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Integrating Local Internet Marketing For Your Business
March 4th, 2014
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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
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• 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 Business Marketing
Integrated Marketing allows businesses to target a wider reach and attract their ideal local customers!
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What Do Businesses Care About Most?
• Increased Sales – 71%• Generating Leads – 59%• Higher Search Ranking – 33%• Publicity / Social Following – 32%• Employee Recruitment – 9%• Event Attendance – 5%• Retention Rates – 4%
According To 2013 Survey
Why Businesses Are Adopting Digital Marketing Aug 2013http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
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Why Businesses Do Digital Marketing?
• Drive Sales• Increase Brand Awareness• Reach New Customer Segments• Drive Customer Engagement• Identify usable customer insights• Save money / improve productivity
Why Businesses Are Adopting Digital Marketing Aug 2013http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
According To Inc. Survey This Year:
• 23% of all small business now spend more than 75% of their marketing budgets on digital marketing today!
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3 Market Forces
The mobile revolution and
decentralization of search
Word-of-mouth has moved online
Death of print directory advertising
TECHNOLOGICAL SOCIAL ECONOMIC
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TECHNOLOGICAL SOCIAL ECONOMIC
192 Million people with
smartphones in the U.S. by 2016
76% of consumers rely
on online reviews before making a
purchase
$7.3 billion decline in print yellow page ad
sales since 2007
3 Market Forces
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It’s Not Just the Engines
3 of the over 100 social media sites generate over 400 million visitors/month
The top directory sites generate over 100 million visitors/month
The number 1 review site generates over 90 million visitors/month
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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
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Results
Social Media
Marketing (Facebook,
Twitter etc.)
Search Engine
Optimization (Local
SEO + Online
Reviews)
Internet Marketing
(PPC )
Business Websites (Blog + Content Accessibility)
Fundamentals to Effective Local Internet Marketing
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Get Found, Get Chosen.
Include Most Important
Information about your
business
15
Why?
What?
Contact / More Info?
When?How?
What makes you the best
choice and how do I get in touch
with you
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Fully Responsive Mobile
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Local Maps, Organic, Sponsored
Free
Paid
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Local Search Optimization
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An SMB’s Marketing Budget
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
• 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
technique.
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Local Search Market Opportunity
22 million
businesses in the United States
25%visible online
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Why Local SEO?
30% of all searches are Local Intent
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Google+ Local Page
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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
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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 pagesBrought To You By: Phil Rozekwww. LocalVisibilitySystem.com
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Third Party Directory Sites
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• Richness refers to descriptions, photos, hours, etc.
• 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
Getting an SMB Found
brightlocal.com/2013/09/23/expert-citation-survey-2013
The “Richness” of Listings are Important
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Online Reviews & Reputation Management
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Ask for online reviews
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46
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Search Engine Optimization
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Get Found, Get Chosen
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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.
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#1 listing gets almost 42% of traffic
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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
Search Engine Optimization Basics
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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 recommendationso Words in links also mattero Popularity/variety of linking sites matter
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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
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Search Engine Marketing
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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
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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..
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How do Ads Rank?
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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 PPC
Pro’s
“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
Con’s
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
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Social Marketing
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The Local Search Toolkit
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Local Search Toolkit
Complete Local Search Tools For One Unbelievable Value
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Google+
MojoPages
HotFrog
Local.com
YellowBook
Yahoo Local
WhitePages
YellowPages
Bing Local
InsiderPages
SuperPages
Angie’s List
Yelp
Kudzu
ShowMeLocal Merchant Circle
Foursquare
MapQuest
Manta
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.
STEP: 1
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Results:
• Extended tab content
• Member since
• Hours of operation
• Payments accepted
• Enhanced images
• Connect to merchant
• Business description
Before:
After:
= enhanced content
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brightlocal.com/2013/09/23/expert-citation-survey-2013
• 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
Sheer Volume of Citations Still Influences
Local Search Ranking
STEP: 2
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Review Me Web PageSTEP: 3
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Review Handout
• PDFs branded for your business• Leave them out on your reception desk• Email them to your best customers
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DIY Reputation Intelligence
Email Alerts When You Receive An Online Review
STEP: 4
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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, website, logo, images, & video
STEP: 5
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Questions
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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