Local Search Marketing - Getting Found in a Crowded Local Market

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Your future patients, clients and customers are going to find you one of two ways: referral from a family member or friend, or a local search using keywords containing a local component. And if they look online and you aren't there, or worse, you are there with negative reviews and an inconsistent brand, they will choose someone else to meet their needs. So in order to effectively compete in today's market, you need a high quality online presence that is consistent, controlled by you and helps your business or practice stand out from the rest.

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  • Only 27% of adults between 35-44 use the Yellow Pages and newspapers as their primary source of business information (it’s even lower for 25-34 year-olds, with only 15% relying on print mediums)
  • Is your brand – name, logo, color scheme consistent and aligned with your personality?Is your website up to date and easy to navigate?Is your presence on social networks consistent and project your value?Set up Google Alerts for your name and your business name
  • These are the critical online strategies that will be effective for a dental practice.
  • Take control of your online presence: Register your own domainPurchase a hosting planResearch keywordsBuild your site in WordPressDetermine if you will blog or have some other content strategyOptimize your website using your keyword listAdd Google analytics and Webmaster tools to track progress
  • Make a prominent button on your website to encourage people to review you on Google
  • Create a system that works for you.
  • Remember:
  • Seek help but stay in controlOutsource when necessary to reputable resourcesAutomate when it makes senseStay aware of how you are perceived onlineRespond to incoming requests
  • Local Search Marketing - Getting Found in a Crowded Local Market

    1. 1. Debra Murphydebra@masterful-marketing.comwww.facebook.com/MasterfulMarketing
    2. 2.  Consumer Trends – Your Local Search Opportunity  Getting Started – Your Simple Online Marketing Plan  Determine your web presence  Define your online marketing strategy  Establish your online home base  SEO – Optimize around your top keywords  Claim your local business listings  Generate patient reviews  Grow your practice with social media  Consistency is critical – Create a system for marketing  Get Help – Tools that Simplify  Own your web presence© Masterful Marketing®
    3. 3. 97% of consumers search for 3 billion searches each monthlocal businesses online are for local-based keywordsConsumers are 69% more likely 82% of local searchers follow upto use a business if they find with phone call or in persontheir information online 61% of online local searches result in an offline purchase© Masterful Marketing® Sources: Google SWSX 2011, Comscore, TMP 3
    4. 4. Only 16% of local businesses By 2015, 40% of the totalhave claimed their Google marketing budget for smallPlaces page businesses will be spent on online marketing (BIA/Kelsey) Only 27% of 1500 businesses surveyed actively optimized their site for local search (Marketing Sherpa)© Masterful Marketing® 4
    5. 5. Web Presence Analysis Review & Consistent Adjust Brand Clear Action Plan Messages Strategies© Masterful Marketing® 5
    6. 6. Search for your name and business – what’s your first impression?© Masterful Marketing® 6
    7. 7. a Social Local Search Media Marketing© Masterful Marketing® 7
    8. 8. www.midtowndentistry.com © Masterful Marketing® 8
    9. 9. Which makes the biggest impact on your lead generation goals? Social PPC Media 34% Marketing 25% SEO 41% Webmarketing 123 - 2011 State of Digital Marketing Report© Masterful Marketing® 9
    10. 10. Local Search Marketing© Masterful Marketing® 10
    11. 11. Used by less than 50% Marketing Sherpa 2011 Search Marketing Report – SEO Edition© Masterful Marketing® 11
    12. 12. Really? Marketing Sherpa 2011 Search Marketing Report – SEO Edition© Masterful Marketing® 12
    13. 13. Write a Review© Masterful Marketing® 13
    14. 14. Social Media© Masterful Marketing® 14
    15. 15. Daily Schedule Posts and Tweets Respond to Connections Weekly Add new content Review Alerts Bi-Weekly Review Analytics Ask for Reviews© Masterful Marketing® 15
    16. 16. © Masterful Marketing® 16
    17. 17. Outsource when necessarySeek help but stay in control to reputable resources Stay aware of how you are perceived online Automate when it makes sense © Masterful Marketing® 17

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