A generation ago, when a person wanted to find a veterinarian, an ice cream shop or a storage unit provider close by, they opened the Yellow Pages. All of the listings there were local, and it was easy to see every business of that type in the area.
While ever-connected smartphones take away the reliance on a big yellow book for information, it can be much harder to find accurate information about the right kinds of businesses that are actually in the area today. A simple search can return information about businesses hundreds of miles away in other states, or skip information about a local business altogether. And if a business doesn’t engage with customers on social media or review sites, potential customers may get the wrong impression about it—including that the business is closed.
Localized digital marketing represents a $54.1 billion opportunity, according to digital multi-location marketing provider SOCi, and capitalizing on it is no longer as easy as contacting the local phone book publisher. SOCi noted that many businesses are missing out: the average brand doesn’t appear in three out of four local sources, ignores half of its online reviews and leaves 90% of customer questions and engagements unanswered. SOCi released its annual Local Visibility Index 2024 first to Forbes today, which looks at how well businesses across the U.S. use digital marketing opportunities to meet local customers. The index looked at nearly 3,000 companies with more than 50 locations, analyzing them on more than 100 metrics.
“In today’s competitive landscape, failing to engage effectively on a local level can hinder growth and limit potential,” said SOCi Director of Market Insights Damian Rollison.
The most visible brand in the index is Veterinary Emergency Group, followed by The Joint Chiropractic, Trek Bicycle, Painting with a Twist and Big Frog Custom T-Shirts. These are large businesses, but not necessarily household names. Some of those household names—including Target, Chick-fil-A and Walgreens—aren’t even in the top 100.
SOCi found that many businesses are only doing part of the digital engagement they should. Most have claimed and completed local profiles on Google, but not necessarily Facebook or Yelp. Fewer than half of Google reviews get responses from businesses. And engagement between businesses and customers on social media platforms like Facebook is still low. In a world where customers let their fingers do the scrolling to find local business, it’s imperative to make sure that they’re given ample reasons to stop and look at your listing.
Consumers of all ages have changed their shopping habits thanks to the pandemic and technology. Signet Jewelers—parent company of Kay Jewelers, Zales and Jared—has doubled down on a hybrid digital and in-store strategy to capture shoppers, especially those in Gen Z. Forbes summer intern Tavon Thomasson talked to Signet Chief Digital Officer Rebecca Wooters about the company’s approach. An excerpt from their conversation is later in this newsletter.
Travis Kelce of the Kansas City Chiefs (right)........