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We all know that there are so many things that you can be doing as a digital marketer, so you’ve got to prioritize your time and focus on the areas that you think will result in the biggest return on investment. That often means that spending time on doing things such as optimizing your local listings often gets left behind. But is that a mistake? What is the true value of ensuring that your local listings are fully optimized?
Joining David and Judith for episode 2.31 of Marketing Scoop to discuss the ROI of optimizing your local listings is Duane Forrester, VP of Industry Insights with Yext.
Duane has 20 years of direct search and digital marketing experience, including content development, planning ad campaigns, managing ad buys, running e-mail and social media programs and more. He also has content planning and creation experience and is an author of two business books about digital marketing and conversion optimization, published by McGraw-Hill.
Here’s what we chatted about:
1:00 Introducing our guest, Duane Forrester
2:00 What are some initial lessons that Duane can share on managing your local listings?
9:45 What are the most important aspects of local listings that a business should be focusing on now?
16:00 Is Dues saying that local listings alone aren’t enough and that to be truly successful in this area you have to blend the local listing with Schema and experimental marketing?
17:15 Do you have to involve in-person marketing as part of the local marketing mix?
18:00 How do you persuade a CMO to prioritise local listings over another project?
25:00 What are some of the most important consumer actions on local listings that a business should be tracking?
30:00 David reads out a listener’s podcast review
31:00 What is Duane’s actionable tip?
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