The Network

A Berry Network Blog

It's All About Location, Location, Location!

Chances are you conducted a great deal of research in deciding the exact street upon which to place each of your locations. Great consideration was likely given to population density, target demographics, foot traffic and local consumer expenditures – in order to position your business in the ideal neighborhood. Now it’s time to own your target audiences in those neighborhoods – online, on tablets, and on mobile devices.  A recent Forrester study found that 82% of US online adults research products and services before buying. But, after conducting online research, most shoppers still make their purchases in a local store!  That’s why localization is vital for advertisers. Localized advertising helps maximize online reach within your business neighborhoods and move consumers from online shopping to an in-store purchase. Localization is a sophisticated blend of art and science The scientific part of the localization process involves: Geo-targeting to pinpoint the demographic and psychographic composition of the audiences around each business location Utilizing local inventory sources across all channels to ensure advertising appears on the right sites Creating a competitive analysis that includes frequency of advertisements, bid pricing and share of traffic in local markets Completing the localization process requires an artistic finesse. The advertising design must incorporate creative treatments that include local copy, local content, local photos and ratings/reviews – all of which significantly increase engagement and help national brands compete locally. Eliminate waste and maximize reach Launching geo-targeted, cross-channel digital and mobile media buys around each of your locations will eliminate waste and maximize reach within your target locations and upon the devices consumers use when researching their next purchase. The way consumers shop has changed forever; and that can be a very good thing for businesses who know how to leverage the power of location across all their digital campaigns.

Dynamic Local Display – The New “Intelligent” Banner Ad

If you think online banner advertising is a thing of the past; you’re half right. A hot new item has replaced the old static mass-appeal banners that ran across networks. The trend today is “intelligent,” hyperlocal display ads that deliver, not only dynamically-created ads with animation and changing text, but ads targeted to specific geographies, user demographics, and user behaviors. Dynamic makes the difference. The key to dynamic local display advertising is in its ability to localize and target client messages differently for each market the advertiser serves – which is ideal for national and regional advertisers. Dynamic messaging and targeting of online display ads is like strategically placing a billboard on the busiest street in town and having it viewed by traffic that’s close to your business and by traffic that has an identified interest in your products or services. Instead of blasting multiple markets with identical messages, dynamic local display ads are targeted with a variety of messages and attention-getting graphics that are specific to your audience.  This eliminates wasting precious advertising dollars on markets outside your target audience or on those who fail to meet your key demographics. Dynamic local display ads help: ·       Promote brand awareness of regional and national brands by using local content that drives consumers to the nearest local facility.   ·       Reach targeted consumers on sites where they spend most of their time.   ·       Improve search advertising performance by eliminating advertising waste. So, the next time you consider passing on a banner advertising opportunity because you think it might be passé, make sure you’re not passing on an intelligent dynamic local display opportunity!  

What's all the fuss about Local Listings Management?

Local listing management is one of the hottest topics within Internet marketing; yet it confuses and overwhelms many business owners. In this blog, we’ll help clear up the confusion and provide some useful tips to help business owners make informed decisions to harness the power of Local Listing Management. Why are Local Listings so important? There are more people conducting online searches for local businesses than ever before. In fact, the Kelsey Group has identified 70% of US households now use the internet when shopping locally for products and services. It’s never been more important to ensure your business is accurately listed in as many online directories as possible. Supplying information about your business to these touch points, or local listings, is crucial to your business being found in an online search by a potential customer.  Establishing and maintaining a strong local listing presence helps businesses rank higher in organic results when potential customers search for your business. Plus, local listings are more important to consumers than you might think. Research by comScore has identified online searchers find local and organic results to be 7 times more relevant and 8 times more trustworthy than paid results!   Why do businesses outsource the management of their Local Listings? It takes a substantial commitment of time, manpower and dedication in order for a business to manage its own local listings. There are literally hundreds of digital touch points and online directories, but some companies like to manage the process internally. The basic steps of the process are outlined below:   Claim listings at multiple local listing websites – such as Google, Yahoo Bing, Ask, CitySearch, etc. Update listings with your business marketing information – and include text for web and mobile searches, as well as categories, photos, coupons, videos, images, etc.  Clean-up inconsistent data – Since local listing websites obtain data from multiple sources there could be multiple listings for a single business address. Delete or merge any duplicate listings to avoid confusion. Monitor consumer reviews – on all local listing websites. Monitoring, managing and responding to reviews is an important process and doing so will help you retain and acquire new customers.   How can Berry Network help? We know businesses often spend countless hours researching, distributing and manually updating their business listings – only to achieve lackluster results. That’s why Berry Network has introduced a new Local Listing Management (LLM) solution. Our experts will manage your local listings and do all the work for you! Berry Network has developed a one-stop identity management service for local businesses, which provides access to virtually all of the search sites consumers use to find information. Our LLM solutions are bundled into easy-to-use packages that include a combination of claiming services, list distribution, monitoring services, updating services, content enhancement development and reporting. You pick the package that best fits your needs and your budget and we’ll deliver results.   Local Listing Management is critical step to ensure your business information is listed correctly in search results so customers can find accurate information about your business when they’re searching.  At its core, our Local Listing Management solution provides a single point of entry for the creation and distribution of enhanced business profiles that are distributed to all major outlets, including: Google, Yahoo, Bing Data Providers – Localeze, Infogroup, Acxiom Online Yellow Pages – Superpages, YP.com, Yellowbook Social networks – Yelp, Foursquare, Facebook Portals and guides – AOL, Mapquest, Cityearch Cell phones and mobile apps – Blackberry, iPhone, Android 411 directory assistance GPS navigation and telematic services – OnStar What should you do? Local listings are far too valuable to be ignored, so don’t leave them to chance. Simply decide if you want to invest the time and resources to manage the process in-house or utilize Berry Network’s LLM solution. Remember, the goal is to accurately list your business, monitor your presence and enhance your online profile! To get more information about Local Listings Management, please contact Berry Network today at 800-366-1264.