Location, Location, Location: The hot trend in social media marketing
Location-Based Marketing Strategy
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Transcript of Location-Based Marketing Strategy
![Page 1: Location-Based Marketing Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070600/58ec8f6e1a28ab33328b45d3/html5/thumbnails/1.jpg)
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Comprehensive Plan
• Email• Advertising (online, traditional,
nontraditional)• Website• Blogging• Influencer Marketing• SEO/SMO• PR
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Collecting email addresses:• Sign up form on website - simple• Ticket sales• People with clipboards waiting in line• Newsletter widget on Facebook• Buying lists is a waste of money
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• Headline – casual and personal• Track email open rates• Send from a person, not a company• Segment list• Keep list fresh and clean – no @yhoo.com
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Email – NO SPAM
$$$Free AdCheapEarn $BusinessIncomeCredit
Fast cashAssetsMake $OpportunityOrder nowRefinanceUnsubscribeRemovePromiseWeight loss
Brand name of any male enhancement drug!!!!!!!!!!!ALL CAPS
Tip:Use service to check!
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Advertising - Traditional
• Media Alerts• Media Placement• Pitching newscasters• Send PR -> Call them -> Tweet them
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Advertising - Nontraditional
StencilsProjectionsMobile billboardsChalk artCling-allsStreet teams
Wildpostings (wallpapering with flyers)
Street wash (painting the ground)
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Advertising - Nontraditional
• Materials supplies• Risk• Time• Transportation costs• Hiring artists
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Advertising - Online
Hard CostAdvertising expense because it is directly measurable and identifiable
Soft CostLabor if it is done internally
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Advertising - Online
• Complete a transactions• For retailers, visit the store• Help grow site audience• View and click on site ads• Register for an event or email newsletter• Provide leads for new business
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Advertising - Online
Three metrics help measure the return on investment.
They are:• Cost per thousand ad impressions• Cost per click• Cost per acquisition
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Advertising - Online
The formula for return on investment is: ROI = (Gain from Investment – Cost of Investment) / Cost of Investment
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Advertising - Online
Factors determining results include:• Time of year• Audience target• Effectiveness of landing page• Strength or weakness in the economy
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Website
• Strong for conversion – less than 2 click buy
• Lead generation optimized - forms• Ability to produce new content - blog• Fan Page – builds community
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Blogging
• Active schedule – stay consistent• Blog Topics – stay fresh• Brand Awareness – stay interesting• Lead Generation – inbound marketing
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Influencer Marketing
• Find bloggers• Determine appropriate payment•Measure• Leverage
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SEO• Keyword research to focus on industry-specific terms and geo-specific
terms.• Optimize your website for local search by adding locally optimized title
tags and meta descriptions.• Create a geo sitemap.• Have the best Google Places listing possible.• Build profiles on other sites to build citations for local SEO.• Get local reviews when you add buttons to your website and encourage
reviews.• Build links from related local businesses and local bloggers.• Optimize your social pages (Facebook page, Twitter profile, LinkedIn
page, Google+, etc.) for local.•
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SEO• Keyword research to focus on industry-specific terms and geo-specific
terms.• Optimize your website for local search by adding locally optimized title
tags and meta descriptions.• Create a geo sitemap.• Have the best Google Places listing possible.• Build profiles on other sites to build citations for local SEO.• Get local reviews when you add buttons to your website and encourage
reviews.• Build links from related local businesses and local bloggers.• Optimize your social pages (Facebook page, Twitter profile, LinkedIn
page, Google+, etc.) for local.•
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SMO (Social Media Optimization)
• Encourage engagement!!
• Shares, comments, likes – encourage in that order
• The more activity, the better your chance for organic reach
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PR
• Press releases• Media alerts• Influencers
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PR
• Create a real news hook• Don’t use traditional media• Reframe pitch to make it
interesting – think outside the box
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Content
Global mobile data traffic grew 81% in 2013, with the numbers of smart phones outpacing all others and predicted to continue to increase through 2018. (Cisco)
More and more people using their phones to take in information, so make sure everything from email templates to your website is designed for mobile compatibility.
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Content
• Switch up content ideas – see sheet• Vary posting types – photo, link, video,
podcast, etc.• Stay relevant • Stay fun• STAY USEFUL
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Social Media
• Strategy – make sure you have one• Personal networks on board – use your
friends and colleagues to help promote• Baselines and measurements
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• Fun—people participate for the fun.• Fame—people compete to achieve virtual status, badges,
stickers, pins and other items so they can show them to their friends.
• Friends—making and meeting friends.• Flirt—to interact with people they don’t necessarily know.• Fancying—to recommend places they like.• Following—to keep track of places they visited.• Freebies—to receive new offers, discounts, coupons and
free stuff.•
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Twitter Search!!• Search name of company• Search misspellings of company• Search topics near zipcode – BOOLEAN SEARCH• Topic near:zipcode
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26% of adult internet users – younger demographic21% of entire adult population
• Maintain high quality images• Use hashtags• Follow your followers
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Sales Team• Groups – post to these• Posting – create original Posts• Networking – be friendly
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Review Sites
85& of consumers read up to 10 reviews before they feel they can trust a business
72& of consumers say positive reviews make them trust a local business more
Source: BrightLocal
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Review Sites
• How to ask for a review?• Who in your organization will ask for
them?• Who will respond?
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Favorite Tools
• Canva• Hubspot blog topic generator• Post Planner• BuzzSumo is a tool that gives you social data on
top performing content and influencers based on your search querie
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Social Media Audit
• Competitor Analysis• Baseline – secure this info
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Success Stories
Do you have any social media success stories?
Thank you for your time!