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We recently gave a presentation to a group of Arthur Murray Dance Studio franchise owners here in Orlando. Many were from all over the state of Florida like Miami, Tampa and Jacksonville. We spoke about Local Internet Marketing and provided a host of basic information to help them understand the space and market themselves better. For more information about local marketing, call 800-836-9097 or email [email protected]
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Local Internet Marke.ng 101
Who Is Integrated Digital Strategies? • Veterans of Digital Marke7ng & Tradi7onal Media – Over 30 years of combined experience
• Full Service Account Management – Online and Offline
• Proven Success In Local Internet Marke7ng Strategies – Boston, Orlando, Miami, and U.S.
• Best in class digital marke7ng team: – Web Designers & Developers – SEO & Local SEO Marketers – Paid Search & Targeted Display Ad Strategists – Social Media Marke?ng Managers, Videographers – Content Writers & Bloggers, Inbound Marketers – Email Marke?ng Specialists, Sales coaching
Agenda • Why Care About Local Internet MarkeFng? • SEO, PPC, Or Both • Local Search OpFmizaFon • How To Rank On Google+ Local • Local Online Reviews • 3rd Party Directory Sites • Local Search Toolkit • QuesFons
Why Businesses Do Internet Marke7ng?
• Drive Sales • Increase Brand Awareness • Reach New Customer Segments • Drive Customer Engagement • IdenFfy usable customer insights • Save money / improve producFvity
Why Businesses Are Adop.ng Digital Marke.ng Aug 2013 h?p://www.bizbest.com/why-‐business-‐owners-‐are-‐adop.ng-‐digital-‐marke.ng/
According To Inc. Survey This Year:
• 23% of all small business now spend more than 75% of their marke?ng budgets on digital markeFng today!
What Do Businesses Care About Most?
• Increased Sales – 71% • Genera7ng Leads – 59% • Higher Search Ranking – 33% • Publicity / Social Following – 32% • Employee Recruitment – 9% • Event A\endance – 5% • RetenFon Rates – 4%
According To 2013 Survey
Why Businesses Are Adop.ng Digital Marke.ng Aug 2013 h?p://www.bizbest.com/why-‐business-‐owners-‐are-‐adop.ng-‐digital-‐marke.ng/
Results
Social Media Marke7ng
(Facebook, Twi\er etc.)
Search Engine Op7miza7on (Local SEO +
Online Reviews) Internet Marke7ng (PPC )
Business Websites (Blog + Content Accessibility)
Fundamentals to Effective Local Internet Marketing
Local Maps, Organic, Sponsored
Free
Paid
Get Found, Get Chosen
Paid Search, SEO, or Both
Go On A Diet • Hard Work, takes Fme to lose the weight, different
factors effect your results, what you eat, how oben you exercise, your mental actude.
• The longer term payoff and you’ve earned that new healthy look and feel great. It stays if you maintain and conFnue to naturally focus your body.
Plas7c Surgery • You schedule an appt with a doctor, he will go over
how the procedure will work, he provides photos and tesFmonials from past paFents to showcase his work
• The day of the surgery comes and there’s some pain, but a short 7me later the results are already no7ceable.
Analogy: SEO is a Diet; Pay Per Click Is Plas7c Surgery
“You want to shed 50 pounds. And your wedding is in a few short months.”
h\p://davidmcbee.com/seo-‐is-‐a-‐diet-‐ppc-‐is-‐plasFc-‐surgery/
SEO Diet: It takes 7me but the payoff is huge! There a lot of different factors that effect your results • Content, keywords, authority, relevance, links, Ftle tags, social signals and more.
• It takes ongoing effort on your part to keep the website high.
• But the traffic is free, highly relevant and provides permanence trust, and credibility
Analogy: SEO is a Diet; Pay Per Click Is Plas7c Surgery
Protein = Link Building Carbohydrates = Content Social Media = Lean Lipids Steroids = Link Buys, Illegal, fast results, potenFal long term effects
PPC Is Plas7c Surgery: Immediate Gra7fica7on and No7ceable Results Ok so you’re not having much luck with SEO. And you’re biggest business season is in a few short weeks. You need results now. You decide Pay-‐Per-‐Click might be the solu7on. • Work with the best professional who explains how the campaign will work.
• Provides tesFmonials from past clients, shows measurable results to prove value • Your campaign starts, may have a few glitches to be worked out, but a short Fme later,
the results are noFceable. • You’re campaign will be monitored and tracked to conFnue to prove it’s value. • If your don’t keep your budget going each month you fall off the page and go back to
square one Consider one more thing: • Good doctors tell you to eat right and exercise to lose weight. Even a good plasFc
surgeon will oben promote healthy living before / aber doing plasFc surgery J
• If you are doing Pay Per Click, you should balance your markeFng budget with SEO for op7mal Results!
Analogy: SEO is a Diet; Pay Per Click Is Plas7c Surgery
Search Engine Marke7ng Recap – SEO and PPC These are 2 very different methods of achieving search engine success that should be run in parallel so that the results of each can be used to improve the other. The key differences are outlined below:
SEO! PPC!
Pro’s"
§ “Free” (you don’t pay for every single click)"§ Work done impacts on all search engines"§ Some consumers prefer it"
§ Very versatile"§ Very scientific"§ Great Control"§ Quick turnaround (results in days)"§ You can bid on any keyword you like and as many as you like"§ You only pay when someone clicks on your ad"
Con’s"
§ Less control"§ Less scientific"§ More difficult to analyze"§ Have to focus on limited keywords"§ Usually 3-12 months before impact is seen"
§ Optimization and campaign management are resource intensive & can be quite complex"§ You have to manage each search engine separately"
Search Engine Op7miza7on
Why SEO For Your Website?
ü SEO Turns Your Website into a Long-‐Term Asset
ü Customers are looking for you online, if you’re not there now, Google is direcFng them to your compeFtors
ü Owning a high search engine rank is like having Google become your word of mouth.
#1 lis7ng gets almost 42% of traffic
17
SEO is not PPC Rankings depend on: Relevancy Trust SEO is the work that builds: Relevancy Trust Google introduces customers to your business based on your: Relevancy Trust
Search Engine Optimization Basics
Search Engine Op7miza7on Basics
on site: Relevance o Keywords (Content, Title, DescripFons, Images, H1 tags)
o Do Ftles match the content? o Are Keywords menFoned frequently? o Fresh Unique Content (blog content is huge)
off site: Trust
o Google see links as recommendaFons o Words in links also ma\er o Popularity/variety of linking sites ma\er
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Off-‐Site SEO
• On-‐Site Blogs Are Necessary To “Become an Authority In Your Space” • Make it shareable on Google +, Facebook • Keyword Research & SelecFon of topics that are in demand • OpFmize Content around those target keywords • Link digital assets to the posts:
• Slide Share • Video Content • FAQs
Pay – Per – Click Adver7sing
Why Search Engine Marke7ng? ü Drives PotenFal Customers to Your Business ü Gets Your Business Found on Google, Yahoo, and Bing ü Only pay for interested prospects ü You Can Measure the results (ROI)
ü Your in control of who you are markeFng to throughout the year ü Flexibility and local targeFng ü Real Time ReporFng
ü Expand MarkeFng Reach ü Keeps you compeFFve and visible (1st page) ü Your business is being seen on Google more oben
Why SEM / PPC? • Pay Per Click advertising (PPC) is an auction. • You decide how much you are willing to pay
to appear when a keyword is searched on and which ad you want to appear when that happens.
• Your ad only appears to searchers looking for relevant products and services.
• Mobile, Tablet, Desktop – Mobile Searchers Are Growing and Click Costs are
low
• You only pay when a searcher clicks on your ad.
• Originally the person who was willing to pay the most got the best position on the page. – Now Quality Score determines that..
How do Ads Rank?
Local Search Op7miza7on
An SMB’s Marketing Budget
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
• SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs
• After SEO, it is
Local Online Directories that are seen as the most effective technique.
Local Search Market Opportunity
22 million businesses in the
United States
25% visible online
Why Local SEO?
30% of all searches are Local Intent
Local + Mobile
50%+ of mobile queries have local intent
90% take action as a result Consumers want data to be right at the moment they need
In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for
their consumers will win
infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses
Why Mobile Sites
Google+ Local Page
Verify, Claim, Op7mize G+ Local • Claim & Verify your free business
lisFng by searching your company name on Google
• List your official business name • Get your category right and pick as
many relevant ones avail • Business DescripFon should have
relevant local search terms • List your services, areas served, specific
benefits, photos, website link, email • Logo and cover image • Link the page onto your website
Op7mize Your Site For Local Search
• Put 1-‐2 local search terms that are relevant to your services you offer
• Every page of your site can (and should) feature a different Ftle tag.
• Place your target city & brand name • Name, Address, Phone should be on bo\om of each of your pages Brought To You By: Phil Rozek
www. LocalVisibilitySystem.com
Google Reviews
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Ask for online reviews
Third Party Directory Sites
• Richness refers to descriptions, photos, hours, etc.
• Knowing the type of services,
opening hours, payment options is useful information for potential customers.
• It also supports the data you
load into Google+ and gives Google further proof points to corroborate the data it has about a business
Getting an SMB Found
brightlocal.com/2013/09/23/expert-citation-survey-2013
The “Richness” of Listings are Important
The Local Search Toolkit
Local Search Toolkit
Complete Package of Local Search & ReputaFon Tools
Google+
MojoPages
HotFrog
Local.com
YellowBook
Yahoo Local
WhitePages
YellowPages
Bing Local
InsiderPages
SuperPages
Angie’s List
Yelp
Kudzu
ShowMeLocal Merchant Circle
Foursquare
MapQuest
Manta
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.
STEP: 1
Results:"
• Extended tab content
• Member since • Hours of operation • Payments
accepted • Enhanced images • Connect to
merchant • Business
description "
Before: After:
= enhanced content
brightlocal.com/2013/09/23/expert-citation-survey-2013
• Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey.
• Getting a spread of citations across a wide range of relevant & appropriate sites
is still a very valid and beneficial task for an SMB or SEO to tackle.
moz.com/local-search-ranking-factors
Sheer Volume of Citations Still Influences Local Search Ranking
STEP: 2
Review Me Web Page STEP: 3
Review Handout
• PDFs branded for your business • Leave them out on your recepFon desk • Email them to your best customers
DIY Reputa7on Intelligence
Email Alerts When You Receive An Online Review
STEP: 4
Reporting Dashboard
Client View – Local Visibility Report • Timeline showing chronological progress of order
• Pie chart showing
number of directories client is listed in/type of directories client is found in
• Speedometer showing
search ranking of business name/business keywords
• Directory icons linking to live listings on directory site
• Submission status of
listings • Color/Symbol status
of Listing’s description, hours, website, logo, images, & video
STEP: 5
Ques7ons
We are here to help • Free SEO report for your business • Free consultaFon at your office
Joseph A. Mohay 407-‐243-‐8002
[email protected] www.idigitalstrategies.com