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Inspire: Local Content Marketing

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Inspire: Local Content Marketing

  1. 1. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 “ Trends that have driven investments in local digital marketing over the last two years
  2. 2. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2 Today’s Marketplace is more Dynamic than Ever
  3. 3. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.3 Social Media: Where does your digital content come from? MistakeTrend •  Dynamic Content is king •  Businesses are tracking content ROI •  Singular focus on social media sites •  Gaming Google with low quality content
  4. 4. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4 Local Listings: How do your Local Businesses Rank? MistakeTrend Incorrect Listings Lack of reviews/ Unanswered reviews •  Dynamic Content is king •  Mobile Search Friendly Sites
  5. 5. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.5 Reputation Management What is your online reputation? MistakeTrend Fear of the negative review Customer Generated Content distribution throughout the decision journey
  6. 6. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.6 Mobile How am I marketing to the Local Consumer? MistakeTrend Ignoring Mobile Local Mobile Search is Crucial
  7. 7. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.7 Top Digital Trend for 2015 Local Content Marketing Local Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience at key points in their path to purchase — and, ultimately, to drive profitable customer action. Top Tools for Success 1)  Consumer Generate Content 2)  Curated Consumer Content 3)  Integrated SEO, Content and Social Media Management (Analytics)
  8. 8. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.8 So who is doing Local Content Marketing Well? Best Buy Winning new categories in local organic search Make consumers aware that your stores offer the services they want. Best cell phone store Seattle,WA Lennox Driving consumers to top dealers and installers Reach consumers early in the decision journey when they need assistance! Lennox Premier Dealer Locator (55110) Starwood Hotels Curating consumer content Based on Geo Location See what other consumers like around this hotel before your stay! W Hotel Austin Guest Gallery
  9. 9. Bazaarvoice Service Reviews Platform DRIVE   ACQUISITION   by  featuring  local   reviews  online   INCREASE   AWARENESS   through  localized   ra/ngs  &  response   SPARK  THE     CONVERSATION   by  asking  for  vendor   service  reviews   •  Review  Alerts  &   Response:    Vendors   receive  review  alerts  and   can  easily  respond  via   email   •  Insights  &  Repor/ng:  Push   reports  to  local  providers   &  corporate  insights   through  the  dashboard   •  Op/mize  Search:   LocaLons  with  local   reviews  will  be  ranked   higher  in  Google     •  Future-­‐proof:  Mobile  &   Local  search  are  the   fastest  growing  categories   of  search   •  Automate  the  Ask:     Bazaarvoice  automates   the  outreach  and   integrates  with  exisLng   business  processes.     •  Modera/on:    Ensure   compliance  at  the  vendor   level  
  10. 10. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.10 Drive Consumers to Your Local Service Providers The Importance of Mobile and Search Complete Local Brand Management   Collect and display reviews about local service providers. Local service reviews enhance search results driving leads to local service providers. This ensures when consumers search for “your business keyword” in your city, they are driven to your stores! Review Management Social Media Analytics Local Listings Management Local SEO Ranking
  11. 11. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.11 Bazaarvoice Makes it Easy for Local Providers to Engage Receive  Alerts  &  Respond  to  Product  Reviews   Insights  for  Local  Providers  to  Engage  in  the  Conversa/on     Bazaarvoice provides an intelligent alert engine which notifies local providers when a review is submitted and makes it easy to respond to reviews. Bazaarvoice also moderates not only the consumer submission, but also the response from each marketplace vendor. The Bazaarvoice local dashboard makes it easy for local providers to request reviews, as well as incorporate review requests on their own emails and invoices. The dashboard also features intelligent tiles which direct local providers take action on specific reviews.
  12. 12. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.12 Bazaarvoice Knows Local Content Marketing We capture content and place that content where your customer is giving costomers confidence to choose your brand Fresh Local Search Authentic
  13. 13. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.13 JOIN US FOR AN UNOFFICIAL HAPPY HOUR AFTER THE ROUNDTABLE SESSION! PUBLIC SCHOOL 310 (Main bar area) ADDRESS: 9411 CULVER BLVD CULVER CITY, CA 90232
  14. 14. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.14 BV Local Session
  15. 15. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.15 Enhance Local SEO Local service reviews enhance search results driving leads to local service providers How Companies Grow with BV Local 1 3 4 5 Get Local Service Providers Engaged in the Conversation Receive review alerts, respond to reviews and receive activity reports locally Gain Valuable Insights Into the Local Customer Experience Reviews provide highlights of what consumers are sharing about their local experience Manage Your Online Reputation Take control of the local conversation on Yelp, Google+ Local and FourSquare 2 Convert More Leads Local service reviews influence the consumer purchase decision
  16. 16. 9 out of 10 Consumers in the last year looked for reviews to make a purchase decision on a local business 85% of consumers read up to 10 local business reviews The  power  of  consumer   feedback  for  local  businesses…     57% of today’s online searches are searches for local vendors or services brightlocal, 2014
  17. 17. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.17 Today’s reality 17 Ensure when consumers search for “best flooring deals” in your city, they are driven to your stores!
  18. 18. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.18 Reviews Convert Prospects Businesses with online reviews are 5 times more likely to receive an inquiry from a potential customer than those without online reviews. Source: Intuit case study on Intuit Pro Advisors, 2010
  19. 19. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.19 Reviews build trust in your business 92%of consumers trust earned media above all other advertising *Nielsen, 2012
  20. 20. What is BV Local? DRIVE   ACQUISITION   by  featuring  local   reviews  online   INCREASE   AWARENESS   through  local  ra/ngs   &  response   SPARK  THE     CONVERSATION   by  asking  for  local   reviews   •  Review  Alerts  &   Response:    Local   businesses  receive  review   alerts  and  can  easily   respond  via  email   •  Insights  &  Repor/ng:  Push   reports  to  local  stores  &   corporate  insights  through   the  dashboard   •  Op/mize  Search:  Local   businesses  with  service   reviews  will  be  ranked   higher  in  Google     •  Future-­‐proof:  Mobile  &   Local  search  are  the   fastest  growing  categories   of  search   •  Automate  the  Ask:     Bazaarvoice  automates   the  outreach  and   integrates  with  exisLng   business  processes.     •  Modera/on:    Ensure   compliance  at  the  local   level  
  21. 21. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.21 Local stores receives alerts & responds to reviews via email •  Consumers researching local businesses are 2X more likely to disregard negative sentiment if a local manager has taken time to respond to negative reviews. (Bazaarvoice Customer Benchmark, Nov. 2013)
  22. 22. The BV Local Dashboard A single integrated dashboard for store staff to easily engage in the conversation, manage their online reputation and garner insights. Hub  Logo   Local  Provider   Logo  or  Image    
  23. 23. Gain valuable real-time insights Improve customer experience and benchmark performance •  Enhanced Corporate Reporting through Bazaarvoice Workbench •  The why behind acquisition:What services are important to customers? Where are there clear opportunities for improvement? Which local providers need training or a focus on customer service? BENEFIT: Find the “hidden gems” in your portfolio and which local providers are struggling with the customer experience.
  24. 24. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.24 Ensure there are no uncertain feelings about your company by maintaining an authentic review program that allows all different types of feedback Authenticity is critical in maintaining trust Source: Studies conducted by Newlio & Wakefield Research, of 1,600 nationally representative US adults Trust 48% 48% of U.S. consumers are concerned that reviews are fake or that the company has removed negative reviews ? If potential customers see only perfect 5-star reviews, they will question their validity & consider them more testimonials than authentic feedback Be Authentic
  25. 25. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.25 How to Win: Reviews are incredible testimonials and provide significant insights ★★★★★ “My wife and I were looking for a better color selection then we found at Lowe’s and Home Depot. not only did we find better choices and better prices but we found awesome quality and customer service.” ★★★★ “The store layout where the pay and display machines are could be better.The queuing system is very cramped and could benefit from a more open layout.” LL Bean has found that customers make the best copywriters. Their top performing marketing copy is a top rated promotion for a doormat. u  

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