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Digital Marketing for Local Business - Local Matters Digital

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Information about Digital Marketing for Local Business - Local Matters Digital
Marketing

Published on March 5, 2014

Author: LonHaenel

Source: slideshare.net

Description

Tips, tricks, and strategies to ignite your business, organization, or non-profit's digital marketing. Google is the new yellow pages. Getting found online is more important than ever. Staying connected keeps your customers happy. Finding new customers, fans, and revenue streams are crucial to growing your business.
For your FREE Reputation and Visibility Audit, contact us at 608-755-8301. Or please visit www.LocalMattersDigital.com
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Grow Your Business! Welcome to the Seminar March 4 & March 6, 2014

Today lets talk about… • Changing Consumer Habits • Search • Mobile • Video • Social Media • Opportunities for Local Merchants • New Customer Acquisition • Customer Retention

How we Searched in 2013…

Bat Kid Goes Viral! 406,960 Tweets 14% outside the US from 117 countries Crashed Make A Wish site 21,683 Instagram and Twitter Photos seen an estimated 120,439,533 times Total World Wide Reach: Estimated over ONE BILLION People!

Consumer Trends

We Live in a Multi-Screen World

Some of the Marketing tools we used to employ are no longer effective

Google is the New Yellow Pages

Just Googling it

We Search & Discover Online – Shop Local & In-Store

95% of Web Traffic is generate from Page One Results

Google does a great job of returning relevant search results. 95% of consumers never go past the first page of their search result. Every business needs to know: 1. What Page are we on for our Best Keywords? 2. Where is our Competition?

Although some believe Google is the 2nd Best Source of Information 

Welcome to the Mobile Revolution

Sept 2013 - Google

Mobile Traffic to Major Retailers • • • • • Amazon sites – 43 million eBay – 22 million Walmart – 19 million Apple.com sites – 11 million Target – 14 million • • • • • Best Buy sites – 10 million Ticketmaster – 9 million The Home Depot – 7 million Etsy.com – 6 million Lowe’s – 6 million

Mobile Driving Increased # of Valuable Leads “The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey • Mobile is about to unleash a massive increase in call-based advertising…which will be so vast that many established companies will scramble • 61% of Local Merchants rate inbound telephone calls as excellent leads. • Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device • U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.

Estimated that 85% of Local Biz Don’t Have Mobile Optimized Websites

Everyone Loves a Good Mobile Device! American pets have bitten, chewed, licked, drooled upon (or worse) more than 8 million devices this past year. -SquareTrade

Welcome to the Video Revolution

Mobile views on YouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.

What this means for Local Merchants 1. It’s now very affordable to “Broadcast” your Infomercial or How to Video to a very large potential audience. 2. YouTube Videos are an incredible Source of Content that get indexed well on sites like Google (did we mention that Google owns YouTube?) 3. Video is an incredible Source of Quality Content for Social Media and Your Website – a great way to communicate with current and future customers

Social Media Adoption by Age Group 89% 60% 72% 43%

Viral Power of Social Media Average # of Friends by Generation

Now over 225 Million Members

Why Social Media for Business?

and they’re sharing those opinions everywhere

Over 30% of Consumers Regularly read customer reviews

Over 70% Say Positive Reviews make them Trust a Business More

Clearly, The Consumer is now in Charge! They have fundamentally changed the Rules of Marketing and the way Merchants need to approach Connecting with them to earn their business. Our friends at Google call this.... The Zero Moment of Truth

The Traditional Model

MERCHANT

" You'd never set up an 800# for your business with nobody to answer the Phone. The Internet is that 800# and its been set up for you even though you didn't ask for it! People are "calling" you with their web searches everyday. If People search for your product or services and you don't "answer" that search...who do you think will?" - Jim Lecisnki, Managing Director Google

Many Best Practices for Business in 2014 Remain the Same… Great Location – Make Sure you are Easy to Find You Make Customers feel welcome and you are easy to do business with You have a Solid Reputation & Great Word of Mouth from happy customers You Stay in touch and Reward Existing Customers to drive more repeat business Constantly Looking for New Customers

However, the Best Tools for Business have changed a great deal! Great Location – Can new customers find you online? Solid Reputation Great Word of Mouth What are they saying about you online? Are You Staying Connected to your Best Customers? Welcoming Establishment does your Online Presence Match the Real World? Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!

Grow Your Business! Digital Strategies to Grow Your Business

2014 Digital Strategies for Merchants • • • • • Quality Multi-Screen Web Presence Optimized Online Directories Tell Your Story – Fresh Content Wins Reputation Matters Leverage Digital Targeting Capabilities

Who are we really trying to please?

Fresh Quality Multi-Screen Web Presence • Your Site reflects the quality of your business and looks as good or better than your competitors • You update your site is regularly with: • latest promotions/specials • Fresh Blog Posts • Latest Product/Service updates • Social Media Posts • Easily allows customers to browse or buy your Products and Services

Put Your Website to Work! More than just an online brochure • • • • • • • • • In Bound Phone Calls In Bound Emails Online Purchases Appointments Email Newsletter Sign Up Loyalty Clubs Grow Social Media Fans 24/7 Customer Service Key Recruiter

Make Sure Your Site Looks Good on All Screens Even if you are happy with the look of site on Desktop or Laptop….make sure you are optimized for the Mobile Consumer

Smart Phone Friendly Mobile Sites that Match Look and Feel of Main Website

Congratulations! The Number One Website in the World wants to give everyone in this room a FREE listing and profile page

: “Google Plus is Google itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contributes to our understanding of who you are.” Bradley Horowitz, Google Plus’s vice president of product

Google Plus Page

Beyond the Big Three – Claim and Verify your Listings Make sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!

Keeping your data clean and up to date is key. There are a lot of databases on the web!

Get Reviews for Better Places Listing Ranking Customer Referral Cards are Easy & Inexpensive to Create

How to Get More Positive Ratings & Reviews • Just Ask. Remember “Tell Your Friends” • Referral cards • Website, Email • On Invoices • Loyal Customers • Friends and Families • Business Network

Online Videos are a Great Way to get High Page Ranking

Social Media Drives More Repeat & Referral Business Free or Nearly Things You Can Do! • Most Important: Commit to the Content! – Consistent, varied two way communication via multiple channels. If you don’t have time, find someone who does. • Improve/Create Your Social Presence – Facebook, Twitter & Google+, LinkedIn – they all are free! • Use offline promotion to drive online fans • Create Online Contests to grow your fan base • Add Social links to all web promotions (site, email, video, PR etc)

Great Social Content goes well beyond Promotional Offers Rule of Threes 1. Valuable Tips & Ideas – – – Position yourself as expert Connect to complimentary businesses Success Stories 2. Establish Community – Recognize customers – Recognize employees – Recognize Community Events & Your Charitable Efforts 3. Promotions and Special Offers – Loyalty Club Offers – Sync Offline with online

Customers for Life Leveraging Customer Connections to Grow Revenue Today 1 Year 3 Years 200 600 3600 Connections Connections Connections 100 1000 3000 Text Club VIP’s Text Club VIP’s Text Club VIP’s 75 300 600 Newsletter Subscribers Newsletter Subscribers Newsletter Subscribers

Staying top of mind! Social Text Email = Affordable Frequency! Today 1 Year 3 Years 2400 7200 43200 Posts Month Posts Month Posts Month 400 4000 12000 Text Offers Text Offers Text Offers 150 1200 Sends Total Potential Connections 600 Sends Sends 8200 54,400 = 2950

MARKETING STRATEGIES Improve SEO, Drive Traffic & Repeat & Referral Business Post to Your Google Blog Used in monthly e-newsletter Create FRESH SEO blog posts that are informational but also promote your business Content is then distributed via multiple channels including….. Content used for Social Posts, linking to site, also used in weekly Text Marketing Use as copy points to create search optimized video (FYI: Google owns YouTube)

Right About Now…You Might be Thinking…. Wow – that’s a lot of Stuff! I’m already so busy Running my Business!

Digital Solutions to Grow Your Business

Essential Digital Media Strategies For Acquiring and Retaining Customers 1. GET FOUND: Make sure your business is visible to Consumers Actively Searching Online for your Products & Services 2. FIND NEW: Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services 3. STAY CONNECTED: Leverage Social Media Email & Text Marketing Best Practices to Drive More Repeat and Referral Business from existing clients Social is Digital Word of Mouth!

Mobile Essentials Smart Phone Friendly Website For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links. Custom YouTube Channel & Video Series We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. Optimized, Updated Business Listings We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. Reputation Management 24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!

Web Essentials Multi-Screen, Quality ,Optimized & Updated Web Presence We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture. Custom YouTube Channel & Video Series We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. Optimized, Updated Business Listings We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. Reputation Management 24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!

Social Mobile Essentials Multi-Channel Content Management Content is King, for both pleasing customers and Google. We create and distribute the News of your Business via: • Social Media postings 2-3x per week on your schedule. • Produce and send your e-newsletter to your customer list. • Manage Text VIP Club – with weekly promo messages • Provided all in-store signage to alert customers to sign up Optimized, Updated Business Listings & Rep Management We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. Smart Phone Friendly Website For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links. Custom YouTube Channel & Video Series We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings.

Web & Social Essentials Multi-Screen, Quality ,Optimized & Updated Web Presence Social Media Management We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture. We will manage your Facebook, Twitter and Google+ presence for you: • Social Media postings 2-3x per week on your schedule. • Communicate with client monthly, then manage postings for next 30 days based on needs/news of the business. • Includes monthly Facebook approved contest, which also helps to grow email database Custom YouTube Channel & Video Series Optimized, Updated Business Listings & Rep Management We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google.

Targeted Marketing Delivers Message to Best Potential Customers Site & Search Retargeting Target former visitors to your site and also by most recently searched keywords on sites like Google. Conquest retargeting serves your ads to consumers who were searching for your competitors. Geo Targeted Mobile Target consumers based on their proximity to their store. Mobile ad expands to full screen mobile splash page with multiple track-able calls to action Geo Targeted Video Geo Target best potential customers on leading content sites that include local, regional, national publishers, including YouTube. Search Engine Marketing Target top 3 positions on Google, Yahoo and Bing for best keywords. We establish an estimated # of impressions, clicks and your budget - you only pay when someone clicks; Social Media Targeting Reach best potential customers on leading b2c and b2b social media sites. Target by user interest, occupation, geography on web & mobile. Email Marketing Blasts Reach best potential customers with email blast targeted by variety of demographics at the zip code level. B2B lists available too.

Search Retargeting to reach Consumers who are Actively in the Market to Buy Consumer performs a Keyword Search & is anonymously “cookied” for their search term. 1 Auto Insurance 2 Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers.

Retarget the Competition! Consumer performs a Keyword Search & is anonymously “cookied” for their search term. 1 Progressive Insurance 2 Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers.

Reach Consumers Near your Store Mobile Geo Fencing pinpoints customers when they are near your store and serves them ads relevant to their location

Facebook Targeting & Re-Targeting Target Consumers by variety of demos…or retarget those that have already been to your site

Email Marketing Solutions Geo Targeted Email Marketing: Geo target your message to reach local consumers via our huge opt in database of email addresses. Target by Metro, City or Zip Code level to reach customers in your key trading areas. Demo Targeting: Reach Local Consumers by wide variety of Demographic selections, including: • • • • • Gender HH Income Veterans Political Affiliation Presence of Pets • • • • • Presence of Children Occupation Own Home/Rent Marital Status Religion

Seminar Signing Bonus for all attendees Sign Up Next 30 days: Earn 20,000 Run of Site Banner Ads Sign up this Week: Earn 60,000 Run of Site Ads! Great for Promoting your New Website or Social Media Presence YOUR AD HERE

Questions? Lon Haenel Vice President - Digital Media Bliss Communications, Inc. lhaenel@gazetteextra.com

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