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Local Presence Management for Financial Services Brands in the US

In today’s multi-touch, multi-device world, one of the most important investments US financial services brands can make is in local presence management, or LPM. Ensuring all of your brand’s local listings are visible, accurate, and up-to-date is key to reaching the right customer at the right time—and ignoring your reputation at the local level is risky business. Think about it: if potential consumers are searching for one of your local branches and an inaccurate phone number leads them to a pizza joint, they’d probably be pretty frustrated. But staying on top of every listing across all major directories, search engines, and social platforms can be a challenge.

That’s where the LPM experts at DAC step in. We get hands-on with your local data, proactively monitoring, cleansing, unifying, and updating listings across the digital ecosystem to ensure optimal brand visibility, accuracy, and reputation at the local level. It’s all backed by our proprietary TransparenSEE™ dashboard, which collects all of your listings and reviews in one convenient and highly customizable place, empowering you to efficiently and effectively manage your reputation and visibility at the local level.

Depositing accurate location listings

Ensuring timely and accurate information at the moment of intent for a customer is crucial. It’s important to have the confidence that your full-service branches, individual professionals, and ATMs are found and accurate across the local search ecosystem on the platform and channel your customer chooses to initiate their search with. It’s even more important to ensure ATMs are listed correctly and hyper-accurately with manually verified placement of latitude and longitude co-ordinates, photos of the location where the ATM can be found, and by pointing Google Street View in the right direction. Many ATMs and individual financial experts are also considered nested locations (i.e. when multiple listings share the same address). This can be difficult to execute, but when done correctly these yield the highest ranked conversions.

55%

The branded search: 55% of financial business searchers are searching for branded businesses1

#1

Visibility is vital: Branded organic results have a stronger CTR in organic search results for position 1 and 2 for financial services. Positions 3-4 give an edge to non-branded keywords2

51%

Mobile matters: 51% of mobile searchers are looking for information on a specific business, product, or service3

6/10

Accuracy is key: Approximately 6 out of 10 mobile searchers are likely to use click to call to make changes to their bank accounts4

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 pillars of TransparenSEE™:

  • Visibility: Are you being found at the local level? From business name, address and phone number to enhanced content like hours of operation, business categories and photos, TransparenSEE™ provides real-time reporting on the visibility of your local information, so gaps can be addressed in an efficient manner.
  • Accuracy: Is your data accurate and consistent across major sites and directories? With TransparenSEE™, you can break down reports any way you like— even by individual location— so you assess the health of your listings and take action accordingly. Rest assured when you enlist the LPM experts at DAC, we will continually verify and update your data, ensuring extra precision with our Pin It mapping and data syndication services.
  • Reviews: Are you managing your reputation at the local level? With our centralized TransparenSEE™ dashboard, you can easily view all customer reviews from all sources in one place, so you can gain valuable insights into what is being said about 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 kind of agency that loves learning something new every single 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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