Local Search Marketing

• Intro & orientation (5 mins)• Key points - (45 mins)• Questions - (10 mins)

Agenda

• Award winning business owner• Have started 4 businesses from scratch,

some of which have since been sold• Now owner/director/franchisor of The

Creative Collective. • Work with start-ups through to large

corporates locally, nationally and internationally

• Mother of 2 - aged 4 years and 7 years• Love training and assisting others

Introduction – Yvette Adams

What is local search marketing?

Local search marketing is promoting your product/service to a people interested in utilising products or services from a

specific geographic area. Typical local search queries include not only information about "what" the site visitor is searching for (such as keywords, a business category, or the name of a consumer product) but also "where" information, such as a

street address, city name, postal code, or geographic coordinates like latitude and longitude.

“osteopath hamilton”“coolum hairdresser”

“restaurants in gladstone”“building company longreach”

Trends in local search…• As of 2010 36% of Australia's mobile population

owned smartphones (a figure that Telstra projected would increase to 50% this year) (http://nett.com.au/)

• 1 in 5 searches on Google are looking for local information, that means 600 million searches per day are for local information (http://www.hubspot.com)

• 70% of online searchers will use local search to find offline businesses. (Kelsey group)

• 43% of search engine users are seeking a local merchant to buy something offline (comScore Networks)

• 54% of search users have substituted internet/search for the phone book (comScore Networks)

• 35% of ALL searches are ‘local’ (DM news)

Online consumer evolution

Will you wait to act on location too?

Go to: http://www.google.com/maps

Claim your listing

Google collects data from sources like the Yellow Pages and other directories, so there is a good chance it’s already there!

An unclaimed listing…

A claimed listing…

(of course Queensland knows how to do it better!)

• You’ll need to get a ‘Google Account’. If you have an email address with your business name in the domain, use it! For business with multiple people, use a Google account that can be shared.

• Once you’re in, make sure you fill out everything.

• The more information you include the better it is for your business.

Up to 10 photos

Up to 5 videos

Videos must be on YouTube

Google Hotpot

Use Google Places to connect with your friends and find out the right place to go near you. Rate and review places to personalise your recommendations.

1 million users March 2011 7.5 million users March 2011

618 million users - 30 million people had tried Facebook places end 2010

1. Launched Oct 20102. Bigger established

network – 618m users 3. 2 months in 30 million

had tried its Places service.

4. Average Facebook user connected to 130 friends( Facebook Places check-in has the potential to be seen by 130 of a user’s Facebook friends.

1. Launched Oct 20102. Bigger established

network – 618m users 3. 2 months in 30 million

had tried its Places service.

4. Average Facebook user connected to 130 friends( Facebook Places check-in has the potential to be seen by 130 of a user’s Facebook friends.

1. 7.5 million members worldwide

2. In 2010 users checked in to locations more than 380 million times

1. 7.5 million members worldwide

2. In 2010 users checked in to locations more than 380 million times

Foursquare users appear to be far more active than Facebook Places users.

versus

Getting started on Facebook Places

• Go to http://touch.facebook.com or use your iPhone, Android or Blackberry• A place page shows you a map, a list of friends who are currently checked in at the Place (if any), and a Friend Activity stream of other friends who have visited the Place in the past.

• Go to http://touch.facebook.com or use your iPhone, Android or Blackberry• A place page shows you a map, a list of friends who are currently checked in at the Place (if any), and a Friend Activity stream of other friends who have visited the Place in the past. NOTE - Place pages are not the same as Facebook Pages or Community Pages. Place pages are not added to your profile when you check in, but rather, only if you choose to "Like" them.

Getting started on Foursquare

• Go to http://www.foursquare.com or use your iPhone, Android, or Blackberry• Set up a profile and then ‘find friends’

1. Claim your venue (or add it)2. Create a Special3. Tailor your campaigns to maximise your business

• Go to http://www.foursquare.com or use your iPhone, Android, or Blackberry• Set up a profile and then ‘find friends’

1. Claim your venue (or add it)2. Create a Special3. Tailor your campaigns to maximise your business

Don’t know what to write?

•Specials: "Free chips and salsa today from 4-6pm. We'll even throw in free guacamole."•Events: “Kids eat free on Tuesday nights. Book now. xxxxx"•New products: "Have you checked out our newest pastries? they are so tasty! xxxxxxxx“•News: “Welcome to the team Glenn Moyle our new head chef straight from London! xxxxxxxxxxx”•Inspiration: “Check out our new menu inspired by the Royal Wedding!”

Have some fun with it!• Via Twitter• Signs at cash registers

and sidewalk blackboards• Arby’s reserves tables

for Mayors• Petco put up loads of

custom signs• Walgreens posted

foursquare stickers in all their entryways

Encourage reviews/citations• Google Places - All listings have an option to leave a review, so encourage some of your favorite customers or clients to leave a review for you.

• Directories – truelocal.com.au, hotfrog.com.au etc• Industry specific – E.g. If you happen to be in the travel and tourism

industry, gently persuade happy customers to leave reviews on popular review sites like TripAdvisor.

• Get ideas – check out where competitors have reviews coming from…

Local Search Marketing Summary

Claim your free listing on Google Places or add your listing, flesh it out, use its functions (coupons, stats etc)

Encourage check-ins & sharing

Encourage reviews/citations

Measure track and verify everything

Consider local search marketing company policy (and social media policy)

QUESTIONS? ?

www.business.qld.gov.au

Business hotline - 1300 363 711

Help is available…