Local Search Marketing Presentation - Nick Landers - Commerce Lex @330

PRESENTS

Top 5 Digital MarketingStrategies for 2016

Meet Our Speakers

Nick LandersDigital Marketing ConsultantRevLocal

Crystal newtonMarketing CoordinatorBates Security

Meet Our Speakers

Davonna SaierMarketing DirectorLexington Diagnostic Center & Open MRI

Caroline ScottDirector of MarketingAssociates in Pediatric Therapy

Thank you for joining us

OUR GOAL TODAYTo share with you tangible and clear strategies to market your local business online in 2016.

Top 5 Digital Marketing Strategies For 2016

WHAT YOU’LL LEARN

Mastering Online

Appearance

New Digital Buying Cycle

Analytics to Increase

Opportunity

Avoiding Fragmented Marketing

LocalMobileSocial

Strategy 1Master Your Online Appearance


Strategy 1: Mastering Your Online Appearance

Which would you choose?

unclaimed claimed


Consumers are making purchase decisions based on your business’s online appearance.


You need to be found everywhere.


Enriched local listings are low hanging fruit to attract more customers.


By adding a few simple pieces of information to your business listings, you paint a more compelling digital picture for customers.

Embracing the new digital buying cycle of your local customers.

Strategy 2


The Digital Buying Cycle

More Google local searches take place on mobile devices than on

computers.


Consumer behavior has changed forever. Today's battle for hearts, minds, and customers is won (or lost) in micro-moments, intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey online and offline.


The Local Consumer’s DIGITAL PATH to PurchaseIf a customer does 7 searches on multiple search engines over a period of 17 days, how do you value the importance of each search?


Someone in your area is looking specifically for what you do.

Help you be found where it matters mostValidate your businessBe easy to work with online.

Strategy 3Using Analytics to Increase

Opportunity


Strategy 3: Using Analytics to Increase Opportunity

Digital Distractions


Essential Tools for Digital Marketing Analytics

• Views• Clicks• Directions• Calls

• Post Reach• Fan Engagement• Follower Growth• Demographics

• Audience• Pages/Session• Duration• New Users


• Email subscriptions• Contact form completions• Social traffic• Engagement• Watching product videos• Content Downloads

Master the Customer Experience with Conversion Tracking


Essential Questions for Increasing Opportunity

• Have I selected relevant metrics, KPI’s and benchmarks to measure marketing success?

• Do my marketing metrics align with business goals such as revenues and profits?

• Do I have the right measurement tools in place for a successful and cost-effective digital marketing strategy?

Avoiding Fragmented Marketing

Strategy 4


For local business and franchises, mastering digital marketing requires working with multiple search engines, authoritative databases, and having a dynamic set of products to reach and influence the local audience. The solutions available are fragmented and the SMB needs both technology and a relationship.

THE PROBLEM – MARKETING FRAGMENTATION

SMBs currently use 7.2 Marketing Types/Vendors

Inevitable Change

Lack of Knowledge Proliferation of Complexity

Price vs. Value

Time & Resource Availability Service Skepticism

Strategy 4: Fragmented Solutions

Solution Fragmentation ExamplesYou are getting 5-6 calls everyday from companies guaranteeing you their service is best. Who is going to work with you and for you to evolve your ongoing digital marketing strategy?

1 of 5 major search engines and business listing profiles. Spending money with just Yelp means lost opportunity on Google, Bing, Yahoo and Facebook.

Local decisions are rarely made in the yellow pages or on YP.com.

Local listing platform that we work directly with. Yext is just a small portion of a comprehensive strategy you need to execute continuously.

This is not something you can do on your own. The speed at which things change and the sophistication of a platform to pull it all together is not possible to you to do.


Digital presence of an SMB is optimized in the synergy that is created across multiple strategies and products. What makes RevLocal unique is its dedicated relationship between the client and an industry expert who works with and for the business to execute strategy, enable better decisions and connect the client with opportunities.

THE SOLUTION – PRODUCT UNIFICATION

Place Page Optimization

Listing Management

Mobile Website

Review Marketing

Local SEO

Digital Dashboard

Paid Advertising

Social Media

Email Marketing

Content Generation


Strategy 5Connect Local, Mobile & Social


LoMoSoThe integration of collaborative, location-based and on-the-go

technologies.

Strategy 5: Connect Local, Mobile & Social

Location, relevance and prominence create the awareness that drives sales.



Businesses must be mobile-ready to win mobile searchers and shoppers in 2016.

WHAT YOU NEED TO DOImplement a strategy or find a digital

marketing partner that has a blend between technology and

human relationship.


“Some want to bring you a drink of water, we want to dig you a well.” - Michael Hawk, RevLocal Founder

QUESTIONS

How may we help? We're here to share.


“Some want to bring you a drink of water, we want to dig you a well.” - Michael Hawk, RevLocal Founder

Local Search Marketing Presentation - Nick Landers - Commerce Lex @330

Small Business & Entrepreneurship

Transcript of Local Search Marketing Presentation - Nick Landers - Commerce Lex @330