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  1. #1
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    How to Win at HyperLocal

    Just found this post on SEJ about winning at hyperlocal marketing. Beacon technology is definitely going to be coming up more in the future, but will small businesses use it? I can see bigger retailers taking advantage of it to send deals, but would it expand beyond retail?

    They also discuss reviews, which I think is a worthy discussion to have. How do you deal with fake reviews, bad reviews, and outright lies. Tying beacon tech back into this... would there be a possibility to use a beacon trigger to send a review request after the sale as the customer is leaving the store? Maybe that's where that tech can really shine? Who wants to partner up and work on that functionality
    My rarely updated website (I should fix that) - https://www.ericrohrback.com
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  3. #2
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    Re: How to Win at HyperLocal

    Thanks so much for sharing this one Eric!

    Beacons are something I need to learn more about.

    But I recently had a demo of Yext's new Xone by Christian Ward and I can't even tell you how blown away I was by it! The benefits to this technology and all the ways it can be used are just mind blowing!

    I'm working with Christian to try to get a video demo or maybe even do a Hangout or Webinar for you guys. It's something you have to see and hear him explain. Then once you get it, your head explodes! At least mine did.

    Reading about it and trying to wrap your head around it, just does not cut it.
    You need to see Christian demo it and explain it.

    And yes could definitely be used for reviews. That's a GREAT idea!
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

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    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

  4. #3
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    Re: How to Win at HyperLocal

    Eric,

    Verified or trusted reviews/feedback is a great thing. Beacons can be used for this for sure, as well as several other ways to get verified data from customers. It will help a ton. We are working on this, if you want to help, we're happy to have it!! :-)

    Regards,
    Scott

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    Re: How to Win at HyperLocal

    Awesome, Eric. I'm in

    Scott, whatcha got?
    Jon Hall | Founder of Grade.us, White-label Review Management for Marketers, SEOs and Agencies | Author of The Marketer's Guide to Customer Reviews

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    Re: How to Win at HyperLocal

    @Jon - happy to chat offline, don't want to promote stuff here. We're looking at stuff similar to Amazon's "verified reviews" concept.

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    Re: How to Win at HyperLocal

    @Scott, very interesting! Using on-site beacons for verification (i.e. verifying that the reviewer was on location)? Or some other verification method?

    The term "verified reviews" is tossed around by too many platforms that *don't* have the kind of end-to-end visibility into the company-customer transaction that Amazon has. I wonder how long before consumer trust erodes in that concept.

    Unless! Unless someone can find a solution that brings Amazon-like visibility to the local space, which I took to be Eric's suggestion about the potential of beacons. Another approach that sites like Thumbtack are taking is to "own" the transaction itself by connecting local customers with local service providers on a closed platform.

    BTW, I see this thread--and this forum--as about *building* stuff out in the open, not about promoting stuff. Everyone here is building something--a business, an agency, a consulting practice, a solution. So there is a net gain for everyone when you share. As Linda says, the more you share, the more you get back
    Jon Hall | Founder of Grade.us, White-label Review Management for Marketers, SEOs and Agencies | Author of The Marketer's Guide to Customer Reviews

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    Re: How to Win at HyperLocal

    I'm interested to hear more about the review process you're working on as well. I have ideas I can toss out, but if you don't want to dive into details in the forum I get it. PM me if you'd like to share details, and I'll try to help.

    My idea was thinking more on the retail transaction side from a rewards club system, but I could see a similar system for a dentist office where you're likely to give an email address or a phone number. If you get someone to opt into appointment reminders, then I could see a potential way to get an active "subscribe" or approval from the customer for other offers/requests.
    My rarely updated website (I should fix that) - https://www.ericrohrback.com
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  9. #8
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    Re: How to Win at HyperLocal

    @Jon, @Eric - sure, just being sensitive about being too salesy.... but here you go:

    (1) Beacons are great - but they are very early and will be expensive to deploy at scale. We're willing to sit on the sideline and see how Facebook/Google/Yext/etc. do here. There are certainly concerns about privacy and we're personally concerned about interoperability.

    (2) We are making our platform available to hyperlocal digital publishers - they add our functionality to their site, and (in theory) they already have a loyal readership who have registered. The key is having registered users. Our platform gives the local publisher a business directory, where each business gets their own "page".

    (3) The publisher offers functionality to the local businesses in their community... when a customer comes in, if the business owner already has the customers email address they can automatically send them an email requesting feedback. The publisher also asks readers to give feedback to local businesses, in those cases they also have the email. That businesses "page" gets populated with feedback from readers and customers (and where beacons come in is when somebody outside the area stops into their store - but we view that as a 2nd phase effort. Why not start with the folks you already know first?)

    This isn't foolproof - there are plenty of scenarios where a user won't offer their email - but for those that do, they get an email with a specific link to give feedback which will indicate it's a "Verified" piece of feedback. At a minimum, we know the customer was actually there. And it's in the business owners interest to get these email addresses for this purpose. Also, it's live feedback that gets displayed on the business owners "page" on the publishers site. Jon - in our case, we're viewing the local publisher's as the potential "middleman" that can "own" the transaction, and host the content as well.

    This is one example of how to do this that we're farthest along on. We have a few other ideas that are still on the "drawing board". One of them includes a loyalty/rewards component we're very excited about. Hopefully this makes sense, but in any case, fire away!

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    Re: How to Win at HyperLocal

    Eric, great post and great topic.

    I can't tell you all how excited I am to see Local Search Forum leading the charge in discussing beacons, their capabilities, their flaws, and the opportunities they present. "Local" is about to get a whole lot more interesting in the coming months as the technology and ability to leverage that technology becomes a reality for even the single location business.

    My belief is that Local Marketing expertise is going to graduate from just providing discovery services and the best digital presence solutions to also now providing ongoing interactions with those who arrive at the local place in reality. From "clicks" to "visits", in the real-world, physical sense will be the new opportunity for every business.

    If "clicks" were the currency of the web, "visits" will be the currency of the real world. And beacons can provide the bridge by which this occurs.

    Linda, perhaps there is something that we could do with the group on this thread regarding beacons? With our new Xone initiative, many of the thoughts listed here are similar use cases and opportunities. Would love to see that grow and happy to help or bring Xone capabilities to the discussion.

    Thanks.

  11. #10
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    Re: How to Win at HyperLocal

    Quote Originally Posted by wardchristianj View Post
    If "clicks" were the currency of the web, "visits" will be the currency of the real world. And beacons can provide the bridge by which this occurs.

    Linda, perhaps there is something that we could do with the group on this thread regarding beacons? With our new Xone initiative, many of the thoughts listed here are similar use cases and opportunities. Would love to see that grow and happy to help or bring Xone capabilities to the discussion.
    Love the click/visits insight Christian. Great analogy.

    FYI for anyone that missed here is the Xone launch announcement:
    Yext Launches Xone to Power Real-Time Engagement with Mobile Customers | The Yext Blog

    Christian if there is something more recent, feel free to share.

    Yes I mentioned above that you and I were talking about a video or webinar or something.
    Is that what you had in mind in the comment above? Or???
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

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