guarantee digital seminar for delafield chamber june 2014
TRANSCRIPT
Grow Your Business!
Welcome to the SeminarJune 10, 2014
About Guarantee Digital
• Founded 2011 • Based in Delafield @
440 Wells St• 26 Employees • Work with over 1000
merchants & media partners in 45 markets around the US
• Specialize in White Glove Agency Solutions for Merchants of all Sizes!
GD Account Management Team
A few of the Digital Agencies we’ve launched!
Today lets talk about…• Changing Consumer
Habits • Search• Mobile• Video • Social Media
• Opportunities for Local Merchants• New Customer
Acquisition• Customer Retention
Bat Kid Goes Viral! 406,960 Tweets14% outside the US from 117 countries
Crashed Make A Wish site
21,683 Instagram and Twitter Photos seen an estimated 120,439,533 times
Total World Wide Reach: Estimated over ONE BILLION People!
Consumer Trends
We Live in a Multi-Screen World
Smartphone + Tablet = More time than Desktop!
Some of the Marketing toolswe used to employ areno longer effective
Google is the New Yellow Pages
Google Remains Dominant with 75% + Market Share
Just Googling it
85% Research Online andOnly 6% go past page one!
94% of Web Traffic is generated from Page One Results
Visits by Search Engine Results Page across the “Big Three” Search Engines
94% of consumers never go past the first page of their search result. Every business needs to know:
1. What Page are we on for our Best Keywords?
2. Where is our Competition?
Google does a great job of returning relevant search results.
More Local Searching is now done via Mobile than Desktop!
Mobile Traffic to Major Retailers
• Amazon sites – 43 million• eBay – 22 million• Walmart – 19 million• Apple.com sites – 11 million• Target – 14 million
• Best Buy sites – 10 million• Ticketmaster – 9 million• The Home Depot – 7 million• Etsy.com – 6 million• Lowe’s – 6 million
“The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey
• Mobile is about to unleash a massive increase in call-based advertising…which will be so vast that many established companies will scramble
• 61% of Local Merchants rate inbound telephone calls as excellent leads.
• Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device
• U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.
Mobile Driving Increased # of Valuable Leads
Estimated that 85% of Local Biz Don’t Have Mobile Optimized Websites
American pets have bitten, chewed, licked, drooled upon (or worse) more than 8 million devices this past year. -SquareTrade
Everyone Loves a Good Mobile Device!
Welcome to the Video Revolution
Mobile views on YouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.
1. It’s now very affordable to “Broadcast” your Infomercial or How to Video to a very large audience.
2. YouTube Videos are an incredible Source of Content that are indexed well on sites like Google (did we mention that Google owns YouTube?)
3. Video is an incredible Source of Quality Content for Social Media and Your Website – a great way to communicate with current and future customers
What this means for Local Merchants
Social Media Adoption by Age Group
89% 72%
60% 43%
Viral Power of Social Media
Average # of Facebook Friends in their Network by Generation
Now over 225 Million Members
Why Social Media for Business?
and they’re sharing those opinions everywhere
Over 30% of Consumers Regularly read customer reviews
Over 70% Say Positive Reviews make them Trust a Business More
The Zero Moment of Truth
They have fundamentally changed the Rules of Marketing and the way Merchants need to approach Connecting with them to earn their business.
Clearly, The Consumer is now in Charge!
Our friends at Google call this....
The Traditional Model
MERCHANT
" You'd never set up an 800# for your business with nobody to answer the Phone. The Internet is that 800# and it has been set up for you even though you didn't ask for it! People are "calling" you with their web searches everyday. If People search for your product or services and you don't "answer" that search...who do you think will?"
- Jim Lecisnki, Managing Director Google
Many Best Practices for Business in 2014 Remain the Same…
Great Location – Make Sure you are Easy to FindYou Make Customers feel welcome and you are
easy to do business withYou have a Solid Reputation & Great Word of
Mouth from happy customersYou Stay in touch and Reward Existing Customers
to drive more repeat business Constantly Looking for New Customers
However, the Best Tools for Business have changed a great deal!
Great Location – Can new customers find you online?
Welcoming Establishment - does your Online Presence Match the Real World?
Solid Reputation - Great Word of MouthWhat are they saying about you online? Are You Staying Connected to your Best Customers?
Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!
Grow Your Business!
Digital Strategies to Grow Your Business
2014 Digital Strategies for Merchants
• Quality Multi-Screen Web Presence• Optimized Online Directories• Tell Your Story – Fresh Content Wins • Reputation Matters• Leverage Digital Targeting Capabilities
Who are we really trying to please?
• Your Site reflects the quality of your business and looks as good or better than your competitors
• You update your site is regularly with:
• latest promotions/specials• Fresh Blog Posts • Latest Product/Service
updates• Social Media Posts
• Easily allows customers to browse or buy your Products and Services
Fresh Quality Multi-Screen Web Presence
• In Bound Phone Calls• In Bound Emails• Online Purchases• Appointments• Email Newsletter Sign Up• Loyalty Clubs• Grow Social Media Fans• 24/7 Customer Service• Key Recruiter
Put Your Website to Work!More than just an online brochure
Make Sure Your Site Looks Good on All ScreensEven if you are happy with the look of site on Desktop or Laptop….make sure
you are optimized for the Mobile Consumer
Smart Phone Friendly Mobile Sites that Match Look and Feel of Main Website
Congratulations! The Number One Website in the World wants to give everyone in this room a
FREE listing and profile page
:
“Google Plus is Google itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contributes to our understanding of who you are.”
Bradley Horowitz, Google Plus’s vice president of product
Google Plus Page
Beyond the Big Three – Claim and Verify your ListingsMake sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!
Get Reviews for Better Places Listing Ranking
Customer Referral Cards are Easy & Inexpensive to Create
How to Get More Positive Ratings & Reviews
• Just Ask. Remember “Tell Your Friends”• Referral cards• Website, Email • On Invoices
• Loyal Customers• Friends and Families• Business Network
Online Videos are a Great Way to get High Page Ranking
Social Media Drives More Repeat & Referral BusinessFree or Nearly Things You Can Do!
• Most Important: Commit to the Content! – Consistent, varied two way communication via multiple
channels. If you don’t have time, find someone who does. • Improve/Create Your Social Presence – Facebook,
Twitter & Google+, LinkedIn – they all are free! • Use offline promotion to drive online fans • Create Online Contests to grow your fan base• Add Social links to all web promotions (site, email,
video, PR etc)
Great Social Content goes well beyond Promotional Offers
Rule of Threes1. Valuable Tips & Ideas
– Position yourself as expert – Connect to complimentary businesses – Success Stories
2. Establish Community – Recognize customers– Recognize employees– Recognize Community Events & Your Charitable Efforts
3. Promotions and Special Offers – Loyalty Club Offers – Sync Offline with online
Tell Everyone You Are Social! Post signs in your Business, Put Social Media logos in your Print Ads, On Your Trucks, Website, Email Signature – let people know!
Customers for LifeLeveraging Customer Connections to Grow Revenue
Today 1 Year 3 Years
200Connections
600Connections
3600Connections
100Text Club VIP’s
75NewsletterSubscribers
1000Text Club VIP’s
3000Text Club VIP’s
300NewsletterSubscribers
600NewsletterSubscribers
Staying top of mind!Social Text Email = Affordable Frequency!
Today 1 Year 3 Years
2400Posts Month
7200Posts Month
43200Posts Month
400Text Offers
150Sends
4000Text Offers
12000Text Offers
600Sends
1200Sends
Total Potential Connections = 2950 8200 54,400
Create FRESH SEO blog posts that are informational but also promote your business
Post to Your Google Blog
Content used for Social Posts, linking to site, also used in weekly Text Marketing
Use as copy points to create search optimized video
(FYI: Google owns YouTube)
MARKETING STRATEGIESImprove SEO, Drive Traffic &Repeat & Referral Business
Used in monthly e-newsletter
Content is then distributed via multiple channels including…..
Right About Now…You Might be Thinking….
Wow – that’s a lot of Stuff!I’m already so busy Running my Business!
Digital Solutions to Grow Your Business
Essential Digital Media Strategies For Acquiring and Retaining Customers
1. GET FOUND: Make sure your business is visible to Consumers Actively Searching Online for your Products & Services
3. STAY CONNECTED: Leverage Social Media Email & Text Marketing Best Practices to Drive More Repeat and Referral Business from existing clients
2. FIND NEW: Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services
Social is Digital Word of Mouth!
Custom YouTube Channel & Video Series
Optimized, Updated Business Listings
ReputationManagement
We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings.
We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google.
Mobile Essentials
Smart Phone Friendly Website For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links.
24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!
3/31/2014
Custom YouTube Channel & Video Series
Optimized, Updated Business Listings
ReputationManagement
We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings.
We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH content improves your rankings and are important signal to Google.
Web Essentials
We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture.
Multi-Screen, Quality ,Optimized & Updated Web Presence
24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!
3/31/2014
Social HotSpot: Offer Free Wi-Fi to Grow Your Customer Base!
Text Marketing: Create a Text VIP Club
Did you know that your average consumer will check their Mobile phone for text messages within 3 minutes of receiving? That’s why text marketing is effective for your getting your message in front of your best customers. We create and send your promotional message 4x per month to your opt-in list of Text Club Subscribers. Program includes up to 800 messages per month + in store signage to help grow your list.
Turn key email newsletter program includes: • Create custom e-newsletter template that can be update each
month• Update newsletter graphics, photos and content each month• Manage your list and conduct the monthly sends
Content Marketing & Management
Email Marketing NewsletterSocial Media is Digital Word of Mouth…on Steroids! Our turn key management program includes: • Optimize your Social Media Business Pages on up to 5 channels• Write/Post to 2-3x week to your channels on your schedule. • Manage monthly Facebook Contests & boosted posts• Includes in store signage to alert your customer to be your Fan
on Social Media
Consumer love free Wi-Fi. Our program allows you to offer it in exchange for your customers logging in with their Social Media passwords. This quickly grows your Fan Base while providing consumers with a service they appreciate. Requires that merchant have internet access in their store.
Social Media Management
3/31/2014
Custom YouTube Channel & Video Series
Optimized, Updated Business Listings & Rep ManagementWe’ll create a custom YouTube Channel and series of Videos
that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings.
Web & Social Essentials
We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture.
Multi-Screen, Quality ,Optimized & Updated Web Presence
Social Media ManagementWe will manage your Facebook, Twitter and Google+ presence for you:• Social Media postings 2-3x per week on your schedule. • Communicate with client monthly, then manage postings
for next 30 days based on needs/news of the business. • Includes monthly Facebook approved contest, which also
helps to grow email database
We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google.
3/31/2014
Targeted Marketing Delivers Message to Best Potential Customers
Site & Search Retargeting Search Engine Marketing
Geo Targeted Mobile
Geo Targeted Video Email Marketing Blasts
Social Media Targeting
Target top 3 positions on Google, Yahoo and Bing for best keywords. We establish an estimated # of impressions, clicks and your budget - you only pay when someone clicks;
Reach best potential customers on leading b2c and b2b social media sites. Target by user interest, occupation, geography on web & mobile.
Target former visitors to your site and also by most recently searched keywords on sites like Google. Conquest retargeting serves your ads to consumers who were searching for your competitors.
Target consumers based on their proximity to their store. Mobile ad expands to full screen mobile splash page with multiple track-able calls to action
Reach best potential customers with email blast targeted by variety of demographics at the zip code level. B2B lists available too.
Geo Target best potential customers on leading content sites that include local, regional, national publishers, including YouTube.
1Consumer performs a Keyword Search & is anonymously “cookied” for their search term.
2
Search Retargeting to reach Consumerswho are Actively in the Market to Buy
Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition
Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Beach Weddings
1Consumer performs a Keyword Search & is anonymously “cookied” for their search term.
2
Retarget the Competition!
Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition
Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers.
Myrtle Beach Weddings
Reach Consumers Near your StoreMobile Geo Fencing pinpoints customers when they are near
your store and serves them ads relevant to their location
Facebook Targeting & Re-TargetingTarget Consumers by variety of demos…or retarget those that have already been to your site
Email Marketing Solutions
Geo Targeted Email Marketing: Geo target your message to reach local consumers via our huge opt in database of email addresses. Target by Metro, City or Zip Code level to reach customers in your key trading areas.
Demo Targeting: Reach Local Consumers by wide variety of Demographic selections, including:
• Gender • HH Income• Veterans• Political Affiliation• Presence of Pets
• Presence of Children• Occupation • Own Home/Rent• Marital Status • Religion
Special Seminar IncentiveSign Up for a Digital Package before end of June and receive…
50,000 Search Retargeting ImpressionsOR
50,000 Facebook Marketing Impressions
The Perfect Way to Promote Your New Website or Social Media Promotion!
Plus, all Delafield Chamber Members receive 15% off all products and services
Questions?
Daryl HivelyFounder & CEO
Craig Sweeney
Sr. Digital Growth Strategist262.744.0557