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Aha!Local University: Overview of Local Online Marketing Techniques

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These slides are the first in a series from seminars designed to teach business owners and operators how to market themselves online to local customers. ...

These slides are the first in a series from seminars designed to teach business owners and operators how to market themselves online to local customers.

This session is an overview of 7 or 8 candidate techniques that should be considered for this purpose. For each technique, we evaluate its strengths and weaknesses, and what business types might be more or less applicable for the technique.

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Aha!Local University: Overview of Local Online Marketing Techniques Aha!Local University: Overview of Local Online Marketing Techniques Presentation Transcript

  • Aha!Local  University  Session  One  The  Online  Marke8ng  Landscape  for  Local  Businesses  The  first  in  a  series  of  seminars  and  webinars  about  how  to  market  your  business  online  to  local  customers   |  
  • Agenda  •  Marke(ng  Channels  for  Local  Audiences   > Local  Lis(ngs  and  Local  Search   > Local  Paid  Adver(sements   > Social  Media   > Loca(on-­‐Based  Social  Networking   > Reviews   > Online  Coupons   > Mobile  •  Preview  of  Upcoming  Sessions  •  Final  Thoughts   |  
  • Characteris8cs  to  be  Reviewed  •  What  it  is  •  Strengths  •  Weaknesses  •  Applicability  for  local  marke(ng  (strongest  and   weakest)   |  
  • Which  Channels  May  Be  Right  for  You?  •  What  are  your  goals?   > Finding  new  customers,  or  deepening  rela(onship  with   exis(ng  ones?  •  Which  match  your  audience?   > What  is  their  online  behavior?  •  Which  match  your  transac(on  type?   > Rela(onship-­‐based?  Casual?  Analy(cal?  •  What  is  a  customer  worth?     > Life(me  value,  including  referral  value   |  
  • Local  Lis8ngs  Are  Everywhere   |  
  • Local  Lis8ngs  Are  Everywhere   |  
  • Local  Lis8ngs  Are  Everywhere   |  
  • Local  Lis8ngs  Are  Everywhere   |  
  • Local  Lis8ngs  Are  Everywhere   |  
  • Local  Lis8ngs:  Strengths  &  Weaknesses  Strengths   Weaknesses  •  Modern  replacement  to  printed   •  Suscep(ble  to  hacking     Yellow  Pages   •  Limited  opportunity  to  present  •  Key  tool  for  new  client   your  business  the  way  you  want   acquisi(on     >  How  customers  now  find  local   •  Limited  ability  to  monitor   businesses   performance  •  86%  of  local  searchers  take   •  Compe((ve  environment  for   ac(on  (call  or  visit)  on  the   top  placement   results  •  Dominate  search  results  pages,   diminishing  the  importance  of   website  op(miza(on   |  
  • Local  Lis8ngs  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Firms  relying  on  new   •  Firms  relying  on  repeat   customers  or  with  high  churn   customers   >  Restaurants   ‣  Membership  orgs   >  Retail   •  Firms  servicing  areas  other   than  their  physical  loca(on   ‣  Building  contractors   •  High  density  segments   ‣  Den(sts   |  
  • Local  Pay-­‐Per-­‐Click  &  Pay-­‐Per-­‐Call   |  
  • Other  Local  Paid  Ads   |  
  • Local  PPC:  Strengths  &  Weaknesses  Strengths   Weaknesses  •  Scalable  budget  -­‐  spend  only   •  Clicks  are  sold  by  auc(on,  so   what  you  can  afford   compe((on  can  drive  up  cost  •  Measurability!   •  Requires  investment  in  well-­‐•  Good  geotarge(ng  or   op(mized  landing  page   demotarge(ng  (Facebook)  •  Delivers  searcher  to  exact   page  you  want   >  Landing  page  with  dedicated   messaging  and  offer   |  
  • Local  PPC  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Broadly  applicable   •  Businesses  that  are  likely  to  •  Firms  on  which  customers   be  visited  immediately   want  to  do  research  before   >  Restaurants     approaching   •  Overcompe((ve  PPC   segments   >  A[orneys   |  
  • Social  Media  •  Includes:   > Blogging   > Microblogging   > Video/music/photo  sharing   > Life  sharing   > Many  others  •  More  closely  associated  with  public  rela(ons  than   promo(on   > Branding  strength,  versus  driving  sales  directly   |  
  • Social  Media:  Blogging   |  
  • Social  Media:  Microblogging   |  
  • Social  Media:  Microblogging   |  
  • Social  Media:  Microblogging   |  
  • Social  Media:  Video  Sharing   |  
  • Social  Media:  Video  Sharing   |  
  • Social  Media:  Video  Sharing   |  
  • Social  Media:  Video  Sharing   |  
  • Social  Media:  Video  Sharing   |  
  • Social  Media:  Facebook   |  
  • Social  Media:  Facebook   |  
  • Social  Media:  Facebook   |  
  • Social  Media:  Strengths  &  Weaknesses  Strengths   Weaknesses  •  Good  PR  vehicle   •  Not  paid  media  –  you  need  to   >  Messaging  delivered  directly  to   build  an  audience   people  you  care  about   •  Too  much  promo(on  can  be   >  You  (mostly)  control  the   viewed  as  a  nega(ve   message   •  Indirect  (e  from  engagement   to  ac(on   |  
  • Social  Media  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Businesses  that  establish   •  Businesses  with  low-­‐ strong  rela(onships  with   involvement  transac(ons   customers  and  community   >  Becomes  couponing  channel  •  Event-­‐driven  businesses   only   >  Food  truck  loca(on   >  Changing  class  schedules  •  Businesses  that  have   something  to  say   >  E.g.:  Posi(on  themselves  as   experts  in  their  field   |  
  • Loca8on-­‐Based  Social  Networking   |  
  • Loca8on-­‐Based  Social  Networking   |  
  • Loca8on-­‐Based  Social  Networking   |  
  • Loca8on  Based  Social  Media:  Strengths  &  Weaknesses  Strengths   Weaknesses  •  Instant  word-­‐of-­‐mouth   •  Everything  outside  of   marke(ng   hospitality  •  Easy  way  to  establish  a   >  Nobody  cares  if  you  check  in  at   your  car  dealer   rewards  program  for  frequent   customers  •  Serve  as  a  form  of  review  site  •  Very  (ghtly  targeted   promo(on   >  Can  draw  people  to  your   business  that  are  nearby   |  
  • Loca8on-­‐Based  Social  Media:  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Entertainment  and  hospitality   •  Professional  or  trade  services   >  Places  where  friends  join   friends   |  
  • Reviews   |  
  • Reviews   |  
  • Reviews   |  
  • Reviews:  Strengths  &  Weaknesses  Strengths   Weaknesses  •  Provides  customers  with   •  Much  of  it  is  outside  your   ‘unbiased’  third-­‐party   control   evalua(on  of  your  business   >  Very  limited  ability  to  directly  •  One  of  the  strongest   address  nega(ve  reviews   >  We  have  discovered  ‘serial   influencers  toward  purchase   bashers’  and  had  their  reviews  •  Can  be  recruited  at  low  cost:   removed  on  Google   just  ask  happy  customers  for   them   |  
  • Reviews  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Business-­‐to-­‐consumer   •  Business-­‐to-­‐business  •  Hospitality  •  Service  providers   |  
  • Online  Couponing   |  
  • Online  Couponing   |  
  • Online  Couponing   |  
  • Online  Couponing   |  
  • Online  Coupons:  Strengths  &  Weaknesses  Strengths   Weaknesses  •  Drives  customer  ac(on   •  Coupon-­‐cu[ers  are  not  your   best  customers  •  Trackability!   •  Experienced  shoppers  seek  out   >  Know  which  channels  are   coupons   working   >  Giving  money  to  someone  who   >  Know  which  offers  are  working   was  already  going  to  buy   •  Customers  become  addicted  to   coupons   >  The  Pizza  Hut  problem   >  Long-­‐term  margin  erosion   •  May  provide  nega(ve  impact  on   your  brand   |  
  • Online  Couponing  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Properly  defined,  they  are   •  Professional  services   broadly  applicable   >  Do  you  want  to  use  an  a[orney   >  Trade  services   that  offers  a  coupon?   >  Retail   >  Hospitality   >  Business-­‐to-­‐business   |  
  • Mobile/SMS   |  
  • Mobile/SMS:  Strengths  &  Weaknesses  Strengths   Weaknesses    •  Mobile  search:   •  Mobile  search:   >  Ease  of  administra(on   >  Op(miza(on  required  for  good  •  Mobile  display:   ROI   >  High  level  of  engagement,  good   >  Op(mized  landing  pages   for  branding   required  •  SMS:   •  Mobile  display   >  Over  90%  of  texts  are  opened   >  Ads  expensive  to  create   >  Provides  one-­‐to-­‐one  dialog  with   compared  to  placement   customer   opportuni(es   >  High  clickthrough  rate  (14.1%)   and  conversion  rate  (8.2%)   •  SMS:   >  Require  opt-­‐in  phone  numbers   |  
  • Mobile/SMS  Applicability  for  Local  Marke8ng  Stronger  Applicability   Weaker  Applicability  •  Mobile  search:     •  Mobile  display:   >  Broadly  applicable   >  Promo(ons  requiring  specific  •  Mobile  display:     calls  to  ac(on  (promo(ons,   sales)   >  Businesses  trying  to  establish   strong  brand  images   •  SMS:  •  SMS:   >  Businesses  with  high  churn,   targe(ng  new  customers   >  Businesses  relying  on  repeat   customers  (e.g.  spas)   |  
  • Your  Assignment:  Which  Channels  may  be  Right  for  Me?  •  What  are  your  goals?   > Finding  new  customers,  or  deepening  rela(onship  with   exis(ng  ones?  •  Which  match  your  audience?   > What  is  their  online  behavior?  •  Which  match  your  transac(on  type?   > Rela(onship-­‐based?  Casual?  Analy(cal?  •  What  is  a  customer  worth?     > Life(me  value,  including  referral  value   |  
  • Planned  Curriculum  •  Local  Lis(ngs  and  Local  Search  •  Local  Paid  Adver(sements  •  Social  Media  •  Reviews  •  Online  Coupons  •  Loca(on-­‐Based  Social  Networking  •  Mobile   |  
  • Final  Thoughts  •  Slides  will  be  posted  online   > Link  will  be  sent  to  meetup.com  group  and  to   Twi[er  followers  •  Please  sign  in  to  make  sure  we  have  your  complete   contact  info  •  Please  provide  feedback  on  the  meetup.com  group   site  •  Referral  gil:  Bring  another  next  (me  and  get  a  gil!  •  Follow  us  on  Twi[er  @parallelpath   |