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KEEP LOCAL MARKETING
WEIRDA D R I A N N E B E U T N A G E L
HAPPYANNIVERSARY!
NOW, A LITTLE BIT ABOUT ME
SEO Team Lead at Volusion
o In-house agencyo Internal projects
Yes, I’m a Millennial
Work with SMBs on a daily basis
Shameless Volusion plug
Quick Overview: The SEO TrinityAuthority
RelevanceTrust
AuthorityPerceived authority in the space (links!)
TrustAre you a real website, or are you spam? Do you behave like a human?
RelevanceMaking sure your site makes sense to the types of queries you’re going after
Why Local SEO?
SEO
• It can be tough for big brands to be successful
o Too many locationso Not enough personality
• Local is truly built for small businesso Perfect place for you to stand out
• According to Search Engine Watch, 50% of online searches are done with local intent and 67% of those searches culminate in a purchase
• Local SEO, post-Pigeon, does depend on organic influence
Why Social Media?
Great for online visibility
Doesn’t necessarily favor large brands
The power of the trend
The more personality, the better
How Do They Fit Together?
A lot of strategies work togetherSTRATEGY 01
Social is a new way to window-shopSTRATEGY 03
Work smarter, not harder!STRATEGY 02
Community BuildingSTRATEGY 04
Strategy One:Review Campaign
• Reviews are increasingly important for local
• Sending a card home with in-store purchases asking for a review
• Remove as many barriers to review as possible
• Be careful not to bribe
Strategy Two:Offer People Something While They Shop
• A unique experience that no one else offers
o Wedding dress shops and hair salons use this effectively
• Other ideaso Small free gifto Coupon for their next visito Store raffle for a fabulous
prize
Strategy Three:Show Your Human Side
• Show what’s going on around the store
• Share pictures of happy customers
• People love content about themselveso Including me!
0
Strategy Four:Check-in Coupons
• Offer a coupon or free gift if they show you they checked in for a visit
• Yelp, Facebook, Instagram
• Again, be careful not to bribe
Strategy Five:Incremental Punchcards
• Have something really exciting at the end of it
o Customer of the Dayo Share it on your social channels
• Use Check-ins like punchcards!
• Loyalty points
So What Did We Learn?
Social and local can go hand in hand to help each other out
Cross-channel marketing can help you compete with the big guys
Five Strategies• Review campaigns• Perks while they shop• Show you care• Check in coupons• Punchcards can still work!
