The convergence of data quality on the possibility of discovering the consumer

While technology extends the purchases of customers interested in high-consumption products such as travel, vehicles or the major appliances, it is at the local level of efficiency. A consumer can use up to 13 different sources to find information about a business, but when it's time to move on to a store visit, he turns to Google. Four out of five consumers use search to find local information and 50% of mobile consumers visit a store during the day. Customers want Google to provide the best solution to meet their needs, and they want it now.

There, they will find the address and directions of your location, the opening hours, the phone number, the customer reviews, etc., often enough to take a decision about your business, without ever leaving the search engine results page. . Understanding this customer journey is essential to the mission and successful marketers know it well; In fact, 88% of respondents believe that the customer journey strategy is essential to successful marketing, according to the Local Search Association. However, only 65% ​​of these marketers said their brand had a customer-focused marketing approach, and 39% did not even actively map their customers' journeys.

Where is the offset? In this article, I will talk about how to identify and combat the frictions caused by data quality in your local customer's journey, in order to improve people's experience with your sites. where and when these interactions occur.



Do inaccurate local listings have an extremely detrimental effect on the customer experience? For example, researchers may be caught off guard by bad shop opening hours or directions to a closed shop. Poor local listings data further damage the online presence of your brand by also eroding the search engine's trust in the brand. Google does not want to show users the wrong answers to their query. If people are having trouble with your ads, it clearly means that Google should not recommend your sites to others.

According to our data, only 1 local search on 60 results in a click on an Internet site. At a time when Internet users are finding everything they need to convert into their local listings, branded marketers must be able to handle them on a large scale to avoid friction and stopping points in the business. customer journey.

2. Brands can reduce friction in finding places and the path between search and store with local pages.

Accurate and comprehensive local listings provide the solid foundation upon which brands can begin to improve their customer journey. Once the lists are optimized, you can focus your efforts on providing and measuring the effectiveness of value-added experiences such as BOPUS (online shopping, in-store withdrawal), integration of local inventory levels to search online, facilitating local bookings, etc. .

Mobile local pages with built-in reviews, local and branded schemas, events, promotions, and hyperlocal content help consumers take action. They also have significant advantages in terms of SEO and brands increase their visibility in searches at the local level. A dynamic locator further reduces friction by guiding consumers to the nearest location. It can also help brands present their specialty offers, reseller locations, service areas, and more.

3. Local reviews are essential for the customer experience and the visibility of the research.

Brands must participate in the online conversation on their sites in order to protect and grow the business. Consumers take comments seriously – 92% read them and 40% make an opinion by reading only one to three comments. It is an essential part of the customer journey, where decisions are made in an instant.

In addition to their importance to consumers, local reviews are an important signal of the MapPack ranking that Google uses to assess the credibility and reputation of business locations. Notice data appears in local search listings for locations with at least five reviews, but can also be embedded in local pages. This gives consumers the social proof they crave when they decide to continue with your brand or return to the SERP to continue searching. It's as fast as that.

People are also looking for brands. 85% of consumers are unaware of ratings that have elicited branding reactions up to 15 times more likely to be considered useful, but reviews older than three months are not considered. for revisions management that allows real-time listening, alerts and interventions, comparative analysis of competition and analysis of brand-level sentiments. This reduces friction in customers 'journeys and ensures that your reviewers' data sends the best signals to Google, boosting the visibility of your local searches for all sites.

4. Bad data can not give a good customer experience.

Poor or obsolete data is a major obstacle for brands. Kate Leggett, Vice President of Forrester, said, "Waste management hampers customer satisfaction." She cited the example of an international bank that could not meet its satisfaction goals. customers because the agents in its 23 contact centers all had different business processes.

Data standardization is essential in marketing, where consumers interact with brands through devices, platforms, networks, and search engines. In a previous section, I discussed the obstacles encountered by multi-location brands in making location data workable beyond their original purpose. Organizations typically have multiple databases containing disparate location datasets from different departments. While all of this data likely meets the individual needs of the original unit, they generally do not meet the stringent data quality standards imposed by Google and other search engines.

Brands need a single source of truth for location data: a platform on which all location data is collected, cleaned, formatted and activated.

Reliable data results in superior local search performance for all your sites.

Solve customer issues and remove branding barriers through a proactive, holistic approach to local management.

Simplify and improve the efficiency of local listing management by using technology to apply bulk updates, claim lists, resolve duplication errors, and otherwise enhance / protect the validity of your records. large-scale local list data. Break down your most popular customer pathways. How do researchers progress from local listings to in-store visitors? How can researchers find you already know the brand? How can they find you if they are not, but have a expressed need for a product or service that you provide? How to facilitate the journey of each of these different types of customers? What do local reviews tell customers and search engines about your business locations? Manage all analytics on a single platform to access benchmarking, alerts and assignments, local responses, and qualitative / quantitative data that can help you make informed decisions and identify both employees and employees. more efficient and places where improvements can be made. Accuracy must be the number one priority for brands seeking to improve their local marketing performance. The impact of bad data on your local visibility and the journey of your customers can not be ignored.

The opinions expressed in this article are those of the invited author and are not necessarily search engines. Associated authors are listed here.

About the Author

Brian Smith is director of local search strategy at Rio SEO, a premier search marketing software company plan for business brands. For more than a decade, customers have turned to Brian's local marketing expertise to find solutions to their thorniest local visibility issues. When this native of Montana is not busy offering brands exceptional value for their local efforts, you can find him taking his children to dance and sporting events.

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