Building and Executing Online Localized Marketing Strategy - MN AMA January 19, 2010

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Presentation slides for MN AMA's "Building and Executing Online Localized Marketing Strategy" event, presented by Nina Hale, President & CEO of Nina Hale Consulting on January 19, 2010.

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  • I’m going to cover a lot, but not everything. I will cover the basics of local targeted advertising online. I won’t cover a lot of mobile apps like foursquare or much bahavioral targeting like using Yahoo APT platform, or much on coupons and promotions like groupon.com. But all of these topics are worthy ones, and if you want to learn more, I’ll have some links at the end.
  • Some one who is currently in a location Looking for services there. “Auto repair Golden Valley”Not specifying a location but who may exhibit localized behavior “best dentists” “used cars” “office manager jobs”Someone who isn’t in a location but wants something there. “best family neighborhoods in San Diego” “hotels near MOMA in NYC”Targeting a business to someone in a specific location who may not be actively looking for something, but who exhibits certain behavior, demographics, or interests.
  • Some one who is currently in a location CLICKLooking for services there. “Auto repair Golden Valley”Not specifying a location but who may exhibit localized behavior “best dentists” “used cars” “office manager jobs” CLICKSomeone who isn’t in a location but wants something there. “best family neighborhoods in San Diego” “hotels near MOMA in NYC” CLICKTargeting a business to someone in a specific location who may not be actively looking for something, but who exhibits certain behavior, demographics, or interests. I’ll have a few examples of this
  • Self Select your location by the search
  • Here we see all the locations based on IPCLICK for AOL question – with Virginia servers – if the can’t find
  • And they know exactly where I am. Because I have it integrated to my phoneBut of course I can switch my location manually and fool them. For example last year my default location was the discovery of something looking suspiciously like Atlantis.
  • Everytime you create a profile or an email account you set your location preference. This allows advertisers to target advertising to people JUST LIKE YOU
  • And I know what you like and where you are, I can target advertising exactly to you. CLICKThis may not have a big market, but with a little creativity, I can make it larger - CLICK
  • Social Media SitesReview SitesSearch EnginesPhonesWeb Surfing“Search Engines” – YouTube, eBay
  • The top 4 above are all larger and many of the companies are the list are clearing houses for those ones. Reach local for example is a google reseller. YellowpagesAutotrader.comInteractive corp – ask, citysearch, eviteCareer builderMonsterYellowboookNewspaperscraigslist
  • Maps – Getting your business listed in a local business directorySEO – Optimizing the content on your website for the locationSEM, pay-per-click search adsBanner Ads – Content Networks Reviews & Social
  • Red Wing is a client of ours and we claimed all their listings. To claim a listing you have to manully verify the listing CLICK which consists of a phone call to the location itself, or a postcard. If you change either you have to reverify. It’s not a very long percedure but until it hasn’t been scalable. So when you think about one location taking about an hour to claim and enhance it’s not a big deal, but 1000 locations…
  • Reports:Searches! CLICKActions! CLICKDirections! CLICKFREE CLICKS
  • The most important thing for natural search results on locations is to give an individual page for each location. CLICK This helps the search engines know you actually serve that areaNext is the make sure you also put the locations into web copy, urls, meta code, etc CLICK. You have to put unique copy on all pages otherwise the searchenegines may just see a lot of duplicate content about what you offer. Make sure you put the address on the page itself. CLICK Seems like a no-brainer, but what we find is that website with only one address won’t have the address in the persistent footer across the bottomFinally, build off the work you did to get the address properly listed in the map listings. CLICK
  • Only show in certain geographiesHave ad copy for different locationsSet different rules and bidsSync to local business listingsOnly show if certain words (like locations in the ad copy
  • Th
  • Set up PDA Campaigns in PPC ad campaignsIncorporate into searchesCreate .mobi pages for each locationSync locations from Google maps to ads for smart phones (this also triggers a click-to-call)Tons of apps
  • How to do this? First make sure you’re listed – CLICKPut it in the right category – CLICKSee if there are other categories you could be in – And make sure it’s using the right keywords in your company description
  • With localized efforts it’s not always clear what worked. Often local online doesn’t have set integration of localized efforts, or customers won’t always go to your website. Numbers of viewsReviewsStars & RatingsDriving directionsLeadsSalesPhone callsCoupons
  • Claim your listings - everywhereAdd your address to your websiteAdd location qualifiers to social profiles and linksAdd pages for locations on your websiteConsider location advertising – paid search, content network, Facebook, Consider localized promotions like Groupon, FoursquareIf running PPC, sync your locationsIf running PPC, look into the MULTIPLE location targeting options
  • www.Google.com/LocalBusinessCenterAdWords Learning Center - Googlewww.facebook.com/advertisinghttp://www.groupon.com/http://foursquare.com/businesses/www.borrellassociates.com – research and conferenceYahoo APTwww.ninahale.com
  • Building and Executing Online Localized Marketing Strategy - MN AMA January 19, 2010

    1. 1. Local Online MarketingMN AMANina Hale, Inc.<br />
    2. 2. What You’ll Learn<br />What is local?<br />How do they find you?<br />What are main channels for online local advertising?<br />What are the ones related to searching online? And what are the basics for setting them up?<br />
    3. 3. What is local?<br />Some one who is currently in a location <br />Looking for services there. “Auto repair Golden Valley”<br />Not specifying a location but who may exhibit localized behavior “best dentists” “used cars” “office manager jobs”<br />Someone who isn’t in a location but wants something there. “best family neighborhoods in San Diego” “hotels near MOMA in NYC”<br />Targeting a business to someone in a specific location who may not be actively looking for something, but who exhibits certain behavior, demographics, or interests. <br />
    4. 4. Examples<br />
    5. 5. How did we find you?<br />Self-select your location of interest<br />
    6. 6. “sniff” your IP location<br />If they can’t determine the location (example here of AOL), it’s shown as (not set)<br />
    7. 7. Or Big Brother <br />And they know exactly where I am because I have it integrated to my phone.<br />But of course I can switch my location manually and fool them. For example last year my default location was the discovery of something looking suspiciously like Atlantis. <br />
    8. 8. Based on your login info<br />
    9. 9. If we know where you are..We can advertise to you<br />This may not have a big market, but with a little creativity, I can make it larger <br />
    10. 10. Channels to Target <br />Social Media Sites<br />Review Sites<br />Search Engines<br />Phones<br />Web Surfing<br />“Search Engines” – YouTube, eBay<br />
    11. 11. Top local adv channels<br />
    12. 12. Types of Advertising <br />Maps – Getting your business listed in a local business directory<br />SEO – Optimizing the content on your website for the location<br />SEM, pay-per-click search ads<br />Banner Ads – Content Networks <br />Reviews & Social<br />
    13. 13. Maps<br />Top 3 Factors:<br />Claim it!<br />Distance from “Centroid”<br />Reviews & Pages<br />
    14. 14. Local Maps<br />Reports:<br />Searches!<br />Actions!<br />Directions!<br />FREE CLICKS<br />
    15. 15. SEO<br />A page for EACH location<br />Use the location in keywords, and page copy, meta code<br />Have the address on the web page<br />Build off the work you did to get your address listed in the maps<br />
    16. 16. PPC – Tons of Options<br />Only show in certain geographies<br />Have ad copy for different locations<br />Set different rules and bids<br />Sync to local business listings<br />Only show if certain words (like locations are in the ad copy<br />Small But Mighty<br />
    17. 17. Pay-Per-Click: Options<br />Ads show only in targeted locations, on a variety of websites. People see them when reading those sites. <br />Images<br />Text<br />Ad copy can be localized or generic<br />
    18. 18. Facebook PPC<br />
    19. 19. WHERE and How? - Mobile<br />Set up PDA Campaigns in PPC ad campaigns<br />Incorporate into searches<br />Create .mobi pages for each location<br />Sync locations from Google maps to ads for smart phones (this also triggers a click-to-call)<br />Tons of apps<br />
    20. 20. Where and How - Reviews<br />
    21. 21. A peek at Social Local<br />
    22. 22. HOW to Measure<br /><ul><li>Numbers of views
    23. 23. Reviews
    24. 24. Stars & Ratings
    25. 25. Driving directions
    26. 26. Visits to site / Search rank
    27. 27. Coupons
    28. 28. Phone calls
    29. 29. Leads
    30. 30. Sales</li></ul>Web Analytics<br />Clear Pixels<br />Reports!<br />
    31. 31. Where to start?<br />Claim your listings - everywhere<br />Add your address to your website<br />Add location qualifiers to social profiles and links<br />Add pages for locations on your website<br />Consider location advertising – paid search, content network, Facebook, <br />Consider localized promotions like Groupon, Foursquare<br />If running PPC, sync your locations<br />If running PPC, look into the MULTIPLE location targeting options<br />
    32. 32. Resources <br />www.Google.com/LocalBusinessCenter<br />AdWords Learning Center - Google<br />www.facebook.com/advertising<br />http://www.groupon.com/<br />http://foursquare.com/businesses/<br />borrellassociates.com – research and conference<br />Yahoo APT<br />http://www.ninahale.com<br />

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