The Evolution of Search and Social: Marketing Predictions for 2025 (Part 2 of 3)
SOCi Spotlight: How Rosemont Media Uses SOCi to Better Serve Their Customers
The latest research reveals that 80 percent of consumers consider reviews important to their purchase decision and social is second only to referrals as a customer acquisition source. Finding a tool that can help your agency manage clients' local social pages and monitor their online reputation, at-scale, can help you proactively manage the digital presence of your clients.
As a part of this content series, SOCi sat down with some of our customers and asked about their strategic approach to different components of localized marketing (LM). Our hope is that other marketers can read through the answers and learn best practices from companies that are excelling in LM!
Rosemont Media truly understands the importance of having a proactive, localized marketing strategy for every client that they serve.
Q&A with Rosemont Media
According to its website, Rosemont Media is a modern ad agency for healthcare. Rosemont media combines cutting-edge technology with custom website design services and multi-faceted search engine marketing campaigns to allow their clients to focus on the most important aspect of their success: the patient. Rosemont Media answered the following questions on the agency’s best practices for localized marketing.1. Tell us about your experience using the SOCi Platform and how long you’ve been using it.
Rosemont Media started using the SOCi Platform in 2016 to service clients in the elective healthcare industry. Throughout our time, we have seen SOCi's commitment to constantly improve and evolve their product, which in turn helps us to service our clients faster, better, and more effectively.2. What were your main challenges before you started using SOCi?
One of the biggest challenges, as an agency, was keeping track of editorial calendars across our network of clients. We needed an easy but sophisticated way of presenting calendars to our customers, and SOCi’s client approval gateway feature delivered exactly that. Spreadsheets of upcoming social content were confusing customers and lacked the ability to present visual content in a meaningful way. Word documents became too cumbersome to construct and any revision needs were difficult to track.3. What have been the greatest benefits you’ve received from using SOCi? And what is your favorite part of the SOCi offering?
At Rosemont Media, we have definitely been able to save time in our agency to client process through the interactive client approval gateway, and of course the scheduling features.4. Tell me about what surprised you the most or made you the happiest about using the SOCi platform?
The approval gateway in SOCi really stands out compared to other industry-leading platforms that we have tried. It not only keeps our team organized, but it allows us to present our social media content to clients in a sophisticated and polished format.5. SOCi defines Localized Marketing (LM) as marketing efforts that focus on building a local presence for a business, leveraging locally-driven communication channels to reach the specific local communities it serves (rather than a broad/national approach). May include social media marketing, review sites, social advertising, and other two-way engagement channels.
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Based on this description, do you see localized marketing (LM) as a key area of focus in your marketing mix today? And what is your localized marketing strategy that has proven to be most successful for your clients?
6. When thinking about the areas of LM, which include local profile pages like GMB, review sites like Yelp and local social pages on sites like Facebook - are these areas generally managed or maintained centrally by your agency, or decentrally - meaning these assets are managed by individuals at the business level or a hybrid of the two?
Rosemont Media encourages client participation in order to be most successful with updating, sharing, and responding to the different tactics within localized marketing. We operate in a hybrid model of centralized/decentralized local marketing management because the healthcare practice or business has to play a role in sharing custom messaging to local clients in order to be successful.7. Based on the above-mentioned management approach what are some key challenges or issues you are facing in your LM program?
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(Examples could include but are not limited to localizing your content across all of your social pages, knowing about and /or responding to ratings and reviews in a timely manner, claiming and managing all of your local pages, getting local business involvement, getting local-community engagement etc.)
8. Please rank the following areas of LSM on a scale of 1-5 with 1 being the least important and 5 being critically important to your business:
- Local Search Pages like Google My Business (GMB): 1
- Local Ratings & Reviews: 2
- Local Social Pages like Facebook: 3
- Localized Content on the above-mentioned pages: 4
- Quick response to consumer questions and reviews: 5