Marketers to Refresh Directory Listings with Accurate Data

Sometimes, the smallest details can ruin the best-​laid plans. Small businesses (SMBs) that spend time and money to promote themselves and their products and services online have plenty to worry about in getting their digital strategy keyboardjust right. However, they shouldn’t forget to pay attention to details on their website and online directory listings. These media spaces serve as ads and survey results from InfoGroup’s Real Time in the Real World white paper show that when the information is incorrect, consumers can be unforgiving.

Businesses make operational changes on a regular basis. They may move their offices or changes the hours they’re open.  But they don’t always remember to reflect these changes on their websites and directory listings. About half of all consumers have gone to a business based on directory information only to discover it has moved or isn’t open at that particular time.  85% of consumers won’t return to a business which is circulating incorrect information. This is especially true when there is an advertised discount or deal at stake.

Amit Khanna, president of small and medium business at Infogroup, emphasized the importance of getting these details right. Over ¼ of consumers place the blame for incorrect information on the business owner. SMBs face a competitive market and this kind of encounter sets them up to lose a customer for good. Even worse, in the age of mobile phones and social media, an angry consumer is likely to post a negative comment about the experience.

The Infogroup survey findings also suggest that 60% of consumers in this situation will move on to another SMB, likely a competitor.

Have you encouraged your clients to claim their directory listings and update the data to prevent the potential loss of customers?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.