Published on March 10, 2014
Integrating Local Internet Marketing For Your Business March 4th, 2014
Agenda • • • • • • • • • • What Is Integrated Business Marketing? Market Changes Local Internet Marketing 101 Effective Websites Local Search Search Engine Optimization (SEO) Basics of Search Engine Marketing Reputation Management Social Marketing Questions
• Integrating all marketing and communication into one overriding strategy. • Incorporating Storyline Look and Feel through Paid, Owned, Earned Media – Paid = Print, Display Advertising – Owned = Website, Blog, Facebook Page – Earned = Reviews and Reputation • Break through the clutter and fragmentation Integrated Marketing allows businesses to target a wider reach and attract their ideal local customers!
What Do Businesses Care About Most? According To 2013 Survey • • • • • • • Increased Sales – 71% Generating Leads – 59% Higher Search Ranking – 33% Publicity / Social Following – 32% Employee Recruitment – 9% Event Attendance – 5% Retention Rates – 4% Why Businesses Are Adopting Digital Marketing Aug 2013 http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
Why Businesses Do Digital Marketing? • • • • • • Drive Sales According To Inc. Increase Brand Awareness Survey This Year: • 23% of all small Reach New Customer Segments business now spend more than 75% of Drive Customer Engagement their marketing budgets on digital Identify usable customer insights marketing today! Save money / improve productivity Why Businesses Are Adopting Digital Marketing Aug 2013 http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
3 Market Forces TECHNOLOGICAL The mobile revolution and decentralization of search SOCIAL Word-of-mouth has moved online ECONOMIC Death of print directory advertising
3 Market Forces TECHNOLOGICAL SOCIAL 192 Million people with smartphones in the U.S. by 2016 76% of consumers rely on online reviews before making a purchase ECONOMIC $7.3 billion decline in print yellow page ad sales since 2007
It’s Not Just the Engines 3 of the over 100 social media sites generate over 400 million visitors/month The number 1 review site generates over 90 million visitors/month The top directory sites generate over 100 million visitors/month
Local + Mobile 50%+ of mobile queries have local intent 90% take action as a result Consumers want data to be right at the moment they need In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for their consumers will win infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses
Fundamentals to Effective Local Internet Marketing Business Websites (Blog + Content Accessibility) Search Engine Optimization (Local SEO + Online Reviews) Internet Marketing (PPC ) Social Media Marketing (Facebook, Twitter etc.) Results
Get Found, Get Chosen. What? Why? When? How? 15 Contact / More Info?
Fully Responsive Mobile
Local Maps, Organic, Sponsored Paid Free
Local Search Optimization
An SMB’s Marketing Budget • SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs • After SEO, it is Local Online Directories that are seen as the most effective BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013 technique.
Local Search Market Opportunity 22 million 25% businesses in the United States visible online
Why Local SEO? 30% of all searches are Local Intent
Google+ Local Page
Verify, Claim, Optimize G+ Local • Claim & Verify your free business listing by searching your company name on Google • List your official business name • Get your category right and pick as many relevant ones avail • Business Description should have relevant local search terms • List your services, areas served, specific benefits, photos, website link, email • Logo and cover image • Link the page onto your website
Optimize Your Site For Local Search • Put 1-2 local search terms that are relevant to your services you offer • Every page of your site can (and should) feature a different title tag. • Place your target city & brand name • Name, Address, Phone should be on bottom of each of your pages Brought To You By: Phil Rozek www. LocalVisibilitySystem.com
Third Party Directory Sites
Getting an SMB Found The “Richness” of Listings are Important • • Richness refers to descriptions, photos, hours, e tc. • Knowing the type of services, opening hours, payment options is useful information for potential customers. • It also supports the data you load into Google+ and gives Google further proof points to corroborate the data it has about a business brightlocal.com/2013/09/23/expert-citation-survey-2013
Online Reviews & Reputation Management
Ask for online reviews
Search Engine Optimization
Get Found, Get Chosen
Why SEO For Your Website? SEO Turns Your Website into a Long-Term Asset Customers are looking for you online, if you’re not there now, Google is directing them to your competitors Owning a high search engine rank is like having Google become your word of mouth.
#1 listing gets almost 42% of traffic
Search Engine Optimization Basics SEO is not PPC Rankings depend on: Relevancy Trust SEO is the work that builds: Relevancy Trust Google introduces customers to your business based on your: Relevancy Trust 53
Search Engine Optimization Basics on site: Relevance o Keywords (Content, Title, Descriptions, Images, H1 tags) o Do titles match the content? o Are Keywords mentioned frequently? o Fresh Unique Content (blog content is huge) off site: Trust o Google see links as recommendations o Words in links also matter o Popularity/variety of linking sites matter 54
Off-Site SEO • • • • • On-Site Blogs Are Necessary To “Become an Authority In Your Space” Make it shareable on Google +, Facebook Keyword Research & Selection of topics that are in demand Optimize Content around those target keywords Link digital assets to the posts: • Slide Share • Video Content • FAQs 55
Search Engine Marketing
Why Search Engine Marketing? Drives Potential Customers to Your Business Gets Your Business Found on Google, Yahoo, and Bing Only pay for interested prospects You Can Measure the results (ROI) Your in control of who you are marketing to throughout the year Flexibility and local targeting Real Time Reporting Expand Marketing Reach Keeps you competitive and visible (1st page) Your business is being seen on Google more often
Why SEM / PPC? • Pay Per Click advertising (PPC) is an auction. • You decide how much you are willing to pay to appear when a keyword is searched on and which ad you want to appear when that happens. • Your ad only appears to searchers looking for relevant products and services. • Mobile, Tablet, Desktop – Mobile Searchers Are Growing and Click Costs are low • You only pay when a searcher clicks on your ad. • Originally the person who was willing to pay the most got the best position on the page. – Now Quality Score determines that..
How do Ads Rank? - Google
Search Engine Marketing Recap – SEO and PPC These are 2 very different methods of achieving search engine success that should be run in parallel so that the results of each can be used to improve the other. The key differences are outlined below: SEO Pro’s Con’s PPC “Free” (you don’t pay for every single click) Work done impacts on all search engines Some consumers prefer it Very versatile Very scientific Great Control Quick turnaround (results in days) You can bid on any keyword you like and as many as you like You only pay when someone clicks on your ad Less control Less scientific More difficult to analyze Have to focus on limited keywords Usually 3-12 months before impact is seen Optimization and campaign management are resource intensive & can be quite complex You have to manage each search engine separately
The Local Search Toolkit
Local Search Toolkit Complete Local Search Tools For One Unbelievable Value
Google+ YellowBook Bing Local MojoPages Yahoo Local InsiderPages HotFrog WhitePages SuperPages Local.com YellowPages Angie’s List Yelp Kudzu ShowMeLocal Merchant Circle Foursquare MapQuest STEP: 1 Manta Citysearch Acxiom, InfoGroup, Neustar / Localeze and Factual.
Before: After: Results: • Extended tab content • Member since • Hours of operation • Payments accepted • Enhanced images • Connect to merchant • Business description = enhanced content
STEP: 2 Sheer Volume of Citations Still Influences Local Search Ranking • • Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey. • Getting a spread of citations across a wide range of relevant & appropriate sites is still a very valid and beneficial task for an SMB or SEO to tackle. moz.com/local-search-ranking-factors brightlocal.com/2013/09/23/expert-citation-survey-2013
STEP: 3 Review Me Web Page
Review Handout • PDFs branded for your business • Leave them out on your reception desk • Email them to your best customers
STEP: 4 DIY Reputation Intelligence Email Alerts When You Receive An Online Review
STEP: 5 Reporting Dashboard Client View – Local Visibility Report • Timeline showing chronological progress of order • Pie chart showing number of directories client is listed in/type of directories client is found in • Speedometer showing search ranking of business name/business keywords • Directory icons linking to live listings on directory site • Submission status of listings • Color/Symbol status of Listing’s description, hours, w ebsite, logo, images, & video
We are here to help • Free SEO report for your business • Free consultation at your office • To Learn More, Go To: www.CRNDigital.com Powered by: www.idigitalstrategies.com
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