Original post : 22 Dec 2011

Santa Stop Here - Where?

Google maps It's a good thing Santa doesn't rely on Google to get to every house on his round - he'd spend most of his time driving around lost I reckon. In my last rant of 2011 I am asking why so many businesses are relying on Google to help customers find where they are - without checking whether Google has it right!

THREE times in just this one week I have struggled to find businesses by following the directions on their website. This is 100% down to their laziness and incompetence in checking that, when they refer people to Google for directions, that Google is getting their flag in the right place. Sorry if that sounds harsh, but sometimes you have to tell it like it is!

Customer experience is an essential part of getting your marketing right. Sending customers on a wild goose chase does not make for a good customer experience! This is not hard or expensive - but can make a big difference.

Here's a little challenge for you over the Christmas break. Use Google Maps to try and find your business:

  1. If the directions and location of the little flag are 100% accurate then pat yourself on the back and go and relax.
  2. If you have a Google Places entry and the flag is not in the right place then correct it!
  3. If you don't have Google Places shame on you - that needs sorting out asap! It's a free listing for your business so worth making the most of.
  4. If the Google Maps entry is wrong and you can't work out how to correct it then make sure you have good written directions on your website, along with an accurate map.

Marketing is often about paying attention to little details to make your service the best it can be. If being found (in the physical world) is important to your business then you absolutely have to make sure you make it as easy as possible for your customers. There can be no excuse for getting this wrong.

Santa has magic to help him out - most of your customers won't be so lucky so don't let them down!


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