Webinar Recap | Strategies for Listings Management | Binary Fountain

January 30, 2020

Ask an Expert: Build a Winning Strategy for Listings Management [Webinar Recap]

By: Kieran McQuilkin

listings-management-webinar-titleIs your company’s online presence up to date?

It’s never easy to manage online business listings when your organization has multiple locations, but 97% of consumers use the internet to find a local business.

In our latest on-demand webinar, Binary Fountain Customer Success Manager Hannah Borchik and SVP of Marketing Aaron Clifford highlight strategies for listings management that save hours of work for your staff and boost your bottom line.

In the webinar, you will learn how to:

  • Decide what resources are needed to build and maintain a robust listings management strategy.
  • Establish guidelines and processes that keep your staff informed and in control of your listings.
  • Prepare to manage your online reputation once your local listings are active and updated.

You can find a link to the on-demand webinar here and at the bottom of this page. Here are some of the key takeaways:

Identify your listings management strategy

Before anything else, identify the type of listings management strategy you plan to establish. Will your company manually manage its listings or use software to automatically track data and report on listing performance? How much time can your team dedicate to local listings? There also may be enterprise-wide reputation management strategies you want to consider, like whether you will enhance local search strategies on your own website in conjunction with a listings management project.

Identify your data owners

Create an organizational chart of the people who will be managing and updating location data. Depending on the type of organization, the number of internal departments will vary. Your Building & Maintenance, Financial, Credentialing, Marketing, IT and Customer Experience teams may all have pieces of data needed to distribute correct information to online directories. Since you’ll be providing local content on your listings – descriptions, images, services and appointment links – make sure there is a point person in place for each location.

Collect your data

Find detailed information for all your locations and identify a process to continue updating that data. Decide on your preferred user experience – do you want to direct everyone to your primary location or phone number, or is it better to guide consumers to specific departments or people? Tailor your data management strategy accordingly.

Location data that is necessary to collect includes Name, Address, Website, Phone Number and Hours. Optional (but highly recommended) data to collect includes Appointment URLs, Photos, FAQs and Holiday Hours. Including local – and helpful – additional content will lead to the best results.

Monitor and enhance your listings

Review your site analytics to determine where customers find you before they click to your site, and target those critical directories and sites to focus the bulk of your listings management strategy. For SEO purposes, we recommend regularly publishing hyperlocal content via different types of posts, finding out what works for your brand. Knowing that listing management is not a ‘set-it and forget-it’ chore, be proactive in changing details like new hours, locations or products/services. Update your listings as soon as information changes to avoid conflicting or inaccurate data.

Speakers: 

  • Hannah Borchik, Customer Success Manager, Binary Fountain 
  • Aaron Clifford, Senior VP of Marketing, Binary Fountain

To learn more about business listings and to see why leading organizations use Binary Fountain’s Listings Management solution, check out the free, 30-minute star ratings webinar – now available on demand.

Ready to watch the webinar? Click here.

 

Read more about how to manage business listings:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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