turn your business listings into local leads
TRANSCRIPT
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Turn Your Business Listings into Local Leads
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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?
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Turn Your Business Listings into Local 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
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Turn Your Business Listings into Local Leads
Thousands of Options
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Turn Your Business Listings into Local Leads
Lead Performance
SurePulse - Digital Marketing Control Center
Lead Sources
Publishing Monitoring
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Turn Your Business Listings into Local Leads
SurePulse Integration with Yext PowerListings
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Turn Your Business Listings into Local Leads
• 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
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Turn Your Business Listings into Local Leads
• Introduction
• Digital Presence Management
• How Local Data Works
• Your Tool to Success
Agenda
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Digital Presence Management
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Turn Your Business Listings into Local Leads
It’s easy to see how offline presence problems can compromise businesses
Brodie Mart Town of Hilsdale Dynasty Buffet Elmhurst Hospital
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
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
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How Local Data Works
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
+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
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Turn Your Business Listings into Local Leads
• 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
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Turn Your Business Listings into Local Leads
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
?
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Turn Your Business Listings into Local Leads
• 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
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Turn Your Business Listings into Local Leads
Without control, anarchy ensues
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
…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
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Turn Your Business Listings into Local Leads
How can you solve these issues?
By taking control
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Advantage for Partners
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Turn Your Business Listings into Local Leads
Yext provides complete control across the PowerListings Network
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Turn Your Business Listings into Local Leads
With this control, Yext can be used as a true source of record
Custom Template Upload
Bulk Edit
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Turn Your Business Listings into Local Leads
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.
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
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
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Turn Your Business Listings into Local Leads
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.
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Turn Your Business Listings into Local Leads
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!
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So what do you do today? Step 1: Check your business listings: www.surefiresocial.com/surescan Step 2: Update your inconsistent listings
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Thank You!
Tony Surak Christian Ward
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Turn Your Business Listings into Local Leads
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/SurefireSocial @surefiresocial Surefiresocial.com