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Local Search Marketing Presentation - Nick Landers - Commerce Lex @330

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Tangible and clear strategies to help promote local businesses online in 2016. We identify the following strategies:

1. Mastering online appearance
2. New digital buying cycle
3. Analytics to increase opportunity
4. Avoiding fragmented marketing
5. Local Mobile Social

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Local Search Marketing Presentation - Nick Landers - Commerce Lex @330

  1. 1. PRESENTS Top 5 Digital Marketing Strategies for 2016
  2. 2. Meet Our Speakers Nick Landers Digital Marketing Consultant RevLocal Crystal newton Marketing Coordinator Bates Security
  3. 3. Meet Our Speakers Davonna Saier Marketing Director Lexington Diagnostic Center & Open MRI Caroline Scott Director of Marketing Associates in Pediatric Therapy
  4. 4. Thank you for joining us OUR GOAL TODAY To share with you tangible and clear strategies to market your local business online in 2016.
  5. 5. Top 5 Digital Marketing Strategies For 2016 WHAT YOU’LL LEARN Mastering Online Appearance New Digital Buying Cycle Analytics to Increase Opportunity Avoiding Fragmented Marketing Local Mobile Social
  6. 6. Strategy 1 Master Your Online Appearance Top 5 Digital Marketing Strategies For 2016
  7. 7. Strategy 1: Mastering Your Online Appearance Which would you choose? unclaimed claimed
  8. 8. Strategy 1: Mastering Your Online Appearance Consumers are making purchase decisions based on your business’s online appearance.
  9. 9. Strategy 1: Mastering Your Online Appearance You need to be found everywhere.
  10. 10. Strategy 1: Mastering Your Online Appearance Enriched local listings are low hanging fruit to attract more customers.
  11. 11. Strategy 1: Mastering Your Online Appearance By adding a few simple pieces of information to your business listings, you paint a more compelling digital picture for customers.
  12. 12. Embracing the new digital buying cycle of your local customers. Strategy 2 Top 5 Digital Marketing Strategies For 2016
  13. 13. The Digital Buying Cycle More Google local searches take place on mobile devices than on computers.
  14. 14. The Digital Buying Cycle Consumer behavior has changed forever. Today's battle for hearts, minds, and customers is won (or lost) in micro-moments, intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey online and offline.
  15. 15. The Digital Buying Cycle The Local Consumer’s DIGITAL PATH to Purchase If a customer does 7 searches on multiple search engines over a period of 17 days, how do you value the importance of each search?
  16. 16. The Digital Buying Cycle Someone in your area is looking specifically for what you do. Help you be found where it matters most Validate your business Be easy to work with online.
  17. 17. Strategy 3 Using Analytics to Increase Opportunity Top 5 Digital Marketing Strategies For 2016
  18. 18. Strategy 3: Using Analytics to Increase Opportunity Digital Distractions
  19. 19. Strategy 3: Using Analytics to Increase Opportunity Essential Tools for Digital Marketing Analytics • Views • Clicks • Directions • Calls • Post Reach • Fan Engagement • Follower Growth • Demographics • Audience • Pages/Session • Duration • New Users
  20. 20. Strategy 3: Using Analytics to Increase Opportunity • Email subscriptions • Contact form completions • Social traffic • Engagement • Watching product videos • Content Downloads Master the Customer Experience with Conversion Tracking
  21. 21. Strategy 3: Using Analytics to Increase Opportunity Essential Questions for Increasing Opportunity • Have I selected relevant metrics, KPI’s and benchmarks to measure marketing success? • Do my marketing metrics align with business goals such as revenues and profits? • Do I have the right measurement tools in place for a successful and cost-effective digital marketing strategy?
  22. 22. Avoiding Fragmented Marketing Strategy 4 Top 5 Digital Marketing Strategies For 2016
  23. 23. For local business and franchises, mastering digital marketing requires working with multiple search engines, authoritative databases, and having a dynamic set of products to reach and influence the local audience. The solutions available are fragmented and the SMB needs both technology and a relationship. THE PROBLEM – MARKETING FRAGMENTATION SMBs currently use 7.2 Marketing Types/Vendors Inevitable Change Lack of Knowledge Proliferation of Complexity Price vs. Value Time & Resource Availability Service Skepticism Strategy 4: Fragmented Solutions
  24. 24. Strategy 4: Fragmented Solutions
  25. 25. Solution Fragmentation Examples You are getting 5-6 calls everyday from companies guaranteeing you their service is best. Who is going to work with you and for you to evolve your ongoing digital marketing strategy? 1 of 5 major search engines and business listing profiles. Spending money with just Yelp means lost opportunity on Google, Bing, Yahoo and Facebook. Local decisions are rarely made in the yellow pages or on YP.com. Local listing platform that we work directly with. Yext is just a small portion of a comprehensive strategy you need to execute continuously. This is not something you can do on your own. The speed at which things change and the sophistication of a platform to pull it all together is not possible to you to do. Strategy 4: Fragmented Solutions
  26. 26. Digital presence of an SMB is optimized in the synergy that is created across multiple strategies and products. What makes RevLocal unique is its dedicated relationship between the client and an industry expert who works with and for the business to execute strategy, enable better decisions and connect the client with opportunities. THE SOLUTION – PRODUCT UNIFICATION Place Page Optimization Listing Management Mobile Website Review Marketing Local SEO Digital Dashboard Paid Advertising Social Media Email Marketing Content Generation Strategy 4: Fragmented Solutions
  27. 27. Strategy 5 Connect Local, Mobile & Social Top 5 Digital Marketing Strategies For 2016
  28. 28. LoMoSo The integration of collaborative, location-based and on-the-go technologies. Strategy 5: Connect Local, Mobile & Social
  29. 29. Location, relevance and prominence create the awareness that drives sales. Strategy 5: Connect Local, Mobile & Social
  30. 30. Strategy 5: Connect Local, Mobile & Social Businesses must be mobile-ready to win mobile searchers and shoppers in 2016.
  31. 31. Strategy 5: Connect Local, Mobile & Social
  32. 32. Strategy 5: Connect Local, Mobile & Social
  33. 33. WHAT YOU NEED TO DO Implement a strategy or find a digital marketing partner that has a blend between technology and human relationship. Top 5 Digital Marketing Strategies For 2016 “Some want to bring you a drink of water, we want to dig you a well.” - Michael Hawk, RevLocal Founder
  34. 34. QUESTIONS How may we help? We're here to share. Top 5 Digital Marketing Strategies For 2016 “Some want to bring you a drink of water, we want to dig you a well.” - Michael Hawk, RevLocal Founder

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