This thread http://www.facebook.com/topic.php?uid=74137674486&topic=8674 is worth checking out because VaynerMedia’s post of a hypothetical question has attracted some good contributions on how local restaurant’s can use Twitter, Facebook, review sites, traditional marketing and location aware services to engage potential customers. Being relevant locally is a key focus of ours and social media can be a great compliment to geotargeted content. Using both you can be personally relevant and assist a local purchase by making your offer/product/service relevant to the customer’s location.
National brands that have local points of sale (e.g. retail chains, CPG producers, and restaurant chains) face a particular challenge when it comes to their websites. They need to present a strong brand that is easily recognizable but at the same time they need to serve the visiting customer in as personal a manner as possible. Most flat out fail at the later requirement. Here is a current example: The website of national Asian food chain carries the banner of the brand very well. All of the colors and images are correct so I immediately know I am on the correct website when I land there. The problem is that the site ignores the most basic statistic it can see about me my location. In the center of the page I see a new menu item that looks great but I am told it may or may not be
“Bounce rate is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who ‘bounce’ away to a different site, rather than continue on to other pages within the same site.” Learn more here: http://en.wikipedia.org/wiki/Bounce_rate When a potential customer lands on your site they use that first page as an immediate guide to answer the question: “Will this website have what I am looking for?” They don’t need to find what they’re seeking on the first page, but they do need to have a positive experience that tells them that the website is relevant to their need or interest. If they don’t get that feeling you say “Hello” and they say “Goodbye” nothing else you did on your website matters because they have gone to look somewhere else. This is why Bounce Rate is so important to us, because customer