fake it till you make it: brand building for local businesses

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“Brands ARE HOW YOU SORT OUT THE CESSPOOL”

- Eric Schmidt, 2008

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Warm Up

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Local PROOF #1

YOU CAN DO IT

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Attend an Estate Planning Workshop

or

Attend a LIFEPLANTM Workshop

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Download Medicaid Whitepaper

or

Download LIFEPLANTM Report

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DID IT work?

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HOW CAN you DO IT?

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APPLY A CATCHY NAME

What is your most popular service?

Do you have a unique

technique?

Existing events, reports,

etc.?

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SPONSORED CONTENT

What do locals read & watch?

Local news site:search for media

kits

Make some calls!

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DO IT RIGHT

Stay live

forever?

Social promo & tag?

Indexable? Direct link?

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Local PROOF #2

YOU CAN DO IT

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HOW CAN you DO IT?

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“PAID AND EARNED MEDIA

THRIVE WHEN THE OWNED

MEDIA – THE content ITSELF –

PROVIDES THE value & engagement THAT CUSTOMERS SEEK”

- Jim Yu, 2015

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DID IT work?

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APRIL

6,149 total visits

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2,082

SOCIAL REFERRAL ORGANIC SEARCH

2,712 520

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HOW CAN you DO IT?

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IDENTIFY YOUR NICHE

Industry Local Area

Opportunity

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IDENTIFY YOUR NICHE

Large events in

your area?

Past clients - anything unique?

Is it organically interesting?

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DO IT right

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HOW CAN you DO IT?

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Local PROOF #3

YOU CAN DO IT

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DID IT work?

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3,500 MONTHLY VISITS

2015 795 in

2009

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MONTHLY ORGANIC SEARCH VISITS

1,790

240 in

2009

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MONTHLY ORGANIC SEARCH LEADS

100

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HOW CAN you DO IT?

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USE REVIEWS TO GET AWESOME

Conduct a reviews audit

Collect & track

customer feedback

Check & Adjust

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Develop question

set

Ask every customer

Get to know your customers

BUILD A PROCESS TO REQUEST CUSTOMER CONTENT

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SO... WHERE DO I start?

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WHICH STRATEGY IS RIGHT FOR YOU?

Paid can have the

benefits of earned if done well

Earned is within reach if you get creative

It all starts with the customer

experience

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Sources Sources •  http://www.entrepreneur.com/video/243530

Images •  http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her-

manhattan-home-1D80427845 •  http://www.drcopeland.com/procedures_nose.php •  “Award” icons from Thenounproject.com •  KTLA.com

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