Post on 16-Apr-2017
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Connectivity Josh Ades Content Marketing Manager BUSINESS OBJECTIVES FOR CLIENTS: Provide marketers with engaging content that focuses on the specific needs of businesses that have physical locations BIO: - Former co-leader Los Angeles Hubspot user group - Joined Connectivity in 2014 to oversee content strategy - Creator of far too many bad dad jokes.
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Connectivity Liane Caruso President, The CRUSH Agency BUSINESS OBJECTIVES FOR CLIENTS: Create effective marketing solutions for clients that drive leads, increase sales and build sustainable brands. BIO: - 20 years experience in marketing and advertising - Owner of digital agency since 2009 - Working with franchise brands for 7 years - Social media junkie
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Agenda 1. Traditional Franchise Marketing 2. Must-Do Digital Marketing
Checklist 3. How Digital Marketing Drives
Customer to Locations 4. Demonstrating ROI 5. Q&A
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1. TRADITIONAL FRANCHISE MARKETING
Traditional Marketing Until recently, marketing strategies were pretty old school and hard to quantify. - Direct Mail - Grassroots marketing / outreach - Cold Calling - Newspaper Advertising - Magazine / Publication Advertising - Radio Advertising - Billboards
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1. TRADITIONAL FRANCHISE MARKETING
Traditional Marketing… THAT STILL WORKS! - Direct Mail - Grassroots marketing / outreach - Magazine / Publication Advertising - Community Newspapers
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Online Listings WHY DOES THIS MATTER?
- Insures your information is accurate so your business is easy to find
- Let’s you respond to reviews
- Benefits SEO
2. MUST-DO DIGITAL MARKETING CHECKLIST
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2. MUST-DO DIGITAL MARKETING CHECKLIST
Manage Online Reviews
WHY DOES THIS MATTER?
- Control brand reputation
- Be more noticed in search
- Utilize feedback on local, regional or brand level
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2. MUST-DO DIGITAL MARKETING CHECKLIST
Get Social WHY DOES THIS MATTER?
- Be more visible to current and potential customers
- Provide extra-special customer service
- Build a tighter connection with customers
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4. TRACK TRAFFIC FROM REVIEW SITES
FREEBIE:
Must-Do Digital Marketing Checklist
2. MUST-DO DIGITAL MARKETING CHECKLIST
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59% of consumers use Google every month to find a local business.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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“More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan”
- Google, May 2015
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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Anatomy of Search Results*
Paid Listings Local Listings Organic Listings Local Publishers (Organic Listings)
*Source: Linkmedia 360
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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The more people that express interest in your website, the more likely Google is to rank it higher in organic traffic.
Unique clicks matter
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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It typically takes 5 reviews on Google to get stars to show. WHY DOES THIS MATTER? Searchers are more likely to click on results that display stars.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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Online, Google is able to use its algorithm to rank websites and web pages. It is able to see site architecture, what other sites trust that site (inbound links), etc.
Google can see pretty much everything.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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Online reviews are thought to make up 10% of how Google and other search engines decide to rank results.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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Google relies on people to give it information through reviews and check-ins. It verifies your business location and that you are in business.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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Reviews also provide a variety of keywords that may
help with SEO.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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You should know: Google is testing home service ads.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS
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While you can control your site, there are many, many more places your brand appears online.
Keep in mind…
4. DEMONSTRATING ROI
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FREE GUIDE:
Setting up Google Analytics for Local Businesses
4. DEMONSTRATING ROI