local marketing for lead generation - 8 tools to use today

Local Marketingfor Successful Lead

Generation

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 choose3. 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

8 Local Marketing tactics for success1. Google My Business2. Key Words3. Directory Listings4. Google Alerts5. Business Associations6. Networking Events7. Testimonials8. 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 WordsChoose more than one data sourceGoogle is well known but supports its own objectivesSelect 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 wordshttps://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 matterGet yourself listed - general & niche• Write a standard one sentence / short paragraph• Start with yell.co.nz / yell.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• Affiliated Industries Group http://www.businessnz.org.nz/about-us/aig • www.eventfinder.co.nz • www.eventbrite.co.nz • https://www.meetup.com/cities/nz/

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.comPodcast - 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/

Did you see our Facebook advert?

We ran 2 versions To 2 different audiencesWhich 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?

Whangarei ToyotaBooks

Any Questions?

Please connect with me on LinkedIn

Rebecca Caroe rebecca@creativeagencysecrets.com