Integrating Local Internet Marketing For Your Business

March 4th, 2014

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

• 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!

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/

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!

3 Market Forces

The mobile revolution and

decentralization of search

Word-of-mouth has moved online

Death of print directory advertising

TECHNOLOGICAL SOCIAL ECONOMIC

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

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

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

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

Get Found, Get Chosen.

Include Most Important

Information about your

business

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Why?

What?

Contact / More Info?

When?How?

What makes you the best

choice and how do I get in touch

with you

Fully Responsive Mobile

Local Maps, Organic, Sponsored

Free

Paid

Local Search Optimization

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.

Local Search Market Opportunity

22 million

businesses in the United States

25%visible online

Why Local SEO?

30% of all searches are Local Intent

Google+ Local Page

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

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

Third Party Directory Sites

• 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

Online Reviews & Reputation Management

Ask for online reviews

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Search Engine Optimization

Get Found, Get Chosen

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.

#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

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

Search Engine Marketing

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

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..

- Google

How do Ads Rank?

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

Social Marketing

The Local Search Toolkit

Local Search Toolkit

Complete Local Search Tools For One Unbelievable Value

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

Results:

• Extended tab content

• Member since

• Hours of operation

• Payments accepted

• Enhanced images

• Connect to merchant

• Business description

Before:

After:

= enhanced content

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

Review Me Web PageSTEP: 3

Review Handout

• PDFs branded for your business• Leave them out on your reception desk• Email them to your best customers

DIY Reputation Intelligence

Email Alerts When You Receive An Online Review

STEP: 4

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

Questions

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