New Year, New Predictions: Thoughts on What’s to Come in 2017

predictions, new year, 2017 predictions, LSA, Local Search Association, Allison Checchi, CMO, Chief Marketing Officer, Stu MacFarlane, thought leadership
Jan
03
2017
Posted by: YP PR

We’ve survived the hectic holiday season – one of the busiest shopping seasons in recent memory – and have successfully rung in the new year. And whenever a new year rolls around, there’s really no better time to stop and think about what the future has in store.

For all of us at YPSM, it’s a time to imagine how the future of local will evolve, how local businesses will harness the power of integrated marketing to build and grow their online presence, as well as what new techniques (and potentially, challenges) will emerge as local business owners continue to make every effort to reach, connect, and engage with local consumers.

It goes without saying that YP will be there every step of the way.

So, in the spirit of New Year’s resolutions (and predictions), we asked a couple of our leaders what they thought would be the biggest trends, opportunities, and challenges in the year ahead as YP’s contribution to the LSA’s 2017 Predictions report. Here’s what they had to say:

“Small businesses need to remember the basics even in today’s fast-paced, always-on society. What does that mean for 2017? Know your audience, establish your online presence, and make it easy for people to find you. With so many choices available to consumers, it’s more important than ever for businesses to be where consumers are looking, when they’re looking, and provide the kind of information and content they’re seeking. A complete, accurate business listing is an important start. Consumers won’t even consider a business with inaccurate or inconsistent information. Today’s consumers also want to see photos, videos, ratings, recommendations, and other contextual information about a business to help them pick one business over another. Businesses with a more complete online presence have a better chance of turning searchers into customers, by nearly one out of every two times.”  Allison Checchi, Chief Marketing Officer

“As consumers, we are conditioned to expect immediate answers to our questions. When searching for a local business – whether it be a roofer to fix a new leak exposed by a recent rainstorm or a pediatric dentist for our children – we expect that spending a few minutes on the internet will deliver the answers we are seeking. For small business owners, this raises the bar for how to present your business online. A simple listing with basic information, such as the name of your business, address, contact information, and brief description, is going to be insufficient for most consumers – and they will go somewhere else to find what they’re looking for as a result. To be successful at recruiting new customers, business owners must present themselves in a way that gives consumers enough information to pick up the phone and call. For the roofer, it’s about providing detail on the kinds of buildings he services, whether he offers a free estimate, providing photos of past work, posting customer ratings and testimonials, and presenting his business in a language that the average consumer will understand. It’s nuts and bolts kind of stuff, but that kind of information is how businesses can better position themselves for success in 2017 and beyond.”   – Stu MacFarlane, EVP, Consumer Platforms

To learn more about how YP can help your business grow, visit YP Marketing Solutions today.

 

Photo Credit: The Local Search Association

 

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