Local Websites: Improving Channel Organization Marketing Results - White Paper
Transcript of Local Websites: Improving Channel Organization Marketing Results - White Paper
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LLW
Local Marketing.
Automated.
ImprovIng Channel
organIzatIonmarketIng results
PPR NNDD FR:
Buyig Stg:
Investigationudi:
ResponsibleforChannelPrograms/ChannelMarketing
FuS: LocalWebsiteStrategyEducation(what,how,why) ExerciseforDeterminingLocalMarketingPresenceR:
DecisionMaker Inf luencer
LCLWESIES:EFIRSSEPILCLWEMRKEIGCLLEGESFCEDCELMRKEIGRGIzISEXERCISE:DEERMIIGRDPERFRMCEELCLLEEL
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ImprovIng Channel
organIzatIonmarketIng results
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xutiv SummRyThe Internet and its mobility have undamentally changed marketing. Over the past decade, websites have
become the hub or all marketing activities, i.e. the centralized landing pages through which all tactical
programs both online and ofine can be driven, tracked and measured. Mobile phones will soon overtake
as the most common Web access device worldwide. And within the last two years, local marketing has
emerged as the next big rontier in eective demand generation.
For national brands, having a local presence online is now imperative to ensure that the consumer can nd
them at the local level. Local websites do this they are the rst step required or national brands to build a
local market presence. They ensure search engines direct customers to the right place at the right time; they
make sure local partner messages are consistent with national campaigns; and they guarantee customers
arent routed to the competition.
This paper explains how channel organizations can use marketing automation to create and implement local
websites, and in turn:
Extend the reach o their national brand in local markets
Increase partner participation in marketing programs
Improve the ROI o their partner programs
Contribute more to top-line revenue
gS Fd By mRktig RgiztiSMore than ever, channel organizations need to improve results rom partner
marketing programs. The channel is a vital sales pipeline or national brands, and
executives in the C-suite want to see partner programs contribute more to top-line
corporate revenue. This puts a lot o pressure on channel marketing organizations
that have always been challenged with:
Increasing partner awareness and participation in channel programs
Managing partner marketing programs more eciently and eectively
Properly tracking and measuring ROI o marketing programs
Balancing partner needs with brand needs
Added to these challenges are the acts that partner marketing is inherently local by nature, and local
marketing has traditionally been dicult or national brands because it requires customization o messaging
and graphics or multiple partners within hundreds or even thousands o markets across a growing number
o media choices.
Due to this, channel marketers have typically had to rely on their partners to execute brand marketing at the
local level. This is problematic because whenever responsibility is placed on partners to nish-out marketing
programs, it has a negative impact on program adoption, quality and eectiveness. Local-level partners
are oten either business owners who are time-constrained and not ocused on marketing, or resellers who
also sell competing brands. I a national brands channel marketing programs are not extremely easy to
implement, they oten get completely ignored by partners.
ocal hannelParners incle:
Retailers
Franchisees
Resellers
Distributors
Dealers
gents
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gRig imPRtF digit mdi i mRktSTo gain awareness and participation
among partners in brand marketing
programs, channel organizations need
to properly address partner needs at the
local level, and increasingly this means
helping them gain online visibility and
leads in their local markets.
Within the last two years, local marketing
has emerged as the next big rontier in
eective demand generation. As partial
proo, Google recently announced that
over 2.8 billion searches a month have a
local intent.
t SiFt FRm tRditit i mRktigWhen it comes to what works at the
local level, the importance o online
vs. traditional marketing is shiting.
Digital media is growing exponentially
and is expected to represent 23.6% o
advertising spending by 2015. And with
that growth, the way consumers are
buying is changing. From 2010 to 2011,
the number o sources used by consumersin making buying decisions increased
rom 5.27 to 10.4. (ee Figure 1) Consumers
are embracing the many sources o
inormation and including them in their
investigation process. (ee Figure 2) And
increasingly, theyre accessing them
while on the go. Gartner predicts that by
2013, mobile phones will overtake PCs
as the most common web access device
worldwide. (Gartner, 2010)
2010 2011 2010 2011
5.27
10.4
9%
17%
AVERAGE SOURCES USED
AVERAGE USAGE
SRCE:GGLE/SPPERSCIECES,zERMMEFRMCRSDIDSRSDIES,.S.,PRIL2011
VRGURUD
VLUNF MD
FIGRE2
FIGRE1
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t BAll o these new digital outlets or
marketing and accessing inormation
make up The Local Web, an integrated
growing ecosystem o online media
channels that collectively drive online
local marketing. (ee Figure 3)
National brands and their partners must
claim, and at least minimally participate in,
the majority o the Local Webs integrated
channels or risk being invisible in local
searches.
So how does a channel organization begin
to take advantage o the Local Web? The
rst step is by creating and implementing
local websites or their partners. Local
websites are at the heart o the Local Web.
BSitS:t FiRSt StP i B mRktigLocal websites serve as the centerpiece,
or hub, or all local marketing tactics
both online and ofine. They are smaller
variations o a national brands corporate
website, carrying through the brands
image and messages. They allow the
national brand and its partners to be
ound at the local search level. Local
websites unction as the centralized
landing pages through which all o the
local marketing tactics can be driven,
tracked and measured. While there
are other Local Web elements that are
important to take advantage o sooner
rather than later, its necessary or local
websites to be in place rst.
ocal webses can ae lple fors. ere are hree eaples:
o-branealaeses with each o the brands agents, distributors, dealers, etc., which allow all partner/aliate locations to show up individually in location searches and maps
ses ocused on the corporate brand, which enable all o the brand locations or that city to be listedin a single spot, and or the nationally branded site to be ound in organic search listings or the city
Prooonal ses which enable a brands new oers or products to be ound in organic searches in eachrelevant city
LOCALREVIEWS
LOCALSEARCH
LOCATIONBASED
SOCIAL
MEDIA
MOBILE
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A brand might choose to implement one type o local website or all o them simultaneously in order to
ensure their products and partners are always ound in local searches.
For eaple, a nancal serces copan h sell serces hroh a newor of 2,500 asors n 500 eren ces. to ensre
her procs are alwas fon a he local are leel, he h se p:
2,500 co-branded aliate sites that link to each and every partners website
500 dierent city sites that list all their partners in a given city
500 promotional sites (one per city) per quarter to promote their most important oerings
All these local website variations will ensure their brands nancial services and partners/advisors are always
ound at the local level by customers who are seeking nancial guidance, regardless o whether or not a
partner has a good web presence or might be promoting a competitors similar product at the time.
For channel organizations, relying on partners to help implement such a large number o local websites
would not be easible, but its possible to scale to this level using local marketing automation.
utmtig BSitS
Marketing automation makes creating a large number o nationally branded local websites possible. Withautomation, channel marketers can build and oer customizable local website templates to their partners,
update the templates as needed, and have a brand message appropriate or each regions local presence that
helps the channel partner grow revenue/leads.
oaon of local webses enables channel parners o:
increase parner awareness an parcpaon n channel proras Automated local websites oer clear value topartners and a simple way or partners to engage. They can even be implemented without any directeort by the partner.
nsre parner proras conrbe o op-lne reene Increasing partner participation and driving leads topartners when local customers are ready to buy adds to revenue growth.
more ecenl anae parner proras Automation enables brand updates and promotions to be quicklyand easily disseminated across all websites, to all markets, at once.
manan conrol of her brans ae an essae while driving leads to local partners.
trac an easre Ri a he local parner leel Local websites provide outstanding, measurable perormanceas a landing page or digital marketing eorts, such as pay-per-click (PPC), email marketing and banneradvertising.
uSiWithout eective local marketing strategies that take advantage o the Local Web (i.e. the integrated
growing ecosystem on online media channels), national brands risk losing visibility and sales at the local
level. Local websites are a strategic way or national brands to combat this problem. They are the hub o theLocal Web and the rst step in building a local-market presence. And with local marketing automation, they
can be implemented eciently and cost-eectively.
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xRiS: dtRmiig BRd PRFRm t t v
Any brand can get a gut check on how well their marketing is perorming at the national and local levels
through an easy exercise. The objective o the exercise is to determine the percentage o real estate your
brand and product categories own or strongly inuence on Page One o search engine results pages (SERPs)
in brand name searches and in searches with local intent. The higher the percentage, the better your brand
is perorming. We will start with an example and then provide you with a worksheet or your own brand
calculation.
aple: ow o hec yor ocal maren vsbl
In this example, well use a Converse brand, Chuck Taylors, as the brand, and basketball shoes as the
product category were measuring. Google will be the search engine. The search will be perormed on a
laptop. The city we will be searching in is Boise, Idaho.
We will run the three searches listed below and determine the results.
1. Brand Name Search (Chuck Taylors)
2. Brand Name + City Search (Chuck Taylors, Boise)
3. Product Category + City Search (Basketball Shoes, Boise)
For each search, we wll eerne he resls for Pa ppornes, ocal sns (e.. goole Places) an ranc Search b
conn he nber of es he bran shows p n he resls for each of hose areas an n b he oal nber of resls
rerne for each area.
The results or our Chuck Taylors example is shown on the ollowing pages.
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RND NM RH (XMPL)
uk tyRS
xRiS: dtRmiig BRd PRFRm t t v
RH RUL:
Search Resls toal yor Bran wns or inences yor Bran Resls
Paid Opportunities 5 5 100%
Local Listings 0 0 0%
Organic Listing 11 11 100%
Total Search Real Estate 16 16 100%
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RND NM RH + Y RH (XMPL)
uk tyRS + BiS
xRiS: dtRmiig BRd PRFRm t t v
RH RUL:
Search Resls toal yor Bran wns or inences yor Bran Resls
Paid Opportunities 1 1 100%
Local Listings 0 0 0%
Organic Listing 10 1 10%
Total Search Real Estate 11 2 18%
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8IMPROVING CHANNEL ORGANIZATION MARKETING RESULTS
The results of our example show that Chuck Taylors performed well in the broad search for the brand name,
garnering 100% of the paid and organic listings. However, searches at the city level for both the brand name
and product category were dismal at only 18% and 0%, respectively. Its also worth noting that the local
results returned in all three examples were 0% each time. Ideally, instead of no listings, the top retailers who
sell Chuck Taylors would show up in Google Places listings.
These results are fairly typical for national brands. But by shifting a relatively low level of resources and
budget to local marketing, brands will see a dramatic, positive shift in their local marketing results. And
by implementing a local marketing automation solution to ensure local partners are found and actively
marketing the brand, channel organizations will quickly see measurable increases in channel program ROI.
PRODUCT CATEGORY + CITY SEARCH (EXAMPLE)BASKETBALL SHOES + BOISE
EXERCISE: DETERMINING BRAND PERFORMANCE AT THE LOCAL LEVEL
Search Results Total Your Brand Owns or Infuences Your Brand Results
Paid Opportunities 2 0 0%
Local Listings 0 0 0%
Organic Listing 10 0 0%
Total Search Real Estate 12 0 0%
SEARCH RESULTS:
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RkSt: dtRmi yuR BRdS SR R SttUse this worksheet to gauge the local marketing visibility o your own brand.
t: yo a wan o rn he resls lple es for eren bran naes, proc caeores, are seens an ces n
whch o pla. For eaple, n he hc talors eercse, he eercse col also be rn for hc talor, onerse hc talor,
onerse, Jac Prcell an onerse ooes.
insrconsFor each search outlined below, run the search and tally the results in the corresponding spreadsheet beore
moving on to the next search. Follow these three steps or each:
1. For oln , con p all of he resls ha show p for each of he Pa, ocal an ranc search areas, rearless of f herelae o or bran or no, and enter them in the appropriate row. Add the numbers in Rows 1, 2 and 3. Enterthe total in Column A, Row 4.
2. For oln B, con p he resls ha relae solel o or bran whn each of he search areas (i.e. Paid, Local andOrganic). These can be your national brands paid ads or search results, ads paid or by your partners, locallistings or your partners, and/or directory listings (such as Yellow Pages) or web pages or you or yourpartners, as long as they clearly relate to your brand. Enter the results or your brand in the appropriaterow under Column B. Add the numbers in Rows 1, 2 and 3. Enter the total in Column B, Row 4.
3. For each row whn oln , divide the number in Column B by the number in Column A. The results in Rows1, 2 and 3 are the percentages o real estate your brand owns or each respective search area Paid, Localand Organic search. The results in Column C, Row 4 are your brands total results, or real estate, or PageOne o that particular search. The higher the percentage, the better.
um um B um
Search Resls toal yor Bran wns or inences yor Bran Resls
R 1 Paid Opportunities 2 1 1 2 = .5 or 50%
R 2 Local Listings +4 +0 0 4 = 0 or 0%
R 3 Organic Listing +10 +1 1 10 = .1 or 10%
R 4 Total Search Real Estate 16 2 2 16= .125 or 12.5%
NRUN MPL StP 2 StP 3StP 1
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um um B um
Search Resls toal yor Bran wns or inence yor Bran Resls
R 1 Paid Opportunities
R 2 Local Listings
R 3 Organic Listing
R 4 Total Search Real Estate
RND NM RHyuR BRd
um um B um
Search Resls toal yor Bran wns or inence yor Bran Resls
R 1 Paid Opportunities
R 2 Local Listings
R 3 Organic Listing
R 4 Total Search Real Estate
um um B um
Search Resls toal yor Bran wns or inence yor Bran Resls
R 1 Paid Opportunities
R 2 Local Listings
R 3 Organic Listing
R 4 Total Search Real Estate
RND NM RH + Y RH
yuR BRd + y ity i i yuR BRd iS Sd
PRDU GRY + Y RHyuR BRdS PRdut tg Ry + y ity i i yuR BRd iS Sd
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But BiBalihoo is the premier provider o local marketing automation technology and services to national brands with
local marketing needs.
Balihoo enables enterprise-class marketing at the local level and gives national brands ull visibility into all
local marketing activities and results.
Providing a combination o web-based sotware and services, Balihoo enables national brands to dramaticallyreduce marketing expenses and immediately increase local sales revenue. For local aliates, Balihoo takes
the complexity out o local marketingmaking it easy to quickly implement an expert, integrated marketing
strategy that is consistent with the national brand.
Let Balihoo help your brand assess its online local marketing eectiveness.
866-466-9914
Balihoo.com
@Balihoo
Local Marketing. Automated.
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All rights reserved.
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