This document summarizes a presentation about local digital marketing opportunities given by Mike Corak. It discusses managing local listings across platforms, creating localized content and assets, engaging in local social media, implementing local paid search and media campaigns, and personalizing direct marketing efforts using local customer data. The presentation emphasizes starting with accurate local business data and using a "local digital marketing lens" to optimize efforts across various channels.

1. LOCAL DIGITAL MARKETING
MORE THAN A PIN
Presented by:
Mike Corak
@mikecorak #LocalDigital

2. So, You’re
Probably
Wondering…

3. Who is this
Mike guy
and why is
he up here?

4. Well, here’s some background…
Digital strategist and GM at DAC
Group
Award winning program design
and execution for folks like…
@MikeCorak

5. @mikecorak #LocalDigital

6. @mikecorak #LocalDigital
LASERS

7. @mikecorak #LocalDigital

8. PLEASE PREPARE
YOUR
LASERS NOW

9. Release
I, (insert your name), swear that
I will not burn anyone’s eyes out with
my laser, especially Mike’s
I Accept These Small Print Terms of Laser Usage
@mikecorak #LocalDigital

10. Agenda
Local Digital Marketing
Opportunities
For Large and Small
Organizations
We’ll try to have some fun
along the way!
@mikecorak #LocalDigital

11. Quick Poll:
What size company do you represent?
Enterprise SMB
@mikecorak #LocalDigital

12. What is
Local
Digital
Marketing?

13. Local Digital Marketing = Listings

17. What Drives
Voice Search?
Technical Factors
Snippets + optimization
techniques similar to both
mobile and local
presence management.

18. Map Listings, Briefly

19. 81% of consumers go
online to search for
products and services to
make local buying
decisions. Nearly a third
then purchase.
Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail-
Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf
Why Local Listing
Management Matters
19

20. Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224
73% of people lose trust in a
brand when their listings are
incorrect
20
Why Local Listing
Management
Matters

21. You Need To Be
Found Here…
21
@mikecorak #LocalDigital

22. Yet, We Still See This!
• Unclaimed listings
• Poor categorization
• Ignoring Linking Best
Practice
• Lack of Content and
Reviews
• TERRIBLE USER
EXPERIENCE!
@mikecorak #LocalDigital

23. + THIS ONE’S AT AN AIRPORT!
@mikecorak #LocalDigital

25. Basic Local Search Ranking Guide
• Claim your listings on all relevant sites
• Choose your categories wisely
• Manage and distribute your data
• Link them to your site store pages
• Have an active presence
• Test and refine
@mikecorak #LocalDigital

26. How Much Does
the Right Local Listings
Tool Matter?
A Lot Not Much
@mikecorak #LocalDigital

27. Insider Info: Tools Don’t
Differentiate Enough to Matter
Much in Results.
Effort and Know How,
Not Tech, Ultimately Moves
the Needle.
@mikecorak #LocalDigital

28. Local Search
Ranking Factors
Sounds a little like SEO
6-8 years ago, right?
Google My Business
19.01%
Citations
13.31%
On-page
13.81%
Links
17.31%
Reviews
13.13%
Social 3.53%
Behavioral
10.17%
Personalization
9.76%

29. Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets Data

30. Local Digital Marketing is a Lens, Not a Listing
@mikecorak #LocalDigital

31. Local Digital Marketing Hierarchy
Direct
Media
Social
Assets
Listings
Data

32. It All Starts with Your Data
@mikecorak #LocalDigital

33. Data Anywhere
Local Presence
Management
Locator
API
API
API
Custom
Feeds
Content
Content Content
Content
@mikecorak #LocalDigital

35. @mikecorak #LocalDigital
Localized Assets (Website and Beyond)

36. You’re all responsive by now right?
Yes No
I Don’t
Know
M-Dot /
Adaptive
@mikecorak #LocalDigital

37. Mobile Maturity Checklist
• Mobile first experiences (content, design,
email, site, landing pages, apps, etc.)
matching mobile needs and intent
• Locally focused SEO efforts and content
• Local marketing integration
• Mobile analytics and optimization
@mikecorak #LocalDigital

38. Local Schema Markup
https://www.schemaapp.com/tutorial/how-to-do-schema-markup-for-local-business/

39. Localized Content
@mikecorak #LocalDigital
Where Do I start?
• Answer top local
questions
• Examples:
Proximity,
events,
attractions,
guides, tips

40. Other Local Content Opportunities
• Deep location information – custom
directions, employee images, local phone
numbers, local inventory
• Local community information
• Local employment opportunities
• Posting to local content hubs
• Engaging with local influencers
@mikecorak #LocalDigital

41. Localized Assets:
Who Has the Edge?

42. Local Social
@mikecorak #LocalDigital

43. Social: Review Stats
92% of people regularly read reviews
90% say reviews influence their purchase
88% of people trust online reviews from
stranger as much as their friends
It only takes one to three negative reviews for
most people to decide not to buy
@mikecorak #LocalDigital

44. Social: Reviews are Hard to Come By
@mikecorak #LocalDigital

45. Local Social Opportunities
• Manage local reviews and offer contacts
• Look for technology to help
• Post locally relevant content
• Publicize community involvement, engage with
local influencers, and build reputation
• Target locally and amplify with media
• Solicit reviews from all angles
@mikecorak #LocalDigital

48. Local Digital Media

49. Local Paid Search Opportunities
Map Ads Promoted Pins
Other Upcoming
Opportunities:
In-store promotions,
business pages with local
inventory, and who knows
what else?
@mikecorak #LocalDigital

50. Local Paid Media Opportunities
+ local paid social campaigns
+ mobile ads
+ display targeted locally
+ programmatic @mikecorak #LocalDigital

51. Online to Offline Tracking/Reporting
Beacons Ad Platform Tracking
Examples
All present challenges but getting better by the day

52. Localized Digital Media:
Who Has the Edge?

53. Localized Direct Marketing

54. Customer Information + Local Data
• True Personalization
• Experience Building
• All Using Your Local
Data in New Ways
@mikecorak #LocalDigital

55. Where Can We Personalize and Add
Local Relevance?
• Email
• Text
• Direct Mail
• Coupons
• Etc.

56. Now Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets Data

57. One of These? Or These? Maybe These? Could It Be? I Don’t Know…
1 11 21 31 41
2 12 22 32 42
3 13 23 33 43
4 14 24 34 44
5 15 25 35 45
6 16 26 36 46
7 17 27 37 47
8 18 28 38 48
9 19 29 39 49
10 20 30 40 50
Last Break: What Number Am I Thinking Of?

58. YOU WIN THE BOURBON!!!
@mikecorak #LocalDigital

59. Thank You For Having Us
@mikecorak #LocalDigital
Mike Corak
VPGM DAC Group
@mikecorak
mcorak@dacgroup.com