THE LAST FRONTIER LOCAL and MOBILE SEARCH Take advantage with…Kevin Boothkb@kevinbooth.ca519.333.7725How to take advantageof search engines foryour local business...[Click the slide or use your arrow keys to advance]
Today’s business owners are faced with an enormous problem Why?2. Search results are dominated by large corporations and major chains3. Lack of knowledge to develop a web campaign4. Belief they can’t compete on an economical basis5. Inability to make transition from traditional advertising medium
Before the Internet: Staying connected meant advertising with:• Phone Directories• Newspaper• TV• Direct Mail• Telemarketing• Print Ads• Word of Mouth
Times are rapidly changing Traditional advertising mediums are loosing their effectiveness• Phone Directory • Where is yours?• Newspapers • Declining Rapidly• TV • DVR/TiVo• Telemarketing • Do Not Call List• Direct Mail • 1%-2% Yield• Print Ads • Rising Costs• E-Mail • Spam Software 4
The statistics are astonishing• 1 Trillion — Number of web pages in the world1• 50 — Percentage of small business without a website• 78 — Percentage of households with two ormore computers2• 82 — Percentage of local searches that resultin offline action3•0 — Without a web presence, you have 0% chance in connecting with local consumersperforming online searches 1 Google July 25,2008 2 2007 Market Report by Jupiter 5 3 Study by Comscore Networks (Click Z August 2nd, 2007)
Having a website isn’t enough• How do people find it?• How do you drive traffic to a website?• Are you satisfied with yourcurrent web presence?Search optimization companies are far too expensive for most local businesses! 6
Local Search – A New Opportunity• 71% of all American adults use the Internet.• 91% of all Internet users use a search engine to find information.• Over 50% of all purchases are preceded by an Internet search• 30 percent of all search queries contain a city, state or zip code.• There are 2.6 billion local searches a month• What does this have to do with you?• You don’t need a website! (Although having one helps)
Why Mobile?• There are 5 billion plus cell phone user vs. only 1.8 billion Internet users (almost 3x in market size.)• Of these users, 51 Million use smart phones.• There is a fundamental shift in how people are communicating.• Text open up rates are 95%
Not to mention…• 73% of new mobile phone buyers report that text messaging is the most important feature on their phone• The typical mobile phone user now sends more text messages than mobile phone calls• Gen Y and Z consider e-mail passe’.• In fact, some universities have stopped distributing e-mail accounts.• You can buy traffic for .02 a click!
Geo-targeted campaign placement on major search engines 13
Provide access to potentialcustomers through Google and Yahoo maps 15
Provide access to potentialcustomers through Review Sites
Services• Set up local listings • Mobilize your business• Make sure all elements • Set up Text Messaging are there to get top • QR codes and digital placement. coupons• Set up and manage PPC • Website hosting and campaigns. optimization• Track and adjust • Install text messaging marketing strategy for based Loyalty Programs maximum effect • And MUCH more!
A Comment on the Economy• When times are bad for the economy, it can be a great time to start a business. In fact, 16 of the 30 companies that make up the Dow industrial average were started during a recession or depression. These include Procter & Gamble, Disney, Alcoa, McDonalds, General Electric and Johnson & Johnson• These economic times are an opportunity. Companies that make it will end up with a larger market share than when they started.• How does one take advantage of the opportunity? By being known —how does one get known? Marketing and promotion• “Without promotion something terrible happens... nothing” ---PT Barnum