online visibility and advertising for local businesses
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© Advanced Media Productions
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Online Visibility and Advertising for Local BusinessesLouise RijkVice President of Marketing and Sales
Advanced Media Productions
© Advanced Media Productions
AdvMediaProductions.com
AgendaOnline Visibility and Advertising for Local Businesses
- Components of Internet Marketing
- Search Ad Revenue Share
- “Types” of Search
- Web Search
- Vertical Search
- Local Organic Search
- Local Paid Search
- Local Organic Web Results
- Social Media Marketing
- Digital Asset Optimization
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E-Mail Marketing
SearchEngine
MarketingAffiliate
Marketing
WebsiteDevelopment
&Landing PageDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SocialMarketing
OnlineReputation
ManagementPhotoshare/Videoshare
SocialNetworking
SocialBookmarking Social NewsPodcasting/
VideocastingBusiness
BlogMarketing
OrganicUniversal
Search
PPC/Mobile Search
Advertising
OrganicImageSearch
ShoppingComparison
SearchEngines
OrganicVideoSearch
OtherOrganicSearch
Components of Internet MarketingOnline Visibility and Advertising for Local Businesses
Search Ad Revenue Share 2008FY
2008 Share
2008 Revenue
(In Millions)Search 45% $10,546
Display-related ads 33% $7,640
- Banner ads 21% $4,877
- Rich media 7% $1,642
- Digital video 3% $734
-Sponsorships 2% $387
Classified 14% $3,174
Referrals/Lead Generation
7% $1,683
Email Marketing 2% $405
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Source: IAB 2008 Internet Advertising Revenue Report
Online Visibility and Advertising for Local Businesses
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“Types” of Search- Organic or Algorithmic Web Search
- Blended/Universal search, personalized and local search
- Vertical Organic Search- Image search, video search, shopping search, news search,
blog search
- Organic Real-time Search- Twitter Search
- Paid Search- National and local PPC – Yahoo! Search Marketing, Google
AdWords and MSN AdCenter- Mobile PPC Search
Online Visibility and Advertising for Local Businesses
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Universal Search
Image Results
Organic Web Results
News Results
Online Visibility and Advertising for Local Businesses
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Image Search
Image Results
Online Visibility and Advertising for Local Businesses
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Video Search
YouTube Results
Crawled Results
Google Crawled Video
Online Visibility and Advertising for Local Businesses
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Shopping Search
Shopping Results
Online Visibility and Advertising for Local Businesses
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Organic Real-time SearchTwitter Conversations As They Are Happening
Online Visibility and Advertising for Local Businesses
Mobile SearchOnline Visibility and Advertising for Local Businesses
- “On-Deck” and “Off-Deck” Search Services- Built-in the carrier service- Web Access
- SMS Text Messaging
- WAP-enabled Phones- Access to specially designed web sites using XHTML and WML mark-up languages
-Smartphones- iPhone, T-Mobile G1
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Organic Mobile SearchOnline Visibility and Advertising for Local Businesses
Mobile Web Search Results
Mobile Local Search Results
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Shopping Results
PPC Results
Google – PPC SearchOnline Visibility and Advertising for Local Businesses
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Google – PPC Search
Expanded Plus Box Results
Normal PPC Results
Google AdWords Product Plusbox (Beta)
Plus Box Expanded
Online Visibility and Advertising for Local Businesses
Google Mobile PPC SearchOnline Visibility and Advertising for Local Businesses
- SmartPhones- Render Google PPC campaigns as they appear on the desktop
- WAP Phones-Require special mobile ad campaign on Google
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Local Search
Online Visibility and Advertising for Local Businesses
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Local Search
- “Triggered” by Search Queries with a Local Intent
- Organic or Algorithmic and PPC
Online Visibility and Advertising for Local Businesses
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Google – Local Organic Web Results (10-box)
Local 10-Box Results
Local Organic Web Results
Online Visibility and Advertising for Local Businesses
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Google – Local Web ResultsResults Without Geographic Modifier
Local 10-Box
Online Visibility and Advertising for Local Businesses
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Organic Local Search Results
Google – Local Organic Map ResultsOnline Visibility and Advertising for Local Businesses
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Google – Local Organic Map Results (Infobox)
Organic Results (Infobox)
No Link
Online Visibility and Advertising for Local Businesses
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- How To Optimize for Google Maps Organic Listings
- Presence of a Business Profile/Listing at the Google Local Business Center
- Relevant locality and neighborhood keywords in the business name and copy of the local business listing
- Proximity of the business location to the city and/or center of the city
- Positive reviews and the numbers of reviews
- Number of “local” links pointing to the web site
- Overall web site organic search engine optimization status
Google – Local Organic Map ResultsOnline Visibility and Advertising for Local Businesses
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Google - PPC Local Business Ads
PPC Local Business Ad
Online Visibility and Advertising for Local Businesses
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PPC Business Ad (Infobox)
Link to Site
Google - PPC Local Business Ads (Infobox)Online Visibility and Advertising for Local Businesses
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- Local Business Ads
- How to Start a Local Business Ad Campaign
- Establish a Business Profile/Listing at the Google Local Business Center
- Set-up a Google Adwords Local Business Ad Campaign at Google Adwords
Google - PPC Local Business AdsOnline Visibility and Advertising for Local Businesses
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Google - Local Organic Web Results (10-box)
10-Box Results
Organic Web Results
Online Visibility and Advertising for Local Businesses
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Google - Local Organic Web Results
- Local 10-box
- How to Optimize for Google Organic Web Search
- Ensure that the web site is “crawlable”
- Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers
- Acquire sufficient local inbound links to boost the web site link popularity
Online Visibility and Advertising for Local Businesses
Social Media Marketing
Online Visibility and Advertising for Local Businesses
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The Return of Conversation in the Social Order
Online Visibility and Advertising for Local Businesses
- Online Tools/Technologies and Practices to Collaborate on Content, Share Opinions, Insights, Experiences and Media
- Media: Text, Images, Audio and Video
- Tools/Technologies: Blogs, Message Boards, Podcasts, Wiki’s, Social Media Networks
Defining Social MediaOnline Visibility and Advertising for Local Businesses
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- MySpace, Facebook (Social Networking)- LinkedIn, Plaxo (Business Social Networking)- Flickr (Photo Sharing)- YouTube (Video Sharing)- Digg, Reddit (News Sharing)- Del.icio.us (Bookmark Sharing)- Twitter (Microblogging)
Social Media ApplicationsOnline Visibility and Advertising for Local Businesses
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- Educate Your Management and Organization About Social Media
- Set Clear Goals for Measuring Success
- Be Honest, Disclosure and Be Transparent About Who You Are
- Engage and Educate. Don’t Try To Promote and Hard Sell
- Welcome Feedback, Both Positive and Negative
- Use Rich Media (Video, Audio and Animation)
Tips for Using Social MediaOnline Visibility and Advertising for Local Businesses
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Social Networking SitesOnline Visibility and Advertising for Local Businesses
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- Business Profiles
- Communication and Messaging Channels
- Social Community and “Friend” Network Participation
Social Networking Site Building BlocksOnline Visibility and Advertising for Local Businesses
- Profile Page- Landing page for friends to engage with your identity/brand- Personal info, work info, photos
- Facebook Page- Page for businesses to establish a brand within Facebook- Business content (text, images, video), forum, blog Facebook applications
- Facebook Groups- Build community around a brand or company- Central place for customers, partners and Fans to participate in conversations about a brand
Facebook Viral Marketing “Tools”Online Visibility and Advertising for Local Businesses
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Mini-Feed
Ads
Wall Post
Status Update
Facebook ProfileOnline Visibility and Advertising for Local Businesses
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Facebook PagesOnline Visibility and Advertising for Local Businesses
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Facebook GroupsOnline Visibility and Advertising for Local Businesses
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Promoting the Facebook PageOnline Visibility and Advertising for Local Businesses
- Share/Post on the Facebook Profile- Encourage friends and profile visitors to visit the Facebook Page
- Create Events within the Facebook Page- When fans RSVP, their friends will see the response in their Newsfeed
- Post Messages in Related Facebook Groups
- Email the Facebook Page URL to Your Mailing List- Can be used to invite contact to become “Fans”
- Purchase Social Ads to Promote the Facebook Page
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Digital Asset Optimization
Online Visibility and Advertising for Local Businesses
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Digital Asset Optimization – Hosted Content
Web Site
Hosted Video
Podcasts
BlogsPress
Releases
White Papers (PDF) Google
Search Engine
Images
Google Crawl
Online Visibility and Advertising for Local Businesses
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Digital Asset Optimization – Posted Content
Posting
News/Tip Sheets/How To’s(Digg/StumbleUpon)
PowerPointPresentations
(SlideShare.net)
Posted Video(Video Sharing – YouTube)
Posted Images(Image Sharing – Flickr)
Press/News Releases(PR Web, BusinessWire, PRLeap)
Online Visibility and Advertising for Local Businesses
What is Twitter?Online Visibility and Advertising for Local Businesses
- Free micro-blogging platform
- With Twitter You Can:- Send short 140 character messages (Tweets) from your desktop computer or mobile phone to “Followers”
- Receive Tweets from individuals you have decided to “Follow”
- Pass on messages (RT = Retweet) to “Followers” from individuals you have decided to “Follow”
- Perform a keyword search for Tweets about conversations and events as they are happening© Advanced Media Productions
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Twitter “Tweets”Online Visibility and Advertising for Local Businesses
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Direct tweet
Retweet
General tweet (with shortened URL)
Twitter Custom ProfileOnline Visibility and Advertising for Local Businesses
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Twitter for Online Marketing and Customer Service
Online Visibility and Advertising for Local Businesses
- Twitter as an Online Marketing Tool- Increases brand visibility
- Establishes authority & “thought leadership”
- Generates online and offline WOM
- Promotes discounts, coupons and deals for products and services
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Twitter for Online Marketing and Customer Service
Online Visibility and Advertising for Local Businesses
- Twitter as a Customer Service Tool- Product research and feedback through polling of “follower” network
- Quick problem solving – Builds customer loyalty and enhances brand image
Louise RijkVice President of Sales and MarketingAdvanced Media Productions
888-755-5151 x17
Twitter: @LouiseRijkwww.AdvMediaProductions.com
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Thank You!Online Visibility and Advertising for Local Businesses