Digital Marketing - What Every CFC / AYS Franchise Needs To Know


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This is the slide presentation from the Integrated Digital Strategies, ComForcare and At Your Side webinar on Feb 14th, 2014.

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Digital Marketing - What Every CFC / AYS Franchise Needs To Know

  1. 1. Digital Marketing Webinar Feb 14, 2014 – 3pm EST What Every CFC / AYS Franchise Needs To Know
  2. 2. Agenda • • • • • Introduction To “Local Market Launch” (IDS Partner) Why Local Search Optimization? Local and Mobile Go Hand and Hand Personalization of Search & What It Means Your Local Search Program powered by Digital Marketing Toolkit • Status of Corporate Wide Local Search Program – Verify My Listings • National and Local SEO – Special Offer By Corporate • Questions
  3. 3. Local Search Market Opportunity 22 million 25% businesses in the United States visible online
  4. 4. Local + Mobile 50%+ of mobile queries have local intent 90% take action as a result Consumers want data to be right at the moment they need In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for their consumers will win
  5. 5. 3 Market Forces TECHNOLOGICAL The mobile revolution and decentralization of search SOCIAL Word-of-mouth has moved online ECONOMIC Death of print directory advertising
  6. 6. 3 Market Forces TECHNOLOGICAL SOCIAL 192 Million people with smartphones in the U.S. by 2016 76% of consumers rely on online reviews before making a purchase ECONOMIC $7.3 billion decline in print yellow page ad sales since 2007
  7. 7. It’s Not Just the Engines 3 of the over 100 social media sites generate over 400 million visitors/month The number 1 review site generates over 90 million visitors/month The top directory sites generate over 100 million visitors/month
  8. 8. The Local Ad Market
  9. 9. An SMB’s Marketing Budget • SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs • After SEO, it is Local Online Directories that are seen as the most effective BrightLocal SMB Internet Marketing Survey 2013 in partnership with technique.
  10. 10. Claimed Business Profiles d
  11. 11. Optimal Google+ Local Page
  12. 12. BEFORE Data Enhancement d
  13. 13. AFTER Data Enhancement d
  14. 14. True Local SEO
  15. 15. Citations: Authority Consistency Quality Quantity Local Search Factors: Citations Other Factors: • Quantity of citations from industry- relevant domains and with mobile indicators • Quality/Authority of Inbound links to Domain • Individually Owner-Verified Google Plus Local Page d
  16. 16. d
  17. 17. Today’s Takeaways Enhanced Data : findability + discovery Claimed Profile : credibility + conversion Citations : ranking + traffic 85% of local mobile searches results in buyer action within 5 hours 38% will visit & 20% will call d
  18. 18. Personalization Of Search Local and Mobile Factors • Site Must Have Local Content Around The City • Physical Address & Zip Codes • User’s area • Mobile and Desktop show different results Personal History • Liked, +1d, Shared it • First Impressions & Brand Loyalty •
  19. 19. Digital Toolkit Product Local Search Package
  20. 20. Google+ YellowBook Bing Local MojoPages Yahoo Local InsiderPages HotFrog WhitePages SuperPages YellowPages Angie’s List Yelp Kudzu ShowMeLocal Merchant Circle Foursquare MapQuest STEP: 1 Manta Citysearch Acxiom, InfoGroup, Neustar / Localeze and Factual.
  21. 21. Before: After: Results: • Extended tab content • Member since • Hours of operation • Payments accepted • Enhanced images • Connect to merchant • Business description = enhanced content
  22. 22. STEP: 2 Sheer Volume of Citations Still Influences Local Search Ranking • • Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey. • Getting a spread of citations across a wide range of relevant & appropriate sites is still a very valid and beneficial task for an SMB or SEO to tackle.
  23. 23. STEP: 3 Review Me Web Page
  24. 24. STEP: 4 DIY Reputation Intelligence Email Alerts When You Receive An Online Review
  25. 25. STEP: 5 Reporting Dashboard Client View – Local Visibility Report • Timeline showing chronological progress of order • Pie chart showing number of directories client is listed in/type of directories client is found in • Speedometer showing search ranking of business name/business keywords • Directory icons linking to live listings on directory site • Submission status of listings • Color/Symbol status of Listing’s description, hours, w ebsite, logo, images, & video
  26. 26. Status For ComForcare Home Care
  27. 27. Local Search Status – Franchise Wide • Digital Syndication to 98% of all local web - Complete – Factual, Localeze, Axiom, Infogroup • G+ Local & Bing Places Bulk Claiming- Complete – ComForcare Home Care (NAP), Categories, Descriptions – If you have a claimed listing prior to submission, you will be receiving a verify my listings email to provide us credentials to optimize (Google+ Local and Bing Only)
  28. 28. Local Franchisee Customers Emails have gone out to Group 1 Digital Marketing Toolkit Customers For Verification of: • Top 20 Search Portals & Review Sites • Phone Verification Attempts Exhausted
  29. 29. We will resend email of on Monday, please accept and schedule appt Verify My Listings As part of the validation process, Google+, Bing Local, Yahoo! Local, and others require verifying your business phone number. This is an easy process that takes only a few minutes to complete. Simply visit to schedule a business listings verification appointment. Make sure to change the timezone to match the business location.
  30. 30. Verify My Listings During the appointment, return to and click the "If your appointment time is now, please click here" button to start a chat with a phone verification specialist. Calls will be triggered directly to the business phone line, so it is important that someone at the business is there to answer.
  31. 31. Combination of National Local SEO • Is Doing National SEO – – – – – Build Authority and Trust Throughout Corporate domain Premium Link Building, Content Marketing On-Site SEO & Content Optimization Target Home Page & Category Pages Trickle down to local pages over time • Local Landing Pages Optimized Individually – – – – Custom Content On-Site SEO Content Optimization Link Building and Authority to Individual pages Acceleration of Rankings and Lead Generation
  32. 32. Hyper-Local Pages For Digital Marketing Toolkit Customers • 2 Dedicated Service Area Pages Included: • Naturally blend your target communities • Focus on Target Keywords: – Home Care, Senior Home Care, Home Care Services – Proximity, Zip Codes, Robust Optimized Content • Local Testimonials if possible • Information about the communities served Sign Up For The Digital Marketing Toolkit By March 20, 2014
  33. 33. Questions