No matter how comprehensive a digital marketing strategy or plan is, it means nothing without looking into the data in the reports. Why? Because it takes a lot of testing to get things right in digital marketing, and data is how you know what works and what doesn’t. Sometimes, however, we look at the reports and have no clue about what any of this data means or why it matters. Our goal with this post is answering these two questions about Localbiz360 reports: “What does this mean?” and “Why does it matter?”

Visibility

Build a website, open a Facebook page, list your business in directories—we do all these things with the sole purpose of reaching out to our audience, to get through all the noise online and, with a solid plan and a bit of luck, get qualified leads for our business. But how do we know you are targeting the right sites? How do we know if all that effort we’ve been putting into reaching out to potential customers is actually being effective? Visibility data. Localbiz360 users get valuable insight on how their business is listed online, pointing to whether it’s accurate, inaccurate or not even listed at all (missing). Accurate means that all information is complete; no need to do anything here. (Except, maybe, patting yourself in the back.) An inaccurate listing means that some of the information in your listing needs to be corrected to match the basic official information about your business: business name, address, and phone number (or PAN, for short). On the other hand, a missing listing means that your business is not listed in that particular site: whether it’s a review site (ex. Yelp), a search engine (ex. Google), a business directory (ex. Yellowpages) or a social site (ex. Facebook). And why is that important? Well, of course you want to be in as many of these as possible because being listed in more sites increases your visibility. Also, visibility often correlates to better search engine ranking performance, more website visits, greater brand recognition, and therefore, higher chances of potential clients finding you online. These last two scenarios require action, whether it’s correcting information or adding your business listing, and our tool facilitates that you do either by taking you to the listing with just a click.

Reviews

What people think of your services and products—more importantly, what they say about it online—has more weight in potential buyers than anything you can say yourself about your business. Because of this, Google and other search engines are giving more relevance (and better rankings) to businesses with reviews when serving search results. These are two excellent reasons to put “getting more good reviews” atop of your list of marketing goals. With reviews both quantity and quality matters. You’ll want to get as many reviews as possible and also get a score that’s as high as possible. Only one of this depends on you—the quality. And while the quantity depends on how many customers choose to leave a review for your business, there’s a handful of ways you can do to encourage them…and that’s the topic of a future blog post. Not only can Localbiz360 users see and monitor their business reviews as they get them (we send an email notification!), but we also show whether the review has a good, neutral or bad sentiment to it. Right from our dashboard, users can push a lovely review to their social media accounts or they can reply to the review, whether to show gratitude for a positive review or to manage a negative review. To learn more about handling negative reviews read our previous blog post on the topic.

Mentions

Unlike reviews, which reside in sites often easy to identify, mentions are references about your business that can come from a variety of places, such as blogs, news sites, social networks, rich media website, and other places online. Therefore, they are much harder to keep track of. Our reports show the latest such references, or Mentions, that people have written online about your business. Users can see the amount of mentions, but also, as with Reviews, they can get a feel of whether the mentions have been positive, negative, or neutral. What’s more, you can see the details of your mentions and decide whether it’s relevant or not to your business. Here you’ll find 5 Reasons to Keep an Eye on Mentions.

Competitors

Ahhh, competitors. They can give us headaches, gray hair and even palpitations sometimes. But the one positive thing they do for us is that they push us to be better, to aim higher, to pursuit perfection. So, in the good spirit of competition, we let our users peek into the overall online reputation and some performance metrics of up to three competitors of their choice. Our users are able to see their competitors’ keyword rankings, visibility, mentions, and social media growth. This becomes valuable information as you are able to compare with your own online reputation and performance. This is not for the faint of heart, though. On one hand you may find that, yes, it’s all good and you’re outperforming the competition. But, on the other hand, you may also have to face your own shortcomings. Not to worry though, as you’d want to know—scratch that—you need to know your weaknesses because, once identified, they can only make you stronger. While I won’t tell you exactly how we do it (That would be like disclosing the Colonel’s secret recipe. Ok, maybe not that big of a deal.), what I will tell you is that it’s not illegal. The information we gather from your competitors is public information, already available on the web; what we do is centralize it and present it to you. If you’d like to learn more about how Localbiz360 can help your business meet your digital marketing goals, get in touch, we’ll be happy to help.