The following contribution comes from Jeffrey K. Rohrs, the CMO at Yext, and features content from his new book called The Everywhere Brand, co-written with Jay Baer.
For nearly 25 years, the battleground for consumer attention has been your brand’s website. This has also been the source of truth for the public-facing facts about your company. Then the iPhone and Android emerged, changing the game. This is when your brand shifted its focus to creating an app, which ultimately became a companion to your website — places you controlled fully, to the benefit of your bottom line.
You’ve worked hard to optimize both your website and your app because they are the magnetic center of your universe — and the keys to your company’s success. But guess what? With the 2020s fast approaching, there’s a new reality: to win, you must think beyond your website and app. And to do so, you must become The Everywhere Brand.
Wait…What Is The Everywhere Brand?
The Everywhere Brand is a brand whose digital knowledge — the public facts about a company’s people, products, events, and locations — exists consistently and accurately across the internet.
While your brand’s website and app remain your home planets, they aren’t the only place consumers look to find information about you. In fact, consumers are looking to their mobile devices more and more to find the answers they need during key moments of intent. For instance, mobile search now accounts for nearly 60% of all searches, and even voice search is creeping up — it’s estimated that by 2020, 50% of all searches will be voice-activated.
Your brand’s digital knowledge lives across hundreds of online publishers and intelligent services including Google, Apple, Facebook, Bing, Yahoo, Yelp, Instagram, Snapchat, Waze, Siri, and Cortana, and includes key information such as address, hours of operation, phone number, photos, credentials, locations, office hours, products, prices, and more.
These are the places and this is the information your customers seek in the moments that matter most, and it’s up to you to ensure the information that appears about your company in each service is on-brand, accurate, and up-to-date.
How Do I Become An Everywhere Brand?
In this new book, Jay and I explain the following seven key traits that you must develop in order to be an Everywhere Brand:
Start to see your brand from every angle. Fix your inaccurate information. Bring the right people to the table. Deliver information about your brand in real time. Don’t be afraid to get detailed. Work on those star ratings. Be an innovative risk-taker. These are the true characteristics of The Everywhere Brand.
Here is an excerpt from the book:
“Marketers for Everywhere Brands put on a coat, go outside, and experience exactly what the consumer sees about their brand across every device and service that matters to their customers. They conduct “near me” searches on Google. They quiz Alexa, Cortana, Google Assistant, and Siri about their people, products, and locations. They become their customer. And in so doing, they see the broad universe of facts about their people, products, and locations online that need to be fixed and managed.”
So what are you waiting for? There’s no time like the present to become The Everywhere Brand. Download the free eBook today.