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Local and Mobile Marketing: Case Study and Resources
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  • 1. Local and Mobile Marketing:Case Study and Resources
    Gene Murray
    Local Mobile Colorado LLC
    LocalMobileColorado.mobi
    LocalMobileColorado@gmail.com
    Mobile Alerts: text lomoco.mobile to 77948
  • 2. Part One - Local Marketing
    First, you must consider local marketing.
    Essentially, you must look at Google Places
  • 3. Search: aurora colorado dentist
  • 4. Your Google Places Goal
    Only 8 percent of businesses have claimed their Google Places Page – be one of them!
    Your claimed page should contain complete and accurate information.
    Your Google Places page should have the highest page rank possible.
    That means your listing will appear as close to the top as possible in Google Places.
  • 5. How to Reach Your Goal
    Create your business description, choose main word(s)
    Long tail keyword research to create a keyword list using Google AdWords
    On-page SEO using high-frequency keywords
    Off-page SEO Using a Link Hub of Online Business Directories
    Drive traffic to your hub website
    Link your Google Places Page to your hub website
  • 6. Case Study
  • 7. Original Business Description
    Marketing consultancy and services for all types of businesses. Services include: mobile website design and hosting; local mobile marketing services; SMS messaging lists; DNS configuration; QR codes, all code actions and tracking.
  • 8. Google AdWords Example
  • 9. Keyword Research Example
    Main keyword:
    mobile marketing
    phone
    trends
    campaigns
    company
    solutions
    media
    sms
    services
    software
    platform
    local
    reseller
    consultant
    text message
    phone
    event
    strategy
    statistics
    b2b
  • 10. Create Longtail Keywords
    Mobile phone marketing campaigns
    Text message SMS solutions
    B2B software (and) services reseller
    Consultant (on) trends strategy (and) statistics
    Meaning unclear:
    Local media event platform
    Missing:
    Mobile website design (and) hosting
  • 11. Optimized Description
    Localmobilemarketingcompany with services for all types of businesses. Services include: mobilephonemarketingcampaigns; textmessageSMS broadcast solutions; B2Bsoftware and servicesreseller; mobile website design and hosting; QR codes and toll-free numbers with tracking.
    Keyword count: 19
    Unique Keyword count: 16
    Note: Keywords are shown in RED.
  • 12. Original Description Revisited
    Marketing consultancy and services for all types of businesses. Services include: mobile website design and hosting; localmobilemarketingservices; SMS messaging lists; DNS configuration; QR codes, all code actions and tracking.
    Keyword count: 9
    Unique Keyword count: 5
    Note: Keywords are shown in RED.
  • 13. Internet Marketing: Link Wheel
  • 14. Online Business Directories
    MerchantCircle.com
    YellowPages.com
    local.Yahoo.com
    SuperPages.com
    YellowBot.com
    InsiderPages.com**
    HopStop.com
    Centerd.com
    ** specialty
    Local.com
    Where.com
    City.com
    Kudzu.com
    Judysbook.com
    Yelp.com
    Yellowpages.aol.com
    CitySearch.com*
    * not free
  • 15. Offline Marketing – Link Spokes
  • 16. Page Rank Strategies
    Option A – You Have an Existing .com Website
    All links should point to your existing website
    Option B – You Don’t Have an Existing Website
    All links should point to ONE of your merchant pages such as MerchantCircle.com/yoursite
    Note: You don’t have to have an existing website
    Your Google Places page must reference the page at the center of your link spokes to get the highest page rank!
  • 17. Google Overhauls Places Pages
    Latest Changes Effective Thursday, 21 July 2011
    Third-party-site, review snippets are no longer directly shown.
    Now, only reviews from Google users are directly shown.
    Links to third-party sites (and reviews) appear after showing a selection of Google user reviews.
    Two, cherry-red “Write a review” buttons.
    More obvious “Upload a photo” button.
  • 18. Write A Review Buttons
  • 19. Google User Reviews
  • 20. Third-Party Reviews
  • 21. Quick Group Activity
    How can my business creatively use local marketing?
  • 22. Part Two – Mobile Marketing
  • 23. Local Mobile Marketing Inputs
    SmartPhones & Apps
    SMSBroadcasts
    MobileWebsites
    QRCodes
  • 24. Decorated QR Code Example
    http://LocalMobileColorado.mobi
  • 25. Smart Phones & Mobile Websites
  • 26. URL Choices (With QR Codes)
    Top-Level Domain Solution
    (a) LocalMobileColorado.mobi
    (b) LocalMobileColorado.com(redirect script)
    Subdomain Solutions
    (c) mobile.LocalMobileColorado.com
    (d) m.LocalMobileColorado.com
    Directory Solution
    (e) LocalMobileColorado.com/mobile
    (a)
    (b)
    (c)
    (d)
    (e)
  • 27. Email vs. SMS (Texting)
    Email broadcast
    List size: 100%
    Bounce rate: 3%
    Open rate: 9%
    Click rate: 3%
    Conversionrate: 2%
    Actual results: 6 July 2011
    Aweber, double opt-in list
    SMS broadcast
    List size: 100%
    Bounce rate: low
    Open rate: 98%
    Click rate: N/A
    Conversionrate: depends
    Source: Quentin Brown, et al
  • 28. SMS Broadcast Control Panel
  • 29. SMS Providers
    YepText
    live.yeptext.com
    Ez Texting
    eztexting.com
    Text SMS Marketing
    textsmsmarketing.com
    YeeZ Mobile
    yeez.com
    TXT180
    txt180.com
  • 30. Mobile Sites and QR Codes:Analytics, Reporting & Tracking
    PercentMobile – a hosted mobile analytics service
    percentmobile.com
    VentiPix.com – a web-based, PHP application that you host on your own server and domain
    ventipix.com
  • 31. SMS Broadcast Campaigns
    text keyword.group to short-code, example:
    text lomoco.qr to 77948
    Decode = SMSTO:77948:lomoco.qr
  • 32. QR Codes For Reviews
    X
  • 33. Now, This Is Mobile Marketing!
  • 34. Local Mobile Marketing Benefits
    Localized
    Timely
    Accessible
    Targeted
  • 35. Fortune 500 Usage
  • 36. DIY Option 1
    Mobile simulator and template
    LocalMobileColorado.com/simulator
    $11.95
    Mobile website online training
    Discount code: warrior
    $67.00 @ 50% = 33.50
    Discount code: mobilesim
    $67.00 @ 30% = 46.90
    Discount code: template
    $67.00 @ 20% = 53.60
    LocalMobileColorado.com/training
  • 37. DIY Option 1 - Example
  • 38. DIY Option 2
    Mobile Site Pro - PHP script installed on web host
    Single License, $19.97
    (a) LocalMobileColorado.com/mspro
    Developer 10-pack, $47.00
    (b) LocalMobileColorado.com/mspro10pak
    Demo site:
    (c) LocalMobileColorado.com/mobisitepro/view
    (a)
    (b)
    (c)
  • 39. DIY Option 2 - Example
  • 40. DIY Option 3
    Hosted Development Platforms
    Most do not let you download your mobile site
    You must host your mobile site with platform owner
    Platform owner benefits from traffic flow
    May require technical expertise to use effectively
    High monthly fees, especially if you only develop one or a few sites
    Mainly intended for developers of multiple sites
    Recommended:
    GoLocalMobi.com
  • 41. DIY Option 3 - Example
  • 42. Quick Group Activity
    How can my business creatively use mobile marketing?
  • 43. Part Three - Resources
  • 44. ML Marketing Resources I
    Long tail keyword research
    Keyword tool/Google AdWords – https://adwords.google.com/select/KeywordToolExternal
    Domain name registration
    GoDaddy - LocalMobileColorado.com/godaddy
    NameCheap - LocalMobileColorado.com/namecheap
    Website hosting
    Hostgator - LocalMobileColorado.com/hostgator
    DNS configuration
  • 45. ML Marketing Resources II
    Mobile website design and training
    LocalMobileColorado.com/simulator
    LocalMobileColorado.com/training
    LocalMobileColorado.com/mspro
    GoLocalMobi.com
    QR codes, all code actions
    keremerkan.net/qr-code-and-2d-code-generator
    Online QR code decoding
    OnlineBarcodeReader.com
  • 46. ML Marketing Resources III
    SMS Broadcast campaigns:
    TXT180 – LocalMobileColorado.com/txt180
    Toll-free phone numbers with tracking
    Kall8 – LocalMobilecolorado.com/kall8
    Email autoresponder
    Aweber - LocalMobileColorado.com/aweber
    Google Places
    google.com/places
    Google Maps
    maps.google.com
  • 47. Trends To Watch For
    Google+
    Google’s answer to Facebook
    Google +1
    Google’s Equivalent to Facebook’s Like
    Groupon integration with SMS lists
  • 48. Thank you!
    Questions?