Dex One has launched an online diagnostic tool intended to assess SMB marketing efforts and generate an overall visibility score.
You plug in your address info and then answer several questions by moving a slider. You’re then given a score in each category and overall (an average). The categories are “brand,” “physical location,” “advertising,” “online presence,” “reputation and community.”
The individual scores and overall score are displayed online and emailed in the form of a pdf.
Each category offers a link to Dex-generated content about how to improve in that category. Business owners also receive a thank you email, which includes a soft sales pitch to contact Dex for more information.
I like the UI and the sliders. However the data and scoring are based entirely on the business owner’s self assessment. There’s no market data or ranking of the SMB in relation to competitors or the broader category.
AmIVisible.org offers a similar presence assessment tool, also as lead-gen for local publishers and sales channels, but there’s more context and competitive information. GetListed.org goes further by enabling SMBs to correct, enhance and submit their data to a range of search and directory sites. Many of the reputation management tools (e.g., Vendasta) also offer similar presence diagnostic capabilities.
What Dex has created is a better UI and represents a good start. But it ultimately won’t be very effective as a lead-gen tool if there’s no real data behind the scores.