DRAWING ON COMBINED EXPERIENCE IN SOFTWARE DEVELOPMENT AND MARKETING IN THE SERVICES SECTOR, WE SAW A PROBLEM.
Companies today are fighting a war that they rarely realize exists.
The last 15 years saw the rise of the web from a nice-to-have to a primary channel in almost every company’s marketing mix. Originally, the web was mostly a one-way communication channel. Businesses put their message out for potential customers to discover. That information rarely flowed both ways until the last few years.
Online reviews gave customers a voice that changed how people discover and choose the businesses they use. Today, consumers rarely make a purchase over $100 without consulting some form of online review or rating. Even more important though, is the role of reviews in discovery.
Search for any local business and you’ll most likely see a location and reviews first. If they don’t have any, you’ll often see their competitor who does.
Your reviews don’t just affect how well customers convert, but they affect other things including where you rank when people search through to how much you pay for a click from your paid advertising.
As companies focussed on strategies around backlinks and social media posting in an attempt to keep up with their competition, many failed to realize that this was becoming less relevant. Locally focussed businesses today face several newer and arguably more important issues:
Monitoring the conversations happening about their business on review sites, directories and social media
Influencing their visible reputation by generating more positive reviews on the platforms that count.
Capturing direct, actionable feedback from their customers and being able to extract both qualitative and quantitative insights to improve their product, service and marketing message.
SOLVING THESE ISSUES WAS OUR MOTIVATION TO CREATE
We’re headquartered in San Clemente, CA, the surfing media capital of the world as well as a major surfing destination located on the California Coast, midway between Los Angeles and San Diego at the southern tip of the county.
As an Internet Marketing industry leader, Local Siren creates data driven software across several verticals including Healthcare, Dental, Real Estate, Retail, Hospitality, Restaurants, Financial services, Insurance, Legal, Automotive, Home and Personal Services.
Local Siren has shortened the customer feedback cycle. We developed and refined the product live, refining for usability first and functionality second. Unlike other software vendors, Local Siren was developed from a user’s perspective rather than a developer’s one. Every member of the product team has spent time working in the types of business we serve to gain a greater understanding of our client’s use case.