The Way Consumers Discover and Search for Businesses

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The way consumers discover and search for businesses, products, and services online is complex, especially when you factor in new ways of searching on mobile and voice search on home-based, voice-controlled devices.

BIA, commissioned by Neustar, has put together best practices and suggestions from experts to help enterprises create and manage their online listings. The details are offered in the report, How Enhanced Business Listings Improve Customer Engagement, which is available for free download.

The report examines how the customer experience is driven by four key elements: presence, discoverability, engagement, and accuracy. The complexity around each area is significant due to the fact that there are over 100 U.S. search platforms, directories, navigation systems, mobile applications, and more that offer business listings.

The basic tenant for managing these listings and keeping them up to date is the requirement that a business acts promptly on the imperatives for creating and maintaining a digital presence in today’s marketplace. However, with the multitude of search platforms, directories, navigation services, mobile apps, and social sites, it is almost impossible to ensure the right information is populated everywhere every time a change is made. For this reason, many businesses look to a business listings service to help.

To employ the best service for your business, the report offers guidance on best practices to enhance data in your listings and how to create the best customer experience that supports high-value engagement.

Here are two of the best practices we recommend as part of a regular checklist:

  • Accurate and Timely. Ongoing updates to business information, driven by seasonal operations and changing hours, the continuing impacts of the COVID-19 pandemic, and other emergent situations.
  • Easy and Powerful. New tools for businesses are available through listings management services and allow businesses to update dozens of platforms with a single entry.

Get the full best practice checklist, along with analysis of the key platforms customers search, in the report: How Enhanced Business Listings Improve Customer Engagement.

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