how to market your local business online
TRANSCRIPT
How To Market Your Local Business Online
June 24, 2015
Joey Ambrose, Go Web Solutions, Inc.https://www.linkedin.com/in/joeyambrose
What is Local Internet Marketing?• It’s location based
– A few years ago, a search for “electrician” would give you national results
• It’s personalized– Your history, social media
influence, and contacts
• It’s mobile– Cell phones, GPS devices,
voice search
Why We Market Online• 78% of local-mobile searches
result in offline purchases• The top reason for a local
search was to find a specific business
• The second most common reason was to find a desired service
• Roughly three-fourths (76%) of those purchases happened the same day and most (63%) within a few hours
Sources: comScore, Nuestar Localeze
The Top Local Ranking Factors• High quality website• High quality links• Google My Business
listing• Local directories
(citations)• Online Reviews• Visitor Behavior• Social Signals• Personalization
First Step: Google My BusinessGoogle has 78% of the Search market share, and that doesn’t include YouTube, Google+, Maps, etc.
First Step: Google My BusinessNew or Existing business?
First Step: Google My Business
First Step: Google My BusinessVerify your business
First Step: Google My Business
First Step: Google My BusinessKey Areas to pay attention to:Fill everything out completely
– Correct name– Contact info– Category– Hours– Well written, keyword rich Introduction!
First Step: Google My BusinessKey Areas to pay attention to:Select the right categories
– Follow the GMB Guidelines: http://goweb.link/gmbguidelines– Pick as many categories as you can, primary first– Look at your competitors categories
First Step: Google My BusinessAdd plenty of photos•Logo, Profile, and Cover Photo•Interior Photos•Exterior Photos•Product Photos•Team Photos•Additional Photos
First Step: Google My BusinessOngoing Practices:•Check your listing every month
– Check your status– Check your categories– Refine your Introduction– Update incorrect information– Add new photos
Your #1 Tool: Your WebsiteThe hub of all your Internet Marketing•Well organized•Simple navigation•Original, compelling content•Great design •Fast•Search optimized
Your Website – 10 Things you Need• Great branding• Clear positioning• Memorable design• Clear conversion path(s)• Simple address• Simple navigation• Contact information• Testimonials/Reviews• Fresh, compelling content• Social media integration
Broadcasting Your Business Data
Business Data Must Haves• NAP = Name, Address,
Phone• Get listed far and wide• Keep NAP info consistent
– Website– Google My Business– All other listings
• Use a tool to manage your data– Moz Local– Yext– Us!
BBB Accreditation Helps YourOnline Marketing
• It’s a great link• You can get multiple links (different
categories)• It’s locally focused• BBB pages rank well for branded
searches• BBB pages rank well for non-branded
searches• Customer can write verified reviews on
your BBB page• It’s a nice “trust” symbol on your website• It’s a good citation
Source: LocalVisibilitySystem.com/Phil Rozek
Social Media Marketing
• Facebook• Twitter• LinkedIn
– LinkedIn Groups
• Google+• Pinterest• Instagram
Social Media Marketing
Social Media MarketingThe Good
92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites (HubSpot)
Social Media MarketingThe Bad
In a January 2015 study by Social Media Examiner, just over four in 10 small and medium-sized business (SMB) marketers worldwide said they were able to measure the ROI of their social media activities(Source: eMarketer)
How To Be Great at Social Media• Have a Social Media
Marketing Plan– Identify your business goals– Set marketing objectives– Identify your perfect customers– Research your competitors– Choose the Social Media
platforms• Not just the big ones!
– Create a content plan– Decide on budget and resources– Assign roles– Create a content calendar– Pick the right tools
How To Be Great at Social MediaShameless PlugSocial Media Marketing Guides for busy small business owners, covering:•Facebook•Google Plus•Twitter•LinkedIn•Pinterest•Plus two bonus guides!www.socialmediaquickies.com
The Power of Online Reviews• 85% of consumers say that they
read online reviews for local businesses
• 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations
• 73% of consumers say positive customer reviews make them trust a business more
• Only 12% of consumers said they take no notice of online reviews
(source: BrightLocal)
Online Reviews - Do• Have a process in place
to encourage online reviews– Ask!– Signage– Customer surveys – Reviews on your website
• Monitor your views regularly• Reply to reviews• Set the example – review
others!
Online Reviews – Don’t• Don’t Freak out
– One bad review is not the end of the world
• Don’t respond negatively– Give it some time – there is no hurry– Respond in a helpful, positive way
• Don’t pay for reviews• Don’t write your own• Don’t try to game the system
Online Reviews – Where To Get Them• The Main Review Sites
– Google – Yelp– BBB– Yahoo– Citysearch– Angie’s List
• Industry Specific– TripAdvisor (travel)– Avvo, Lawyers.com (legal)– OpenTable, UrbanSpooon
(restaurants)– Healthgrades.com, RateMDs.com
(medical)
Recap
• Use all the tools available to you
• Set aside time each week for your Internet Marketing
• Create a marketing plan that incorporates all the essential elements
• Track your progress!
Thank you!Visit our website at www.gowebsolutions.com and join our email list to receive our monthly newsletter with the latest Internet Marketing tips and information!
Joey Ambrose, Go Web Solutions [email protected](520) 664-2324Give us a follow! http://goweb.link/facebook http://goweb.link/twitter
http://goweb.link/gplushttp://goweb.link/linkedin