6 Key Things National
Brands Need To Know
About Local Marketing
@balihoo
@logmycalls
#localmarketing
About Balihoo
Balihoo Enables Brands to Translate National
Marketing Strategy in to Local Execution
The Balihoo Team
Susan Tormollen
Branding + Integration
Alden Dale
Technical Marketing
Marcie Ellison
Email Marketing
Cale...
The 6 Key Things…
1.Local Websites
2.Local Registrations
3.Email Marketing
4.Focus on Local Data
5.Call Tracking
6.Nationa...
LOCAL WEBSITES
The Hub of Local Marketing
What are Local Websites?
Local websites are the hub for all local marketing tactics
Co-branded, geographic-specific sites
...
Lead
Capture
Form
Multiple pre-determined
tactics are executed to
generate leads
Unique
Tracking
Number
How to Get Started
Audit:
» Current local market presence
» Current websites
» Location/dealer finder
Identify:
» Capabili...
LOCAL
REGISTRATIONS
What It Is
In a nutshell: mentions of your business.
The Big Three:
» Google+ Local
» Bing Local
» Yahoo Local
Data Provid...
Why It Matters
It fuels major local search features
» Local Pack, Local Carousel, New Google Maps
How and When to Get Started
Get Started ASAP
» Takes time to gain traction
» Claim your listing before confusion
Start wit...
EMAIL
MARKETING
What is Email Marketing?
3 Primary Types
» Promotional Emails – Acquire new customers and/or persuade
existing customers
»...
5 Benefits of Email Marketing
1. Gets you in front your customer.
Fast fact: the average person checks their inbox several...
Tips for Success
» Grow your list
» Set measurable goals
» Tailor the email
» Analyze the results
FPO (Spreadsheet)
FOCUS ON
LOCAL DATA
Local Marketing: What Data is Driving Your Decisions?
» Demographic information is becoming increasingly available,
cheape...
Don’t Miss Out on Free Data
» Sufficient sample size is key to determining whether or not given
campaigns are effective.
»...
Data Must-Do’s
About the Data: The CMO Council’s online quantitative audit of 296 senior marketers was conducted
between N...
CALL TRACKING
The Facts Around Phone Conversion Are Astounding
increase in click through rate for PPC ads with a
phone number (WebVisibl...
Example: Teleflora
Situation:
» 17,000+ franchise retail locations with ecommerce
» Legacy FSI local marketing effort mana...
Example: Teleflora
NATIONAL &
LOCAL STRATEGY
INTEGRATION
Digital is Changing Everything
Before…
Now
Alignment Drives Increased Revenue
• National brand expertise
• Local nuances
• Aggregated
• ROI
• National + Local =
Powe...
Conclusion
“By 2015, companies
that focus on
integrated processes
for local marketing
enablement will
increase revenue
by ...
Additional Resources
http://balihoo.com/local-marketing-resources
Contact Us
Please feel free to contact us for further discussion, questions, or to
learn more about Balihoo.
Susan Tormoll...
THANK YOU!
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6 Things National Brands Need to Know About Local Marketing

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As consumer use of mobile devices increase, national brands must strategically plan for and activate local marketing campaigns. While SMBs struggle to look like big brands, most national brands are trying to have a local presence.
Download the presentation slides from this webinar and learn:
-Ways big brands can gather and focus on local data
-How national brands can use local websites and email marketing
-The importance of focusing on local customers...and how to do it

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6 Things National Brands Need to Know About Local Marketing

  1. 1. 6 Key Things National Brands Need To Know About Local Marketing @balihoo @logmycalls #localmarketing
  2. 2. About Balihoo Balihoo Enables Brands to Translate National Marketing Strategy in to Local Execution
  3. 3. The Balihoo Team Susan Tormollen Branding + Integration Alden Dale Technical Marketing Marcie Ellison Email Marketing Caleb Donegan SEO/Digital Marketing
  4. 4. The 6 Key Things… 1.Local Websites 2.Local Registrations 3.Email Marketing 4.Focus on Local Data 5.Call Tracking 6.National & Local Strategy Integration
  5. 5. LOCAL WEBSITES The Hub of Local Marketing
  6. 6. What are Local Websites? Local websites are the hub for all local marketing tactics Co-branded, geographic-specific sites …carrying through brand-approved images and messages. CORPORATE WEBSITE LOCAL WEBSITE & MOBILE SITE
  7. 7. Lead Capture Form Multiple pre-determined tactics are executed to generate leads Unique Tracking Number
  8. 8. How to Get Started Audit: » Current local market presence » Current websites » Location/dealer finder Identify: » Capabilities of local marketers/affiliates » Corporate resource availability » Technology options Download Worksheet at http://balihoo.com/resources/local-web-test
  9. 9. LOCAL REGISTRATIONS
  10. 10. What It Is In a nutshell: mentions of your business. The Big Three: » Google+ Local » Bing Local » Yahoo Local Data Providers: » Localeze » Infogroup » Acxiom
  11. 11. Why It Matters It fuels major local search features » Local Pack, Local Carousel, New Google Maps
  12. 12. How and When to Get Started Get Started ASAP » Takes time to gain traction » Claim your listing before confusion Start with Google » Register with Google+ Local
  13. 13. EMAIL MARKETING
  14. 14. What is Email Marketing? 3 Primary Types » Promotional Emails – Acquire new customers and/or persuade existing customers » Customer Loyalty Emails – Enhance your customer relationship » Association Emails – Place your brand’s message and/or offer into an email sent out by someone else For every $1 spent, $44.25 is the average return on email marketing investment.
  15. 15. 5 Benefits of Email Marketing 1. Gets you in front your customer. Fast fact: the average person checks their inbox several times a day and a whopping 82% of us reportedly open emails from companies.1 2. Personalization capability. Fast fact: personalized subject lines are 22.2% more likely to be opened.2 3. Mobility. Fast fact: 64% of decision-makers read their email via mobile devices.3 4. Plays well with social media. Fast fact: Emails that include social sharing buttons have a 158% higher click- through rate.4 5. Results. Fast fact: 7 out of 10 people say they made use of a coupon or discount from a marketing email in the prior week. 5 1. Litmus, 2. Adestra July 2012 Report, 3. TopRankBlog, 4. GetResponse, 5. 2012 Blue Kangaroo Study,
  16. 16. Tips for Success » Grow your list » Set measurable goals » Tailor the email » Analyze the results FPO (Spreadsheet)
  17. 17. FOCUS ON LOCAL DATA
  18. 18. Local Marketing: What Data is Driving Your Decisions? » Demographic information is becoming increasingly available, cheaper to obtain, and more reliable. » Varied customer demographic profiles at different locations could dramatically change the results of effectiveness of local campaigns. » While some marketing campaigns are “customer profile neutral” most campaign’s have most of their effectiveness derived from being served to the right type of customer. Only 31% of Senior Marketing Executives reported using customer profile data to drive campaign decisions at a local level in 2012.
  19. 19. Don’t Miss Out on Free Data » Sufficient sample size is key to determining whether or not given campaigns are effective. » Local data aggregation may highlight key flaws (or gems) in your marketing campaigns that were unable to be seen when only national averages are used. » Statistically relevant data will drive business decisions with measureable ROI instead of marketing hunches. Only 6% of Marketing departments partner with IT to aggregate data from local affiliates or branches across the organization.
  20. 20. Data Must-Do’s About the Data: The CMO Council’s online quantitative audit of 296 senior marketers was conducted between November 2012 and February 2013. 57% of respondents come from companies with more than $500 million in revenues. 41% are from B2B companies, 28% from B2C, and the remainder from hybrid organizations. The largest industry representations are IT (16%), financial services (11%), retail (9%), telecom (9%), and manufacturing (8%). Don’t miss out on gathering local data any longer. Make expensive “hunches” a thing of the past. Use local data to find the gems in your campaign and weed out the underperformers quickly.
  21. 21. CALL TRACKING
  22. 22. The Facts Around Phone Conversion Are Astounding increase in click through rate for PPC ads with a phone number (WebVisible) of local searches follow up offline via an in-store visit, phone call or purchase of businesses consider phone calls their highest quality lead source (BIA/Kelsey & ConStat Commerce Monitor) 60-70% of Balihoo’s customers’ local marketing conversions come from the phone! (Balihoo) of all search related conversions happen over the phone (AdInsight)43% 82% 65% 60+% 10%
  23. 23. Example: Teleflora Situation: » 17,000+ franchise retail locations with ecommerce » Legacy FSI local marketing effort managed by brand was difficult to measure » Traditional media effectiveness declining for local retail floral category as consumers move online – local florists not well-versed in online tactics Solution: » Automated local PPC program (requires opt-in) that applies network-wide learning's to small local budgets » Integrated call tracking » Auto-claiming of local search listings across Google Places (+), Yahoo Local and Microsoft Local » >300% ROI on program
  24. 24. Example: Teleflora
  25. 25. NATIONAL & LOCAL STRATEGY INTEGRATION
  26. 26. Digital is Changing Everything Before… Now
  27. 27. Alignment Drives Increased Revenue • National brand expertise • Local nuances • Aggregated • ROI • National + Local = Power • Processes, systems, security • Alignment is key • National/local • Stakeholders • Objectives and metrics Strategy Data TacticsAnalytics
  28. 28. Conclusion “By 2015, companies that focus on integrated processes for local marketing enablement will increase revenue by 15 to 20%.” Source: Gartner Research, Top 10 Marketing Processes for 2012, 21 March 2012, Kimberly Collins Local marketing is essential for meeting consumers when and where they are ready to buy. By aligning national and local, you can: » Leverage changing consumer behavior » Be found online by consumers » Expand your brand’s reach through the right mix of tactics » Increase top-line business growth
  29. 29. Additional Resources http://balihoo.com/local-marketing-resources
  30. 30. Contact Us Please feel free to contact us for further discussion, questions, or to learn more about Balihoo. Susan Tormollen stormollen@balihoo.com @stormollen
  31. 31. THANK YOU!

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