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

Local Online MarketingMN AMANina Hale, Inc.

What You’ll Learn
What is local?
How do they find you?
What are main channels for online local advertising?
What are the ones related to searching online? And what are the basics for setting them up?

What is local?
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.

Examples

How did we find you?
Self-select your location of interest

“sniff” your IP location
If they can’t determine the location (example here of AOL), it’s shown as (not set)

Or Big Brother
And they know exactly where I am because I have it integrated to my phone.
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.

Based on your login info

If we know where you are..We can advertise to you
This may not have a big market, but with a little creativity, I can make it larger

Channels to Target
Social Media Sites
Review Sites
Search Engines
Phones
Web Surfing
“Search Engines” – YouTube, eBay

Top local adv channels

Types of Advertising
Maps – Getting your business listed in a local business directory
SEO – Optimizing the content on your website for the location
SEM, pay-per-click search ads
Banner Ads – Content Networks
Reviews & Social

Maps
Top 3 Factors:
Claim it!
Distance from “Centroid”
Reviews & Pages

Local Maps
Reports:
Searches!
Actions!
Directions!
FREE CLICKS

SEO
A page for EACH location
Use the location in keywords, and page copy, meta code
Have the address on the web page
Build off the work you did to get your address listed in the maps

PPC – Tons of Options
Only show in certain geographies
Have ad copy for different locations
Set different rules and bids
Sync to local business listings
Only show if certain words (like locations are in the ad copy
Small But Mighty

Pay-Per-Click: Options
Ads show only in targeted locations, on a variety of websites. People see them when reading those sites.
Images
Text
Ad copy can be localized or generic

Facebook PPC

WHERE and How? - Mobile
Set up PDA Campaigns in PPC ad campaigns
Incorporate into searches
Create .mobi pages for each location
Sync locations from Google maps to ads for smart phones (this also triggers a click-to-call)
Tons of apps

Where and How - Reviews

A peek at Social Local

HOW to Measure
Numbers of views
Reviews
Stars & Ratings
Driving directions
Visits to site / Search rank
Coupons
Phone calls
Leads
Sales
Web Analytics
Clear Pixels
Reports!

Where to start?
Claim your listings - everywhere
Add your address to your website
Add location qualifiers to social profiles and links
Add pages for locations on your website
Consider location advertising – paid search, content network, Facebook,
Consider localized promotions like Groupon, Foursquare
If running PPC, sync your locations
If running PPC, look into the MULTIPLE location targeting options

Resources
www.Google.com/LocalBusinessCenter
AdWords Learning Center - Google
www.facebook.com/advertising
http://www.groupon.com/
http://foursquare.com/businesses/
borrellassociates.com – research and conference
Yahoo APT
http://www.ninahale.com

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

by MN AMA on Jan 21, 2010

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