Future of Local

Bridging the gap between online or mobile search and in-store sales is mission critical. But clearly, our approach as brand marketers and agencies needs rethinking.

Consumer technology has evolved. So now we’ve identified new challenges and opportunities in connecting with them via marketing. We then sought out tools designed specifically to solve them. Sure, those tools don’t always talk to one another, and the way they treat data differs widely from one tool to the next, but we did what we could with what we had.

And what a variety we have now! Scott Brinker recently released his annual Marketing Technology Landscape Supergraphic and he’s had to rename it the Martech 5000. You now have a mind-bending 5,000 tools to consider working into your stack.

Marketing Technology Landscape

The Modern Marketer’s Disparate Data Dilemma

Despite having a tool or 15 for every occasion, Marketing Automation Trends for Success researchers found that only 32% of best-in-class companies consider marketing automation “very successful” at achieving their important goals. And let’s face it, driving leads and generating revenue are the most important goals in any organization.

This is why managing online citations, claiming and optimizing listings, monitoring reviews and ratings, and managing our landing pages and data feeds is so critical. Mobile users more often than not end up visiting a store after conducting a local search (Google), and 70% of searchers will visit a store within 5 miles of their location (LSA).

When motivated customers look to fulfill an immediate need, the information presented them in search results, directories and on social media has to be 100% accurate for your locations to win their business.

Local marketing automation can improve search engine visibility and rankings, increase productivity and lower CPAs due to better SEO. But you don’t need to throw another tool on the stack to do it.

The Future of Local: How Open Local Solves the Data Dilemma Across the Local Search Ecosystem

What’s needed now is the power of multiple tools within the simple framework of a single platform, with the guidance of experts in local search. Multi-location brands are finding efficiencies, opportunities and ultimately greater local revenue across their locations via Open Local.

Rio SEO’s Open Local Platform cleans, standardizes, optimizes and deploys data across: local listings, local reporting, local pages, local manager and local social.

Extend your reach

Collecting data across the spectrum of consumer interactions online and off is difficult. Parsing, interpreting, and activating that data has proven near impossible–at least, for brands still married to the idea of the “stack.” 

A need still exists for other tools. However, location data can be exported in files or via API. This allows Open Local to integrate well with other tools.

Brands can ill afford to continue stacking disparate tools. They won’t somehow magically get on the same page and work together.

Want to learn more about our local search marketing services?

Author Bio:

Karisa Macias has extensive expertise in local search, digital marketing, and technology.