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Local Presence Management for Financial Services Brands in the UK

In today’s multi-touch, multi-device world, UK financial services brands have to pay even more attention to their digital local presence than ever. If you want potential customers to be able to find you—whether they’re searching on Google, Apple Maps, or Facebook—it’s essential to make sure your local listings are accurate and up-to-date. Think about it: who is going to trust your financial institution to manage their finances if you can’t even keep track of your own local branch listings?

You’ve heard the saying, “put your money where your mouth is”, and DAC takes that to heart when it comes to local presence management. When we say we know local, we mean it. That includes analysing data, proactively monitoring and optimising listings, maximising brand visibility, and focusing on brand reputation at the local level first. We can do all that and more with our proprietary data dashboard, TransparenSEE™, which curates your listings and online reviews in one convenient place so you never have to worry that potential customers looking for financial advice will end up at the local pub instead. Although, that could happen anyway.

Invest in accurate location listings

Providing accurate information at a customer's moment of intent is essential. For a financial services brand, that means no matter which method or platform of search your customers are using, making sure your full-service branches and ATM location details are not only findable, but also accurate across the digital ecosystem. For ATMs in particular, it's especially important to manually verify placement of latitude and longitude co-ordinates, make sure photos of the location are accurate, and ensure Google Street View is pointing in the right direction. Individual financial agents and experts come with their own challenges, especially if they share an address with others (i.e. a "nested location"). None of this is easy to execute and maintain, but the when done correctly, the effort will yield more high quality conversions.

1/2

Brand recognition: Branded terms make up more than half of financial business search queries1

#1

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

17%

Face to face: 17% of UK bank account holders (close to 9 million people) still visit brick-and-mortar locations at least once a week3

6/10

Quick change: 6 out of 10 mobile searchers consider themselves likely to use click-to-call functionality to make changes to their banking4

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 Centre for Economics and Business Research, “Future trends in UK banking”, 2014
4 Blue Fountain Media, Digital Marketing for Finance: What Businesses Need to Know to Excel Online, March 2014

The three aspects of TransparenSEE™:

  1. Visibility: Are you easy to find at the local level? You might have the basics covered, like business name, address and phone number, but what about enhanced content like hours of operation, business categories and photos? Our dashboard keeps track of the visibility of your local listing information, so you're able to address inconsistences as efficiently as possible.
  2. Accuracy: Do you know if your data is consistent on all major sites and directories? With TransparenSEE™ you can break down reports in a variety of different ways, so you're able to evaluate the accuracy of your listings and go from there. The LPM experts at DAC are always here to continually verify and update your data.
  3. Reviews: Reputation is everything. With our centralized dashboard, you can collect all your customer reviews in one place, and gain insights into the conversation around your business at the local level so you can respond in a timely manner.

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

Be a part of 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.

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