Our Enterprise Customer Success Manager Sam Wagar along with Will Hunt, Senior Client Manager, iQmetrix, hosted Lori L. Searls, Director of Marketing, Viaero Wireless, and Jason Raymer, Director of Sales, Bluegrass Cellular for a special webinar on localizing the sales and marketing approach.
In today’s answer-focussed model of search engines, it’s important to provide as much relevant and useful content as possible. That’ll ensure that your customers gravitate to you instead of going to your competitors. After the pandemic hit, Lori and her Viaero team adopted a three-fold strategy that consisted of optimizing content for local search results and queries, trying to garner ratings and reviews from customers, and leveraging local engagement on social media platforms. This approach drove up their rankings in the search results and translated into more business.
Here’s how you can put your best foot forward for anyone who is searching for you and rank higher on local search results:
You ideally want to stay above a rating of 4.3 stars, which is the average dealbreaker for most customers as per the 2020 Localization Marketing Report. When it comes to leveraging reviews for enhancing your local search presence, it’s critical to be responsive to any activity on your store profile within 24 hours. Even if you get a bad review, be respectful in your answers. Remember to be authentic and friendly while responding to reviews and questions – that’s one of the best ways to stay personal in a digital world.
It’s critical to develop an understanding of what the customer’s purpose of the visit was. Be it a visit to your physical store location or to your website, it’s necessary to identify why they came in. Only then can you and your team match their expectations and deliver exceptional service. Factoring the time required to provide them with a relevant solution is especially important in the current scenario when everyone is worried about safety. If you meet the customer’s expectations really quickly, there might be a chance for you to transition that conversation into a subtle sales pitch while adding value to them.
The focus should be on making the shopping experience as easy as possible, both for the employees as well as the customers. To make that happen, it’s of utmost importance to adopt the right tech as soon as possible. What Jason and his team at Bluegrass Cellular learned during the uncertainty of the pandemic is that they got a better scale and a better execution by adopting a solution very quickly as opposed to waiting to create a perfect adoption program.
Another key point to take into account is to go for a solution that easily integrates with your existing tech stack so that your employees are comfortable using it. You don’t want to overwhelm your frontline by adding many diverse solutions that don’t work cohesively with each other.