Content and Social Marketing National to Local
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Transcript of Content and Social Marketing National to Local
Content and Social Marketing
National to Local
NATIONAL TO LOCAL TECH. ENABLED SERVICES
• Integrated Services• Cross platform publishing, data and workflow • Strategic Partnerships• Local coaching, education and support
The Big Idea
Evolving challenges for National to local marketing…
Old Now
53% of national marketers lack resources and bandwidth for local
38%struggle with
logistics of localized marketing
<10%are able to execute local campaigns
within 3 days
Sources: US State Department 2013; and CMO Council, Connecting Customer Engagement into Measurable Local Strategies, February 2013
US Firms Lose $50 Billion Due to Localization Challenges
Coaching + Technology
Publishing
Visibility involves consistent presence…
Visibility involves social signals…
Creating the Digital Footprint……Website
Location Aware
List building/Lead Generation
Creating the Digital Footprint……Social
Creating the Digital Footprint……Social
Posts pointing to BlogUsing an App Tab Page
Number of Interactions:Shares: 6Comments: 5Likes: 118
Number of Interactions:Shares: 43Comments: 4Likes: 260
Posting for a Cause
Number of Interactions:Shares: 67Comments: 2Likes: 348
Informative Articles
Number of Interactions:Shares: 9Comments: 3Likes: 46
Creating the Digital Footprint……Directories
Case Study: Local Dealer
Case Study: Gutter Helmet Corp.
Before: $90 per lead Little visibility into performance
After: $20 per lead Transparent view of performance Google organic traffic makes up 55% of all
site visits versus paid 3% conversion rate (active leads hot
transferred to local dealers)