Print yellow pages used to be where ALL business listing information could be found. Not anymore. Today the vast majority of consumers (both B2C and B2B) search for business listing information online. Therefore it’s critically important for enterprises to take control and optimize this information.
Reason #1: Mobile business listing search is outpacing all other practical smartphone application uses.
Consumers looking for businesses are increasingly turning to their smartphones to access local listing sites such as Google Maps, Bing Local, Yelp, Citysearch, Angie’s List, Merchant Circle, Yellowpages.com, and SuperPages. A study released earlier this year conducted by comScore, a leading Web behavior research firm, looked at mobile subscribers accessing business directories on a mobile phone. What they found was the number of mobile subscribers accessing business directories on a mobile phone increased 14% year-over-year to 17.3 million users in March 2010. This increase outpaced 10% growth in the number of mobile media users who browsed the mobile web, used applications, or downloaded content during the same time period. Steady double digit increase in usage from the previous year. And with the dramatic surge in smartphone users in 2010, we anticipate a far more dramatic increase in the future.
Reason #2: Mobile media attracts younger and wealthier users.
The comScore study also found that mobile media attracts a highly desirable consumer segment for advertisers. Mobile usage of business directories unlocks a younger, wealthier user base to advertisers. According to the report:
- 58 percent are 34 or younger.
- Over half have a household income in excess of $75,000.
- The number of people accessing business directories on a mobile device at least once per week increased more than 16 percent year-over-year to nearly five million in March 2010.
Reason #3: With so few businesses optimizing their listings, it’s easy to positively stand apart from competitors.
Since the local business listings are effectively the interactive yellow pages of the 21st century, businesses need to stop passively watching and actively engaging with their local business listing.
The first step is to claim your business listing. Then make sure the listing has all the correct information about your business, products and services. That is then followed by adding photos, videos, coupons, offers, discounts, events and other information that will help the local customer decide to do business with you.
Then after this initial update, you’ll need to regularly monitor and manage the listing, just as you do your website and Facebook Page. Managing your local business listing includes managing customer reviews and engaging with them not only to secure positive reviews from satisfied customers, but to insure positive public relations with any customers that are less than satisfied.Знаком