Online Visibility And Advertising For Local Businesses

© 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

© 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

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

© 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

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

Organic Mobile Search Online Visibility and Advertising for Local Businesses Mobile Web Search Results Mobile Local Search Results © Advanced Media Productions AdvMediaProductions.com

© 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

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

Local Search Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com

© Advanced Media Productions AdvMediaProductions.com Local Search
“ Triggered” by Search Queries with a Local
Intent
Organic or Algorithmic and PPC

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

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

© 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

Social Media Marketing Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com

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

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

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

Business Profiles
Communication and Messaging
Channels
Social Community and “Friend”
Network Participation
Social Networking Site Building Blocks Online Visibility and Advertising for Local Businesses

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

Mini-Feed Ads Wall Post Status Update Facebook Profile Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com

Facebook Pages Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com

© 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

© 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

© 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

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

Twitter “Tweets” Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet General tweet (with shortened URL)

Twitter Custom Profile Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com

© 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

© 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

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

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Online Visibility And Advertising For Local Businesses

by Advanced Media Productions on Jun 11, 2009

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Online Visibility And Advertising For Local Businesses — Presentation Transcript