Welcome!

Agile Computing Authors: Jnan Dash, AppDynamics Blog, Elizabeth White, Liz McMillan, John Basso

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
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
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, will discuss how research has demonstrated the value of Machine Learning in delivering next generation analytics to im...
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
This is not a small hotel event. It is also not a big vendor party where politicians and entertainers are more important than real content. This is Cloud Expo, the world's longest-running conference and exhibition focused on Cloud Computing and all that it entails. If you want serious presentations and valuable insight about Cloud Computing for three straight days, then register now for Cloud Expo.
IoT device adoption is growing at staggering rates, and with it comes opportunity for developers to meet consumer demand for an ever more connected world. Wireless communication is the key part of the encompassing components of any IoT device. Wireless connectivity enhances the device utility at the expense of ease of use and deployment challenges. Since connectivity is fundamental for IoT device development, engineers must understand how to overcome the hurdles inherent in incorporating multipl...
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry's single source for the cloud. Fusion's advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...