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Local Online MarketingMN AMANina Hale, Inc.<br />
What You’ll Learn<br />What is local?<br />How do they find you?<br />What are main channels for online local advertising?...
What is local?<br />Some one who is currently in a location <br />Looking for services there. “Auto repair Golden Valley”<...
Examples<br />
How did we find you?<br />Self-select your location of interest<br />
“sniff” your IP location<br />If they can’t determine the location (example here of AOL), it’s shown as (not set)<br />
Or Big Brother	<br />And they know exactly where I am because I have it integrated to my phone.<br />But of course I can s...
Based on your login info<br />
If we know where you are..We can advertise to you<br />This may not have a big market, but with a little creativity, I can...
Channels to Target	<br />Social Media Sites<br />Review Sites<br />Search Engines<br />Phones<br />Web Surfing<br />“Searc...
Top local adv channels<br />
Types of Advertising	 <br />Maps – Getting your business listed in a local business directory<br />SEO – Optimizing the co...
Maps<br />Top 3 Factors:<br />Claim it!<br />Distance from “Centroid”<br />Reviews & Pages<br />
Local Maps<br />Reports:<br />Searches!<br />Actions!<br />Directions!<br />FREE CLICKS<br />
SEO<br />A page for EACH location<br />Use the location in keywords, and page copy, meta code<br />Have the address on the...
PPC – Tons of Options<br />Only show in certain geographies<br />Have ad copy for different locations<br />Set different r...
Pay-Per-Click: Options<br />Ads show only in targeted locations, on a variety of websites. People see them when reading th...
Facebook PPC<br />
WHERE and How? - Mobile<br />Set up PDA Campaigns in PPC ad campaigns<br />Incorporate into searches<br />Create .mobi pag...
Where and How - Reviews<br />
A peek at Social Local<br />
HOW to Measure<br /><ul><li>Numbers of views
Reviews
Stars & Ratings
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Building and Executing Online Localized Marketing Strategy - MN AMA January 19, 2010

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Presentation slides for MN AMA's "Building and Executing Online Localized Marketing Strategy" event, presented by Nina Hale, President & CEO of Nina Hale Consulting on January 19, 2010.

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Building and Executing Online Localized Marketing Strategy - MN AMA January 19, 2010

  1. 1. Local Online MarketingMN AMANina Hale, Inc.<br />
  2. 2. What You’ll Learn<br />What is local?<br />How do they find you?<br />What are main channels for online local advertising?<br />What are the ones related to searching online? And what are the basics for setting them up?<br />
  3. 3. What is local?<br />Some one who is currently in a location <br />Looking for services there. “Auto repair Golden Valley”<br />Not specifying a location but who may exhibit localized behavior “best dentists” “used cars” “office manager jobs”<br />Someone who isn’t in a location but wants something there. “best family neighborhoods in San Diego” “hotels near MOMA in NYC”<br />Targeting a business to someone in a specific location who may not be actively looking for something, but who exhibits certain behavior, demographics, or interests. <br />
  4. 4. Examples<br />
  5. 5. How did we find you?<br />Self-select your location of interest<br />
  6. 6. “sniff” your IP location<br />If they can’t determine the location (example here of AOL), it’s shown as (not set)<br />
  7. 7. Or Big Brother <br />And they know exactly where I am because I have it integrated to my phone.<br />But of course I can switch my location manually and fool them. For example last year my default location was the discovery of something looking suspiciously like Atlantis. <br />
  8. 8. Based on your login info<br />
  9. 9. If we know where you are..We can advertise to you<br />This may not have a big market, but with a little creativity, I can make it larger <br />
  10. 10. Channels to Target <br />Social Media Sites<br />Review Sites<br />Search Engines<br />Phones<br />Web Surfing<br />“Search Engines” – YouTube, eBay<br />
  11. 11. Top local adv channels<br />
  12. 12. Types of Advertising <br />Maps – Getting your business listed in a local business directory<br />SEO – Optimizing the content on your website for the location<br />SEM, pay-per-click search ads<br />Banner Ads – Content Networks <br />Reviews & Social<br />
  13. 13. Maps<br />Top 3 Factors:<br />Claim it!<br />Distance from “Centroid”<br />Reviews & Pages<br />
  14. 14. Local Maps<br />Reports:<br />Searches!<br />Actions!<br />Directions!<br />FREE CLICKS<br />
  15. 15. SEO<br />A page for EACH location<br />Use the location in keywords, and page copy, meta code<br />Have the address on the web page<br />Build off the work you did to get your address listed in the maps<br />
  16. 16. PPC – Tons of Options<br />Only show in certain geographies<br />Have ad copy for different locations<br />Set different rules and bids<br />Sync to local business listings<br />Only show if certain words (like locations are in the ad copy<br />Small But Mighty<br />
  17. 17. Pay-Per-Click: Options<br />Ads show only in targeted locations, on a variety of websites. People see them when reading those sites. <br />Images<br />Text<br />Ad copy can be localized or generic<br />
  18. 18. Facebook PPC<br />
  19. 19. WHERE and How? - Mobile<br />Set up PDA Campaigns in PPC ad campaigns<br />Incorporate into searches<br />Create .mobi pages for each location<br />Sync locations from Google maps to ads for smart phones (this also triggers a click-to-call)<br />Tons of apps<br />
  20. 20. Where and How - Reviews<br />
  21. 21. A peek at Social Local<br />
  22. 22. HOW to Measure<br /><ul><li>Numbers of views
  23. 23. Reviews
  24. 24. Stars & Ratings
  25. 25. Driving directions
  26. 26. Visits to site / Search rank
  27. 27. Coupons
  28. 28. Phone calls
  29. 29. Leads
  30. 30. Sales</li></ul>Web Analytics<br />Clear Pixels<br />Reports!<br />
  31. 31. Where to start?<br />Claim your listings - everywhere<br />Add your address to your website<br />Add location qualifiers to social profiles and links<br />Add pages for locations on your website<br />Consider location advertising – paid search, content network, Facebook, <br />Consider localized promotions like Groupon, Foursquare<br />If running PPC, sync your locations<br />If running PPC, look into the MULTIPLE location targeting options<br />
  32. 32. Resources <br />www.Google.com/LocalBusinessCenter<br />AdWords Learning Center - Google<br />www.facebook.com/advertising<br />http://www.groupon.com/<br />http://foursquare.com/businesses/<br />borrellassociates.com – research and conference<br />Yahoo APT<br />http://www.ninahale.com<br />

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