Local and Mobile Marketing: Case Study and Resources


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Local and Mobile Marketing: Case Study and Resources

  1. 1. Local and Mobile Marketing:Case Study and Resources<br />Gene Murray<br />Local Mobile Colorado LLC<br />LocalMobileColorado.mobi<br />LocalMobileColorado@gmail.com<br />Mobile Alerts: text lomoco.mobile to 77948<br />
  2. 2. Part One - Local Marketing<br />First, you must consider local marketing.<br />Essentially, you must look at Google Places<br />
  3. 3. Search: aurora colorado dentist<br />
  4. 4. Your Google Places Goal<br />Only 8 percent of businesses have claimed their Google Places Page – be one of them!<br />Your claimed page should contain complete and accurate information.<br />Your Google Places page should have the highest page rank possible.<br />That means your listing will appear as close to the top as possible in Google Places.<br />
  5. 5. How to Reach Your Goal<br />Create your business description, choose main word(s)<br />Long tail keyword research to create a keyword list using Google AdWords<br />On-page SEO using high-frequency keywords<br />Off-page SEO Using a Link Hub of Online Business Directories<br />Drive traffic to your hub website<br />Link your Google Places Page to your hub website<br />
  6. 6. Case Study<br />
  7. 7. Original Business Description<br />Marketing consultancy and services for all types of businesses. Services include: mobile website design and hosting; local mobile marketing services; SMS messaging lists; DNS configuration; QR codes, all code actions and tracking.<br />
  8. 8. Google AdWords Example<br />
  9. 9. Keyword Research Example<br />Main keyword:<br />mobile marketing<br />phone<br />trends<br />campaigns<br />company<br />solutions<br />media<br />sms<br />services<br />software<br />platform<br />local<br />reseller<br />consultant<br />text message<br />phone<br />event<br />strategy<br />statistics<br />b2b<br />
  10. 10. Create Longtail Keywords<br />Mobile phone marketing campaigns<br />Text message SMS solutions<br />B2B software (and) services reseller<br />Consultant (on) trends strategy (and) statistics<br />Meaning unclear:<br />Local media event platform<br />Missing:<br />Mobile website design (and) hosting<br />
  11. 11. Optimized Description<br />Localmobilemarketingcompany with services for all types of businesses. Services include: mobilephonemarketingcampaigns; textmessageSMS broadcast solutions; B2Bsoftware and servicesreseller; mobile website design and hosting; QR codes and toll-free numbers with tracking.<br />Keyword count: 19<br />Unique Keyword count: 16<br />Note: Keywords are shown in RED.<br />
  12. 12. Original Description Revisited<br />Marketing consultancy and services for all types of businesses. Services include: mobile website design and hosting; localmobilemarketingservices; SMS messaging lists; DNS configuration; QR codes, all code actions and tracking.<br />Keyword count: 9<br />Unique Keyword count: 5<br />Note: Keywords are shown in RED.<br />
  13. 13. Internet Marketing: Link Wheel<br />
  14. 14. Online Business Directories<br />MerchantCircle.com<br />YellowPages.com<br />local.Yahoo.com<br />SuperPages.com<br />YellowBot.com<br />InsiderPages.com**<br />HopStop.com<br />Centerd.com<br />** specialty<br />Local.com<br />Where.com<br />City.com<br />Kudzu.com<br />Judysbook.com<br />Yelp.com<br />Yellowpages.aol.com<br />CitySearch.com*<br />* not free<br />
  15. 15. Offline Marketing – Link Spokes<br />
  16. 16. Page Rank Strategies<br />Option A – You Have an Existing .com Website<br />All links should point to your existing website<br />Option B – You Don’t Have an Existing Website<br />All links should point to ONE of your merchant pages such as MerchantCircle.com/yoursite<br />Note: You don’t have to have an existing website<br />Your Google Places page must reference the page at the center of your link spokes to get the highest page rank!<br />
  17. 17. Google Overhauls Places Pages<br />Latest Changes Effective Thursday, 21 July 2011<br />Third-party-site, review snippets are no longer directly shown.<br />Now, only reviews from Google users are directly shown.<br />Links to third-party sites (and reviews) appear after showing a selection of Google user reviews.<br />Two, cherry-red “Write a review” buttons.<br />More obvious “Upload a photo” button.<br />
  18. 18. Write A Review Buttons<br />
  19. 19. Google User Reviews<br />
  20. 20. Third-Party Reviews<br />
  21. 21. Quick Group Activity<br />How can my business creatively use local marketing?<br />
  22. 22. Part Two – Mobile Marketing<br />
  23. 23. Local Mobile Marketing Inputs<br />SmartPhones & Apps<br />SMSBroadcasts<br />MobileWebsites<br />QRCodes<br />
  24. 24. Decorated QR Code Example<br />http://LocalMobileColorado.mobi<br />
  25. 25. Smart Phones & Mobile Websites<br />
  26. 26. URL Choices (With QR Codes)<br />Top-Level Domain Solution<br />(a) LocalMobileColorado.mobi<br />(b) LocalMobileColorado.com(redirect script)<br />Subdomain Solutions<br />(c) mobile.LocalMobileColorado.com<br />(d) m.LocalMobileColorado.com<br />Directory Solution<br />(e) LocalMobileColorado.com/mobile<br />(a)<br />(b)<br />(c)<br />(d)<br />(e)<br />
  27. 27. Email vs. SMS (Texting)<br />Email broadcast<br />List size: 100%<br />Bounce rate: 3%<br />Open rate: 9%<br />Click rate: 3%<br />Conversionrate: 2%<br />Actual results: 6 July 2011<br />Aweber, double opt-in list<br />SMS broadcast<br />List size: 100%<br />Bounce rate: low<br />Open rate: 98%<br />Click rate: N/A<br />Conversionrate: depends<br />Source: Quentin Brown, et al<br />
  28. 28. SMS Broadcast Control Panel<br />
  29. 29. SMS Providers<br />YepText<br />live.yeptext.com<br />Ez Texting<br />eztexting.com<br />Text SMS Marketing<br />textsmsmarketing.com<br />YeeZ Mobile<br />yeez.com<br />TXT180<br />txt180.com<br />
  30. 30. Mobile Sites and QR Codes:Analytics, Reporting & Tracking<br />PercentMobile – a hosted mobile analytics service <br />percentmobile.com<br />VentiPix.com – a web-based, PHP application that you host on your own server and domain<br />ventipix.com<br />
  31. 31. SMS Broadcast Campaigns<br />text keyword.group to short-code, example:<br />text lomoco.qr to 77948<br />Decode = SMSTO:77948:lomoco.qr<br />
  32. 32. QR Codes For Reviews<br />X<br />
  33. 33. Now, This Is Mobile Marketing!<br />
  34. 34. Local Mobile Marketing Benefits<br />Localized<br />Timely<br />Accessible<br />Targeted<br />
  35. 35. Fortune 500 Usage<br />
  36. 36. DIY Option 1<br />Mobile simulator and template<br />LocalMobileColorado.com/simulator<br />$11.95<br />Mobile website online training<br />Discount code: warrior<br />$67.00 @ 50% = 33.50<br />Discount code: mobilesim<br />$67.00 @ 30% = 46.90<br />Discount code: template<br />$67.00 @ 20% = 53.60<br />LocalMobileColorado.com/training<br />
  37. 37. DIY Option 1 - Example<br />
  38. 38. DIY Option 2<br />Mobile Site Pro - PHP script installed on web host<br />Single License, $19.97<br />(a) LocalMobileColorado.com/mspro<br />Developer 10-pack, $47.00<br />(b) LocalMobileColorado.com/mspro10pak<br />Demo site:<br />(c) LocalMobileColorado.com/mobisitepro/view<br />(a)<br />(b)<br />(c)<br />
  39. 39. DIY Option 2 - Example<br />
  40. 40. DIY Option 3<br />Hosted Development Platforms<br />Most do not let you download your mobile site<br />You must host your mobile site with platform owner<br />Platform owner benefits from traffic flow<br />May require technical expertise to use effectively<br />High monthly fees, especially if you only develop one or a few sites<br />Mainly intended for developers of multiple sites<br />Recommended:<br />GoLocalMobi.com<br />
  41. 41. DIY Option 3 - Example<br />
  42. 42. Quick Group Activity<br />How can my business creatively use mobile marketing?<br />
  43. 43. Part Three - Resources<br />
  44. 44. ML Marketing Resources I<br />Long tail keyword research<br />Keyword tool/Google AdWords – https://adwords.google.com/select/KeywordToolExternal<br />Domain name registration<br />GoDaddy - LocalMobileColorado.com/godaddy<br />NameCheap - LocalMobileColorado.com/namecheap<br />Website hosting<br />Hostgator - LocalMobileColorado.com/hostgator<br />DNS configuration<br />
  45. 45. ML Marketing Resources II<br />Mobile website design and training<br />LocalMobileColorado.com/simulator<br />LocalMobileColorado.com/training<br />LocalMobileColorado.com/mspro<br />GoLocalMobi.com<br />QR codes, all code actions<br />keremerkan.net/qr-code-and-2d-code-generator<br />Online QR code decoding<br />OnlineBarcodeReader.com<br />
  46. 46. ML Marketing Resources III<br />SMS Broadcast campaigns:<br />TXT180 – LocalMobileColorado.com/txt180<br />Toll-free phone numbers with tracking<br />Kall8 – LocalMobilecolorado.com/kall8<br />Email autoresponder<br />Aweber - LocalMobileColorado.com/aweber<br />Google Places<br />google.com/places<br />Google Maps<br />maps.google.com<br />
  47. 47. Trends To Watch For<br />Google+<br />Google’s answer to Facebook<br />Google +1<br />Google’s Equivalent to Facebook’s Like<br />Groupon integration with SMS lists<br />
  48. 48. Thank you!<br />Questions?<br />