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Local Digital Marketing 2.0

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When it comes to digital markeitng on the local level, most organizations are not reaching their full potential. Why? Well, it’s hard, and often difficult to prioritize against percived larger oportunities. But in sum, making a difference in local markets digitally can impact overall brand marketing success in dramatic fashion. In this highly interactive session we’ll explore locally focussed tactics that progressive organizations are investing in, and provide helpful prioritization tips to help you make the most of your local digital efforts. And we’ll do it all using LASERS!

Takeaways:
· Understand where the current digital bar is set in local marketing to assess your organization’s baseline
· Learn about ways to take these tactics to the next level
· Explore new tactics and integration points
· Prioritze your opportunities
· See what your peers in the room think!

Published in: Marketing
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Local Digital Marketing 2.0

  1. 1. LOCAL DIGITAL MARKETING 2.0 WITH LASERS! Presented by: Mike Corak @mikecorak #LocalDigital2.0
  2. 2. Introducing Mike Corak! #18 on Content Marketing Landscape – Top 200 Influencers - Onalytica Client Award #2 on the Top 50 Content Marketers – Kapost Lots of program design and execution for folks like…
  3. 3. Hey, That’s Me! #18 on Content Marketing Landscape – Top 200 Influencers - Onalytica Client Award #2 on the Top 50 Content Marketers – Kapost Lots of program design and execution for folks like… VP / GM LOU
  4. 4. So, You’re Probably Wondering…
  5. 5. What In The Heck Is Local Digital Marketing?
  6. 6. And When Did We Pass Version 1.0?
  7. 7. And if I Use Lasers, Will I Time Travel To The Future Of Local Digital Marketing?
  8. 8. Maybe I’m Already There? I Guess We’re Done.
  9. 9. I wonder if my cat will like this laser?
  10. 10. What’s the future of Cats and Lasers?
  11. 11. Snap Out of It!!! @mikecorak #LocalDigital2.0
  12. 12. Agenda Local Digital Marketing Opportunities For Large and Small Organizations We’ll try to have some fun along the way! @mikecorak #LocalDigital2.0
  13. 13. PLEASE PREPARE YOUR LASERS NOW
  14. 14. Release I, (insert your name), swear that I will not burn anyone’s eyes out with my laser, especially Mike’s I Accept These Small Print Terms of Laser Usage @mikecorak #LocalDigital2.0
  15. 15. What is Local Digital Marketing? @mikecorak #LocalDigital2.0
  16. 16. Local Digital Marketing 1.0
  17. 17. Local Digital Marketing For Many = Listings @mikecorak #LocalDigital2.0
  18. 18. 81% of consumers go online to search for products and services to make local buying decisions Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail- Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf Why Local Listing Management Matters 18
  19. 19. Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224 73% of people lose trust in a brand when their listings are incorrect 19 Why Local Listing Management Matters
  20. 20. Being Found in Maps Isn’t Just About NAP (Name Address Phone #) Anymore @mikecorak #LocalDigital2.0
  21. 21. Local Search Ranking Factors Sounds a little like SEO 6-8 years ago, right? Signals like Categories & Proximity (14.7%) NAP Consistency, Citations, etc. (13.6%) On-Page Signals (20.3%) Link Signals (20.0%) Review Signals like quantity & quality (8.4%) Social Signals like Facebook likes and Twitter Followers (5.0%) Behavioral / Mobile Signals (9.5%) Personalization (8.5%) https://moz.com/local-search-ranking-factors @mikecorak #LocalDigital2.0
  22. 22. Local Digital Marketing is a Lens, Not a Listing
  23. 23. Where Do You Most Need to Localize Your Digital Efforts? Search Media Assets Data Integration
  24. 24. Local Search
  25. 25. You Need To Be Found Here… 25@mikecorak #LocalDigital2.0
  26. 26. Yet This Is What We Still See @mikecorak #LocalDigital2.0
  27. 27. Signals like Categories & Proximity (14.7%) NAP Consistency, Citations, etc. (13.6%) On-Page Signals (20.3%) Link Signals (20.0%) Review Signals like quantity & quality (8.4%) Social Signals like Facebook likes and Twitter Followers (5.0%) Behavioral / Mobile Signals (9.5%) Personalization (8.5%) https://moz.com/local-search-ranking-factors Back to Local Search Ranking Factors • Claim your listings on all relevant sites • Choose your categories wisely • Manage and distribute your data • Link them to your site store pages • Have an active presence where applicable • Test and refine @mikecorak #LocalDigital2.0
  28. 28. Search Algorithm Update: Possum September 1st 2016, Google “Possum” Update Main Goal: To diversify the local results and prevent spam from ranking well Key Takeaways: • Businesses that fall outside of the physical city limits saw an increase in positive ranking. • Google is now filtering based on address and affiliation. • The physical location of the searcher is more important than it was before. • The local filter seems to be running more independently from the organic filter. Summary: This update could impact when, where and how your listings show up even though you’ve changed nothing on your side. Data management is more important than ever. @mikecorak #LocalDigital2.0
  29. 29. Data Anywhere Local Presence Management Locator API API API Custom Feeds Content Content Content Content @mikecorak #LocalDigital2.0
  30. 30. How Much Does the Right Local Search Tool Matter A Lot Not Much @mikecorak #LocalDigital2.0
  31. 31. Insider Info: Tools Don’t Differentiate Enough to Matter Much in Results. Effort and Know How, Not Tech, Ultimately Moves the Needle. @mikecorak #LocalDigital2.0
  32. 32. Local Search: Who Has the Edge?
  33. 33. Localized Assets
  34. 34. Do You Have a Responsive Website? Yes No I Don’t Know M-Dot / Adaptive @mikecorak #LocalDigital2.0
  35. 35. Studies Show… Just 50% of companies have a “mobile friendly” website, even though more usage originates from Mobile than Desktop, a growing trend. @mikecorak #LocalDigital2.0
  36. 36. Google Cares About Mobile Friendly Sites! “Starting April 21, 2015, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” ‘s @mikecorak #LocalDigital2.0
  37. 37. But really Google cares about the user’s experience. Meaning, mobile friendly is the price of entry for local success. @mikecorak #LocalDigital2.0
  38. 38. IF YOU DON’T HAVE A RESPONSIVE SITE, MOVE IT TO TOP OF THE LIST
  39. 39. Mobile Maturity Checklist • Mobile first experiences (content, design, email, site, landing pages, apps, etc.) matching mobile need and intent • Mobile friendly media • Local aware SEO efforts • Local marketing integration • Mobile analytics and optimization • And… @mikecorak #LocalDigital2.0
  40. 40. NEVER SAY MOBILE AGAIN @mikecorak #LocalDigital2.0
  41. 41. • If visitors allow their location to be tracked, they should automatically have the closest locations populated on the store locator map • Click and zoom capabilities on Map view or locations easily searchable based on: • City • State • Zip Code Store Locator
  42. 42. Store Results • Unique store image and details for all of the nearest locations ensure visitors can easily find the information they’re looking for • Map view features the stores within geographical area and pins numerically correspond with correct store information
  43. 43. Store Pages • Locally relevant store pages • Conversion opportunity (both e-commerce or buy online, pick-up in store) with store products displayed and searchable • “In This Store and Local Events” section / scroll provides multiple touch- points related to that community and specific store features
  44. 44. Responsive CTA • Responsive design for mobile Store Locator, Results and Pages are a direct extension of ecommerce mobile site • Map view and store photos are easily viewable, along with local content (hours, brands, about section) • Strong CTAs based on business priorities for mobile conversion
  45. 45. What % of Emails are Opened via Mobile 10% 54% 25% 85%
  46. 46. 54% and Growing
  47. 47. Local Relevant Emails
  48. 48. Localized Content Opportunities • Custom store information – custom directions, employee images, local phone numbers, local inventory • Local community information and participation examples • Local employment opportunities • Posting to local content hubs • Engaging with local influencers @mikecorak #LocalDigital2.0
  49. 49. Social: Review Stats 92% of people regularly read reviews 90% say reviews influence their purchase 88% of people trust online reviews from stranger as much as their friends It only takes one to three negative reviews for most people to decide not to buy @mikecorak #LocalDigital2.0
  50. 50. Social: Reviews are Hard to Come By @mikecorak #LocalDigital2.0
  51. 51. Social: Review Solicitation Tools • Review Solicitation tools help garner reviews on profile pages like Google, Yelp & Facebook. • These are automated solutions to help customers leave feedback when they would normally forget and move on. • Most allow for filtering @mikecorak #LocalDigital2.0
  52. 52. Localized Assets: Who Has the Edge?
  53. 53. Laser Break: Tattoo Removal #SaveTheBieb!
  54. 54. Nice Work Guys, We (Almost) Did It!
  55. 55. Local Digital Promotion
  56. 56. Local Social Opportunities • Manage reviews and offer local contacts as applicable • Make sure to look at all possible review and feedback outposts • Post locally relevant content on local outposts as much as possible • Publicize community involvement, engage with local influencers, and build reputation • Target locally and amplify with paid social @mikecorak #LocalDigital2.0
  57. 57. Local Paid Media Opportunities Abound + mobile ads + all display platforms targeted locally + programmatic Etc. @mikecorak #LocalDigital2.0
  58. 58. Local Paid Search Opportunities Local Extensions and Map Ads Promoted Pins Other Upcoming Opportunities: In-store promotions, business pages with local inventory @mikecorak #LocalDigital2.0
  59. 59. Offline Customer Tracking Beacons Ad Platform Tracking Examples All present challenges but getting better by the day
  60. 60. Localized Promotion: Who Has the Edge?
  61. 61. Data Integration
  62. 62. Local Data Integration Possibilities • True Personalization • Experience Building • All Using Your Local Data in New Ways @mikecorak #LocalDigital2.0
  63. 63. Data Integration: Who Has the Edge?
  64. 64. Now Where Do You Most Need to Localize Your Digital Efforts? Search Media Assets Data Integration
  65. 65. CX Questions ? Search Media Content Paid Social Owned @mikecorak #LocalDigital2.0
  66. 66. Thank You For Having Us @mikecorak #LocalDigital2.0 Mike Corak VP/GM DAC Group @mikecorak mcorak@dacgroup.com

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