According to the CMO Council, 58% of marketing executives say that local marketing is essential to business growth and profitability. That being said, the first move you need to make to reach your local audience is making sure that your office listings are optimized on various local online business directories (we’ll get to those below).
But stuff happens; phone numbers change, employees change, even your office locations change. And it can be hard to keep track of what business information lives where online. It may not seem like a big deal, someone can just go to your website to get your latest info. But that’s not always how it works out. Unless someone is a serious brand advocate, there’s a good chance they will simply move on and search for another brokerage if they can’t reach yours through a local directory.
As a storefront business, you want prospects to be able to easily find your brokerage’s contact information so that they can speak or meet with you in person. This means you want to have consistently updated listings on major directories like:
If you have not claimed your listings in these various directories, you need to; this gives you complete control over the information that appears. In taking ownership, you also increase your chances that someone will be able to easily walk into or call your brokerage and ultimately become a client.
When you forget to update your listings, not only are you missing out on building profitable relationships with prospective clients, you are also hurting your SEO. Having consistent business information listed on multiple online directories, like the ones above, also helps Google determine how to rank your Google My Business page. Google’s smart, but as Meaningful Marketing mentions, the search engine will get confused if it sees disparate information for a listing, and will view that as indicative of different listings.
Updating your local listings across online directories can not only be tough, but also tedious. Instead, you want to use a platform that does mass updates for you.
A platform like Moz Local is a great tool you can leverage to accomplish this. It works by sending your listing information to all of the major data aggregators. This ensures that your information is consistently updated across the Web. Search engines can find it, and prospects can find you!
If you want to learn about more tools that can help you reach your local audiences, check out our free eBook, “The Marketer’s Guide to Google’s Product Suite!“