Welcome!

Agile Computing Authors: Elizabeth White, Xenia von Wedel, Sanjay Zalavadia, Dana Gardner, Kevin Benedict

Blog Feed Post

Local Store Marketing With Data Feed Syndicators Is Only The Beginning

Data Feed Syndication BeginningsWhy do companies have the perception their local marketing for stores ends with submitting a data feed through a syndicator? The reality remains that marketing is a strategic multi-channel process and not a task. For this reason alone, using a syndicator is only the beginning and only about managing information.

This applies to both small local businesses and multi-location national companies; probably more so for national companies because they don’t think of themselves as a local business. The national companies like to keep their marketing and advertising at the national level though, in reality, all business is local.

The most compelling reality is the Internet industry, the mobile industry, and consumers are pushing all businesses to focus all their marketing at the store, office, or franchise level.

What Is Included In Local Marketing

While we could discuss a very long list of topics when it comes to local store, office or franchise marketing, let’s focus on topics most commonly known.

  • Local Business Listing Marketing Management
    This is not a one-time process and includes pin code verification at multiple websites, updating the listings with marketing materials, changing marketing materials consistently, managing duplicate listings, closed locations and much more.
  • Local Business Listing Information Marketing & Syndication
    This is the process to be completed through data feeds and syndication services.
  • Consumer Ratings & Reviews Monitoring and Management
    Each store, office and franchise has their own individual ratings and reviews from local customers. Passively waiting for negative reviews to show up is probably not in the best interest of the company. Rather, you need to implement a program to get ratings and reviews in your Google listings. This program would include responding to both negative and positive reviews as well.
  • Local Social Media Marketing
    Google+ has become a requirement for businesses to have a business page for each location. In order to make your relationship marketing with local consumers specific to their area, this would then include Facebook, LinkedIn, Twitter, YouTube, Foursquare and the like for each location. Certainly this is not only about passive social media marketing, but engaging in active social media marketing.
  • Local Landing Page Marketability Management
    Your business website plays an important role in the local marketing process to not only include a landing page for each location, but to possibly include a landing page for each city for the communities nearby the local store, office or franchise. Using structured data in the website’s coding, these pages can support the overall strategy.
  • Auditing Monthly Analytics, Reporting, Communications and Problem Solving
    This is discussed in greater detail in the next section. Considering you will need time to review measurements per location, analyze the results, identify problem areas, and develop an action plan to improve the results, it would seem this marketing process has much more to do with marketing than with data feeds.

Auditing Local Store Marketing Effectiveness

Part of any strategic marketing process includes auditing to see if what you have executed is working. This is something many syndicators cannot do or do not provide as a service. A couple of basic auditing questions you may want to ask yourself:

  • Have you checked to see if an individual store is ranked for a keyword + city combination in the city and around the city of your local store?
  • Have you looked to see if your listings are in the correct category across the various websites your information is being syndicated to? Please don’t forget to check Google Map Maker! You may find an interesting surprise here.
  • Not all websites accept the data feeds the same way from the syndicators and some information is missed or not properly updated.

Auditing includes problem solving to identify where there are issues. The problem solving process does take time, requires labor to research and determine a course of action to correct the problems. This does mean you will have to use labor to take corrective action.

Yext and What Can Happen If You Stop Using the Service

In June 2013 a discussion was stared in a LinkedIn group called, “Google Places SEO, Local Search SEO, Mobile SEO” and the topic is “Is Yext worth it for citations?” As of February 2014 there are over 50 comments in which the comments are primarily focused on what happens once you stop using Yext.

Specifically the recommendations by many in this discussion is they do not recommend using Yext because once you stop using the service a business can lose all the business listings, citations and information syndicated by Yext.

Christian Ward a EVP at Yext responded to the accusations and the one comment in his three paragraph response which is compelling “…after a client no longer uses the Yext service is the Publisher then releases the listing to their normal compilation process.” The “publisher” in this case are the websites carrying your business information that had been used to distribute your business data feeds.

While Yext was targeted in this LinkedIn discussion, the same concept can apply to any syndication service a business may use. Theoretically this type of data feed syndication service would fall into the expense of advertising with short-term gratification vs. investment of marketing with longer-term success.

Pin Code Verified Listings Are Not Managed By Syndicators

A service not provided by data feed syndication companies, is pin code verified listings. A business needs to verify their listings at various websites by securing a pin code from those websites. This includes Google, Bing, Yelp, and others. Pin code verified listings reduce the probability of your listing(s) being hijacked.

If you believe a Bulk Uploaded list of locations can reduce hijackings, you may want to reconsider this situation based on recent events in January 2014 of thousands of hotel listings being hijacked on Google. The story “Thousands Of Hotel Listings Were Hijacked In Google+ Local” was released by Search Engine Land on January 14, 2014 and started quite the flurry of discussions in the Internet industry about local business listing security.

If we consider in March 2011 Search Engine Watched released the story “Cooper Tire Hijacked 2300 Listings at Yahoo Local, Yellow Pages“, the issue of security has not changed much and further validates businesses need to take control of this matter. You cannot rely or wait for these websites to resolve the security issues as it would not take long for hackers in known countries around the world to take advantage of this situation.

What We Have Learned

Data feed syndication is not the end point of marketing your local store, office, or franchise. It is one part of the total marketing program and happens to be the start of the process. Executing the strategic marketing processes to include Local Business Listing Marketing Management, Consumer Ratings & Reviews Monitoring and Management, Local Social Media Marketing, and Auditing your results through analytics and problem solving need to be included in order to be competitive and reach the local consumers.

The post Local Store Marketing With Data Feed Syndicators Is Only The Beginning appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

Currently the CEO of SmartFinds Internet Marketing, a Internet marketing agency for mid to large corporations. Having started our business in 1994, I have had the opportunity of growing and evolving with the Internet industry. This has opened up the opportunity to apply the Internet technologies to the objectives of a business.

I have had more than 20 years of successful business experience in entrepreneurial environment. Primary focus on business development, sales, execution and management. Secondary focus on information technologies (IT) and a strong ability to apply IT capabilities to business needs using creative and innovative methods.

Business Philosophy: - "There is nothing a computer cannot do, that money and time cannot buy"

- "There is a opportunity and solution for every problem"

@ThingsExpo Stories
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Connected devices and the industrial internet are growing exponentially every year with Cisco expecting 50 billion devices to be in operation by 2020. In this period of growth, location-based insights are becoming invaluable to many businesses as they adopt new connected technologies. Knowing when and where these devices connect from is critical for a number of scenarios in supply chain management, disaster management, emergency response, M2M, location marketing and more. In his session at @Th...
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his Day 2 Keynote at @ThingsExpo, Henrik Kenani Dahlgren, Portfolio Marketing Manager at Ericsson, discussed how to plan to cooperate, partner, and form lasting all-star teams to change t...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Amazon has gradually rolled out parts of its IoT offerings, but these are just the tip of the iceberg. In addition to optimizing their backend AWS offerings, Amazon is laying the ground work to be a major force in IoT - especially in the connected home and office. In his session at @ThingsExpo, Chris Kocher, founder and managing director of Grey Heron, explained how Amazon is extending its reach to become a major force in IoT by building on its dominant cloud IoT platform, its Dash Button strat...
industrial company for a multi-year contract initially valued at over $4.0 million. In addition to DataV software, Bsquare will also provide comprehensive systems integration, support and maintenance services. DataV leverages advanced data analytics, predictive reasoning, data-driven diagnostics, and automated orchestration of remediation actions in order to improve asset uptime while reducing service and warranty costs.
Vidyo, Inc., has joined the Alliance for Open Media. The Alliance for Open Media is a non-profit organization working to define and develop media technologies that address the need for an open standard for video compression and delivery over the web. As a member of the Alliance, Vidyo will collaborate with industry leaders in pursuit of an open and royalty-free AOMedia Video codec, AV1. Vidyo’s contributions to the organization will bring to bear its long history of expertise in codec technolo...