Local Search Marketing Success


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Your best local customers are really just a stone's throw away, and success is obtainable by any organization willing to do the work. In addition to being found online by people in your geographic vicinity, building long lasting relationships with local customers is crucial to success. Recent industry surveys indicate the major search engines are going hyperlocal and using the social wisdom of crowds to help rank websites. Kurt Krejny and Joe Fox of Fathom Online Marketing will explain what is involved with improving your local search visibility to cater to the people that are looking for you right in your own backyard!

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Local Search Marketing Success

  1. 1. Local Search Marketing Success <ul><li>Kurt Krejny - Director of SEM Best Practices | Joe Fox - Local Product Manager </li></ul>@FathomSEO | @KurtKrejny | @JosephDFox
  2. 2. <ul><li>59% of consumers use Google every month to find a local business </li></ul><ul><li>20% of search queries are locally focused </li></ul><ul><li>72.5 million smartphone users in the US </li></ul><ul><li>12.7 million people use location-based services regularly </li></ul>Local Search Statistics
  3. 3. <ul><li>No advanced HTML coding knowledge needed </li></ul><ul><li>Abundant free and paid opportunities </li></ul><ul><li>Any business owner can claim and optimize their listings </li></ul><ul><li>If you can manage a local business in tough times, then this is easy value add </li></ul><ul><li>Consider the cost of not doing business through local online marketing </li></ul>No Expert Needed for Local Success
  4. 4. <ul><li>Review order history </li></ul><ul><li>Review website analytics </li></ul><ul><ul><li>Local filtered keywords </li></ul></ul><ul><ul><li>Map overlay </li></ul></ul><ul><ul><li>Mobile devices </li></ul></ul><ul><li>Opportunities to expand </li></ul>Determining Your Best Local and Mobile Markets
  5. 5. <ul><li>Technology enables discovery and new points of interaction with local consumers. </li></ul><ul><ul><li>Laptops, Smartphones, Tablets </li></ul></ul><ul><ul><li>Bluetooth, WiFi </li></ul></ul><ul><ul><li>QR Codes </li></ul></ul><ul><ul><li>Mobile Check-ins & Local apps </li></ul></ul><ul><ul><li>Geographic Tweets </li></ul></ul><ul><ul><li>Click-to-Call </li></ul></ul><ul><ul><li>Kiosks </li></ul></ul><ul><ul><li>GPS </li></ul></ul><ul><ul><li>Car Navigation Systems </li></ul></ul>Technology & Local Online Marketing
  6. 6. <ul><li>National businesses can rank locally [ link ] </li></ul><ul><li>Testimonials/Reviews (on-site and off-site) </li></ul><ul><li>Embeddable maps with pin markers </li></ul><ul><li>Nearby attractions, things to do, businesses </li></ul><ul><li>Post FourSquare leaders / winners </li></ul><ul><li>Live streaming webcam </li></ul><ul><li>Customer photos </li></ul><ul><li>Microformats / Rich Snippets [ link ] </li></ul><ul><li>Videos of events </li></ul>Creative Content to Attract Local Traffic
  7. 7. <ul><li>Claim your business </li></ul><ul><li>Select relevant categories </li></ul><ul><li>Write a natural sounding business description using keywords </li></ul><ul><li>Ensure all your information is correct and all fields completed </li></ul><ul><li>Add custom details to your profile, including links to social media, menus, visitor parking or relevant and useful information </li></ul><ul><li>List your business on Yellow Pages, Super Pages, Yelp, etc. </li></ul>Google Places – The Basics
  8. 8. <ul><li>Make your listing visually stand out in Google Places </li></ul><ul><ul><li>Upload a compelling image – this is your call to action! </li></ul></ul><ul><ul><li>Let customers know you can be reviewed – recommendations can make the sale! </li></ul></ul>Google Places – User Friendly Optimization
  9. 9. <ul><li>Check your analytics profile for statistics </li></ul><ul><ul><li>What keywords are people using to find your profile? </li></ul></ul><ul><ul><li>How many are clicking into your map listing? </li></ul></ul><ul><ul><li>How many go to the website? </li></ul></ul><ul><ul><li>Where are the driving directions coming from? </li></ul></ul><ul><ul><li>How many times was the profile viewed? </li></ul></ul>Google Places – Analytics
  10. 10. Bing Places – User Friendly Optimization <ul><li>Claim your business and optimize your business </li></ul><ul><li>List your products and services </li></ul><ul><li>Periodically update deals and offers </li></ul><ul><li>Add any relevant media </li></ul><ul><li>Opt-in to create your mobile site </li></ul><ul><ul><li>Change the color scheme to match your branding </li></ul></ul><ul><li>Place the window sticker and QR code at the front of your business </li></ul>
  11. 11. <ul><li>Tweet about events, other companies and items that pertain to the area around you. </li></ul><ul><li>Connecting with key influencers and other companies can yield great opportunities for growth. </li></ul><ul><li>Great platform for branding, contests and promotions & data mining. </li></ul>Local Social - Twitter
  12. 12. <ul><li>Establish a company profile page – complete all fields, especially the address and local phone number. </li></ul><ul><li>Post items pertaining to the area on the wall including events, statistics or even questions about the city or region. Talk about other local businesses or even people you interact with. </li></ul><ul><li>Post photos and videos about services, products and the company itself. </li></ul>Local Social - Facebook
  13. 13. <ul><li>Fill out a company profile within LinkedIn and promote your products and services. </li></ul><ul><li>Ensure your address is completed so your company can easily be located in search engine and search results within LinkedIn. </li></ul>Local Social - LinkedIn
  14. 14. <ul><li>Foursquare, Gowalla, Loopt, Facebook Places are all networks that can be leveraged to communicate in a geographic area. </li></ul><ul><li>Write locally focused descriptions with keywords to help promote your business. </li></ul><ul><li>Offer deals and check-in bonuses for customers if you can accept walk-ins. </li></ul>Local Social – Checking In
  15. 15. Local Promotions, Coupons and Offers Deals Discounts Promotions
  16. 16. <ul><li>Cheaper to keep existing customers </li></ul><ul><li>People like to be acknowledged </li></ul><ul><li>Don’t ignore customer feedback </li></ul><ul><li>People appreciate transparency </li></ul><ul><li>Demonstrate how you value customers </li></ul><ul><li>Create word of mouth referrals </li></ul><ul><li>Ongoing contests / appreciation days </li></ul><ul><li>Entice people in your area to visit you </li></ul><ul><li>Respond with a personalized video </li></ul><ul><li>Incentivize customers to leave reviews </li></ul><ul><li>Technology is not enough </li></ul>Building Relationships and Loyalty
  17. 17. <ul><li>NFC </li></ul><ul><li>Image recognition ( Google Goggles , Bing Vision ) </li></ul><ul><li>Ecommerce </li></ul><ul><li>Mobile payment solutions </li></ul><ul><li>Search results display </li></ul><ul><li>In-car systems </li></ul><ul><li>Social, local, and mobile are converging </li></ul>What’s Next?
  18. 18. Questions? Kurt Krejny - Director of SEM Best Practices | Joe Fox - Local Product Manager @FathomSEO | @KurtKrejny | @JosephDFox www.fathomseo.com/blog