Local search: The Gift of Reviews                                                                                   David ...
The Marketing Hourglass                                                                                         •Who and h...
Total Web Presence   Hub and Spoke            Simple l Actionable l Measurable l Advice                 Copyright © 2010, ...
Where do we get information?       Simple l Actionable l Measurable l Advice            Copyright © 2010, Valens Point LLC...
5 Actions that get you found  1. Make your web pages local friendly  2.   Build out your local search profiles  3.   Get p...
5 Actions that get you found  1. Make your web pages local friendly  2.   Build out your local search profiles  3.   Get p...
1 Make your web pages local friendly  1. Geo Content  2.   Links and External Anchor Text  3.   Community resource  4.   L...
What makes it geo?       1. Addresses       2.   Maps and more       3.   Meta data       4.   hcard and snippets       5....
2 Build out your local search profiles  1. Claim – Places, Bing,       Yahoo  2.   Keywords, Categories,       and Descrip...
2 Build out your local search profiles  1.   Org name  2.   Description  3.   Category  4.   Service/Product  5.   Images ...
3 Get proactive in the review game  1. List, claim, and build  2. Use it to make you better  3. Monitor profiles  4. Get p...
3a Review Sites beyond Search Engines   1.   Yelp.com – checkin offers   2.   Insiderpages.com   3.   Citysearch.com   4. ...
4 Get listed, cited and mentioned 1. Data compilers 2. IYPs 3. Memberships 4. check my listing   – getlisted.org/      Thi...
4 Get listed, cited and mentionedHelpful sites: 1. infoUSA 2. Localeze 3. Universal Business Listings    UBL report: there...
5 Spread the local social love 1. Start a Local Group Online 2. Find and Network with Local    Bloggers                   ...
5 Actions that get you found  1. Make your web pages local friendly  2.   Build out your local search profiles  3.   Get p...
The value of a communication strategy           Simple l Actionable l Measurable l Advice                Copyright © 2010,...
Now What? 1. Read Review Structure paper 2. Write reviews   a.   Google - www.google.com/placesforbusiness    b. Yelp - ht...
The six questions you need to ask to get       a powerful testimonial are:1. What was the obstacle that would have prevent...
ExampleWhen I first heard about Marketing Strategy and Duct TapeMarketing, I thought, "WTH? Here we go again! This is gonn...
Simple l Actionable l Measurable l Advice     Copyright © 2010, Valens Point LLC - Confidential and Proprietary
Simple l Actionable l Measurable l Advice     Copyright © 2010, Valens Point LLC - Confidential and Proprietary
Simple l Actionable l Measurable l Advice     Copyright © 2010, Valens Point LLC - Confidential and Proprietary
Simple l Actionable l Measurable l Advice     Copyright © 2010, Valens Point LLC - Confidential and Proprietary
Follow-up Steps for your Business– Set Goals: 2 reviews a month, 24 for the year?– Establish process:   •   Determine the ...
Follow-up Steps for your Business– Process Idea  • Phone customers and discuss service, product and    the major obstacle ...
Follow-up Steps for your Business               Sara,              Thank you for being one of our best customers and      ...
Simple l Actionable l Measurable l Advice     Copyright © 2010, Valens Point LLC - Confidential and Proprietary
My gift to you:FREE MARKETING AUDIT @  www.valenspoint.com david.c.smith@ValensPoint.com           208.250.1230      www.V...
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Local search: The Gift of Reviews Dec 2011

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  • It’s about linking the INTENT to the ACTIONThey are in “local search” mode but once they find you they still have to progress thru the hourglass. Your website has to have the assets to build Know Like and Trust and IMPORTANTBUY!! Make this as easy as you can.
  • Local search: The Gift of Reviews Dec 2011

    1. 1. Local search: The Gift of Reviews David C. Smith December 15, 2011 Simple l Actionable l Measurable l Advice Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    2. 2. The Marketing Hourglass •Who and how Know •Ads •Referrals •Web site/blog Starts Here Like •Reception •Newsletter •Search Trust •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing •Service team Buy •New customer kit •Finance/delivery Goal •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events© Duct Tape Marketing – all rights reserved Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    3. 3. Total Web Presence Hub and Spoke Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    4. 4. Where do we get information? Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    5. 5. 5 Actions that get you found 1. Make your web pages local friendly 2. Build out your local search profiles 3. Get proactive in the review game 4. Get listed, cited and mentioned 5. Spread the local social love Local Search is part of your overall marketing strategy… It’s not THE strategy! Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    6. 6. 5 Actions that get you found 1. Make your web pages local friendly 2. Build out your local search profiles 3. Get proactive in the review game 4. Get listed, cited and mentioned 5. Spread the local social love Local Search is part of your overall marketing strategy… It’s not THE strategy! Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    7. 7. 1 Make your web pages local friendly 1. Geo Content 2. Links and External Anchor Text 3. Community resource 4. Local Contributors 5. Local Landing Pages Live Right Chiropractic office image from their web site. Meta data tag and descriptions should say something like: “Boise Idaho’s back pain relieve specialist” Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    8. 8. What makes it geo? 1. Addresses 2. Maps and more 3. Meta data 4. hcard and snippets 5. Local/mobile keywordsmeta name="zipcode" content=”83716, 83706, etc, etc”meta name="city" content=”Boise”meta name="state" content=”Idaho”meta name="ICBM" content="59.10246, -67.59009 – this is your longitude and latitude. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    9. 9. 2 Build out your local search profiles 1. Claim – Places, Bing, Yahoo 2. Keywords, Categories, and Description 3. Add Video and Images 4. Google Tags and Google Boost 5. Rate and Review – Google Places, Yelp… Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    10. 10. 2 Build out your local search profiles 1. Org name 2. Description 3. Category 4. Service/Product 5. Images & Video Yahoo Local is partially complete. Note: Category!! Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    11. 11. 3 Get proactive in the review game 1. List, claim, and build 2. Use it to make you better 3. Monitor profiles 4. Get proactive 5. Consider advertising Need reviews Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    12. 12. 3a Review Sites beyond Search Engines 1. Yelp.com – checkin offers 2. Insiderpages.com 3. Citysearch.com 4. Local.com 5. MerchantCircle.com3b Generate Reviews 1. Ask for references 2. Repurpose and post 3. Teach reviewing 4. Give reviews 5. Hold a review event Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    13. 13. 4 Get listed, cited and mentioned 1. Data compilers 2. IYPs 3. Memberships 4. check my listing – getlisted.org/ This is a decent score..but should be upper 90s. Also need to reconcile multiple names. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    14. 14. 4 Get listed, cited and mentionedHelpful sites: 1. infoUSA 2. Localeze 3. Universal Business Listings UBL report: there’s a disconnect somewhere. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    15. 15. 5 Spread the local social love 1. Start a Local Group Online 2. Find and Network with Local Bloggers Remember – it’s 3. Hold Meetups and Tweetups 4. Find local leads 5. Places – Facebook, Foursquare, Twitter 6. Location Games (Middleton – Geocaching) Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    16. 16. 5 Actions that get you found 1. Make your web pages local friendly 2. Build out your local search profiles 3. Get proactive in the review game 4. Get listed, cited and mentioned 5. Spread the local social love Local Search is part of your overall marketing strategy… It’s not THE strategy! Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    17. 17. The value of a communication strategy Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    18. 18. Now What? 1. Read Review Structure paper 2. Write reviews a. Google - www.google.com/placesforbusiness b. Yelp - http://www.yelp.com/writeareview c. BBB- http://snake-river.bbb.org/ d. LinkedIn - http://www.linkedin.com 3. Use your experience with your customers Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    19. 19. The six questions you need to ask to get a powerful testimonial are:1. What was the obstacle that would have prevented you from buying this product?2. What did you find as a result of buying this product?3. What specific feature did you like most about this product?4. What would be three other benefits about this product?5. Would you recommend this product? If so, why?6. Is there anything you’d like to add? Source: Sean D’Souza: www.copyblogger.com/testimonials-part-1 Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    20. 20. ExampleWhen I first heard about Marketing Strategy and Duct TapeMarketing, I thought, "WTH? Here we go again! This is gonna beanother BS way of saying the same thing that everyone else is sayinglike web sites, SEO, and referrlas, only theyll charge a lot more forit.” WAS I WRONG! David Smith, from Valens Point, the local DuctTape Marketing consultant, met with me and my team last week andall I can say is, "Wow" .With Valens Point’s help we have built a marketing strategy thatactually gets result for our money, brings us better clients andimportantly, get us all on the same page. I recommend Valens Point’sMarketing Strategy program to small business owners looking toimprove their sales and stop wasting money on marketing. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    21. 21. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    22. 22. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    23. 23. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    24. 24. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    25. 25. Follow-up Steps for your Business– Set Goals: 2 reviews a month, 24 for the year?– Establish process: • Determine the right place / time • Ask for exactly what you want • Describe how they will accomplish the review • Think about incentives • Revise target site or focus on a quarterly basis Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    26. 26. Follow-up Steps for your Business– Process Idea • Phone customers and discuss service, product and the major obstacle they overcame to buy • Ask for review, and if YES • Send them a thank you card with the exact instructions of what your would like as an insert. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    27. 27. Follow-up Steps for your Business Sara, Thank you for being one of our best customers and agreeing to provide a review. As we discussed on theObjection phone you were pleasantly surprised about how affordable our “package” was. I would like your review to discuss your feeling about the perceived price and then how you felt later about the actual price and value of the “package”. In addition please consider the following question and how you might answer them in the review; • What did you find as a result of buying this product? • What specific feature did you like most about this product?Details • What would be three other benefits about this product? • Would you recommend this product? If so, why? • Is there anything you’d like to add? If you think it might help you get started I recently posted aExample review on Jane’s website which you can see here www.jane.com/review. It’s sort of like what I would love to see from you. Promotion of Jane’s site Thank you again, David Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    28. 28. Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary
    29. 29. My gift to you:FREE MARKETING AUDIT @ www.valenspoint.com david.c.smith@ValensPoint.com 208.250.1230 www.ValensPoint.com Twitter: valenspoint Twitter: davidc_smith Simple l Actionable l Measurable l Advice Copyright © 2010, Valens Point LLC - Confidential and Proprietary

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