Integrating Local Internet Marketing For
Your Business
March 4th, 2014
Agenda
•
•
•
•
•
•
•
•
•
•

What Is Integrated Business Marketing?
Market Changes
Local Internet Marketing 101
Effective W...
• Integrating all marketing and
communication into one
overriding strategy.
• Incorporating Storyline Look
and Feel throug...
What Do Businesses Care About Most?
According To 2013 Survey

•
•
•
•
•
•
•

Increased Sales – 71%
Generating Leads – 59%
...
Why Businesses Do Digital Marketing?
•
•
•
•
•
•

Drive Sales
According To Inc.
Increase Brand Awareness
Survey This Year:...
3 Market Forces

TECHNOLOGICAL

The mobile revolution
and decentralization of
search

SOCIAL

Word-of-mouth has
moved onli...
3 Market Forces

TECHNOLOGICAL

SOCIAL

192 Million people
with smartphones in
the U.S. by 2016

76% of consumers
rely on ...
It’s Not Just the Engines
3 of the over 100 social media sites
generate over 400 million
visitors/month

The number 1 revi...
Local + Mobile

50%+
of mobile queries have
local intent

90%
take action as
a result

Consumers want data to be right at ...
Fundamentals to Effective Local Internet Marketing

Business Websites (Blog +
Content Accessibility)
Search Engine
Optimiz...
Get Found, Get Chosen.
What?

Why?

When?
How?
15

Contact /
More Info?
Fully Responsive Mobile
Local Maps, Organic, Sponsored
Paid

Free
Local Search Optimization
An SMB’s Marketing Budget
• SEO (includes
Google+
Local) is clearly
seen as the
most effective
internet

marketing
channel...
Local Search Market Opportunity

22 million

25%

businesses in the
United States

visible online
Why Local SEO?

30% of all
searches are
Local Intent
Google+ Local Page
Verify, Claim, Optimize G+ Local
• Claim & Verify your free business
listing by searching your company
name on Google
• Li...
Optimize Your Site For Local Search

• Put 1-2 local search terms that are
relevant to your services you offer
• Every pag...
Third Party Directory Sites
Getting an SMB Found
The “Richness” of Listings are Important
•
• Richness refers to
descriptions, photos, hours, e
tc.
• ...
Online Reviews & Reputation
Management
Ask for online reviews
46
Search Engine Optimization
Get Found, Get Chosen
Why SEO For Your Website?
 SEO Turns Your Website into a
Long-Term Asset
 Customers are looking for you
online, if you’r...
#1 listing gets almost 42% of traffic
Search Engine Optimization Basics
SEO is not PPC
Rankings depend on:
Relevancy
Trust

SEO is the work that builds:
Relevan...
Search Engine Optimization Basics

on site: Relevance
o Keywords (Content, Title, Descriptions, Images, H1 tags)
o Do titl...
Off-Site SEO

•
•
•
•
•

On-Site Blogs Are Necessary To “Become an Authority In Your Space”
Make it shareable on Google +,...
Search Engine Marketing
Why Search Engine Marketing?
 Drives Potential Customers to Your Business
 Gets Your Business Found on Google, Yahoo, an...
Why SEM / PPC?
• Pay Per Click advertising (PPC) is an auction.
• You decide how much you are willing to pay
to appear whe...
How do Ads Rank?

- Google
Search Engine Marketing Recap – SEO and PPC
These are 2 very different methods of achieving search engine success that sho...
Social Marketing
The Local Search Toolkit
Local Search Toolkit

Complete Local Search Tools
For One Unbelievable Value
Google+

YellowBook

Bing Local

MojoPages

Yahoo Local

InsiderPages

HotFrog

WhitePages

SuperPages

Local.com

YellowP...
Before:

After:

Results:
• Extended tab
content
• Member since
• Hours of operation
• Payments
accepted
• Enhanced images...
STEP: 2

Sheer Volume of Citations Still Influences
Local Search Ranking
•
• Quantity of structured citations is the 6th m...
STEP: 3

Review Me Web Page
Review Handout
• PDFs branded for your business
• Leave them out on your reception desk
• Email them to your best customer...
STEP: 4

DIY Reputation Intelligence

Email Alerts When You Receive An Online Review
STEP: 5

Reporting Dashboard
Client View – Local Visibility Report

• Timeline showing
chronological progress
of order
• P...
Questions
We are here to help
• Free SEO report for your business
• Free consultation at your office
• To Learn More, Go To:
www.CRN...
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
Local Advertising & Digital Marketing Decatur, Georgia
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Local Advertising & Digital Marketing Decatur, Georgia

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Digital Marketing and Local Advertising provider CrossRoads News was given a presentation by Integrated Digital Strategies from Boston. For more information on marketing your business in the Decatur, GA area, contact us at 404-284-1888 or visit crndigital.com

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  • Change the way to communicate thanks to Iphones, android.Everything goes to a searchIndustries are extinct, In some parts of north america YP books can’t be delivered (illegals) you have to go out and pick up a phone books
  • It’s the new yellow pages, first place people look when searching for local products and servicesIt’s quick and easy to use, mobile or desktop
  • Latest information that we are able to find is that 90% of us consumers are using online review sites to make buying decisions.
  • Virtual door to your business. Businesses are more concerned about the actual door, prestine,Digital Footprint = your virtual doorwayDigital Shadow = What people are saying about you online, via mobile device.
  • What is your local digital presence. Anchor data, make sure it is correct. Think about the phone book if your not listed correctly and it can be detremental40 phone books, they live online, do cooler stuff, reviews, update itWhen Google grades you, it needs to be consistent. Find you and it needs to be correct. It is coupled with reputation.
  • Local Advertising & Digital Marketing Decatur, Georgia

    1. 1. Integrating Local Internet Marketing For Your Business March 4th, 2014
    2. 2. Agenda • • • • • • • • • • What Is Integrated Business Marketing? Market Changes Local Internet Marketing 101 Effective Websites Local Search Search Engine Optimization (SEO) Basics of Search Engine Marketing Reputation Management Social Marketing Questions
    3. 3. • Integrating all marketing and communication into one overriding strategy. • Incorporating Storyline Look and Feel through Paid, Owned, Earned Media – Paid = Print, Display Advertising – Owned = Website, Blog, Facebook Page – Earned = Reviews and Reputation • Break through the clutter and fragmentation Integrated Marketing allows businesses to target a wider reach and attract their ideal local customers!
    4. 4. What Do Businesses Care About Most? According To 2013 Survey • • • • • • • Increased Sales – 71% Generating Leads – 59% Higher Search Ranking – 33% Publicity / Social Following – 32% Employee Recruitment – 9% Event Attendance – 5% Retention Rates – 4% Why Businesses Are Adopting Digital Marketing Aug 2013 http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
    5. 5. Why Businesses Do Digital Marketing? • • • • • • Drive Sales According To Inc. Increase Brand Awareness Survey This Year: • 23% of all small Reach New Customer Segments business now spend more than 75% of Drive Customer Engagement their marketing budgets on digital Identify usable customer insights marketing today! Save money / improve productivity Why Businesses Are Adopting Digital Marketing Aug 2013 http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
    6. 6. 3 Market Forces TECHNOLOGICAL The mobile revolution and decentralization of search SOCIAL Word-of-mouth has moved online ECONOMIC Death of print directory advertising
    7. 7. 3 Market Forces TECHNOLOGICAL SOCIAL 192 Million people with smartphones in the U.S. by 2016 76% of consumers rely on online reviews before making a purchase ECONOMIC $7.3 billion decline in print yellow page ad sales since 2007
    8. 8. It’s Not Just the Engines 3 of the over 100 social media sites generate over 400 million visitors/month The number 1 review site generates over 90 million visitors/month The top directory sites generate over 100 million visitors/month
    9. 9. Local + Mobile 50%+ of mobile queries have local intent 90% take action as a result Consumers want data to be right at the moment they need In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for their consumers will win infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses
    10. 10. Fundamentals to Effective Local Internet Marketing Business Websites (Blog + Content Accessibility) Search Engine Optimization (Local SEO + Online Reviews) Internet Marketing (PPC ) Social Media Marketing (Facebook, Twitter etc.) Results
    11. 11. Get Found, Get Chosen. What? Why? When? How? 15 Contact / More Info?
    12. 12. Fully Responsive Mobile
    13. 13. Local Maps, Organic, Sponsored Paid Free
    14. 14. Local Search Optimization
    15. 15. An SMB’s Marketing Budget • SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs • After SEO, it is Local Online Directories that are seen as the most effective BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013 technique.
    16. 16. Local Search Market Opportunity 22 million 25% businesses in the United States visible online
    17. 17. Why Local SEO? 30% of all searches are Local Intent
    18. 18. Google+ Local Page
    19. 19. Verify, Claim, Optimize G+ Local • Claim & Verify your free business listing by searching your company name on Google • List your official business name • Get your category right and pick as many relevant ones avail • Business Description should have relevant local search terms • List your services, areas served, specific benefits, photos, website link, email • Logo and cover image • Link the page onto your website
    20. 20. Optimize Your Site For Local Search • Put 1-2 local search terms that are relevant to your services you offer • Every page of your site can (and should) feature a different title tag. • Place your target city & brand name • Name, Address, Phone should be on bottom of each of your pages Brought To You By: Phil Rozek www. LocalVisibilitySystem.com
    21. 21. Third Party Directory Sites
    22. 22. Getting an SMB Found The “Richness” of Listings are Important • • Richness refers to descriptions, photos, hours, e tc. • Knowing the type of services, opening hours, payment options is useful information for potential customers. • It also supports the data you load into Google+ and gives Google further proof points to corroborate the data it has about a business brightlocal.com/2013/09/23/expert-citation-survey-2013
    23. 23. Online Reviews & Reputation Management
    24. 24. Ask for online reviews
    25. 25. 46
    26. 26. Search Engine Optimization
    27. 27. Get Found, Get Chosen
    28. 28. Why SEO For Your Website?  SEO Turns Your Website into a Long-Term Asset  Customers are looking for you online, if you’re not there now, Google is directing them to your competitors  Owning a high search engine rank is like having Google become your word of mouth.
    29. 29. #1 listing gets almost 42% of traffic
    30. 30. Search Engine Optimization Basics SEO is not PPC Rankings depend on: Relevancy Trust SEO is the work that builds: Relevancy Trust Google introduces customers to your business based on your: Relevancy Trust 53
    31. 31. Search Engine Optimization Basics on site: Relevance o Keywords (Content, Title, Descriptions, Images, H1 tags) o Do titles match the content? o Are Keywords mentioned frequently? o Fresh Unique Content (blog content is huge) off site: Trust o Google see links as recommendations o Words in links also matter o Popularity/variety of linking sites matter 54
    32. 32. Off-Site SEO • • • • • On-Site Blogs Are Necessary To “Become an Authority In Your Space” Make it shareable on Google +, Facebook Keyword Research & Selection of topics that are in demand Optimize Content around those target keywords Link digital assets to the posts: • Slide Share • Video Content • FAQs 55
    33. 33. Search Engine Marketing
    34. 34. Why Search Engine Marketing?  Drives Potential Customers to Your Business  Gets Your Business Found on Google, Yahoo, and Bing  Only pay for interested prospects  You Can Measure the results (ROI)  Your in control of who you are marketing to throughout the year  Flexibility and local targeting  Real Time Reporting  Expand Marketing Reach  Keeps you competitive and visible (1st page)  Your business is being seen on Google more often
    35. 35. Why SEM / PPC? • Pay Per Click advertising (PPC) is an auction. • You decide how much you are willing to pay to appear when a keyword is searched on and which ad you want to appear when that happens. • Your ad only appears to searchers looking for relevant products and services. • Mobile, Tablet, Desktop – Mobile Searchers Are Growing and Click Costs are low • You only pay when a searcher clicks on your ad. • Originally the person who was willing to pay the most got the best position on the page. – Now Quality Score determines that..
    36. 36. How do Ads Rank? - Google
    37. 37. Search Engine Marketing Recap – SEO and PPC These are 2 very different methods of achieving search engine success that should be run in parallel so that the results of each can be used to improve the other. The key differences are outlined below: SEO Pro’s Con’s PPC  “Free” (you don’t pay for every single click)  Work done impacts on all search engines  Some consumers prefer it  Very versatile  Very scientific  Great Control  Quick turnaround (results in days)  You can bid on any keyword you like and as many as you like  You only pay when someone clicks on your ad  Less control  Less scientific  More difficult to analyze  Have to focus on limited keywords  Usually 3-12 months before impact is seen  Optimization and campaign management are resource intensive & can be quite complex  You have to manage each search engine separately
    38. 38. Social Marketing
    39. 39. The Local Search Toolkit
    40. 40. Local Search Toolkit Complete Local Search Tools For One Unbelievable Value
    41. 41. Google+ YellowBook Bing Local MojoPages Yahoo Local InsiderPages HotFrog WhitePages SuperPages Local.com YellowPages Angie’s List Yelp Kudzu ShowMeLocal Merchant Circle Foursquare MapQuest STEP: 1 Manta Citysearch Acxiom, InfoGroup, Neustar / Localeze and Factual.
    42. 42. Before: After: Results: • Extended tab content • Member since • Hours of operation • Payments accepted • Enhanced images • Connect to merchant • Business description = enhanced content
    43. 43. STEP: 2 Sheer Volume of Citations Still Influences Local Search Ranking • • Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey. • Getting a spread of citations across a wide range of relevant & appropriate sites is still a very valid and beneficial task for an SMB or SEO to tackle. moz.com/local-search-ranking-factors brightlocal.com/2013/09/23/expert-citation-survey-2013
    44. 44. STEP: 3 Review Me Web Page
    45. 45. Review Handout • PDFs branded for your business • Leave them out on your reception desk • Email them to your best customers
    46. 46. STEP: 4 DIY Reputation Intelligence Email Alerts When You Receive An Online Review
    47. 47. STEP: 5 Reporting Dashboard Client View – Local Visibility Report • Timeline showing chronological progress of order • Pie chart showing number of directories client is listed in/type of directories client is found in • Speedometer showing search ranking of business name/business keywords • Directory icons linking to live listings on directory site • Submission status of listings • Color/Symbol status of Listing’s description, hours, w ebsite, logo, images, & video
    48. 48. Questions
    49. 49. We are here to help • Free SEO report for your business • Free consultation at your office • To Learn More, Go To: www.CRNDigital.com Powered by: www.idigitalstrategies.com

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