Show me the money! Tracking the revenue impact of your location marketing

AI is flipping search on its head, budgets are getting tighter, and CEOs everywhere are shouting, “Show me the money!”

Partho is here to help you juggle the chaos of AI, local SEO, and revenue attribution—and not just survive, but win.

Get ready for an honest, laugh-out-loud session on why tracking impressions won’t cut it anymore and how Location Performance Optimization (LPO) is the revenue game-changer your CMO will thank you for.

Transcript

1. Show me the money! Tracking the revenue impact of location marketing Partho Ghosh UBERALL Speakerdeck.com/partho_ghosh in/ProductPartho
2. 2 Partho Ghosh VP Product | Uberall Follow Me www.linkedin.com/in/productpartho
3. Does This Sound Familiar?
4. Welcome to the Ultimate Juggling Act
5. Can SearchGPT Find Me the Best Place For Fish Tacos In San Diego?
6. 73% of marketers in multi-location businesses don’t have visibility into how their location marketing efforts drive sales. Source: ROI Confessions Report, Uberall. Sept 2024 6
7. *Source: ROI Confessions Report, Uberall. Sept 2024 What Everyone’s Measuring*
8. *Source: ROI Confessions Report, Uberall. Sept 2024 What’s Everyone’s Favourite Metric?*
9. Are You Measuring What Impacts Your Business Performance?
10. Source: ROI Confessions Report, Uberall. Sept 2024 The 3 Camps To Location Marketing Revenue Attribution Stalled Starters No revenue attribution 30% of people we asked What they track: Limited data with no way to connect to revenue. 1
11. Source: ROI Confessions Report, Uberall. Sept 2024 The 3 Camps To Location Marketing Revenue Attribution Metric Masters Function-specific attribution 50% of people we asked What they track: SEO metrics (impressions, reviews, reply rates,views, clicks) without linking to overall revenue. 2
12. Source: ROI Confessions Report, Uberall. Sept 2024 The 3 Camps To Location Marketing Revenue Attribution Revenue Rock Stars End-to-end attribution 20% of people we asked What they track: Full funnel data directly linked to revenue. 3
13. 13 It’s time for the future of location marketing & SEO It’s time for Local Performance Optimization (LPO)
14. What is Location Performance Optimization (LPO) All About?
15. Start with a Revenue-First Mindset 1 • Let’s flip things around! • Start with the end-goal in mind. • Put the revenue front and center of your reporting dashboards.
16. Optimize Local Visibility 2 • Create the Google Business Profile of your dreams • Monitor local searches and views • Optimize for local ranking factors • Get ready to lead in AI-driven search Metrics that matter: Search Ranking, Impressions
17. Manage Reputation 3 • Embrace customer feedback • Manage customer reviews • Monitor the impact of reviews to your visibility and conversions • Use AI tools for more insights Metrics that matter: Average Rating, Overall Sentiment, Reply Rate, Average Response Time
18. Grow Engagement 4 • Create targeted local content • Make it visual • AI tools are your friends Metrics that matter: Post Engagement Rate, Top Performing Posts, Audience Growth
19. Drive Conversions 5 • Make the customer journey easy • Optimize your CTAs • Use real-time data • Analyze click-through rate across directories Metrics that matter: Conversion rates, Total Clicks, Clicks Per Directory, Click to Call, Clicks to Directions
20. Location Performance Score (LPS) One Metric to Rule Them All
21. Local SEO & Location Marketing is Your MVP In the AI-driven search era, you need up-to-date local data fueling your locations’ visibility. Connect Digital Presence to Local Revenue Time to flip the switch to a revenue-first mindset and to connect your digital presence to measurable local revenue. Adopt a Holistic Approach to Measuring Your Impact Don’t give in to the metric madness. Be a revenue rock star, not a metric master. 2 1 3 Take Aways
22. Be Amongst The First To Get LPO Certified