Is your marketing local? Learn why local is critical to any online marketing program - and practical, easy tips you can use to make sure your marketing helps you reach local customers.

1. Copyright 2013, ReachLocal, Inc.1
Your Marketing Sucks:
Why You Need to
Think Local
Tiffany Monhollon
Senior Content Marketing Manager
@tmonhollon

2. Copyright 2013, ReachLocal, Inc.2
Local Matters

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Local Marketing Fail
Marketing organizations are failing at some core
tactics of local marketing:
• 45% are not doing geo-modified paid search
• 40% are not managing local business listings
• 34% are not doing online directory ads
• 55% are not on local online review sites

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Why Local?
• Search is Local
• Places are Local
• Mobile is Local
• Customers are Local

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Search engines are the #1 source of online
information on local businesses for local consumers.
By 2015, 30% of all searches will be local, compared
with 12% in 2009 (MarketingProfs)
Search is Local

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PAID Search
1) Localize Your Search
Engine Advertising
• Quickly generate leads
– Phone calls
– Emails
– Web forms
• What portion of your search
budget is allocated to local
keywords?
– Geo-located search
– Direct local keyword
• Local ad extensions
Search is Local

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ORGANIC Search
2) Create a Localized
Content & Keyword Strategy
• Owned and non-owned
• Local/regional blogs
• Local/regional teams
writing
• Bylined articles in local
publications
• Local versions of SEO-
optimized Press Releases
Search is Local

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3) Create a Localized
Social Media Strategy
• Coordinate posts with local
content strategy
• Use same keyword strategy
for social posts
• Consider local social media
pages
• Create a solid social media
policy & training
– Supports your strategy
– Helps avoid rogue
accounts
Search is Local

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Places are Local

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Google+ Local Pages
• Account for 33% of visits to
local business websites
• 59% of consumers use
Google every month, and
to locate a good local
business (31% every week)
• Google Listings + Organic
Search account for
58% of visits to local
business websites
Source: BrightLocal
Places are Local

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4) Claim & Optimize Google+ Local Pages
• Google Places is now Google+ Local
– Google+ Business Page (Social)
– Google+ Local Page (Listing + Maps)
• Claim Your Listing If
– You have not previously claimed it
– You want to merge a business page and a listing
• For Multilocation Businesses
– Google does not support merging multiple pages
to one business page
Places are Local

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Get the Ebook!
http://bit.ly/rlgooglepluslocal
Places are Local

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• 77% have contacted a business via mobile
– 61% called
– 59% visited the business
• 88% of mobile users searching for a business take
action within a day
• 9 in 10 smartphone searches results in an action
• 84% of mobile searchers look for local retailer
information (phone, address, hours)
• 52% of local-mobile search clicks turned into calls
Mobile is Local

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5) Create a Mobile-Optimized Site
– Is your mobile site optimized for local/mobile
search?
– Mobile landing pages for localized sites and
advertising
Mobile is Local

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6) Invest in Mobile Search
Engine Advertising
– According to
Nielsen, Google search
reaches 71.9% of the
Android smartphone
audience
– 80% of all searches
conducted via
smartphone are for local
products and services
(MarketingProfs)
Mobile is Local

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7) Claim Mobile Maps &
Location-Based Services
– Google+ Local /
Google Maps
– Foursquare page
– Facebook Page
(mobile check-ins)
Mobile is Local

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8) Localize Your Mobile
Apps Strategy
Brand Apps
• Is your App localized?
– Local search
– Local content
– Source of local info
• Are you thinking outside
your App?
Mobile is Local

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8) Localize Your Mobile Apps
Strategy
Third-Party Apps
• In-App Advertising
• In-App Search
– Directories + review sites
• Yelp
• Urbanspoon,
• Citysearch
• Yellow pages
– Location-based services
Mobile is Local

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100% of Customers
are Local
(to somebody)

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Customers are Local
9) Local Reviews & Reputation Management
- Review sites organized by local (not brand)
- Google+ Local
- Reviews
- Zagat 30-pt rating
- Claim and optimize pages
- Create a review request process
- Involve teams
- Use systems
- Create fliers, posters, postcards for locations

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Customers are Local
Get the Ebook!
http://bit.ly/rlormebook

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Customers are Local
10) Find & Empower Local
Brand Ambassadors
• Community Management
• Local Events
• Power Users
• Content Creation
• Content Curation
• Contests

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How Will You Think Local?
Tiffany Monhollon
Senior Content Marketing Manager
@tmonhollon
reachlocal.com