Welcome to the Seminar

How Merchants are using Search, Social, Video and Mobile Marketing

to Grow their Business

Tonight we’ll discuss• Introductions• Changing Consumers Habits

• Search & Shopping• Social Media • Peer Commenting, Ratings & Reviews • Mobile• Video

• Opportunities for Local Merchants• New Customer Acquisition• Customer Retention

Digital Media Strategies For Acquiring and Retaining Customers

1. Make sure you Get Found by Consumers Actively Searching Online for your products & Services on leading sites like Google.

2. Leverage Social Media Best Practices to Drive More Repeat and Referral Business from existing clients

3. Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services

Social is Digital Word of Mouth!

Nearly 80% of all Adults on are on the Web

Now, even majority of Adults 65+ are online

Your Best Customers are online

Some of the Marketing toolswe used to employ areno longer effective

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.

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

Welcome to the Mobile Revolution

A Show of Hands

➙ Who here has: unopened email in

inbox? unopened texts in

inbox? Used smartphone to

look for local info? used their smartphone

to access the internet while shopping?

The Age of Mobile

➙ You’re in good company… 90% of text messages are read

<3 minutes1

94% of users look for local information on their phone and 90% take action as a result2

Mobile coupons are 10x more likely to be opened3

Sources: May 2012, 1) Luxury Daily, 2) Google, Our Mobile Planet: United States, Understanding the Mobile Customer, 3)Mobile Commerce Daily

Local Consumers in “Action Mode” when conducting Mobile Search

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

“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

http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related

NOW OVER ONE BILLION MONTHLY !!

55-64 year old women are

fastest growing segment

Google + Social Network Experiencing Rapid Growth

Google+, like YouTube…great way to significantly improve your Page Rankings!

Adding 22M New Users per month

100M!!

= 217 Friends!

In this example, 2,604 Friends Just learned about Your Business!

Social Media is Digital Word of Mouth!

Use of Social Networks Among Men & Women Nearly Equal

2012 Marketing Budgets Shift to Digital

Online Ratings & Reviews are Shaping Consumer Shopping Habits

“having a bad online reputation is a lot like having a bad credit score…you typically don’t find out until its too late”

- Aaron Toynton

89% Trust Online Recommendations from People they know

70% Trust Consumer Opinions Posted Online

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

The New Zero Moment of Turth

CallVisitBuy!

" 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

What does ZMOT mean for Merchants? • You only get one chance to make a great

first impression• You have to be ready for when Consumers

come looking for you on whatever device they are using.

• You have to be aware and respond and learn from what Consumers are saying about your business online.

• With Mobile...the MOTS - Moments of Truths - are merging...when consumers can search, decide, buy and share all at once!

Are You Ready for your….

Merchant Strategies for Leveraging Digital Media

Reaching Consumers in Active Search ModeTake advantage of Free or Nearly Free Stuff

1. Claim your listings! (only 37% have)2. Add Content to your listings – (photos,

video, complete list of all services)3. Make it easy for Customers to Review

Your Business4. Make sure you listings are accurate and

uniform on all Top Sites – the basics: Name, Address, Phone, Web, Hours of Operation

5. Consistent Social Media Postings (Facebook, Google +)

6. Create and regularly update a blog for your Business

7. Create and Distribute Targeted Video Press Releases about your Business

8. Website Optimization - First Impressions!

9. Mobile Optimization – On the Go Consumers!

Get Reviews for Better Places Listing Ranking

Customer Referral Cards are Easy & Inexpensive to Create

Listing Distribution 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 keythere are a lot of databases on the web!

Online Videos are a Great Way to get High Page Ranking

Top Ten Reasons you Need need a Quality Web & Mobile Site

1. You only get one chance to make a Great First Impression!

2. Professional Image – level playing field 3. Be Open for Biz 24/7 – instant Custom Gratification4. Connect with on the go Consumers 5. Sell Products6. Promote Services7. It’s Your Online Brochure update-able any time8. Generate Leads9. Stay Connected to your Best Customers with your Blog10. Great Recruiting Tool

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

Connect with your Customers QR Code Keywords Redirect Code Your mobile call-to-action Build your VIP list Now engage with them

Perfect for Customer Loyalty & VIP Clubs

Social Media Management & Customer VIP Loyalty Programs

Social Media Drives More Repeat & Referral BusinessFree 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 generate 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

• Value added tips and ideas that position you as expert• Photos & Videos – before/after, new products etc. • Loyalty rewards only for followers• Success stories, positive reviews• Customer Recognition • Employee and Vendor Partner Recognition • Community Involvement and Giving Back• Yes, sync off line marketing promotional messages but

don’t over do it

Create a Customer Loyalty Program

“What would it mean for your Business if Your Current Customers Shopped with you one more time a month?”

News of Your Store Via Multiple Channels Your Happy Customers

Right About Now…You Might be Thinking….

Wow – that’s a lot of Stuff…

I’m so Busy already Running my Business!

Three Turn Key Solutions for helping youLeverage Digital Media to Grow your Business

Mobile VisibilityOptimized Mobile Website – site matches look/feel of your existing site, reaching action mode consumers on the go with smart phone friendly website

Geo Targeted Custom Video Infomercial tells story of your business with sight, sound and emotion, optimized on YouTube, targeted for Hi Page Rank on Google.

Local Visibility Business Listing Package - Claim/enhance local Google ,Yahoo, Bing listings- Premium logo listing and profile page Newspaper online

Marketplace- Print logo directory listing in Sunday Newspaper - Verify optimize Top 150 search, directory and social site listings –

including GPS and Siri – great for SEO.

Reputation Management – 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!

• Claiming & Updating of the Big Three – Google, Yahoo, Bing – to include photos, video, top key words, categories, description and more

• Newspaper Marketplace Premium Listing & Profile Page – we enhance your logo listing and optimize your profile page for high page ranking - in print and online

• Enhanced Standardized Listings across Top 100 + Platforms - We securely certify and standardize Business Name, Address and Phone (NAP) and actively manage it 24/7 across 100+ platforms.

• 90% of Local Searches happen on our Network - We get your listing to the largest network of local search platforms in the industry, so your certified business listings reach sites where over 90% of U.S. consumer local searches occur.

• Beyond the Desktop - Our network of 100+ best-in-class local search platform partners spans applications from desktop and mobile to social, industry-vertical and other specialty directories.

Local Business Listing BundleKeep your business listings 100% accurate and 100% consistent, 100% of the time.

Geo Targeted Videos Drive High Page Rank

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

Reputation Management

Real Time Alerts inform immediately with link to the exact posting

Reputation Management

Social Loyalty PackageCreate and Promote a Customer VIP Loyalty Program – Stay in touch and reward your most loyal customers – driving more repeat business! We manage all Channels for you hands free, including: • Social Media : Facebook, Twitter, Google Plus• Monthly Email Marketing Newsletter • Text Messaging • Complete in-store collateral, including table tents, signage, window

clings, business cards

Optimized Mobile Website – site matches look/feel of your existing site, reaching action mode consumers on the go with smart phone friendly website

Geo Targeted Custom Video Infomercial tells story of your business with sight, sound and emotion, optimized on YouTube, targeted for Hi Page Rank on Google.

Optimized Local Business Listing Package & Rep Management – Optimize Big 3 plus, toledoblade.com marketplace, Top 150 and real time monitoring of your online reputation.

Create a Customer Loyalty Program

“What would it mean for your Business if Your Current Customers Shopped with you one more time a month?”

News of Your Store Via Multiple Channels Your Happy Customers

Marketing & Social Media Calendar

Plan & Sync the Message Distribute the Message via Social, Video, Blog, Text & Email Channels

Social Media is Digital Word of Mouth and when combined with Email and Text Customer Loyalty Programs is an effective way to drive more repeat and referral business

We meet with your team regularly to ensure offline syncs with online message and then manage all postings hands free to you!

The Message can include:• Marketing messages• Coupons/Special Offers• Customer Loyalty Promotions• Customer Testimonials &

Reviews

• Your Charitable Efforts/Giving Back • Contests & Promotions• New Product/Service announcements• Product & Service Videos• Employee & Vendor Recognition

Digital Premium PackageNew Custom 5 Section Web and Mobile Site – includes product/service page, video, social media links and about us page.

Create & Enhance Social Media Profile Pages for Facebook, Twitter and Google + with monthly planning meeting to plan your posts with updating all month long.

Optimized Local Business Listings - enhance your listing on Google, Yahoo and Bing plus we verify listing accuracy on Top 100 search, social and directory sites

Enhanced Logo listing and profile page in the Newspaper online and print marketplace

Geo Targeted Custom Video Infomercial tells story of your business with sight, sound and emotion…targeted for Hi Page Rank on Google.

Reputation Management – Real time monitoring of social , rating and review sites to protect your most valuable asset – Your Reputation!

Cache Valle Connext has a variety of options to give any business a professional, search engine optimized presence for both Web and Mobile sites.

Custom 2-4 Page Blog or Microsite – this highly polished, professional site is a great compliment to your existing site or can stand alone. Easily update-able as part of your monthly communication plan. Optimized for Mobile.

Custom Websites – professionally designed, completely custom, optimized for search…packages starting at 8 page and up. All include Blog page, Mobile optimization

Mobi Sites: We can optimize your existing site for Smart Phones, so you can connect with consumers on the go.

Search Optimized Web & Mobile sites get you found online and by consumers on the go

Web and Social Management

Blog, Social and MobileDesign & Management

Outbound Marketing to Acquire New Customers

We offer targeting that reaches consumers on the Web and on the Go

+

Reach local consumers on our site as well as premium regional and national sites with a message targeted by Demographic , Behavior, Search, Context and more

Drill deep into Vertical Audience Categories that include: Premium Audience Network

1Consumer performs a Keyword Search & is anonymously “cookied” for their search term.

2

We leverage Search Re-targeting to reach consumers actively searching for your products and services

Consumer later visits their favorite sites on the Web and is served your ad based on their past search history

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.

Ads appear on Brand Safe Premium Publishers sites reaching your target audience as the move across the internet. Dynamic ads can include video and link to your home page , special offers, Product pages and more.

Heart Healthy Diet

Site Retargeting reaches potential customers who have already Visited your Website and invites them back.

Facebook options for Web & MobileTargeted Display & Sponsored Posts

• We create a Custom Email template that features:

• Your Marketing Message• Links to site, video, social media etc.

• We Target the Email message to double opt in list of Consumers by:

• Zip Code radius around your store• Demographics (Gender, HH Income, Age)• Category of Interest

Targeted Email Options!

SAMPLE REPORT

SAMPLE EMAIL

This campaign sent over 3000 potential customers to the client’s site!

GEOGRAPHIC TARGETING• State

• Region

• MSA

• County

• City

• Zip code

CUSTOM TARGETING• Retailers’ Trade Area (radius)

• Newspaper Zone

• Newspaper Circulation Area

TARGETING THE LIST

GETTING RESULTS: DEMOGRAPHIC TARGETING

• Age

• Gender

• Ethnicity

• Occupation

• Education

• Language

• Religion

• Marital Status

• Presence of Children

• Number of Children

• Income: Est. HH.

• Net Worth

• Homeowner/Renter

• Home Market Value

• Dwelling Type

• Length of Residence

• Presence of Pet

• Veteran

TARGETING THE LIST

Get Your Free Digital Check Up! No obligation 3 Point Inspection!1. Free Visibility Report2. Free Google Ranking Report3. Reputation Audit

Find Out What’s Being Said About You Online!

What’s Your Find-a-bility? How do you Rank vs. your Competition?Visibility Report shows how and if consumers find you online.

What’s Your Online Reputation? Find out what consumer sentiment is about your business…and if the buzz is good (or not!)

Ready for Mobile Consumers? How does your site look on a Smart Phone? Is it easy to dial your number, get directions to your business?

Guarantee Digital is pleased to provide the following reports to help Local Businesses get a clear picture of how they appear to consumers searching for them online.

For more information and to get your free report, connect with us at 800.583.9113 or visit www.guaranteedigital.com

Mobile Site Grader shows how your site looks on a Smart Phone

Questions?

Heather Foor Digital Sales Manager

(419) 724-6440hfoor@toledoblade.com

Let’s Meet Soon to reviewYour Free Reputation & Mobile Site Audit