Key Takeaways
Each year, we publish our Local Consumer Review Survey to draw up an accurate picture of how consumers perceive businesses through online reviews. In this year’s iteration, we decided to ask a whole host of questions about fake reviews, particularly assessing how prevalent they are in today’s society and how their presence impacts consumer opinion. We also looked at a variety of other areas during this survey, such as where consumers source reviews from, what they specifically look for in them, and when they are most likely to leave a review themselves. But, after obtaining a general overview of this information, we decided to take a deeper dive into the demographic data of our approximate 1,000 US-based survey respondents. We wanted to understand how consumers think, breaking down the data into demographic subsets and investigate how factors like age, gender and household income influence consumer perception. So, let’s show you what we found. Monitoring ReviewsIn today’s day and age, online reviews can be found pretty much everywhere online. And, while Google may often be the go-to for the majority of consumers, there are a ton of other review sites that are just as important—if not more so, depending on the industry consumers are searching for reviews in. As such, we decided to take a deeper look at how the age of the consumer impacted the type of app or review site that consumers use to monitor reviews for local businesses. The Impact of Age on Review Site UsageLooking at the data above, Google was found to be by far the most popular review site across all age groups. However, its popularity appeared to dwindle in consumers aged over 60—approximately 7% less than in the younger age groups. The same trend was also true of Yelp, with its popularity gradually increasing amongst the younger age groups (53% 18—29-year-olds; 55% 30—44-year-olds; 56% 45—60-year-olds) before plummeting amongst consumers aged over 60 (41%). On the flip side, younger consumers—aged between 18 and 29 years old—were found to use Apple Maps significantly more than any other age group (26% of consumers), while Healthgrades and Facebook were shown to be much less popular options. The data also seems to suggest that the Better Business Bureau is more skewed towards older audiences, with its popularity amongst consumers growing over time—from 21% in the youngest age group to 40% in the oldest. The Importance of Reviews by GenderAs we reported in this year’s Local Consumer Review Survey, 98% of consumers read online reviews when deciding whether to use a local business’ services or not. But, of this 98%, we wanted to know how frequently consumers read reviews, and whether there is a difference between the regularity in which men and women turn to online reviews? Interestingly, looking at the data above, 79% of women read online reviews either ‘Always’ or ‘Regularly’, compared to 75% of men. As such, this would imply that men are ever so slightly more trusting when it comes to searching for local businesses, seeing less need to routinely monitor reviews in the same way as women do. But, is this really the case? Fake ReviewsAs you will likely know already, review sites currently have a major problem with fake reviews. Whether in the form of a negative review bomb or a competitor simply trying to artificially reduce a business’ average star rating, fake reviews can come in all shapes and sizes. This, in turn, leaves a large proportion of consumers on guard when assessing local businesses—especially in terms of the sites they choose to trust. The Most Suspicious Review SitesLooking at the key review sites across the web, we can see that men are generally more suspicious of reviews right the way across the board (a 71% combined average across all the sites, compared to 61% of women). Women are most suspicious of reviews on sites Google (83%) and Facebook (71%), while men tend to mainly distrust the reviews they see on Apple Maps (87%) and TripAdvisor (83%). There was also an interesting difference of opinion over Amazon reviews; 84% of women were found to be suspicious of trusting this website compared to 64% of men. However, as alluded to in the Local Consumer Review Survey, this could perhaps be down to the influence of review farms, where consumers flood particular product pages with fake, five-star reviews to try and outrank competitors. Looking at the influence age has on review site suspicion, consumers aged between 18 and 44 years old were generally the least trusting across the board, with a combined average of 88% feeling suspicious of reviews on both Google and Amazon. Meanwhile, consumers aged over 60 years old were the most trusting, perhaps highlighting a good target audience for local marketers to focus on. Consumers aged between 30 and 44 years old were also particularly suspicious of reviews on Facebook (77%), TripAdvisor (62%) and Apple Maps (46%), whereas trust appears to increase in Yelp amongst consumers as they mature. The Spread of Fake ReviewsSo, now that we know the websites that make consumers suspicious, are these sites also where consumers encounter the most fake reviews? Well, according to the data above, men appear to encounter more fake reviews across the board than women, garnering higher respondent percentages across every review site. However, when compared to the charts listed in the previous section, this makes for interesting reading. Despite 84% of women being suspicious of reviews on Amazon, only 49% have actually seen a fake review here. Likewise, despite 87% of men saying they were suspicious of reviews on Apple Maps, only 6% were shown to have actually encountered one. While this could potentially come down to respondents simply not using these platforms, it’s still worth asking why consumers are so suspicious of particular review sites without necessarily having seen actual evidence of fake reviews themselves. Does this add fuel to the fire that a lot of consumer behaviour and decision making actually comes down to the public perception of specific sites, rather than the facts? Do consumers buy into the reputations they hear about online and follow the crowd, instead of finding out for themselves? Let us know what you think in the comments below. Looking into the age group data, there was a definite trend identified in the number of fake reviews seen on Amazon and Google; a higher proportion of consumers aged between 18 and 44 years old tend to notice fake reviews on these two websites (58% combined average for both), with older people less likely to encounter fake reviews here (38% combined average for both). This correlates with the data above as well, where older consumers were found to generally be less suspicious of the reviews they see online. Leaving ReviewsHaving looked at the review websites that consumers most commonly use and trust, we wanted to know what some of the factors that could stimulate them to leave a genuine, positive review for a local business themselves were. When do consumers leave positive reviews?According to our data—and as you would probably expect—consumers across all age groups were most likely to leave a positive review in circumstances where the business went above and beyond to deliver an exceptional experience. Interestingly, a higher proportion of younger consumers were also shown to be more likely to leave a review when they felt the business’ low average star rating was undeserved (77% of 18—29-year-olds, compared to 67% of consumers over 60). As such, it could be argued that young people tend to feel more confident in their own opinion than other generations, feeling more prepared to leave reviews in cases where they disagree with the consensus given by other reviewers. Conversely, consumers aged over 45 years old are the most likely to actively help a business, especially in cases where a local business goes out of its way to turn a negative experience into a positive one. However, this may come down to this generation simply having more time on their hands than younger consumers, who may be more inclined to leave a negative review—as highlighted in the chart below. Which types of consumers help or hinder local businesses?Correlating with the finding above, these charts appear to again prove that older consumers are more willing to help local businesses, with 39% saying they would only leave a review for a positive experience and just 4% saying they’d only leave a review for a negative experience. Meanwhile, consumers aged between 18 and 44 years old were both the least likely to only leave a positive review and the most likely to only leave a negative review. So, will we start to see more negative reviews appearing from this generation as time goes on? Younger consumers are more likely to leave reviews after a negative experience than a positive one, after all, whereas older consumers are the most likely generation to leave positive reviews. Therefore, local businesses could soon need to focus on providing the best experience possible for both of these age ranges—but for very different reasons; younger consumers to avoid receiving a negative review, and older consumers to attract more positive ones. Moreover, approximately 20% of consumers aged between 18 and 60 years old were found to not have left a single review—whether positive or negative—over the past year. As such, it could be said that—despite having a distinct lack of trust in particular review sites and a firm recognition of the wealth of fake reviews published online—a large proportion of consumers appear to be unwilling to stem this tide. But, why is this the case? And does it have anything to do with the amount of household income consumers earn? Well, looking at the data above, there are a couple of particularly noteworthy trends. Firstly, consumers earning less than $100k were the most likely to leave a positive review, perhaps due to being able to better appreciate the hard graft that many local businesses often have to put into boosting their authority—especially when only just starting out. And, secondly, consumers earning more than $200k are the most likely to leave a review for both positive and negative experiences. This is perhaps to be expected though, especially when you consider the types of high-end products and services earners in this category will be sourcing from local businesses. Generally speaking, the stakes when using a high-end product or service will often be higher, placing a bigger pressure on the experience itself. If, for instance, a more well-off consumer were to receive a service they believed to be sub-par or poor value for money, they would be more likely to speak their mind about it online. ConclusionSo, there you have it—a deep dive into the demographic data behind consumers and online reviews. We hope you enjoyed it! Be sure to check out the original Local Consumer Review Survey for more information, statistics, takeaways and interesting insights. Also, please feel free to use any of the charts and data included within this piece of research, crediting BrightLocal and linking back to this URL. Alternatively, send us an email or reach out to us in the comments section below and we’d be happy to answer any follow-up questions or queries you might have. via BrightLocal https://ift.tt/dnpxYIy Check out more SEO posts onhttps://seouk41.blogspot.com/
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Recently, Google’s Search Advocate John Mueller made a hard case for quality above all things SEO. However, the bar for uniqueness and quality is higher than ever. In our competitive digital landscape, how do you ensure your online efforts stand out? Fortunately for local businesses, your role in a geographically-based community gives you a point of uniqueness right there. You have a physical location and a demographic you can pinpoint. Now how do you win that audience with local SEO? The answer comes in two parts. First, content is still king, meaning it will take you further than anything else. Second, quality should be the baseline for every SEO decision. Let’s discuss the ongoing importance of quality content in 2022, as well as the ways you can improve your local SEO with a focus on quality. The Importance of Quality Content in 2022 and BeyondIt’s 2022, and SEO professionals need all the help they can get in maximizing the appeal of content. The world has shifted to rely more heavily on digital advertising and outreach throughout the COVID-19 pandemic. The reality now is that the digital marketplace is more competitive. At the same time, Google’s web crawlers better understand the value of online content with every update to their algorithm. The priority is always to cater to what searchers are actually looking for and to incentivize sites that add value to the web accordingly. That’s why strategies like maintaining a quality Google My Business profile and updated blog are great for local SEO . Another example is link building. This is a necessary component of SEO that can add relevance and authority to any page, as understood by search engine crawlers. However, quality is still the priority over quantity. Google, or any other search engine, won’t boost your local content just because you’ve spammed links in comment sections across the web. Instead, link building has to be targeted to quality sites. But what does quality mean in terms of local SEO? What Quality Means in Local SEOQuality can be a nebulous concept. After all, isn’t quality subjective in most cases, especially where blog content is concerned? Of course. However, Google maintains much clearer definitions of quality, laid out by their SERP algorithms. When it comes to local SEO, “quality” really indicates the value to users as well as local relevance. While there are many more key ranking factors than these for measuring your SEO success, these two broad metrics encompass just about everything you need. For example, you add value to users who quickly make a voice search for “[your business type] near me” and see your information on a local pack because you correctly set up your Google My Business profile. Additionally, should they go searching for information for products and services like those you offer, your carefully maintained and relevant blog creates value. Google sees all these factors and more and incorporates the data into overall quality rankings. Then, local relevance adds another level of value. This includes proximity to searchers (which of course you have no control over) as well as domain and page authority for links on locally relevant sites (which you do have control over). Once again, it isn’t the quantity that matters for all your off-page SEO strategies: it’s the quality. Focusing on quality content helps establish greater success for local businesses. However, you may be asking yourself what such a focus looks like in terms of actionable improvements you can make now. Improving Local SEO through Quality ContentImproving your local SEO approach should start (and never really end) with quality content. As we’ve established, this means content that is valuable to your specific audience and highly relevant in terms of geographic proximity. To get here, there are a few important practices you can focus on while optimizing content. Start with developing a keen understanding of your audience, and use what follows to support a better online platform. 1. Understand Your AudienceFirst and foremost, you need the help of data to truly understand and cater relevant content to your audience. Fortunately, the modern economy is awash with data. Over 2.5 quintillion bytes of information are collected every day. You can use an infinitesimal fraction of this to create customer profiles and fill niche needs. This means assembling demographic and behavioral information from wherever your customers are reaching out to you. A broad online presence is all but essential in this endeavor, including the use of social media tools, insights, and analytics to establish more accurate customer narratives. 2. Form a Compelling Brand IdentityWith compelling and authentic customer personas in place, it’s time to dig into what your role in the community is and can be. What do customers like about you? What do you do best? What sets you apart? Use data-driven research to answer these questions. Then, lean into your unique brand identity to compel your target audience. In one example of this form of local branding done right, Grecian soap-maker Elo went with eye-popping identifiable art that also represents the locale. This both set the retailer apart and connected the brand to some of the things tourists love about Greece: art and history. 3. Conduct Ongoing Data ResearchDon’t stop with your initial demographic, keyword, and product research, however. To maintain local relevance, you need a finger on the pulse of the local market. This means keeping an eye on your data, exploring SEO success, and researching new niche offerings. Fortunately, social media makes conducting this research simpler than ever. You can connect to real customers and gather both qualitative and quantitative information that fosters growth and insight. From satisfaction surveys to user reviews, this information is vital to both visibility and overall success. 4. Make Your Content as Relevant and Interesting as PossibleFrom here, lean into your research and unique branding to craft the most relevant and interesting content possible. This might start with local keyword research as you explore what your neighbors are searching for. Find answerable questions and interesting topics related to your industry, then develop a creative and compelling blog. Blog content is one way to consistently update your pages. This can boost your Google SERPs as well as establish a loyal audience. The trick is to maintain relevance. One approach for achieving this is to frame your content around location-specific challenges, attitudes, needs, landmarks, or anything else that establishes a sense of community and customer loyalty. 5. Follow Other SEO Best PracticesIn the course of all these optimization strategies, don’t forget the basics. Page load times, content displacement, navigability, and all the other important SEO considerations will impact your local SERPs. This requires an understanding of SEO and page accessibility at their core. Start with the simple things. Use headings for structure. Write clear titles and great meta-descriptions. Add quality images and ALT tags. The basics help Google rank your site for quality, potentially boosting you above the local competition. Winning Local Business with ContentWith these powerful improvement tips, you can optimize content that will draw in the locals. Even local businesses need boosts from digital platforms since the internet is the first place many of us turn for products and services these days. Use effective local SEO to maximize your own business potential and win the internet in your area. via BrightLocal https://ift.tt/NukBFc2 Check out more SEO posts onhttps://seouk41.blogspot.com/ Are you trying to create a local content strategy but have become stuck because lots of content recommendations are better suited to enterprise-level businesses? Well, don’t worry—there’s a way to adapt and overcome this obstacle by creating a user-intent content gap analysis for your clients. What is a Content Gap Analysis?A content gap analysis is the process of finding gaps in your content compared to your competitors. Performing one will allow you to find missed opportunities for pieces of content on your website, helping bring in traffic and eventually convert readers to buyers. How Content Gap Analysis is DoneA content gap analysis is done by evaluating your competitors’ data to see how you stack up. What are the keywords they rank for? What keywords do you rank for? Which of those keywords are on the second page, while your competitors are on the first? By using a tool to scrape your competitors’ data, you can take a detailed look at their content to help inform you of new ways to improve your content strategy. While it won’t involve directly copying what they are doing, using their content should help you think of the following:
Why You Need to Do Local Content Gap Analysis DifferentlyGiven what we’ve been shown, a “traditional” content gap analysis is for bigger websites and the competition they face. There are some fundamental problems when trying to apply this process to the local space. With a content gap analysis, you are essentially looking to your competitors for advice on how to update existing content, create new content, and more. In the local space, there likely isn’t enough data to work with, nor is the content that great. There Likely Isn’t Enough DataIf you were to search for a local service area business, there wouldn’t be many businesses with lots of content on their website. Often, you’ll be lucky to see the right information at all, such as the hours of operation, services, etc. When trying to complete a content gap analysis, you have to be able to pull data from your competitors. In the local space, there is a huge chance that the competition doesn’t have a lot of content on their site or is even ranking for enough keywords to pay attention to. This can make the content gap analysis process tedious and time-consuming because you need to work a lot harder to be able to grab actionable data compared to enterprise-level businesses. Local Content Just Isn’t That GreatWhile you may be able to pull some keywords from a competitor, unfortunately, there isn’t a lot of great local content out there. You can find the keywords, but there isn’t anything to learn from them or recommend your local client does. In local SERPs, thin pages rank all the time simply because there is nothing better. If the whole point of a content gap analysis is to learn from your competitors and see how you can do it better, why would you want to compare your client’s site to a competitor who isn’t doing its best to meet their potential customers’ search intent? Find the Gaps with Local Content the Right WayWhat we know of the content gap analysis process just isn’t meant for local businesses. Instead, you should identify gaps in user intent on your website by letting your users tell you what they want to see. This can be done by using first-party data with Google Search Console (GSC) and Google Analytics. Google Search Console QueriesYou can use your GSC data to find opportunities to improve already existing content:
Now you can filter based on how many impressions you would like each query to have. You have the option to enter a number and set the filter to ‘equals’, ‘not equals’, ‘greater than’, and ‘smaller than’. For the purpose of this content gap analysis, you’ll want to set the filter to ‘greater than’. Depending on the size of your site and how much traffic it already obtains, you’ll have a different number. The site in the photos is small and doesn’t earn a lot of traffic, so I would set it to greater than 100 impressions. To make going through the data easier, you can click on ‘Clicks’ and make sure that the arrow is facing up. Now you have filtered so you can see the queries that your client’s site is showing up for in the SERPs and has lots of impressions for, but no clicks. This is valuable because you are able to see where their current content is lacking, allowing you to identify any missed opportunities for keywords that you may not have thought about targeting. You may also export all this data into Google Sheets or Excel and filter it through there as well. However, for this searching process, I prefer to stay in GSC because, if there’s a particular query that stands out to me, I can click on the pages tab and immediately find what page the query is associated with. You should still always export all the data and sort through it once you find some great opportunities. Once you have picked a query and see the page associated with that query, there are a few things to think about off the top of your head:
After you’ve done your initial analysis in your head, it’s time to deep dive into your content and the SERP. Search for the query while having your location set to the location of the business. You can do this by using the BrightLocal local search results checker tool or the GS Location Changer chrome extension. You should also go to the page on your client’s site associated with the query and read it. You can see where the content is lacking based on reading it while comparing it to the query. Listed below are some things to think about as you go through your content and the SERP:
After analyzing the SERP, you should come up with recommendations to update your client’s content to better fit the user intent. At RicketyRoo, we like to keep track of all of this work using Google docs where we can easily answer these questions, keep track of anything miscellaneous, make recommendations, and receive client input if necessary. It’s important to know that, while the skyscraper technique works well in the local space, we as SEOs should do more to create valuable content and gain trust from users. We should go above and beyond the competition by leveraging our clients’ insights and experience in their industry. By doing this, you’ll crush the competition and rank for years to come. Google Analytics Site Search DataYou can also explore Google Analytics site search data to find out what users are looking for when visiting your site. This can be a sign that the already existing content isn’t easily found or doesn’t exist. However, this only works if your client has site search enabled, unfortunately. You can read more about how to set up site searches for Universal Analytics on Google’s support forum and luckily if you enable enhanced measurement for your GA4 property, it should already track this. By going through site search data, you can find out what users are looking for. If there’s something that is searched frequently, there are a few things to think about:
Other Tips to Fill the GapWhile browsing through the SERP, you should take note of all the features: People Also Asked, featured snippets, rich results, etc. This tells you what users want to know when looking up that specific query. Pay attention to what’s there and see how you can be the best resource for users.
While it’s very important to see what’s in the SERP to know what’s missing from your client’s content, it’s also important to step back and think about the query as a user. Maybe there is something missing in the SERP that a user would really benefit from. It can even help to think about it from a consumer perspective, asking yourself: what information would I need to make a purchase/submit a form/place a call? It can be as simple as expressing your client’s story, their expertise, or their knowledge of the areas they serve. Use your client’s uniqueness as a factor to stand out and really show users that they are the right choice—whether that’s simply for information about their industry or as a service provider. ConclusionIt’s important to realize that while a “traditional” content gap analysis is not built for the local space, we can change it and make it our own. It provides us with a chance to think outside the box and go beyond the norm to create effective, engaging and relevant local content. via BrightLocal https://ift.tt/RTbysdY Check out more SEO posts onhttps://seouk41.blogspot.com/ For restaurant, bar, and cafe owners, finding and attracting more guests to increase business is a continual challenge. One of the best ways to improve the foot traffic for your restaurant, bar, and cafe is by getting reviews from loyalists and first-timers. Since so many people go online for suggestions and recommendations for places to eat, getting reviews on sites like Yelp and OpenTable is crucial for any business’s marketing. Suppose you’re wondering how to get more reviews for your restaurant, bar, or cafe. Let’s look at the ins and outs of the process, all of which begins with providing superior service and creating an environment that compliments your offerings. How to Get Positive ReviewsReceiving positive reviews for your restaurant, bar, and café are critical, as well as properly managing any that are negative. In fact, according to a Harvard Business School study, a half-star improvement on your Yelp review page has shown a 5-9% increase in business. Conversely, according to the University Of California, Berkeley, the impact of a negative review can decrease business by 19%. The process of getting positive reviews begins with providing excellent service, having attractive decor, a clean establishment, friendly staff, and an enjoyable dining experience. Next, you need to make the ‘ask’. The ‘ask’ is when you request a review or comment from a customer. Requesting customer feedback or leaving a comment on social media are acceptable forms of making the ‘ask’. In the end, the goal is to create an environment that encourages your customers to become involved online and in-house by offering various incentives that may turn customers into loyalists and loyalists into brand ambassadors. But, what exactly is a brand ambassador? Brand ambassadors are people who will sing your restaurant’s praises to anyone in their sphere of influence, from friends and family to coworkers and beyond. These are the diehard fans of your establishment, and you should recognize them for their loyalty with various offers exclusive only to them. 7 Core Principles to Build Better Connections With CustomersThere are 7 core principles in building a better rapport with customers that, when done effectively, will motivate these customers to become fans and brand ambassadors who are happy to leave reviews. 1. Offer Exceptional Customer Service and ExperienceBy offering exceptional customer service, you create an environment for an outstanding customer experience. Customers who enjoy their time at your restaurant are more prone to leave positive comments and reviews and engage with your social media content. There are some primary ways to create a customer experience that will encourage your clientele toward becoming loyalists and, eventually, brand ambassadors.
Example: Encourage your team to get to know the customer and engage them by making timely suggestions, asking and answering pertinent questions, and recommending personal favorites.
By focusing on those two components, you create an environment that fosters a great customer experience. 2. Create and Manage Your Online Presence and Social Media Accounts
3. Foster Brand Loyalty Toward Your RestaurantLoyalty programs and incentives: Create a reason customers want to purchase your offerings time and again by creating loyalty programs such as “cashback” or exclusive membership perks.
4. Promote User-generated Content
Example: Have your customers share a picture of their best picture of enjoying your food or retail somewhere and share it with their sphere of influence.
5. Cross-promotion and Collaborations With Similar and Complementary Brands
6. Be Responsive to Reviews and Social Media Interactions
7. Make the ‘ask’
How to Manage Your Reviews OnlineOnce you have social media and other channels established, managing your online reviews to get your restaurant, bar, and cafe in a favorable position requires constantly monitoring feedback and engaging with your customers to address any negative reviews or concerns. Below is a short list to help you manage your reviews ethically and boost your ratings among online searchers. 5 Keys to Managing Your Reviews Ethically:1. Own Your Social Media and Review Pages on Yelp, Open Table, and Google Business Profile
2. Be Responsive to Reviews and Comments on Social Media
3. Provide Dedicated Customer Service to Anticipate Visitors’ Needs and Resolve Issues Proactively
4. Utilize Integrated Software and Point of Sale (POS) Systems to Get and Manage Reviews Online
5. Do Not Offer Incentives for Reviews (violates FTC laws and ethical standards)
How POS Systems Can Improve the Customer Experience to Give You Better Reviews OnlineUtilizing an end-to-end POS solution such as SpotOn can streamline your restaurant operations, improve customer experience, and increase potential revenue. A smoothly run POS eliminates possible timing delays for orders, helps to schedule open table times, makes for quick payment processing, and enables you to manage purchases and rewards with loyalty programs. Here’s why: 1. Efficient Payment System for Improved Customer Experience
2. Request Customer Feedback and Comments
3. Loyalty Membership Management
By organizing your POS to be more efficient, you create a better customer experience. You can then leverage that experience as an opportunity to make the soft ‘ask’ for reviews. With every transaction, you can include opportunities for feedback, advertise your social media pages, and ask for engagement, comments, and reviews. Perception is reality. Your online reviews are how potential customers will perceive your business, so being proactive in customer service and problem-solving will only bolster your online reputation. via BrightLocal https://ift.tt/d7nzjKZ Check out more SEO posts onhttps://seouk41.blogspot.com/ Are you looking for more ways to get your business found by your local customers? Would you like to discover more marketing opportunities in your area? Competitive monitoring is something that will help you achieve both tasks. While you may be thinking ‘but I monitor my local competitors already’, I’m here to tell you: there is always more that you can do. Monitoring your local competitors on social media, for example, could uncover lots of opportunities for your business. Mainly, it could allow you to:
Competitive monitoring is useful on so many levels, making it highly surprising that so few local businesses actually use it to its full potential. Who to monitor?When it comes to local marketing, this question is more challenging to answer than in any other sector, simply because very few local businesses are actually active on social media. But, by limiting your monitoring to only your obvious local competitors, you could end up with a very low amount of data to work with. To expand your search and make the most of your efforts, consider monitoring:
To find local brands, search Twitter and Instagram using terms that describe your area—whether it’s something as obvious as your town name or a more advanced keyword, like your county or a nearby attraction. To discover more terms to use when searching social media, run your main city or town name through Text Optimizer. This tool will uncover which local entities Google associates your city name with. Here’s an example of results for [Albany]: Next, search for all these locations on Twitter and Instagram to find updates from the local business: The “People” search on Twitter is even more useful because you can simply scroll through the list to find more businesses: Once you come across a relevant local business, find them across all the social media channels they promote on their websites. What to monitor?Based on your goals, you can prioritize certain data—but don’t limit yourself by only focusing on a single aspect of competitive monitoring. There is a lot you can uncover in the process:
How to Monitor Your Local Competitors on Social MediaSet up Social Listening PlatformsAwario is a great platform that supports boolean search, which allows you to combine lots of business names or social media handles into one search. All you need is to use the OR operator to include as many names as you’d like into one search:
The platform also offers a few other great features, like prioritizing mentions based on sentiment and identifying influencers behind those mentions. You will also receive daily mention digests to quickly scroll through and identify if there’s anything that requires your attention. This makes monitoring both productive and effective. Monitor Their Social Media Profiles and BiosTake some time before taking this step. First, you need to identify who your most active and successful local competitors are so that you can focus on their social media accounts a bit more. Visualping is a change-monitoring platform that can be used to track any page, including the social media profiles of your Twitter and Instagram competitors. It will email you an alert once a social media profile has changed. Depending on how active your local competitors are, you can use the tool to:
Visualping allows you to monitor the whole page or an area you select. In the example below, if you select this area, you will be notified when this business:
You can adjust the frequency of updates based on how many you will receive. Analyze Your Competitors’ Facebook UpdatesIf you are looking for some content inspiration, you can simply scroll through your competitors’ profiles and see what they are posting. A more productive way to address that is to use Buzzsumo, which has a cool Facebook analysis tool that allows you to:
You can also save this search to easily access new data at your convenience. Spy on Their AdsWhen using Buzzsumo to analyze your competitors’ updates and their performance, refer to Facebook’s Ad Library to identify those seemingly effective updates that were actually ads. For any selected brand you can search ads by a keyword, see the CTA they were using and the platforms that they ran ads on (Facebook, Instagram, Audience Network). ConclusionMonitoring your competitors on social media will help you better understand your customers and uncover great marketing opportunities. Keep playing with your monitoring settings until you set up an effective routine which will allow you to get useful insights without being distracted by too much clutter. Good luck! via BrightLocal https://ift.tt/As9tfiq Check out more SEO posts onhttps://seouk41.blogspot.com/ Adventures in Local Marketing is back and we’re pretty excited because we have now introduced video versions of our interviews with local marketing experts. Scroll down to give it a watch! If you prefer to listen on the go (or you simply don’t want to see our faces!) then you can still download and listen to the audio version. Enjoy! Growing an agency is hard. There are so many things to get right and so many things that can go wrong. Growth isn’t as simple as getting new clients on the books–and that’s not exactly simple anyway. You also need to focus on client retention, hiring and training staff, managing team workloads, creating efficient processes, and building and nurturing a winning culture–all while keeping a watchful eye on profitability.
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