Local: The Evolution of Local Online Marketing

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Inspired by my video: Local Is the New Black - http://www.youtube.com/watch?v=L9glA_1kCFo In this presentation I review my perception of the timeline and evolution of Online Marketing at it applies to local businesses.

Business owners have more power and control over their web presence than ever before. And at the end of the presentation show examples of some very generic terms that are providing local search results.

It's not all about SEO though - it's about attracting new customers to your business.

To get more help with your online marketing plans visit: http://www.michellechance.com

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Local: The Evolution of Local Online Marketing

  1. 1. The Evolution of Local Online Marketing It works if you work it. Michelle Chance-Sangthong Online Marketing Goddess
  2. 2. About Michellen Entrepreneur, Author, Consultant, and Speakern Worked in Online Marketing since 1996n Generated Millions in Online Retail Salesn Works with Business to get MORE from their online marketingn Portfolio includes Local, National and Fortune 500 Clients Michelle Chance-Sangthong Online Marketing Goddess
  3. 3. 1997n Most businesses didn’t have websitesn The ones that did mostly suckedn My employer (a $200 Million corporation) had a single web page for all 17 divisionsn The Web Directory YAHOO! was still pretty newn Amazon.com was 2 years old
  4. 4. 2000n Few “local” businesses have websitesn The ones that did still suckedn My employer had 10 different websites I was managingn Google was still the “New Kid on the Block”
  5. 5. 2006n More “local” businesses have websites, but don’t know how to “show up” in searchn Google had evolved into the 800 pound Gorillan Self-edited Directories like Merchant Circle were in their infancyn Web 2.0 was rapidly evolvingn Google Universal Search showing a variety of results is just around the corner
  6. 6. 2009n Thanks to Web 2.0 local businesses don’t need a website to be found (but should still have one)n Google has turned search personal - providing personalized search results based on your searchesn Businesses are now advertising their FACEBOOK page on TV and other median The first iPhone is 2 years old and Mobile search is in its infancy
  7. 7. 2010n Successful local businesses are embracing the online marketing as a viable marketing mediumn Search (Google and Bing) now includes a SOCIAL signal in the resultsn LinkedIn allows “Open Groups” that are now web searchablen Local search has “truly arrived” as stated in David Mihm’s 3rd Annual Local Search Factors Report
  8. 8. 2013n Social is the new search ... sort ofn We TRUST our “friends”n Recommendations and reviews are driving new shoppers into the “local movement”.n Local businesses are appearing along side big brands for generic search term.
  9. 9. Searching for Gluten Free Cake brought listed aBLOG, a BRAND, and a JACKSONVILLE GLUTEN FREE BAKERY
  10. 10. The search for office supplies still give big brands, but on page one, below the fold... there is still a Jacksonville Office Supplies Company
  11. 11. Your Piece of Local Pien This not about “SEO” it’s about visibility in the “local” view: Maps, Mobile, Review Sites, Geo-Targeted Ranking.n Plan to Measure Your Resultsn 3 Options: n Do Nothing n Do It Yourself n Hire a Professional
  12. 12. Do Nothingn You don’t have to do anything ... there’s no law requiring it. But if you want your business to sustain and grow - you at should look at the possibilities.
  13. 13. Do It Yourselfn Allocate time. 2 - 4 hours per week and plan to do a little each business day.n Create data snapshot of your current visibilityn You need photos, several 100 - 1000 character written business descriptions,n Make sure your local business affiliation websites include your company information and link to your website
  14. 14. Do It Yourselfn Update your website and other listings to include local ranking factors shown here: http://www.davidmihm.com/local-search-ranking-factors.shtml
  15. 15. Do It Yourselfn Update directory & business listings with consistent Name, Address, Phone Number & Website information.n Use http://getlisted.org/ to get started.n TIP: For many verifications you’ll need to answer your business phone line and listen for automated instructions, most won’t work with auto attendant or dialing extensions.
  16. 16. Do It Yourselfn Plan to Maximize Each Listingn Claim Google Business Page & Google Plus Pagesn Update your Facebook and LinkedIn Pagesn Look for ways your business can leverage YouTube, Slideshare, and other document sharing sites.
  17. 17. Hire A Professionaln Allocate a budget: $400 - $1,200 per month for 3-6 months.n Provide access to company photos / videos / menusn Participate with topics in the content developmentn Approve items quickly - for best use of allocated time
  18. 18. Measure ...n Compare results on a monthly basis in 3 ways: n Exposure - are you more visible online than before? n Are more customers calling or visiting your store from your online presence*? n Have sales increased from online marketing efforts? ✴ You’ll have to ASK every new customer ... how did you hear about us to get the best measure of this.
  19. 19. Need More Help?n Michelle Chance-Sangthongn Call: 904-654-2012 for New Client Interviewsn Connect on LinkedIn: http://www.linkedin.com/in/MichelleChanceSangthongn Free Online Marketing Tips on Facebook http://www.facebook.com/MichelleChanceSangthong

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