In his discussion “Lost on the Map” at the Web 3.0 conference in Istanbul, Trevor Nadeau, managing director of Yellow Medya, discusses the problems local and multi-location businesses face due to their incorrect or missing business listings. From store locators with locations in the middle of the sea, to major brands missing in digital local search, Nadeau discusses what he describes as a “wake-up call” for the local search industry regarding the need for professionals to make sure local businesses can be found and found accurately. Here is the video of his presentation:
Posts Tagged ‘local businesses’
Please join LSA and WebsiteAlive for an exclusive webinar presentation this upcoming Thursday, April 25.
In this webinar, WebsiteAlive’s Managing Partner and CEO Adam J. Stass will discuss the importance of giving consumers the means to easily connect with local businesses via directory listings. Adam will discuss ConnectNow!, a solution that is intended to quickly connect consumers to companies via live chat, e-mail lead, click-to-call or text/SMS.
WebsiteAlive is a software developer and online communications provider. Since 2004, their live chat and click-to-call solutions have been used to meet and greet website visitors, answer questions, increase leads and close sales. Used by more than 11,000 web and mobile sites, WebsiteAlive’s solutions support Internet-based small, medium and large businesses and organizations.
Spots are limited so reserve your seat today!
According to Cisco’s Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, “global mobile data traffic grew 70 percent in 2012.” With more people online via mobile devices, local businesses are faced with the challenge of connecting with their customers on this growing platform. The mobile advertising experts at VoodooVox and SkyBridge Mobile were each recently featured on our 2013 Webinar Series to share their insight on how local business can adapt to this change.
Mobile: How to Generate Calls (VoodooVox)
VoodooVox discussed the impact that mobile is having on consumer shopping patterns and how local businesses and national brands are taking advantage of this. Specifically, they discussed how to drive calls from mobile, based on costs per lead acquisition and key case studies.
Mobile Local Directories to Connect Biz & Consumers (SkyBridge Mobile)
SkyBridge Mobile discussed local mobile search and their MobiLocal Directory that connects consumers and businesses. They also discussed the impact of mobile on local businesses and the consumers that are connecting in local markets.
To see all of our past webinars and for a list of what’s to come, check out our Webinar Page.
We are pleased to announce our third and final keynote speaker for the “Search Starts Here” conference: Jason Finger, CEO of CityGrid.
During our fireside chat with Jason, he will discuss the current environment and future of “local” including merchant product offers and the investment landscape. In addition, he will give a glimpse of what’s to come for CityGrid’s properties such as Citysearch, Urbanspoon and Insider Pages.
CityGrid is one of the largest content and advertising networks for local and small businesses. Jason oversees the entire ad network in addition to all of CityGrid’s owned and operated websites that include Citysearch.com, insiderpages.com, Urbanspoon.com and GetFelix.com.
Prior to CityGrid, he cofounded SeamlessWeb in 1999 and was responsible for growing the company’s presence to 22 cities throughout the U.S. and London. SeamlessWeb was acquired by Aramark in 2006 at which time Jason was responsible for setting and executing corporate strategy for 260,000 employees in 19 countries.
In addition to his success at CityGrid and SeamlessWeb, Jason has been named Ernst & Young Entrepreneur of the Year, Innovator of the Year by the Corporate Executive Council of New York, and to Crain’s 40 Under 40 list of leading young executives.
Don’t miss out on this great discussion with Jason. Register for our conference today!
Last week, Dex One was honored for its work in the digital space with the 2012 Eloqua Markie Rookie of the Year award for excellence in digital marketing. The company was recognized for its “How Findable Are You?” campaign, which teaches local businesses how to reach and maintain searchability as well as other helpful local marketing tips.
The campaign helped Dex improve lead volume and conversion rates and increase the average sale per customer. Aside from helping bring in new customers for Dex, the campaign included very helpful blogs, webinars, and how-to’s for local businesses on how to get found on the web.
Great work, Dex One!
There’s some very interesting news out this week from Telmetrics, a leading provider of advertising call measurement solutions, which announced that adoption of its pay per call offerings is up more three times year-over-year, tracking 348% higher in Q1 2012 than Q1 2011. As many of you know, pay per call tracking enables marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence.
According to Telmetrics, while pay per call usage is growing among all local search media channels, mobile advertisers and SMB programs are driving the increases. Additionally, the company said that it is seeing call duration increase more than 20% year-over-year as advertising providers continue to optimize their local search programs through pay per call. Call duration is a reliable indicator of lead quality and typically indicate a positive propensity to make a purchase, the company said.
Telmetrics data shows that mobile call durations are the longest at 3.5 minutes/call, followed by print Yellow Pages (2.8 minutes/call), Internet Yellow Pages (2.7 minutes/call) and paid search (2.2 minutes/call). As Screenwerk’s Greg Sterling notes, mobile’s leading position makes sense since “mobile users tend to have a greater and more immediate needs than online users.” Sterling also points out that the data argues that “print YP leads are of better quality than paid search.”
I think this data echoes our own research that has consistently shown that “ready to buy” consumers frequently turn to Yellow Pages. These results are worth pointing out to local advertisers who may need additional context on the quality of leads they might expect from Yellow Pages and other local search offerings.
Learn more about Telmetrics at the 2012 Local Search Association annual conference, “Search Starts Here,” April 21-24 in Boca Raton, Florida. Telmetrics President Bill Dinan will participate in an executive interview at 12pm on the final day of the event.
In our Local Search column on Search Engine Land this month, I discuss four key reasons why local businesses should not overlook Yellow Pages when determining their marketing plans.
Today’s Yellow Pages providers offer a strong portfolio of new offerings including websites, mobile apps, SEO and search services; maintain a good understanding of local businesses’ needs based on years of experience; partner behind the scenes with search engines and other local sites; and maintain valuable print offerings.
Local Search Roundup: YellowAPI.com Relaunches, Twitter Debuts New Self-Serve Advertising Platform; Google Introduces Offers with Rewards ProgramWednesday, March 28, 2012
Canada’s Yellow Pages Group is debuting a redesigned YellowAPI.com website for the company’s popular public application programming interface (API), which has enrolled more than 1,700 software developers since its launch in late 2010. The tool, which features YPG’s business database of 1.5 million business listings, has sparked the creation of 35 innovative web and mobile applications. One great example is Yellow Pages TV, a new application that allows viewers to access, share and map business listings on their television. Additionally, YPG is starting a new API Fanboy blog focused on fostering stronger relationships with the developer community to help developers reach their innovation potential.
Twitter announced that a select group of small businesses can begin using its self-service advertising platform to share promoted tweets and create promoted accounts. The self-service platform, which Twitter developed with American Express, will initially include a $100 credit offering for free advertising to the first 10,000 businesses that are either American Express merchants or cardholders. Promoted accounts suggest a brand’s Twitter account to users who it believes might be interested in the brand, while promoted tweets leverage tweets that generate significant activity and highlights them in search results. Small businesses pay a fee when users follow their account or engage with their promoted tweet.
Google is testing an extension of its Google Offers program, called “Google Offers with Rewards,” which enables consumers who register their credit card and then use it during their purchase to receive automatic rewards at participating local businesses. The program is designed to provide a more comprehensive approach to offline purchase tracking as a means of helping connect the dots between online ads and offline transactions. Google Offers with Rewards will initially be available to customers who previously purchased Google Offers from a list of Bay Area businesses.
As I discussed in my Search Engine Land column last week, growing consumer use of mobile as part of the local search experience is making it increasingly critical for local businesses to build out their mobile strategies. One area I talked about in particular was the opportunity to engage consumers via mobile apps, which are now used by nearly half (49%) of mobile users, according to a new study released by Localeze and 15miles.
Launched this morning at the SXSW conference in Austin, App Express is a new tool that will help local businesses easily and effectively engage customers through mobile apps. This affordable, do-it-yourself app-building service allows businesses to create apps with a variety of robust features, including payments, appointment scheduling, messaging and marketing with coupons, deals and social sharing.
According to the release, App Express can benefit a variety of businesses, including service-based companies, local-based services, high-value vertical industry businesses and retailers. I look forward to seeing and experiencing local business apps created through this unique offering.
In our monthly Local Search column on Search Engine Land, I talk about the growing necessity of local businesses building out their local mobile strategies. A local business’ ability to maximize their visibility, ensure a great customer experience and ultimately drive new sales through smartphones all depends on their understanding the mobile landscape and laying the foundation for success.
Click here to read my full column, which notes the latest research on consumers and mobile and best practices for local businesses tackling the mobile space.