Local Internet Marketing

August 25, 2010

About

Experience• 5+ years developing and executing new online and campus marketing

• Learn by doing: from marketing and growing OCM proprietary websites like

Marketing Services• Campus marketing

• Social media marketing

• Search engine marketing

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Agenda

• What is “search engine marketing”?

• Step 1: Discovery

• Step 2: Own Your Brand Online

• Step 3: Engage & Monitor

• Step 4: Hyper Local Targeting

• Q&A

What is Search Marketing?The most accountable marketing on the planet.

• Data: Impact is 100% quantifiable when done right

• Advertising: “Pay per click” or “Pay per action,” not just “eyeballs”

• Optimization: Targeting keywords/phrases to rank, earn free traffic

Step 1: DiscoveryResearch and analysis to make informed decisions.

• Keywords: How people use search engines to find your business

• Competition: review websites, social spaces and keywords

• “At a Glance”: What’s my first impression the web?

“At A Glance”There’s a lot you can find.

Step 2: Own Your Brand OnlineAcross search engines, social media and third party sites.

• Search Ranking: Rank #1 for searches on YOUR business

• Local Listings: Create new and claim existing (Yelp, Google etc.)

• Don’t Get Social, Get Busy: Social media can rank in brand search

• Content: Online press releases, blog posts, articles & more

Step 3: Engage & MonitorProtect your brand online (and offline).

• Create Value: What does my audience find valuable?

• Communicate: Multiple daily interactions (not one way dialogue)

• Local Web Influences: Bloggers, offline media, prolific tweeters

• Content: Online press releases, blog posts, articles & more

• Review Sites: Watch what people are saying! Learn + respond

• Google Alerts: Automatically monitor your brand online

Engage & Monitor (example)

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Step 4: Hyper Local TargetingHighly targeted, focused marketing.

• SEO: Update website coding & content for target keywords

• Participate: Engage with local forums, blogs, newspapers

• Paid Search Ads: Create test campaigns, monitor and optimize

• Paid Web Ads: Advertise on local and relevant websites

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Thank you

If you have additional questions or comments please contact us at your convenience.

Mark SawyierPresidentOff Campus Mediamark.sawyier@offcampusmedia.com(917) 238-0162

http://www.movingoffcampus.comhttp://www.offcampusmedia.com