Online Visibility And Advertising For Local Businesses
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Online Visibility And Advertising For Local Businesses

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    Online Visibility And Advertising For Local Businesses Online Visibility And Advertising For Local Businesses Presentation Transcript

    • © Advanced Media Productions AdvMediaProductions.com Online Visibility and Advertising for Local Businesses Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
    • © 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
    • © Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results Online Visibility and Advertising for Local Businesses
    • © Advanced Media Productions AdvMediaProductions.com Image Search Image Results Online Visibility and Advertising for Local Businesses
    • © Advanced Media Productions AdvMediaProductions.com Video Search YouTube Results Crawled Results Google Crawled Video Online Visibility and Advertising for Local Businesses
    • © Advanced Media Productions AdvMediaProductions.com Shopping Search Shopping Results Online Visibility and Advertising for Local Businesses
    • © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Conversations As They Are Happening 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 Shopping Results PPC Results Google – PPC Search Online Visibility and Advertising for Local Businesses
    • © 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
      © Advanced Media Productions AdvMediaProductions.com
    • 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
      Online Visibility and Advertising for Local Businesses
    • © 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
    • © Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local 10-Box Online Visibility and Advertising for Local Businesses
    • © Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Online Visibility and Advertising for Local Businesses
    • © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox) No Link Online Visibility and Advertising for Local Businesses
    • © 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
    • © Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Online Visibility and Advertising for Local Businesses
    • © 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
    • © 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
    • © 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
    • © 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
    • Social Media Marketing Online Visibility and Advertising for Local Businesses © Advanced Media Productions AdvMediaProductions.com
    • © Advanced Media Productions AdvMediaProductions.com The Return of Conversation in the Social Order Online Visibility and Advertising for Local Businesses LinkedIn
      • 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
    • © 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
    • © 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
    • © Advanced Media Productions AdvMediaProductions.com Social Networking Sites Online Visibility and Advertising for Local Businesses
    • © 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
      • 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 Facebook Groups Online Visibility and Advertising for Local Businesses
    • © 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 Online Visibility and Advertising for Local Businesses
    • © 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
      © Advanced Media Productions AdvMediaProductions.com
    • 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