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Social, Local and Mobile (SoLoMo) Marketing
If you are a local business – a single brick & mortar, multi-location, or even serve customers at their home – you won’t want to miss this seminar. Learn how to increase visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business online, on social media platforms and on mobiles devices.
Social, Local and Mobile (SoLoMo) Marketing
- 1. SoLoMo Marketing Presenter: Date: Wendy Hwang(@Wendy_Hwang ) August 14th, 2013 Social MobileLocal
- 2. Formic Team • Launchedin 2008 to service small business & partners • Specializes in localized search, social, and mobile marketing • 100% of Account Team Google AdWords & Google Analytics Certified • 8 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics, etc.) • Focus on education via monthly Seminar Series
- 3. What We Do Services FormicMedia's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings". PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings. SEARCH ENGINE OPTIMIZATION Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence. WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness. SOCIAL MEDIA MARKETING We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients. PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry. FREE SEMINARS
- 4. Agenda Local Search andGoogle Popular Social Platforms Why Mobile is Important Q&A
- 5. “Rankings are aby-product of building your brand” – Mike Ramsey
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- 7. • Place Page •Offsite • Website • Mobile Friendly, Click to Call, Quick Load Time • Reviews • Social /Mobile Factors in Local Search
- 8. Three Primary Typesof Signals Google takes into consideration for local rankings: 1. Relevance 2. Prominence 3. Distance Factors in Local Search
- 9. Factors in LocalSearch
- 10. • Citations • BusinessName, Address, Phone + Website (NAP) • Consistency is key! • Clean Up Your NAP or risk duplicate listing • Structured Citations – Sites or Pages dedicated to business listings • YP, CitySearch, Yelp, etc. • Description & Categories match searcher’s query • Keywords on Your Website Match Google Place’s field indicate a match for the searcher’s location Relevance
- 11. • Popularity/Credibility • UnstructuredCitations • Local newspapers, local blog post, referrals from other websites, etc. • Reviews & Ratings • Click Through Rate in Organic Search (???) • Social Media Prominence
- 12. Distance • IP Addressof the searcher • Reviews • Social (Explore)
- 13. • Real timedirections around traffic • Indoor maps with walking directions • Users can find, rate, and see reviews of local businesses • Categories - Eat, Drink, Shop, Play, Sleep • Takes friend’s reviews & ratings into account Google Explore Gets Social
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- 24. Foursquare Statistics • Launched in2009 • 33 million users, 1.3 million business pages • 3.5 billion check-ins, 30 million tips left
- 25. Foursquare Changes from Gamificationto Search • More recommendations in Explore tab • Interactive Map with Search Categories • Foursquare for Business app • Bigger highlighted location photos • Not only shows nearby but search history
- 26. Foursquare Check-in Ads • Costis per action • Taps or Save
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- 28. Yelp Statistics • First businessreview submitted in 2004 • Over 108 million people visited Yelp in Q2 of 2013 • Yelpers have written over 30 million reviews • 45% of Yelp users access from mobile
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- 32. Other Mobile MarketingTactics
- 33. Digital Loyalty Apps SquareDigital Loyalty Cards
- 34. Digital Loyalty Apps Punchcard •Digital punch card • Users can earn points to redeem for gift cards
- 35. Digital Loyalty Apps Perka •Users are able to leave feedback to the business. • 2 programs – users can earn per visit or by amout of dollars spent • Users can earn via text message
- 36. Digital Loyalty Apps PlacePunch •Location-Based Offers • Contests • Check-in Rewards
- 37. Google Offers • Freeto Use for Businesses & Users • Easy • Limited in Image Selection • Read the Policy Rules • https://support.google.com/offersbusiness/
- 38. Apple Passbook An filesystem app default on iOS6+ • Boarding Pass • Coupon • Event Tickets • Store Card • Generic
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- 43. “Unfair or deceptiveadvertising” – FTC (2009)
- 44. Read Follow theRules and Policies
- 45. Ask and YouShall Receive
- 46. “Rankings are aby-product of building your brand” – Mike Ramsey
- 47. Q & A! ContactWendy Hwang for more information wendy@formicmedia.com 503.517.9059 x129 @Wendy_Hwang