KEEP LOCAL MARKETING

WEIRDA D R I A N N E B E U T N A G E L

HAPPYANNIVERSARY!

NOW, A LITTLE BIT ABOUT ME

SEO Team Lead at Volusion

o In-house agencyo Internal projects

Yes, I’m a Millennial

Work with SMBs on a daily basis

Shameless Volusion plug

Quick Overview: The SEO TrinityAuthority

RelevanceTrust

AuthorityPerceived authority in the space (links!)

TrustAre you a real website, or are you spam? Do you behave like a human?

RelevanceMaking sure your site makes sense to the types of queries you’re going after

Why Local SEO?

SEO

• It can be tough for big brands to be successful

o Too many locationso Not enough personality

• Local is truly built for small businesso Perfect place for you to stand out

• According to Search Engine Watch, 50% of online searches are done with local intent and 67% of those searches culminate in a purchase

• Local SEO, post-Pigeon, does depend on organic influence

Why Social Media?

Great for online visibility

Doesn’t necessarily favor large brands

The power of the trend

The more personality, the better

How Do They Fit Together?

A lot of strategies work togetherSTRATEGY 01

Social is a new way to window-shopSTRATEGY 03

Work smarter, not harder!STRATEGY 02

Community BuildingSTRATEGY 04

Strategy One:Review Campaign

• Reviews are increasingly important for local

• Sending a card home with in-store purchases asking for a review

• Remove as many barriers to review as possible

• Be careful not to bribe

Strategy Two:Offer People Something While They Shop

• A unique experience that no one else offers

o Wedding dress shops and hair salons use this effectively

• Other ideaso Small free gifto Coupon for their next visito Store raffle for a fabulous

prize

Strategy Three:Show Your Human Side

• Show what’s going on around the store

• Share pictures of happy customers

• People love content about themselveso Including me!

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Strategy Four:Check-in Coupons

• Offer a coupon or free gift if they show you they checked in for a visit

• Yelp, Facebook, Instagram

• Again, be careful not to bribe

Strategy Five:Incremental Punchcards

• Have something really exciting at the end of it

o Customer of the Dayo Share it on your social channels

• Use Check-ins like punchcards!

• Loyalty points

So What Did We Learn?

Social and local can go hand in hand to help each other out

Cross-channel marketing can help you compete with the big guys

Five Strategies• Review campaigns• Perks while they shop• Show you care• Check in coupons• Punchcards can still work!

THANKSFOR WATCHING

See You Next Time!

@squadriannelinkedin.com/in/adriannebeutnagelAdrianne.Beutnagel@volusion.com