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Explore Dallas: Digital Strategies To Amplify Small and Local Business

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As consumer behavior has changed with the rise of social media, smartphone ownership, and time spent online, it's important for small and local businesses to understand the key tactics to capture ...

As consumer behavior has changed with the rise of social media, smartphone ownership, and time spent online, it's important for small and local businesses to understand the key tactics to capture consumers.

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    Explore Dallas: Digital Strategies To Amplify Small and Local Business Explore Dallas: Digital Strategies To Amplify Small and Local Business Presentation Transcript

    • Make Small Big: Digital Strategies To Amplify Small Business #Explore #GetLocal Mike Merrill Director of Marketing @MikeDMerrill ReachLocal, Inc.#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • You’re missing consumers! Search Engines The Rest of the Web Your Site The way consumers buy online has changed.#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • You need to be where the consumer is! Blogs Content Sites Reviews Directories & Reco’s Search Engines Social Your Location- Site BUSINESS based Services Your website is one way to be found, but you need a total web presence where consumers are searching, surfing and socializing.#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • And Do It All…On Mobile Also… Mobile search up 4X last year, 16% of all Google searches 2011 88% of people looking for local information have taken action within a daySources: comScore, AllThingsDigital, Internet2Go 31% of all adults use their mobile device to find a local business or restaurant #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • The Web Presence Lifecycle 5 Business listens and engages 1 Business creates quality content Housebreaking Thanks for your Your Dog comments. What’s worked for you? PUBLISH Great advice! 4 2 Consumers Content I’m going comment, like, to try this! published and review and share indexed across Me too! the Web Housebreaking Your Dog Business action Consumer action 3 Consumers discover while searching, surfing and socializing#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • Benefits of Web Presence Search Discovery Social Discovery Discovery Increases your discoverability on search Business Listens & Business Creates Increases your word-of-mouth through engines and local directories Engages Content sharing across social networks Consumers Content Comment & Published & Share Indexed Reputation Management Consumers Discover Brand Engagement Perception Improves your reputation with positive Builds positive impressions and engagement content on search engines and review sites with your brand by bringing it to life online#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • Web Presence Impact on SEO Inbound Links Google Social Fans, Followers Site & Blog Place Page Reviews Pages & Likes + Social Bookmarks + + + CONTENT & LINKS REPUTATION SOCIAL AUTHORITY Prominent Organic Rank = 7#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • National Marketers Love Local Fail At Basic Tactics Not active on local online review sites Not doing geo-targeted paid search Not doing online directory adsGMS Local #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 5 Steps to Fuel Your Web Presence 1 Claim and optimize profiles and directories 2 Create and optimize content 3 Publish content across social outposts 4 Monitor, listen and engage with consumers 5 Track your success and be patient#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 1. Claim & Optimize Profiles & Directories Google Places, Directories, Social Media Sites & Review Sites#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 2. Create & Optimize Content •  Create compelling headlines •  Optimize it for search and social discovery •  Share photos •  Share positive reviews from happy customers •  Ask questions and publish polls •  Reblog industry news and local events Stat: 58% of Facebook users want exclusive content, discounts and promotions eMarketer 10/7/11#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 3. Publish Content Across Social Outposts Daily: •  Tweet 1-2 times Official Site Weekly: •  Publish blog content across social outposts 1-2 times •  Post to Facebook 1-2 times Monthly: Company Site •  Post 1-2 videos to YouTube per month •  Create a unique and compelling offer to share with fans and followers#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 4a. Directly Engage with Consumers •  Respond to consumers to drive engagement and loyalty •  Personalize the brand through conversational tone •  Identify and engage with influencers in your local community •  Share and comment on content from other local businesses and organizations#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 4b. Listen For Opportunities to Engage •  Sign up for comprehensive monitoring tools and listen for reviews and relevant keyword mentions •  Promote positive reviews •  Respond to and address negative reviews#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • 5. Track Your Success You build value over time as you Track key metrics and publish quality content, listen across learn as you go the Web and engage with •  Calls Traffic & Engagement •  Emails consumers. •  Impressions •  Fans •  Followers •  Reviews •  Comments 1 4 8 12 •  Mentions Months •  Shares •  Likes#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
    • Takeaways •  Publishing Fresh Content Is a Must to Reach Consumers •  Follow the 5 Steps to Fuel Your Web Presence Enjoy This? Get More on Local Web Marketing Twitter: @ReachLocal Facebook: http://www.Facebook.com/ReachLocal Blog: http://blog.reachlocal.com#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill