Online Visibility And Advertising For Local Businesses

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  • 1. © Advanced Media Productions AdvMediaProductions.com Online Visibility and Advertising for Local Businesses Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
  • 2. © Advanced Media Productions AdvMediaProductions.com Agenda Online Visibility and Advertising for Local Businesses
    • - Components of Internet Marketing
    • - Search Ad Revenue Share
    • - “Types” of Search
    • Web Search
    • Vertical Search
    • - Local Organic Search
    • - Local Paid Search
    • - Local Organic Web Results
    • - Social Media Marketing
    • - Digital Asset Optimization
  • 3. © Advanced Media Productions AdvMediaProductions.com E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development & Landing Page Development Online Display Ad & Rich Media Advertising Social Marketing Online Reputation Management Photoshare/ Videoshare Social Networking Social Bookmarking Social News Podcasting/ Videocasting Business Blog Marketing Organic Universal Search PPC/Mobile Search Advertising Organic Image Search Shopping Comparison Search Engines Organic Video Search Other Organic Search Components of Internet Marketing Online Visibility and Advertising for Local Businesses
  • 4. Search Ad Revenue Share 2008 © Advanced Media Productions AdvMediaProductions.com Source: IAB 2008 Internet Advertising Revenue Report Online Visibility and Advertising for Local Businesses $405 2% Email Marketing $1,683 7% Referrals/Lead Generation $3,174 14% Classified $387 2%
    • Sponsorships
    $734 3% - Digital video $1,642 7% - Rich media $4,877 21% - Banner ads $7,640 33% Display-related ads $10,546 45% Search 2008 Revenue (In Millions) FY 2008 Share
  • 5. © Advanced Media Productions AdvMediaProductions.com “ Types” of Search
    • - Organic or Algorithmic Web Search
    • - Blended/Universal search, personalized and local search
    • - Vertical Organic Search
    • - Image search, video search, shopping search, news search, blog search
    • - Organic Real-time Search
        • Twitter Search
    • - Paid Search
    • - National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter
    • - Mobile PPC Search
    Online Visibility and Advertising for Local Businesses
  • 6. © Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results Online Visibility and Advertising for Local Businesses
  • 7. © Advanced Media Productions AdvMediaProductions.com Image Search Image Results Online Visibility and Advertising for Local Businesses
  • 8. © Advanced Media Productions AdvMediaProductions.com Video Search YouTube Results Crawled Results Google Crawled Video Online Visibility and Advertising for Local Businesses
  • 9. © Advanced Media Productions AdvMediaProductions.com Shopping Search Shopping Results Online Visibility and Advertising for Local Businesses
  • 10. © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Conversations As They Are Happening Online Visibility and Advertising for Local Businesses
  • 11. Mobile Search Online Visibility and Advertising for Local Businesses
    • - “On-Deck” and “Off-Deck” Search Services
      • - Built-in the carrier service
      • - Web Access
    • - SMS Text Messaging
    • - WAP-enabled Phones
      • - Access to specially designed web sites using XHTML and WML mark-up languages
    • Smartphones
      • - iPhone, T-Mobile G1
    © Advanced Media Productions AdvMediaProductions.com
  • 12. Organic Mobile Search Online Visibility and Advertising for Local Businesses Mobile Web Search Results Mobile Local Search Results © Advanced Media Productions AdvMediaProductions.com
  • 13. © Advanced Media Productions AdvMediaProductions.com Shopping Results PPC Results Google – PPC Search Online Visibility and Advertising for Local Businesses
  • 14. © Advanced Media Productions AdvMediaProductions.com Google – PPC Search Expanded Plus Box Results Normal PPC Results Google AdWords Product Plusbox (Beta) Plus Box Expanded Online Visibility and Advertising for Local Businesses
  • 15. Google Mobile PPC Search Online Visibility and Advertising for Local Businesses
    • SmartPhones
      • Render Google PPC campaigns as they appear
      • on the desktop
    • WAP Phones
      • Require special mobile ad campaign on Google
    © Advanced Media Productions AdvMediaProductions.com
  • 16. Local Search Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 17. © Advanced Media Productions AdvMediaProductions.com Local Search
    • “ Triggered” by Search Queries with a Local
    • Intent
    • Organic or Algorithmic and PPC
    Online Visibility and Advertising for Local Businesses
  • 18. © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Web Results (10-box) Local 10-Box Results Local Organic Web Results Online Visibility and Advertising for Local Businesses
  • 19. © Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local 10-Box Online Visibility and Advertising for Local Businesses
  • 20. © Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Online Visibility and Advertising for Local Businesses
  • 21. © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox) No Link Online Visibility and Advertising for Local Businesses
  • 22. © Advanced Media Productions AdvMediaProductions.com
    • How To Optimize for Google Maps Organic Listings
      • Presence of a Business Profile/Listing at the Google Local
      • Business Center
      • Relevant locality and neighborhood keywords in the business
      • name and copy of the local business listing
      • Proximity of the business location to the city and/or center of
      • the city
      • Positive reviews and the numbers of reviews
      • Number of “local” links pointing to the web site
      • Overall web site organic search engine optimization status
    Google – Local Organic Map Results Online Visibility and Advertising for Local Businesses
  • 23. © Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Online Visibility and Advertising for Local Businesses
  • 24. © Advanced Media Productions AdvMediaProductions.com PPC Business Ad (Infobox) Link to Site Google - PPC Local Business Ads (Infobox) Online Visibility and Advertising for Local Businesses
  • 25. © Advanced Media Productions AdvMediaProductions.com
    • Local Business Ads
    • How to Start a Local Business Ad Campaign
      • Establish a Business Profile/Listing at the Google Local Business Center
      • Set-up a Google Adwords Local Business Ad Campaign at Google Adwords
    Google - PPC Local Business Ads Online Visibility and Advertising for Local Businesses
  • 26. © Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results (10-box) 10-Box Results Organic Web Results Online Visibility and Advertising for Local Businesses
  • 27. © Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results
    • Local 10-box
    • How to Optimize for Google Organic Web Search
      • Ensure that the web site is “crawlable”
      • Optimize web site copy, page titles and meta descriptions with relevant “core”
      • keywords and geographic modifiers
      • Acquire sufficient local inbound links to boost the web site link popularity
    Online Visibility and Advertising for Local Businesses
  • 28. Social Media Marketing Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 29. © Advanced Media Productions AdvMediaProductions.com The Return of Conversation in the Social Order Online Visibility and Advertising for Local Businesses LinkedIn
  • 30.
    • Online Tools/Technologies and Practices to
    • Collaborate on Content, Share Opinions, Insights,
    • Experiences and Media
    • Media: Text, Images, Audio and Video
    • Tools/Technologies: Blogs, Message Boards, Podcasts,
    • Wiki’s, Social Media Networks
    Defining Social Media Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 31. © Advanced Media Productions AdvMediaProductions.com
    • MySpace, Facebook (Social Networking)
    • LinkedIn, Plaxo (Business Social Networking)
    • Flickr (Photo Sharing)
    • YouTube (Video Sharing)
    • Digg, Reddit (News Sharing)
    • Del.icio.us (Bookmark Sharing)
    • Twitter (Microblogging)
    Social Media Applications Online Visibility and Advertising for Local Businesses
  • 32. © Advanced Media Productions AdvMediaProductions.com
    • Educate Your Management and Organization About Social Media
    • Set Clear Goals for Measuring Success
    • Be Honest, Disclosure and Be Transparent About Who You Are
    • Engage and Educate. Don’t Try To Promote and Hard Sell
    • Welcome Feedback, Both Positive and Negative
    • Use Rich Media (Video, Audio and Animation)
    Tips for Using Social Media Online Visibility and Advertising for Local Businesses
  • 33. © Advanced Media Productions AdvMediaProductions.com Social Networking Sites Online Visibility and Advertising for Local Businesses
  • 34. © Advanced Media Productions AdvMediaProductions.com
    • Business Profiles
    • Communication and Messaging
    • Channels
    • Social Community and “Friend”
    • Network Participation
    Social Networking Site Building Blocks Online Visibility and Advertising for Local Businesses
  • 35.
    • Profile Page
      • Landing page for friends to engage with your identity/brand
      • Personal info, work info, photos
    • Facebook Page
      • Page for businesses to establish a brand within Facebook
      • Business content (text, images, video), forum, blog Facebook
      • applications
    • Facebook Groups
      • Build community around a brand or company
      • Central place for customers, partners and Fans to participate in
      • conversations about a brand
    Facebook Viral Marketing “Tools” Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 36. Mini-Feed Ads Wall Post Status Update Facebook Profile Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 37. Facebook Pages Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 38. © Advanced Media Productions AdvMediaProductions.com Facebook Groups Online Visibility and Advertising for Local Businesses
  • 39. © Advanced Media Productions AdvMediaProductions.com Promoting the Facebook Page Online Visibility and Advertising for Local Businesses
    • Share/Post on the Facebook Profile
    • Encourage friends and profile visitors to visit the Facebook Page
    • Create Events within the Facebook Page
    • When fans RSVP, their friends will see the response in their Newsfeed
    • Post Messages in Related Facebook Groups
    • Email the Facebook Page URL to Your Mailing List
    • Can be used to invite contact to become “Fans”
    • Purchase Social Ads to Promote the Facebook Page
  • 40. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization Online Visibility and Advertising for Local Businesses
  • 41. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Hosted Content Google Crawl Online Visibility and Advertising for Local Businesses Web Site Hosted Video Podcasts Blogs Press Releases White Papers (PDF) Google Search Engine Images
  • 42. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Posted Content News/Tip Sheets/How To’s (Digg/StumbleUpon) PowerPoint Presentations (SlideShare.net) Posted Video (Video Sharing – YouTube) Posted Images (Image Sharing – Flickr) Press/News Releases (PR Web, BusinessWire, PRLeap) Online Visibility and Advertising for Local Businesses Posting
  • 43. What is Twitter? Online Visibility and Advertising for Local Businesses
    • Free micro-blogging platform
    • With Twitter You Can:
      • Send short 140 character messages (Tweets) from your desktop computer
      • or mobile phone to “Followers”
      • Receive Tweets from individuals you have decided to “Follow”
      • Pass on messages (RT = Retweet) to “Followers” from individuals you have
      • decided to “Follow”
      • Perform a keyword search for Tweets about conversations and events as
      • they are happening
    © Advanced Media Productions AdvMediaProductions.com
  • 44. Twitter “Tweets” Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet General tweet (with shortened URL)
  • 45. Twitter Custom Profile Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
  • 46. © Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service Online Visibility and Advertising for Local Businesses
    • Twitter as an Online Marketing Tool
      • Increases brand visibility
      • Establishes authority & “thought leadership”
      • Generates online and offline WOM
      • Promotes discounts, coupons and deals for
      • products and services
  • 47. © Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service Online Visibility and Advertising for Local Businesses
    • Twitter as a Customer Service Tool
      • Product research and feedback through polling of
      • “ follower” network
      • Quick problem solving – Builds customer loyalty
      • and enhances brand image
  • 48. Louise Rijk Vice President of Sales and Marketing Advanced Media Productions 888-755-5151 x17 Twitter: @LouiseRijk www.AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Thank You! Online Visibility and Advertising for Local Businesses