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Local Market Launch’s Push on Discovery for National Brands, Local Marketing

By: 25 March 2014

National brands, franchises and multi-location outlets often lose business by only providing standard name/address/phone number information, instead of focusing more on discovery search, says Local Market Launch CMO Gideon Rubin. “Name, address, phone information only represents 15 percent of searches. If you know ‘Subway,’ you can look it up,” he says.

But the real market opportunity is in the discovery market, which constitutes 85 percent of searches. “What we do is add keywords and categories that increases the likelihood of showing up in non-branded searches,” he says. “We’ll add the name of the sandwich or other menu details. That creates additional revenues for merchants. It is a really large opportunity.”

Listings, LAT/long information, pictures and reviews are other key data points that national brands must keep up to date across all the search engines, adds Rubin.

Local Market Launch primarily works with digital agencies and certified marketing reps that have national brand accounts. It wins accounts after finding missing information for national brands during search audits of local locations. It all comes down to “completing the process of delivering products,” Rubin says.

The company also does a lot of work helping large, multi-location businesses claim listings. Many have locations that never show up, says Rubin. LML will work on them individually, adding them to sites such as Yelp, Bing and Google.

LML has just raised a new $1 million round led by former ValueClick execs Jim Zarley and Steve Umberger, adds Rubin. The revenue will help fund the Santa Barbara company’s expansion effort.

Rubin is speaking on search issues, along with LocalVox CEO Trevor Sumner and YP VP Chuck Lee at LIL: The National Impact May 7-9 in Atlanta. Register here


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