8 local marketing tactics for success
TRANSCRIPT
8 Local Marketing Tactics
Digital Transformation
What is it? When will it come? Who will this affect? Does it matter?
A Threat and a Promise for Business Owners
FACT: you cannot rely on word of mouth…… unless you plan to fail in business
Marketing and Sales - the new way
1. Customers expect you to be available to receive messages 24/7 2. Customers expect to be able to contact you the way THEY choose 3. Many Customers do not want a one-size-fits-all relationship (unless you
sell gas or groceries) 4. New marketplaces, new networks and new technologies are
opportunities you have to test out
Ever seen this appear on a web page?
8 Local Marketing tactics for success
1. Google My Business 2. Key Words 3. Directory Listings 4. Google Alerts 5. Business Associations 6. Networking Events 7. Testimonials 8. Articles in the local media
Two Bonus tactics at the end
1. Google My Business
Google looks at 4 aspects of your site • words • pictures • video • maps
How to edit display listings
Register your site in Google My Business • https://business.google.com/ • Get verified • Link Analytics, Maps, YouTube, Reviews, G+
2. Key Words
Choose more than one data source Google is well known but supports its own objectives Select an independent key word tool • We use SBI https://sbiapps.sitesell.com • https://moz.com/explorer/ • https://www.wordtracker.com/
Learn how to research key words https://moz.com/beginners-guide-to-seo/keyword-research
Ensure city/ town / suburb / state or county are all included in meta data
3. Directory Listings
Online directories do matter Get yourself listed - general & niche • Write a standard one sentence / short paragraph • Start with https://www.yellowpages.com.au/ • www.brightlocal.com citations is worthwhile buying • Keep a record of your logins • Review annually
4. Google Alerts
Receive alerts for key search phrases https://www.google.com/alerts • business name • key staff • competitors • new business opportunities
Objectives: • to comment • contact prospects • build a mailing list
Search Operators
https://support.google.com/websearch/answer/2466433?hl=en
5. Business Associations
Invaluable way of meeting local businesses • Networking • Public speaking • Promotions • Mailing list
6. Networking events
Consider niche groups too • www.eventfinder.com.au • www.eventbrite.com.au • https://www.meetup.com/cities/au/
Have a post-event process for following up contacts - the cards in pocket trick
7. TestimonialsHow do I know you are a reputable business? Where are your testimonials and case studies? What is the value of independent reviews?
• Set up a testimonials page on your website • Put the most recent testimonial at the top • Make a long & short version.
• Put the short version on the Testimonials page. • Copy the long version to a blog post – and link to it
• Link to the client website • Set up the business process to get new testimonials regularly • Ask for testimonials on your Google My Business page and LinkedIn
recommendations (NOT endorsements)
8. Local Advertising
Brand building Product/service promotion
• Google Adwords • Google AdSense • Yellow Pages • Facebook • LinkedIn
Facebook Advertising
The best free resource to tutor yourself
DigitalMarketer.com Podcast - weekly episodes reproduced as blog posts on the website
Key episodes • http://www.digitalmarketer.com/facebook-advertising-for-local-business/ • Fitness studio http://www.digitalmarketer.com/local-advertising-on-
facebook/ • Financial services http://www.digitalmarketer.com/local-facebook-
advertising/
We did this talk in NZ - and promoted on Facebook
We ran 2 versions To 2 different audiences Which did best?
Audience selection
Differences between audiences • Age • Region • Matched Audience • Behaviours
Facebook advertising resultsWhich ad did best? Surprises
Analytics insights
Eventbrite page 338 page views • 25% reserved tickets • 42 Video (12%) • 63 Attendees (18%)
Traffic Sources • NZ Herald • Facebook
Page views • Blog post 2 = 84 • Blog post 1 = 34
BONUS - Local press relations
Use media relations to get articles in • Local newspaper • Local radio / podcasts • Local newsletters • Yahoo Groups for local lists • Neighbourly • Columnists (Robyn Pearce, Graham MacGregor, Terry Baucher)
Local listings
Other places • Herald Event Guide • EventFinda
BONUS - Referrals
Ask for Referrals • Send two business cards with your invoice • Make specific requests for Social Sharing • Do this at the point of rejection
BONUS - Surprise and Delight
What can you do to give more at little or no cost?
Toyota Garage Books
