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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.

Published in: Business, Technology

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  • 1. |   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  
  • 2. |   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  
  • 3. |   Characteris8cs  to  be  Reviewed   •  What  it  is   •  Strengths   •  Weaknesses   •  Applicability  for  local  marke(ng  (strongest  and   weakest)  
  • 4. |   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  
  • 5. |   Local  Lis8ngs  Are  Everywhere  
  • 6. |   Local  Lis8ngs  Are  Everywhere  
  • 7. |   Local  Lis8ngs  Are  Everywhere  
  • 8. |   Local  Lis8ngs  Are  Everywhere  
  • 9. |   Local  Lis8ngs  Are  Everywhere  
  • 10. |   Local  Lis8ngs:  Strengths  &   Weaknesses   Strengths   •  Modern  replacement  to  printed   Yellow  Pages   •  Key  tool  for  new  client   acquisi(on     >  How  customers  now  find  local   businesses   •  86%  of  local  searchers  take   ac(on  (call  or  visit)  on  the   results   •  Dominate  search  results  pages,   diminishing  the  importance  of   website  op(miza(on   Weaknesses   •  Suscep(ble  to  hacking     •  Limited  opportunity  to  present   your  business  the  way  you  want   •  Limited  ability  to  monitor   performance   •  Compe((ve  environment  for   top  placement  
  • 11. |   Local  Lis8ngs  Applicability  for  Local   Marke8ng   Stronger  Applicability   •  Firms  relying  on  new   customers  or  with  high  churn   >  Restaurants   >  Retail   Weaker  Applicability   •  Firms  relying  on  repeat   customers   ‣  Membership  orgs   •  Firms  servicing  areas  other   than  their  physical  loca(on   ‣  Building  contractors   •  High  density  segments   ‣  Den(sts  
  • 12. |   Local  Pay-­‐Per-­‐Click  &  Pay-­‐Per-­‐ Call  
  • 13. |   Other  Local  Paid  Ads  
  • 14. |   Local  PPC:  Strengths  &  Weaknesses   Strengths   •  Scalable  budget  -­‐  spend  only   what  you  can  afford   •  Measurability!   •  Good  geotarge(ng  or   demotarge(ng  (Facebook)   •  Delivers  searcher  to  exact   page  you  want   >  Landing  page  with  dedicated   messaging  and  offer   Weaknesses   •  Clicks  are  sold  by  auc(on,  so   compe((on  can  drive  up  cost   •  Requires  investment  in  well-­‐ op(mized  landing  page  
  • 15. |   Local  PPC  Applicability  for  Local   Marke8ng   Stronger  Applicability   •  Broadly  applicable   •  Firms  on  which  customers   want  to  do  research  before   approaching   Weaker  Applicability   •  Businesses  that  are  likely  to   be  visited  immediately   >  Restaurants     •  Overcompe((ve  PPC   segments   >  A[orneys  
  • 16. |   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  
  • 17. |   Social  Media:  Blogging  
  • 18. |   Social  Media:  Microblogging  
  • 19. |   Social  Media:  Microblogging  
  • 20. |   Social  Media:  Microblogging  
  • 21. |   Social  Media:  Video  Sharing  
  • 22. |   Social  Media:  Video  Sharing  
  • 23. |   Social  Media:  Video  Sharing  
  • 24. |   Social  Media:  Video  Sharing  
  • 25. |   Social  Media:  Video  Sharing  
  • 26. |   Social  Media:  Facebook  
  • 27. |   Social  Media:  Facebook  
  • 28. |   Social  Media:  Facebook  
  • 29. |   Social  Media:  Strengths  &   Weaknesses   Strengths   •  Good  PR  vehicle   >  Messaging  delivered  directly  to   people  you  care  about   >  You  (mostly)  control  the   message   Weaknesses   •  Not  paid  media  –  you  need  to   build  an  audience   •  Too  much  promo(on  can  be   viewed  as  a  nega(ve   •  Indirect  (e  from  engagement   to  ac(on  
  • 30. |   Social  Media  Applicability  for  Local   Marke8ng   Stronger  Applicability   •  Businesses  that  establish   strong  rela(onships  with   customers  and  community   •  Event-­‐driven  businesses   >  Food  truck  loca(on   >  Changing  class  schedules   •  Businesses  that  have   something  to  say   >  E.g.:  Posi(on  themselves  as   experts  in  their  field   Weaker  Applicability   •  Businesses  with  low-­‐ involvement  transac(ons   >  Becomes  couponing  channel   only  
  • 31. |   Loca8on-­‐Based  Social  Networking  
  • 32. |   Loca8on-­‐Based  Social  Networking  
  • 33. |   Loca8on-­‐Based  Social  Networking  
  • 34. |   Loca8on  Based  Social  Media:   Strengths  &  Weaknesses   Strengths   •  Instant  word-­‐of-­‐mouth   marke(ng   •  Easy  way  to  establish  a   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   Weaknesses   •  Everything  outside  of   hospitality   >  Nobody  cares  if  you  check  in  at   your  car  dealer  
  • 35. |   Loca8on-­‐Based  Social  Media:   Applicability  for  Local  Marke8ng   Stronger  Applicability   •  Entertainment  and  hospitality   >  Places  where  friends  join   friends   Weaker  Applicability   •  Professional  or  trade  services  
  • 36. |   Reviews  
  • 37. |   Reviews  
  • 38. |   Reviews  
  • 39. |   Reviews:  Strengths  &  Weaknesses   Strengths   •  Provides  customers  with   ‘unbiased’  third-­‐party   evalua(on  of  your  business   •  One  of  the  strongest   influencers  toward  purchase   •  Can  be  recruited  at  low  cost:   just  ask  happy  customers  for   them   Weaknesses   •  Much  of  it  is  outside  your   control   >  Very  limited  ability  to  directly   address  nega(ve  reviews   >  We  have  discovered  ‘serial   bashers’  and  had  their  reviews   removed  on  Google  
  • 40. |   Reviews  Applicability  for  Local   Marke8ng   Stronger  Applicability   •  Business-­‐to-­‐consumer   •  Hospitality   •  Service  providers   Weaker  Applicability   •  Business-­‐to-­‐business  
  • 41. |   Online  Couponing  
  • 42. |   Online  Couponing  
  • 43. |   Online  Couponing  
  • 44. |   Online  Couponing  
  • 45. |   Online  Coupons:  Strengths  &   Weaknesses   Strengths   •  Drives  customer  ac(on   •  Trackability!   >  Know  which  channels  are   working   >  Know  which  offers  are  working   Weaknesses   •  Coupon-­‐cu[ers  are  not  your   best  customers   •  Experienced  shoppers  seek  out   coupons   >  Giving  money  to  someone  who   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  
  • 46. |   Online  Couponing  Applicability  for   Local  Marke8ng   Stronger  Applicability   •  Properly  defined,  they  are   broadly  applicable   >  Trade  services   >  Retail   >  Hospitality   >  Business-­‐to-­‐business   Weaker  Applicability   •  Professional  services   >  Do  you  want  to  use  an  a[orney   that  offers  a  coupon?  
  • 47. |   Mobile/SMS  
  • 48. |   Mobile/SMS:  Strengths  &   Weaknesses   Strengths   •  Mobile  search:   >  Ease  of  administra(on   •  Mobile  display:   >  High  level  of  engagement,  good   for  branding   •  SMS:   >  Over  90%  of  texts  are  opened   >  Provides  one-­‐to-­‐one  dialog  with   customer   >  High  clickthrough  rate  (14.1%)   and  conversion  rate  (8.2%)   Weaknesses     •  Mobile  search:   >  Op(miza(on  required  for  good   ROI   >  Op(mized  landing  pages   required   •  Mobile  display   >  Ads  expensive  to  create   compared  to  placement   opportuni(es   •  SMS:   >  Require  opt-­‐in  phone  numbers  
  • 49. |   Mobile/SMS  Applicability  for  Local   Marke8ng   Stronger  Applicability   •  Mobile  search:     >  Broadly  applicable   •  Mobile  display:     >  Businesses  trying  to  establish   strong  brand  images   •  SMS:   >  Businesses  relying  on  repeat   customers  (e.g.  spas)   Weaker  Applicability   •  Mobile  display:   >  Promo(ons  requiring  specific   calls  to  ac(on  (promo(ons,   sales)   •  SMS:   >  Businesses  with  high  churn,   targe(ng  new  customers  
  • 50. |   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  
  • 51. |   Planned  Curriculum   •  Local  Lis(ngs  and  Local  Search   •  Local  Paid  Adver(sements   •  Social  Media   •  Reviews   •  Online  Coupons   •  Loca(on-­‐Based  Social  Networking   •  Mobile  
  • 52. |   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  

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