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How To Find Local Search Marketing Success for a Global Company

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Smx West 2014 Session #Smx #21D - Big Company/Big Brand Success Case Studiespresentation How To Find Local Search Marketing Success For A Global Company By Allie Kelly @Alliekelly Of Zeon Solutions

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How To Find Local Search Marketing Success for a Global Company

  1. 1. @allieakelly @zeonsolutions #smx #21D Finding Local Success For a Global Company @allieakelly @zeonsolutions #smx #21D
  2. 2. @allieakelly @zeonsolutions #smx #21D • Introductions • What needed to be done • How we did it • Why it worked O u t l i n e
  3. 3. @allieakelly @zeonsolutions #smx #21D Introductions
  4. 4. @allieakelly @zeonsolutions #smx #21D Introductions
  5. 5. @allieakelly @zeonsolutions #smx #21D • Fortune 500 • 170,000 employees • 1,600 offices across 6 continents • Optimize energy & operations in buildings • Several business units – Building Efficiency with HVAC Service centers nationwide I n t r o d u c t i o n s
  6. 6. @allieakelly @zeonsolutions #smx #21D What needed to be done…
  7. 7. @allieakelly @zeonsolutions #smx #21D They were looking “corporate”
  8. 8. @allieakelly @zeonsolutions #smx #21D … a n d t h e S E R P s w e r e n ’ t
  9. 9. @allieakelly @zeonsolutions #smx #21D … t h e S E R P s w e r e l o c a l
  10. 10. @allieakelly @zeonsolutions #smx #21D We had to offer something else!
  11. 11. @allieakelly @zeonsolutions #smx #21D W h a t n e e d e d t o b e d o n e …
  12. 12. @allieakelly @zeonsolutions #smx #21D How we did it…
  13. 13. @allieakelly @zeonsolutions #smx #21D … h o w w e d i d i t
  14. 14. @allieakelly @zeonsolutions #smx #21D Determine goal Learn/define the business Begin strategy development D i s c o v e r
  15. 15. @allieakelly @zeonsolutions #smx #21D • Kickoff meeting with client – Client is responsible for who to bring – You are responsible for what to discuss • Have an outline – Cover competitors, product, market, etc. – Identify how you will measure success • Input vs. Output • Begin developing strategy D i s c o v e r
  16. 16. @allieakelly @zeonsolutions #smx #21D Finalize strategy Identify tactics D i s t i l l
  17. 17. @allieakelly @zeonsolutions #smx #21D • Finalize strategy – Determine tactics required – Determine parties responsible – Create a roadmap D i s t i l l
  18. 18. @allieakelly @zeonsolutions #smx #21D D i s t i l l
  19. 19. @allieakelly @zeonsolutions #smx #21D Begin implementing the tasks D e v e l o p
  20. 20. @allieakelly @zeonsolutions #smx #21D • Research, selection & approval – Organic visibility – Paid visibility – Usability – Wireframes D e v e l o p
  21. 21. @allieakelly @zeonsolutions #smx #21D Develop
  22. 22. @allieakelly @zeonsolutions #smx #21D D e v e l o p
  23. 23. @allieakelly @zeonsolutions #smx #21D • Creation – Provide keyword targets & areas of implementation – Create PPC accounts – Create local accounts D e v e l o p
  24. 24. @allieakelly @zeonsolutions #smx #21D Finalize and launch tactics D e p l o y
  25. 25. @allieakelly @zeonsolutions #smx #21D D e p l o y
  26. 26. @allieakelly @zeonsolutions #smx #21D Measure performance Share measurements Identify opportunities D o m i n a t e
  27. 27. @allieakelly @zeonsolutions #smx #21D • Measure – Create baselines – Refer back to overall goal – Work with third parties • Share – No surprises • Grow – Leverage identified opportunities D o m i n a t e
  28. 28. @allieakelly @zeonsolutions #smx #21D Why it worked…
  29. 29. @allieakelly @zeonsolutions #smx #21D Defined process Phone calls! • Phone number visibility – Local accounts – Call extensions – Landing page – 57% average conversion rate • Tracked phone calls – Corresponding attributed revenue – 18 : 1 ROAS D o m i n a t e
  30. 30. @allieakelly @zeonsolutions #smx #21D Thank you!

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