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Local Presence Management for Financial Brands in Canada

It's a multi-touch, multi-device world; a world where Canadian financial services brands have to pay close attention to their digital local presence. In fact, ensuring your local listings are visible, accurate, and up-to-date on all the networks that matter—Google, Apple Maps, Facebook and more—is increasingly the most effective way to reach the right customer at the right. Just think about it: if your prospects are searching for one of your local branches and an outdated street address sends them to a gourmet poutinerie instead, they'd be pretty frustrated.

Maintaining each and every listing across all major directories, search engines, and social platforms can be a challenge, but the local presence management (LPM) experts at DAC are ready to step in. We get intimate with your local data, proactively monitoring, managing, and optimizing listings across the digital ecosystem to maximize brand visibility, accuracy, and reputation at the local level. It’s all made possible by TransparenSEE™, our data dashboard that collates your listings and reviews in one convenient place, allowing you to manage your local reputation and visibility more efficiently and effectively than ever before.

Depositing accurate location listings

Accurate information at a customer's moment of intent is crucial. For a financial services brand, that means it's important that your full-service branches, individual professionals, and ATMs are accurate and visible across the local search ecosystem—whichever platform and channel your customers are using. In the case of ATMs, it's even more important to ensure manually verified placement of latitude and longitude co-ordinates—as well as photos of the location and having Google Street View point in the right direction—while individual financial agents and experts have their own special considerations if they share an address with others (i.e. a "nested location"). None of this is easy to execute, but when done correctly they can yield the highest ranked conversions.

50%

Brand strength: More than half of financial business searchers search for branded terms1

1 + 2

Vital visibility: Organic searches in financial services show that branded terms perform better than unbranded terms in the top two positions2

50%

Mobile focus: More than half of mobile searchers are looking for information on a particular business, product, or service3

6/10

Get the number right: 6 out of 10 mobile searchers consider themselves likely to make changes to their banking using click-to-call functionality4

1 comScore, Neustar Localeze, 15 Miles, 2014 Local Business Search Study, 2014
2 Google Organic (SEO) Click Through Rate Study, 2014. See chart titled: Clickthrough Rate (CTR) of US Organic Search Results for Branded vs. Nonbranded Keywords, by Position* and Industry, Q4 2014 (% of total impressions analyzed by AdLift)
3 comScore, Neustar Localeze, 15 Miles, 2014 Local Business Search Study, 2014
4 Blue Fountain Media, Digital Marketing for Finance: What Businesses Need to Know to Excel Online, March 2014

The three aspects of TransparenSEE™:

  • Visibility: Can you be found at the local level? Business name, address and phone number are the basic fields, but there's also enhanced content like hours of operation, business categories and photos. Our dashboard provides real-time reporting on the visibility of your local information, enabling you to address gaps in an efficient manner.
  • Accuracy: Is your data consistent across major sites and directories? TransparenSEE™ allows you to break down reports any way you like, so you can evaluate your listings and take the appropriate action. Similarly, when you enlist the LPM experts at DAC, you can rest assured that we will continually verify and update your data.
  • Reviews: Reputation is everything. With our centralized dashboard, you can gather all your customer reviews in one place, and use that high-level view to gain insights into the discussion around your business at the local level— and respond in a timely manner.

Few investments are guaranteed, but focusing on local pays dividends in the end.

It's time to join the local revolution

Locally focused digital marketing is all about making every landing page, tweet, search query, and banner ad count—in other words, if it’s not reaching the right consumer at the right time, what’s the point? DAC’s goal is to increase the reach, relevance, and reputation of your digital marketing efforts. And we’re pretty good at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1

79%

79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the type of agency that makes a conscious effort to learn something new every day. 

For an agency with the creativity and experience to make LPM best practices work for your financial brand, look no further than DAC.

Over the last 46 years, DAC has grown from a regional print directory advertiser to a full-service digital performance agency. We started out small, but our focus on local and commitment to staying on the cutting edge of digital marketing innovation has brought us to where we are today. With offices across Canada, the US, and Europe, our “Geeks with Personality” spend their days working to connect brands with consumers.

THE KEY WORD BLOG Preaching to the conversion-minded

Let's talk!

We can help your business grow and thrive in digital—and it all starts with a friendly chat.