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Taking Your
            Local Business
         To The Next Level
                With
       Location-Based Services
    ...
Outline
•   Statistics on local search.

•   Why your local business should pay attention to
    location-based services.
...
A short story on how I
 stumbled upon technology
marketing tools for my small
business...And how it forever
  CHANGED the ...
What Is
Location-Based
   Services?
Think of
       location-based services
as bridging
the gap
between
social
networks, the
internet, and
real social life.
Local Search Is Changing

the game for
businesses
who want to
market locally
online.
If You Are A Local
          Small Business


Then pay
attention to the
following
statistics.
80% of searchers
      research online

before
purchasing in
a 10-20 mile
radius
Almost every local search


Includes
mapped
results.
Local Search Stats

90% of online
commercial
searches
result in
offline brick
and mortar
purchases.
Local Search Stats
82% of local
searches
follow up
offline via an
in-store visit,
phone call, or
purchase.
Local Search Stats
74% of
internet
users
perform
local
searches.
Local Search Stats
73% of
online
activity is
related to
local
content.
Local Search Stats

80% of
budgets are
spent within
50 miles of
the home.
Local Search Stats


66% of Americans use online local search like
Google Local Search, Bing and Yahoo.
Local Search Stats

54% of Americans
use the internet
for local search
instead of the
phone book.
Local Search Stats

35% of all
searches are
local.
Local Search Volume is
                growing exponentially
           at 50% every year.

• 1 billion local searches per...
Search used to be
    strictly a desktop affair.



That’s changing!
We are currently experiencing
  a mobile REVOLUTION.
The #1 access method
for local
information
is the mobile
browser with
20.7 million
users per
month.
50% of connections

to the
internet
are from
mobile
phones.
90% of adult shoppers


carry a
phone
while
shopping.
Mobile redemption
      rates

are already 10X higher
than mail or newspaper
       coupons.
In 5 years

more than half of all brands will
           spend
25% of their budgets on mobile.
Mobile is the most broadly
used media in the world (more
     than TV or internet).
That means we are
 connected 24/7.
What does that mean



for your local
business?
Your customers are
        looking for you.


Are they
finding you?
Google Places




http://www.google.com/local/add/businessCenter
By claiming your your business
       on Google Places


 it tells the search engines that they have the
 most accurate an...
Google Places


It gives YOU, the business owner an
opportunity to out-rank competitors by
optimizing your business listin...
Google Places


Claiming your place page is important, but
adding relevant content to it is what will help
with rankings.
Your customers
    are talking about you.


Are you
listening?
Yelp
Yelp


Over 38 million people visited Yelp in
August 2010 to make spending
decisions.
Yelp
• Communicate with your customers
  privately or publicly.
• Track how many people view your biz page.
• Add photos, ...
Yelp


• Added check-in capabilities in 2010
• iPhone app version 4
Are you following
the conversation?
Postling is like


Google Alerts meets Ping.Fm
Are you following the
 conversation where
3 million people are?
Foursquare


• Bills itself as 50% friend finder, 30% social
  guide, 20% nightlife game.
• Links digital and real worlds
Foursquare users
      check-in to places like

• Airports
• Bars
• Restaurants
• Starbucks
  on their smart phones
Foursquare
•   Check-in functionality
•   Earn points
•   Get badges
•   Social City Guide
•   Friend Finder
Foursquare

• Specials - discounts, prizes
• Point and reward system
• Signs at entrances and windows
• Incorporates gamin...
Top 3 Categories on
          Foursquare


• Tv Network or Tv Show
• Newspaper, Magazine or News Website
• City Guides - L...
Big Brands jumping on
          Foursquare
• Zagat - 62,573
• Bravo 61,237
• MTV - 58,494
• The History Channel - 57,136
•...
Learn from big brands!
     Check out how they are using
             Foursquare.



• Enticing users with timed incentive...
NFL using Foursquare
Facebook Places
Are you connecting


with a highly
targeted
audience
online?
Are you reaching
             out to them?


where they are
hanging out?
Are you giving them incentives



to buy
from you?
Merging Technologies



Foursquare
+ Groupon
= GroupTabs
You know what the
    best part is?

 Most location-based
services are cheap or
       FREE!
Questions to ask yourself



before you jump
on the
bandwagon.
Is your online presence
       already optimized?

• SEO Search Engine Optimization in place?
• Social media tools already...
A 6 Step
  Location-Based
Marketing Action Plan
1. Be clear on who your
   target audience is.
...and where they are hanging out
        online and offline.
2. Set clear and realistic goals.
3. Identify the best location-
        based services
      for your business.
4. Take Action!

•   sign up for key location-
    based services

•   start engaging,
    promoting, incentivizing

•   m...
5. Track and measure results.
6. Adapt

• Review
• Revisit
• Rethink
• Revise
• Repeat
The ultimate ROI
    Return On Investment
The LBS you
 implement
  needs to
  increase
  sales and
  revenue.
Otherwise, it’s just another
online tool to distract you
   from your Small Biz.
This concludes Taking Your
      Local Business
    To The Next Level
          With
 Location-Based Services.

      Than...
For more FREE Small Biz
 tips and strategies sign
 up for Hware’s Blog at

 www.hware.com/blog
Taking Your Local Business To The Next Level With Location-Based Services
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Taking Your Local Business To The Next Level With Location-Based Services

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Taking Your Local Business To The Next Level With Location-Based Services. An overview of how to use location-based services for local business.

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Transcript of "Taking Your Local Business To The Next Level With Location-Based Services "

  1. 1. Taking Your Local Business To The Next Level With Location-Based Services Presented by Brenda Horton www.hware.com Twitter: @BrendaHorton -- Facebook: facebook.com/BrendaTelloHorton Fan Page: facebook.com/HwareFB -- blog: www.hware.com/blog -- email: info@hware.com
  2. 2. Outline • Statistics on local search. • Why your local business should pay attention to location-based services. • Engaging your target audience with location-based services. • A 6 step high-level location-based marketing action plan.
  3. 3. A short story on how I stumbled upon technology marketing tools for my small business...And how it forever CHANGED the way I do business.
  4. 4. What Is Location-Based Services?
  5. 5. Think of location-based services as bridging the gap between social networks, the internet, and real social life.
  6. 6. Local Search Is Changing the game for businesses who want to market locally online.
  7. 7. If You Are A Local Small Business Then pay attention to the following statistics.
  8. 8. 80% of searchers research online before purchasing in a 10-20 mile radius
  9. 9. Almost every local search Includes mapped results.
  10. 10. Local Search Stats 90% of online commercial searches result in offline brick and mortar purchases.
  11. 11. Local Search Stats 82% of local searches follow up offline via an in-store visit, phone call, or purchase.
  12. 12. Local Search Stats 74% of internet users perform local searches.
  13. 13. Local Search Stats 73% of online activity is related to local content.
  14. 14. Local Search Stats 80% of budgets are spent within 50 miles of the home.
  15. 15. Local Search Stats 66% of Americans use online local search like Google Local Search, Bing and Yahoo.
  16. 16. Local Search Stats 54% of Americans use the internet for local search instead of the phone book.
  17. 17. Local Search Stats 35% of all searches are local.
  18. 18. Local Search Volume is growing exponentially at 50% every year. • 1 billion local searches per month in 2009 • 1.5 billion local searches per month in 2010 (projected) • 2.3 billion local searches 2011 (projected) • 3.45 billion local searches 2012 (projected)
  19. 19. Search used to be strictly a desktop affair. That’s changing!
  20. 20. We are currently experiencing a mobile REVOLUTION.
  21. 21. The #1 access method for local information is the mobile browser with 20.7 million users per month.
  22. 22. 50% of connections to the internet are from mobile phones.
  23. 23. 90% of adult shoppers carry a phone while shopping.
  24. 24. Mobile redemption rates are already 10X higher than mail or newspaper coupons.
  25. 25. In 5 years more than half of all brands will spend 25% of their budgets on mobile.
  26. 26. Mobile is the most broadly used media in the world (more than TV or internet).
  27. 27. That means we are connected 24/7.
  28. 28. What does that mean for your local business?
  29. 29. Your customers are looking for you. Are they finding you?
  30. 30. Google Places http://www.google.com/local/add/businessCenter
  31. 31. By claiming your your business on Google Places it tells the search engines that they have the most accurate and up-to-date information about your business location.
  32. 32. Google Places It gives YOU, the business owner an opportunity to out-rank competitors by optimizing your business listing for targeted keyword sets and geographic areas.
  33. 33. Google Places Claiming your place page is important, but adding relevant content to it is what will help with rankings.
  34. 34. Your customers are talking about you. Are you listening?
  35. 35. Yelp
  36. 36. Yelp Over 38 million people visited Yelp in August 2010 to make spending decisions.
  37. 37. Yelp • Communicate with your customers privately or publicly. • Track how many people view your biz page. • Add photos, detailed biz description. • Announce special offerings. • Post up-to-date information and specialties.
  38. 38. Yelp • Added check-in capabilities in 2010 • iPhone app version 4
  39. 39. Are you following the conversation?
  40. 40. Postling is like Google Alerts meets Ping.Fm
  41. 41. Are you following the conversation where 3 million people are?
  42. 42. Foursquare • Bills itself as 50% friend finder, 30% social guide, 20% nightlife game. • Links digital and real worlds
  43. 43. Foursquare users check-in to places like • Airports • Bars • Restaurants • Starbucks on their smart phones
  44. 44. Foursquare • Check-in functionality • Earn points • Get badges • Social City Guide • Friend Finder
  45. 45. Foursquare • Specials - discounts, prizes • Point and reward system • Signs at entrances and windows • Incorporates gaming elements • Mayor
  46. 46. Top 3 Categories on Foursquare • Tv Network or Tv Show • Newspaper, Magazine or News Website • City Guides - LOCAL BUSINESSES
  47. 47. Big Brands jumping on Foursquare • Zagat - 62,573 • Bravo 61,237 • MTV - 58,494 • The History Channel - 57,136 • Bastard Jeans - 43,863
  48. 48. Learn from big brands! Check out how they are using Foursquare. • Enticing users with timed incentives • Special badges • Curated hot spots
  49. 49. NFL using Foursquare
  50. 50. Facebook Places
  51. 51. Are you connecting with a highly targeted audience online?
  52. 52. Are you reaching out to them? where they are hanging out?
  53. 53. Are you giving them incentives to buy from you?
  54. 54. Merging Technologies Foursquare + Groupon = GroupTabs
  55. 55. You know what the best part is? Most location-based services are cheap or FREE!
  56. 56. Questions to ask yourself before you jump on the bandwagon.
  57. 57. Is your online presence already optimized? • SEO Search Engine Optimization in place? • Social media tools already being used? • Clear on your message/content? • Clear on your target audience?
  58. 58. A 6 Step Location-Based Marketing Action Plan
  59. 59. 1. Be clear on who your target audience is.
  60. 60. ...and where they are hanging out online and offline.
  61. 61. 2. Set clear and realistic goals.
  62. 62. 3. Identify the best location- based services for your business.
  63. 63. 4. Take Action! • sign up for key location- based services • start engaging, promoting, incentivizing • monitor your biz online • respond • convert to sales
  64. 64. 5. Track and measure results.
  65. 65. 6. Adapt • Review • Revisit • Rethink • Revise • Repeat
  66. 66. The ultimate ROI Return On Investment The LBS you implement needs to increase sales and revenue.
  67. 67. Otherwise, it’s just another online tool to distract you from your Small Biz.
  68. 68. This concludes Taking Your Local Business To The Next Level With Location-Based Services. Thank You!
  69. 69. For more FREE Small Biz tips and strategies sign up for Hware’s Blog at www.hware.com/blog
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