Local Search Marketing, Online Advertising and Social Media Marketing

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Information about Local Search Marketing, Online Advertising and Social Media Marketing
Business & Mgmt

Published on May 19, 2009

Author: AdvancedMediaProductions

Source: slideshare.net

Description

This presentation provides in-depth coverage of organic search and search engine optimization, PPC advertising and social media marketing and how it can be effectively used by small businesses to boost online brand visibility, generate viral buzz and web site traffic and drive deeper user engagement. Specific attention is given to the benefits of digital asset optimization and local online marketing with Twitter.

© Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing Louise Rijk Vice President of Marketing and Sales Advanced Media Productions

© Advanced Media Productions AdvMediaProductions.com Agenda Local Search Marketing, Online Advertising and Social Media Marketing - Components of Internet Marketing - Search Ad Revenue Share - “Types” of Search Web Search Vertical Search - Local Organic Search - Local Paid Search - Local Organic Web Results - Social Media Marketing - Digital Asset Optimization

- Components of Internet Marketing

- Search Ad Revenue Share

- “Types” of Search

Web Search

Vertical Search

- Local Organic Search

- Local Paid Search

- Local Organic Web Results

- Social Media Marketing

- Digital Asset Optimization

© Advanced Media Productions AdvMediaProductions.com E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development & Landing Page Development Online Display Ad & Rich Media Advertising Social Marketing Online Reputation Management Photoshare/ Videoshare Social Networking Social Bookmarking Social News Podcasting/ Videocasting Business Blog Marketing Organic Universal Search PPC/Mobile Search Advertising Organic Image Search Shopping Comparison Search Engines Organic Video Search Other Organic Search Components of Internet Marketing Local Search Marketing, Online Advertising and Social Media Marketing

Search Ad Revenue Share 2008 © Advanced Media Productions AdvMediaProductions.com Source: IAB 2008 Internet Advertising Revenue Report Local Search Marketing, Online Advertising and Social Media Marketing $405 2% Email Marketing $1,683 7% Referrals/Lead Generation $3,174 14% Classified $387 2% Sponsorships $734 3% - Digital video $1,642 7% - Rich media $4,877 21% - Banner ads $7,640 33% Display-related ads $10,546 45% Search 2008 Revenue (In Millions) FY 2008 Share

Sponsorships

© Advanced Media Productions AdvMediaProductions.com “ Types” of Search - Organic or Algorithmic Web Search - Blended/Universal search, personalized and local search - Vertical Organic Search - Image search, video search, shopping search, news search, blog search - Organic Real-time Search Twitter Search - Paid Search - National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter - Mobile PPC Search Local Search Marketing, Online Advertising and Social Media Marketing

- Organic or Algorithmic Web Search

- Blended/Universal search, personalized and local search

- Vertical Organic Search

- Image search, video search, shopping search, news search, blog search

- Organic Real-time Search

Twitter Search

- Paid Search

- National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter

- Mobile PPC Search

© Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Image Search Image Results Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Video Search YouTube Results Crawled Results Google Crawled Video Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Shopping Search Shopping Results Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Conversations As They Are Happening Local Search Marketing, Online Advertising and Social Media Marketing

Mobile Search - “On-Deck” and “Off-Deck” Search Services - Built-in the carrier service - Web Access - SMS Text Messaging - WAP-enabled Phones - Access to specially designed web sites using XHTML and WML mark-up languages Smartphones - iPhone, T-Mobile G1 © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

- “On-Deck” and “Off-Deck” Search Services

- Built-in the carrier service

- Web Access

- SMS Text Messaging

- WAP-enabled Phones

- Access to specially designed web sites using XHTML and WML mark-up languages

Smartphones

- iPhone, T-Mobile G1

Organic Mobile Search Mobile Web Search Results Mobile Local Search Results © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Shopping Results PPC Results Google – PPC Search Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Google – PPC Search Expanded Plus Box Results Normal PPC Results Google AdWords Product Plusbox (Beta) Plus Box Expanded Local Search Marketing, Online Advertising and Social Media Marketing

Google Mobile PPC Search SmartPhones Render Google PPC campaigns as they appear on the desktop WAP Phones Require special mobile ad campaign on Google © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

SmartPhones

Render Google PPC campaigns as they appear

on the desktop

WAP Phones

Require special mobile ad campaign on Google

Local Search © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Local Search “ Triggered” by Search Queries with a Local Intent Organic or Algorithmic and PPC Local Search Marketing, Online Advertising and Social Media Marketing

“ Triggered” by Search Queries with a Local

Intent

Organic or Algorithmic and PPC

© Advanced Media Productions AdvMediaProductions.com Google – Local Organic Web Results (10-box) Local 10-Box Results Local Organic Web Results Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local 10-Box Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox) No Link Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com How To Optimize for Google Maps Organic Listings Presence of a Business Profile/Listing at the Google Local Business Center Relevant locality and neighborhood keywords in the business name and copy of the local business listing Proximity of the business location to the city and/or center of the city Positive reviews and the numbers of reviews Number of “local” links pointing to the web site Overall web site organic search engine optimization status Google – Local Organic Map Results Local Search Marketing, Online Advertising and Social Media Marketing

How To Optimize for Google Maps Organic Listings

Presence of a Business Profile/Listing at the Google Local

Business Center

Relevant locality and neighborhood keywords in the business

name and copy of the local business listing

Proximity of the business location to the city and/or center of

the city

Positive reviews and the numbers of reviews

Number of “local” links pointing to the web site

Overall web site organic search engine optimization status

© Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com PPC Business Ad (Infobox) Link to Site Google - PPC Local Business Ads (Infobox) Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Local Business Ads How to Start a Local Business Ad Campaign Establish a Business Profile/Listing at the Google Local Business Center Set-up a Google Adwords Local Business Ad Campaign at Google Adwords Google - PPC Local Business Ads Local Search Marketing, Online Advertising and Social Media Marketing

Local Business Ads

How to Start a Local Business Ad Campaign

Establish a Business Profile/Listing at the Google Local Business Center

Set-up a Google Adwords Local Business Ad Campaign at Google Adwords

© Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results (10-box) 10-Box Results Organic Web Results Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results Local 10-box How to Optimize for Google Organic Web Search Ensure that the web site is “crawlable” Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers Acquire sufficient local inbound links to boost the web site link popularity Local Search Marketing, Online Advertising and Social Media Marketing

Local 10-box

How to Optimize for Google Organic Web Search

Ensure that the web site is “crawlable”

Optimize web site copy, page titles and meta descriptions with relevant “core”

keywords and geographic modifiers

Acquire sufficient local inbound links to boost the web site link popularity

Social Media Marketing © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com The Return of Conversation in the Social Order Local Search Marketing, Online Advertising and Social Media Marketing LinkedIn

Online Tools/Technologies and Practices to Collaborate on Content, Share Opinions, Insights, Experiences and Media Media: Text, Images, Audio and Video Tools/Technologies: Blogs, Message Boards, Podcasts, Wiki’s, Social Media Networks Defining Social Media © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

Online Tools/Technologies and Practices to

Collaborate on Content, Share Opinions, Insights,

Experiences and Media

Media: Text, Images, Audio and Video

Tools/Technologies: Blogs, Message Boards, Podcasts,

Wiki’s, Social Media Networks

© Advanced Media Productions AdvMediaProductions.com MySpace, Facebook (Social Networking) LinkedIn, Plaxo (Business Social Networking) Flickr (Photo Sharing) YouTube (Video Sharing) Digg, Reddit (News Sharing) Del.icio.us (Bookmark Sharing) Twitter (Microblogging) Social Media Applications Local Search Marketing, Online Advertising and Social Media Marketing

MySpace, Facebook (Social Networking)

LinkedIn, Plaxo (Business Social Networking)

Flickr (Photo Sharing)

YouTube (Video Sharing)

Digg, Reddit (News Sharing)

Del.icio.us (Bookmark Sharing)

Twitter (Microblogging)

© Advanced Media Productions AdvMediaProductions.com Educate Your Management and Organization About Social Media Set Clear Goals for Measuring Success Be Honest, Disclosure and Be Transparent About Who You Are Engage and Educate. Don’t Try To Promote and Hard Sell Welcome Feedback, Both Positive and Negative Use Rich Media (Video, Audio and Animation) Tips for Using Social Media Local Search Marketing, Online Advertising and Social Media Marketing

Educate Your Management and Organization About Social Media

Set Clear Goals for Measuring Success

Be Honest, Disclosure and Be Transparent About Who You Are

Engage and Educate. Don’t Try To Promote and Hard Sell

Welcome Feedback, Both Positive and Negative

Use Rich Media (Video, Audio and Animation)

© Advanced Media Productions AdvMediaProductions.com Social Networking Sites Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Business Profiles Communication and Messaging Channels Social Community and “Friend” Network Participation Social Networking Site Building Blocks Local Search Marketing, Online Advertising and Social Media Marketing

Business Profiles

Communication and Messaging

Channels

Social Community and “Friend”

Network Participation

Profile Page Landing page for friends to engage with your identity/brand Personal info, work info, photos Facebook Page Page for businesses to establish a brand within Facebook Business content (text, images, video), forum, blog Facebook applications Facebook Groups Build community around a brand or company Central place for customers, partners and Fans to participate in conversations about a brand Facebook Viral Marketing “Tools” © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

Profile Page

Landing page for friends to engage with your identity/brand

Personal info, work info, photos

Facebook Page

Page for businesses to establish a brand within Facebook

Business content (text, images, video), forum, blog Facebook

applications

Facebook Groups

Build community around a brand or company

Central place for customers, partners and Fans to participate in

conversations about a brand

Mini-Feed Ads Wall Post Status Update Facebook Profile © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

Facebook Pages © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Facebook Groups Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Promoting the Facebook Page Share/Post on the Facebook Profile Encourage friends and profile visitors to visit the Facebook Page Create Events within the Facebook Page When fans RSVP, their friends will see the response in their Newsfeed Post Messages in Related Facebook Groups Email the Facebook Page URL to Your Mailing List Can be used to invite contact to become “Fans” Purchase Social Ads to Promote the Facebook Page Local Search Marketing, Online Advertising and Social Media Marketing

Share/Post on the Facebook Profile

Encourage friends and profile visitors to visit the Facebook Page

Create Events within the Facebook Page

When fans RSVP, their friends will see the response in their Newsfeed

Post Messages in Related Facebook Groups

Email the Facebook Page URL to Your Mailing List

Can be used to invite contact to become “Fans”

Purchase Social Ads to Promote the Facebook Page

© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Hosted Content Google Crawl Local Search Marketing, Online Advertising and Social Media Marketing Web Site Hosted Video Podcasts Blogs Press Releases White Papers (PDF) Google Search Engine Images

© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Posted Content News/Tip Sheets/How To’s (Digg/StumbleUpon) PowerPoint Presentations (SlideShare.net) Posted Video (Video Sharing – YouTube) Posted Images (Image Sharing – Flickr) Press/News Releases (PR Web, BusinessWire, PRLeap) Local Search Marketing, Online Advertising and Social Media Marketing Posting

What is Twitter? Free micro-blogging platform With Twitter You Can: Send short 140 character messages (Tweets) from your desktop computer or mobile phone to “Followers” Receive Tweets from individuals you have decided to “Follow” Pass on messages (RT = Retweet) to “Followers” from individuals you have decided to “Follow” Perform a keyword search for Tweets about conversations and events as they are happening © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

Free micro-blogging platform

With Twitter You Can:

Send short 140 character messages (Tweets) from your desktop computer

or mobile phone to “Followers”

Receive Tweets from individuals you have decided to “Follow”

Pass on messages (RT = Retweet) to “Followers” from individuals you have

decided to “Follow”

Perform a keyword search for Tweets about conversations and events as

they are happening

Twitter “Tweets” © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet General tweet (with shortened URL) Local Search Marketing, Online Advertising and Social Media Marketing

Twitter Custom Profile © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing

© Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service Twitter as an Online Marketing Tool Increases brand visibility Establishes authority & “thought leadership” Generates online and offline WOM Promotes discounts, coupons and deals for products and services Local Search Marketing, Online Advertising and Social Media Marketing

Twitter as an Online Marketing Tool

Increases brand visibility

Establishes authority & “thought leadership”

Generates online and offline WOM

Promotes discounts, coupons and deals for

products and services

© Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service Twitter as a Customer Service Tool Product research and feedback through polling of “ follower” network Quick problem solving – Builds customer loyalty and enhances brand image Local Search Marketing, Online Advertising and Social Media Marketing

Twitter as a Customer Service Tool

Product research and feedback through polling of

“ follower” network

Quick problem solving – Builds customer loyalty

and enhances brand image

Louise Rijk Vice President of Sales and Marketing Advanced Media Productions 888-755-5151 x17 Twitter: @LouiseRijk www.AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Thank You! Local Search Marketing, Online Advertising and Social Media Marketing

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