By: Jason Tabeling, EVP Product Strategy.
When it comes to digital marketing, it can seem like things are moving too fast. New things are coming up all the time. It might be the rapid growth of Tic Tok, privacy regulations like CCPA, or just new features in Google Ads. While the speed is undeniable, it’s still the fundamentals that make digital success possible.
Recently we were reminded of this fact when reviewing location data results for some of our clients. Success in location data is a fundamental part to local marketing success. A business needs to ensure that the most accurate and complete data set is available to the sources surfacing this data, like Google and Facebook. However, we are consistently surprised at how often business don't take the time to fully complete their profile. We aren’t talking about some artificial big data function that requires decades of coding to complete. It's as simple as fully filling out a form. Or not, unfortunately.
We looked at the performance of companies that had more than 30 fields completed versus those companies who had less than 30 fields completed. Based on our data we discovered that businesses with more complete location data, who completed more than 30 data fields, saw a 25% increase in search volume and a 37% increase in profile views.