-submitted content

Crawled Website

Data

How can a business possibly be sure every source provides correct and complete information?

Every publisher compiles listings differently — often from multiple sources


Yahoo! User Review

Google Places User

Customer Facebook Post

Mobile Yelp User

Yahoo! Mobile User

Yelp App User Signal

Claimed Yahoo Listing

Regional Directory

Foursquare Check-in

Claimed Yelp Listing

Angie’s List Review

Twitter Post

Store Locator

DexKnows Page

News Article

Bing Local Listing

Government Filing

Tax State Forms

Bank Loan Data

Unstructured Forum

Phone Records

Trademark Application

Acxiom Database

Out of Biz Call Center

Lexis Nexis Directory

Infogroup Database

Patent Registration

Unique Biz ID Forms

Offshore Location Team

GigWalk Submit

Thomson Reuters

Nasdaq Filings

Twitter Post

Phone Records

Infogroup Yelp Crawl

The Local Data Ecosystem

?


•  Before digital presence management technology, the best solution was to provide correct data to aggregators, who sold or submitted it to publishers

•  But, submission does not guarantee control, and publishers’ data preferences can and will change

•  With so many sources in today’s ecosystem, it’s impossible to fix any listings “at the source”

Aggregators can provide basic data to publishers, but can’t guarantee control


Without control, anarchy ensues


One Result: Duplicate Listings

Yext scanned 2,719 locations to test for duplicates, and found:

40,607

total duplicate listings

14.93

in 24 of 25 primary categories

average duplicates per location


These duplicates distributed a significant amount of incorrect data…

Total

Total wrong phone numbers: 26,372 Wrong phone number & name 11,416 Wrong phone number, name, address 906 Total wrong addresses: 10,343 Wrong address & name 3,013 Total wrong names: 17,360


…across categories Agriculture & Industry 0.33%

Arts & Entertainment

0.70%

Automotive & Vehicles 6.97%

Beauty & Spas 1.48%

Business Services 6.20%

Consumer Electronics

0.47%

Contractors 21.19%

Family & Community

2.25%

Financial Services 1.04%

Food & Dining 0.90%

Health & Medicine 20.17%

Home & Garden 6.95%

Insurance 1.97%

Legal Services 15.23%

Moving & Transport 1.04%

Real Estate 11.85%

Shopping 0.59% Duplicates per Category

Categories Total Agriculture & Industry 133 Arts & Entertainment 286

Automotive & Vehicles 2,830 Beauty & Spas 600

Business Services 2,516 Cabinet Refacing Specialists 6

Clothing 16 Computers & Software 43 Consumer Electronics 190

Contractors 8,606 Education 102

Family & Community 915 Financial Services 422

Food & Dining 365 Health & Medicine 8,192 Home & Garden 2,823

Insurance 799 Legal Services 6,184

Moving & Transport 421 Pets 31

Real Estate 4,812 Shopping 238

Sports & Recreation 26 Travel 51

Grand Total 40,607


How can you solve these issues?

By taking control

Advantage for Partners


Yext provides complete control across the PowerListings Network


With this control, Yext can be used as a true source of record

Custom Template Upload

Bulk Edit


Powered listings increase engagement

Businesses can highlight specials or offers with Yext’s Featured Message.

With photos, videos, and a 50-character freeform field, brands can highlight special experiences, opportunities, and offers on their listings.

Listings with photos see 248% more clicks than those without.


Enhanced Content Makes Listings Informative and Consistent

Businesses use Yext to sync their Menus, Products & Services, Staff Bios, Events, and more. Enhanced content enables our partner sites to provide valuable and specific information to consumers, straight from businesses themselves.

Auto dealers update inventory lists daily

Gyms sync and update their complete class schedules

Restaurants highlight daily specials and keep menus current


Yext offers complete control over 45 content fields

•  Name •  Address 1 & 2 •  Sublocality •  Display Address •  Address Visible •  City •  State •  Postal Code •  Country •  Main Phone •  Categories

•  Latitude •  Longitude •  Closed Flag •  Special Offer* •  Special Offer URL* •  Business Hours •  Description •  Website •  Website Display URL •  Emails •  Payment Methods

•  Logo •  Photos •  YouTube Video URLs •  Menu* •  Products* •  Events* •  Bios* •  Additional Hours Text •  Additional URLs •  Alternate Phone •  Mobile Phone

Bold = required fields * = Yext-specific fields

•  Fax •  Toll-Free Number •  Twitter Handle •  Facebook Page •  Year Established •  Associations •  Specialties •  Brands •  Languages •  Keywords •  Attribution Logo/URL


Duplicate Suppression identifies & suppresses invalid listings

Yext’s Duplicate Suppression feature solves the problem of duplicates at the individual publisher level.

Suppression Scan, Status, & Verification

Duplicate Redirects


Category Mapping maximizes search relevance on every site

�  With Yext, you can map your clients’ listings to the relevant tags and search indexing that each individual publisher uses.

�  This enables the categories that best describe each business to translate into optimal search terms everywhere.


Better content drives better results

A business’s own website is usually 3+ clicks away from initial intent. Maximize listings content to grab consumers’ attention!

So what do you do today? Step 1: Check your business listings: www.surefiresocial.com/surescan Step 2: Update your inconsistent listings

Thank You!

Tony Surak Christian Ward

/SurefireSocial @surefiresocial Surefiresocial.com

Turn Your Business Listings into Local Leads

Technology

Transcript of Turn Your Business Listings into Local Leads