Digital Marketing for Local Business - Local Matters Digital

Grow Your Business!

Welcome to the Seminar March 4 & March 6, 2014

Today lets talk about…

• Changing Consumer

Habits

• Search

• Mobile

• Video

• Social Media

• Opportunities for Local

Merchants

• New Customer

Acquisition

• Customer Retention

How we Searched in 2013…

http://youtu.be/Lv-sY_z8MNs

Bat Kid Goes Viral!

406,960 Tweets 14% outside the US from 117 countries Crashed Make A Wish site 21,683 Instagram and Twitter Photos seen an estimated 120,439,533 times Total World Wide Reach: Estimated over ONE BILLION People!

Consumer Trends

We Live in a Multi-Screen World

Some of the Marketing tools we used to employ are no longer effective

Google is the New Yellow Pages

Just Googling it

We Search & Discover Online – Shop Local & In-Store

95% of Web Traffic is generate from Page One Results

95% of consumers never go past the first page of their search result. Every business needs to know: 1. What Page are we on for

our Best Keywords? 2. Where is our Competition?

Google does a great job of returning relevant search results.

Although some believe Google is the 2nd Best Source of Information

Welcome to the Mobile Revolution

http://youtu.be/IZA9qjt2A48

Sept 2013 - Google

Mobile Traffic to Major Retailers

• Amazon sites – 43 million

• eBay – 22 million

• Walmart – 19 million

• Apple.com sites – 11 million

• Target – 14 million • Best Buy sites – 10 million

• Ticketmaster – 9 million

• The Home Depot – 7 million

• Etsy.com – 6 million

• Lowe’s – 6 million

“The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey • Mobile is about to unleash a massive increase in call-based

advertising…which will be so vast that many established companies will scramble

• 61% of Local Merchants rate inbound telephone calls as excellent leads.

• Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device

• U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.

Mobile Driving Increased # of Valuable Leads

Estimated that 85% of Local Biz Don’t Have Mobile Optimized Websites

American pets have bitten, chewed, licked, drooled upon (or worse) more than 8 million devices this past year. -SquareTrade

Everyone Loves a Good Mobile Device!

Welcome to the Video Revolution

Mobile views on YouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.

1. It’s now very affordable to “Broadcast” your Infomercial or How to Video to a very large potential audience.

2. YouTube Videos are an incredible Source of Content that get indexed well on sites like Google (did we mention that Google owns YouTube?)

3. Video is an incredible Source of Quality Content for Social Media and Your Website – a great way to communicate with current and future customers

What this means for Local Merchants

http://www.youtube.com/watch?v=QUCfFcchw1w&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA

Social Media Adoption by Age Group

89% 72%

60% 43%

Viral Power of Social Media

Average # of Friends by Generation

Now over 225 Million Members

Why Social Media for Business?

and they’re sharing those opinions everywhere

Over 30% of Consumers Regularly read customer reviews

Over 70% Say Positive Reviews make them Trust a Business More

The Zero Moment

of Truth

They have fundamentally changed the Rules of

Marketing and the way Merchants need to approach

Connecting with them to earn their business.

Clearly, The Consumer

is now in Charge!

Our friends at Google call this....

The Traditional Model

MERCHANT

" You'd never set up an 800# for your business

with nobody to answer the Phone. The Internet is

that 800# and its been set up for you even though

you didn't ask for it! People are "calling" you with

their web searches everyday. If People search for

your product or services and you don't "answer"

that search...who do you think will?"

- Jim Lecisnki, Managing Director Google

Many Best Practices for Business in 2014 Remain the Same…

Great Location – Make Sure you are Easy to Find

You Make Customers feel welcome and you are easy to do business with

You have a Solid Reputation & Great Word of Mouth from happy customers

You Stay in touch and Reward Existing Customers to drive more repeat business

Constantly Looking for New Customers

However, the Best Tools for Business have changed a great deal!

Great Location – Can new customers find you online?

Welcoming Establishment - does your Online Presence Match the Real World?

Solid Reputation - Great Word of Mouth What are they saying about you online? Are You Staying Connected to your Best Customers?

Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!

Grow Your Business!

Digital Strategies to Grow Your Business

2014 Digital Strategies for Merchants

• Quality Multi-Screen Web Presence

• Optimized Online Directories

• Tell Your Story – Fresh Content Wins

• Reputation Matters

• Leverage Digital Targeting Capabilities

Who are we really trying to please?

• Your Site reflects the quality of your business and looks as good or better than your competitors

• You update your site is regularly with:

• latest promotions/specials • Fresh Blog Posts • Latest Product/Service

updates • Social Media Posts

• Easily allows customers to browse or buy your Products and Services

Fresh Quality Multi-Screen Web Presence

• In Bound Phone Calls • In Bound Emails • Online Purchases • Appointments • Email Newsletter Sign Up • Loyalty Clubs • Grow Social Media Fans • 24/7 Customer Service • Key Recruiter

Put Your Website to Work! More than just an online brochure

Make Sure Your Site Looks Good on All Screens Even if you are happy with the look of site on Desktop or Laptop….make sure

you are optimized for the Mobile Consumer

Smart Phone Friendly Mobile Sites that Match Look and Feel of Main Website

Congratulations! The Number One

Website in the World wants to give everyone in this room a FREE listing and profile

page

:

“Google Plus is Google itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contributes to our understanding of who you are.” Bradley Horowitz, Google Plus’s vice president of product

Google Plus Page

Beyond the Big Three – Claim and Verify your Listings

Make sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!

Keeping your data clean and up to date is key. There are a lot of databases on the web!

Get Reviews for Better Places Listing Ranking

Customer Referral Cards are Easy & Inexpensive to Create

How to Get More Positive Ratings & Reviews

• Just Ask. Remember “Tell Your Friends” • Referral cards • Website, Email • On Invoices

• Loyal Customers • Friends and Families • Business Network

Online Videos are a Great Way to get High Page Ranking

Social Media Drives More Repeat & Referral Business Free or Nearly Things You Can Do!

• Most Important: Commit to the Content! – Consistent, varied two way communication via multiple

channels. If you don’t have time, find someone who does.

• Improve/Create Your Social Presence – Facebook, Twitter & Google+, LinkedIn – they all are free!

• Use offline promotion to drive online fans

• Create Online Contests to grow your fan base

• Add Social links to all web promotions (site, email, video, PR etc)

Great Social Content goes well beyond Promotional Offers

Rule of Threes

1. Valuable Tips & Ideas – Position yourself as expert

– Connect to complimentary businesses

– Success Stories

2. Establish Community – Recognize customers

– Recognize employees

– Recognize Community Events & Your Charitable Efforts

3. Promotions and Special Offers – Loyalty Club Offers

– Sync Offline with online

Customers for Life Leveraging Customer Connections to Grow Revenue

Today 1 Year 3 Years

200 Connections

600 Connections

3600 Connections

100 Text Club VIP’s

75 Newsletter Subscribers





Staying top of mind! Social Text Email = Affordable Frequency!

Today 1 Year 3 Years

2400 Posts Month

7200 Posts Month

43200 Posts Month

400 Text Offers

150 Sends

4000 Text Offers

12000 Text Offers

600 Sends

1200 Sends

Total Potential Connections = 2950 8200 54,400

Create FRESH SEO blog posts that are informational but also promote your business

Post to Your Google Blog

Content used for Social Posts, linking to site, also used in weekly Text Marketing

Use as copy points to create search optimized video

(FYI: Google owns YouTube)

MARKETING STRATEGIES Improve SEO, Drive Traffic & Repeat & Referral Business

Used in monthly e-newsletter

Content is then distributed via multiple channels including…..

Right About Now…You Might be Thinking….

Wow – that’s a lot of Stuff!

I’m already so busy Running my Business!

Digital Solutions to Grow Your Business

Essential Digital Media Strategies For Acquiring and Retaining Customers

1. GET FOUND: Make sure your business is visible to Consumers Actively Searching Online for your Products & Services

3. STAY CONNECTED: Leverage Social Media Email & Text Marketing Best Practices to Drive More Repeat and Referral Business from existing clients

2. FIND NEW: Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services

Social is Digital Word of Mouth!

Custom YouTube Channel & Video Series

Optimized, Updated Business Listings

Reputation Management

We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings.

We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google.

Mobile Essentials Smart Phone Friendly Website

For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links.

24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!


Optimized, Updated Business Listings

Reputation Management



Web Essentials

We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture.

Multi-Screen, Quality ,Optimized & Updated Web Presence

24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!


Optimized, Updated Business Listings & Rep Management


For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links.

Social Mobile Essentials

Smart Phone Friendly Website

Content is King, for both pleasing customers and Google. We create and distribute the News of your Business via: • Social Media postings 2-3x per week on your schedule. • Produce and send your e-newsletter to your customer list. • Manage Text VIP Club – with weekly promo messages • Provided all in-store signage to alert customers to sign up

Multi-Channel Content Management



Optimized, Updated Business Listings & Rep Management


Web & Social Essentials

We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture.

Multi-Screen, Quality ,Optimized & Updated Web Presence

Social Media Management

We will manage your Facebook, Twitter and Google+ presence for you: • Social Media postings 2-3x per week on your schedule. • Communicate with client monthly, then manage postings

for next 30 days based on needs/news of the business. • Includes monthly Facebook approved contest, which also

helps to grow email database


Targeted Marketing Delivers Message to Best Potential Customers

Site & Search Retargeting Search Engine Marketing

Geo Targeted Mobile

Geo Targeted Video Email Marketing Blasts

Social Media Targeting

Target top 3 positions on Google, Yahoo and Bing for best keywords. We establish an estimated # of impressions, clicks and your budget - you only pay when someone clicks;

Reach best potential customers on leading b2c and b2b social media sites. Target by user interest, occupation, geography on web & mobile.

Target former visitors to your site and also by most recently searched keywords on sites like Google. Conquest retargeting serves your ads to consumers who were searching for your competitors.

Target consumers based on their proximity to their store. Mobile ad expands to full screen mobile splash page with multiple track-able calls to action

Reach best potential customers with email blast targeted by variety of demographics at the zip code level. B2B lists available too.

Geo Target best potential customers on leading content sites that include local, regional, national publishers, including YouTube.

1 Consumer performs

a Keyword Search

& is anonymously

“cookied” for their

search term.

2

Search Retargeting to reach Consumers

who are Actively in the Market to Buy

Consumer later visits

their favorite sites on

the Web and is served

your ad based on their

past search history of

key words, brand

names and the names

of our competition

Search Retargeting Increases Efficiency

Your Online Display targets potential customers

who have been actively searching for your

products and services. Ads are served based

on Brand Names Searched and also

Competitors Searched. Ads are Geo Targeted

to reach local consumers. Auto Insurance

1 Consumer performs

a Keyword Search

& is anonymously

“cookied” for their

search term.

2

Retarget the Competition!

Consumer later visits

their favorite sites on

the Web and is served

your ad based on their

past search history of

key words, brand

names and the names

of our competition

Search Retargeting Increases Efficiency

Your Online Display targets potential customers

who have been actively searching for your

products and services. Ads are served based

on Brand Names Searched and also

Competitors Searched. Ads are Geo Targeted

to reach local consumers. Progressive Insurance

Reach Consumers Near your Store Mobile Geo Fencing pinpoints customers when they are near

your store and serves them ads relevant to their location

Facebook Targeting & Re-Targeting Target Consumers by variety of demos…or retarget those that have already been to your site

Email Marketing Solutions

Geo Targeted Email Marketing: Geo target your message to reach local consumers via our huge opt in database of email addresses. Target by Metro, City or Zip Code level to reach customers in your key trading areas.

Demo Targeting: Reach Local Consumers by wide variety of Demographic selections, including:

• Gender • HH Income • Veterans • Political Affiliation • Presence of Pets

• Presence of Children • Occupation • Own Home/Rent • Marital Status • Religion

Sign Up Next 30 days: Earn 20,000 Run of Site Banner Ads

Seminar Signing Bonus for all attendees

YOUR AD

HERE

Great for Promoting your New Website or Social Media Presence

Sign up this Week: Earn 60,000 Run of Site Ads!

Questions?

Lon Haenel Vice President - Digital Media

Bliss Communications, Inc.

[email protected]

Digital Marketing for Local Business - Local Matters Digital

Marketing

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