Common Local Search Pitfalls (and how to avoid them) - Monica Ho

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Common Local Search Pitfalls (and how to avoid them)

As local, mobile and social converge - online search is proving to be a driving force behind consumer purchase decisions. Hear from 15miles proprietary research study on consumer behavior and learn what the common pitfalls of local search are and how to avoid them.

* Monica Ho, SVP, Marketing & Creative, 15miles

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Common Local Search Pitfalls (and how to avoid them) - Monica Ho

  1. 1. Online Marketing Summit<br />MILWAUKEE | JUNE 28, 2010<br />Local Search Pitfalls:<br />(and how to avoid them)<br />Monica HoSVP, Marketing15miles <br />1<br />
  2. 2. 6/28/2010<br />2<br />Agenda<br /><ul><li>The Importance of Local Search
  3. 3. Top 5 Local Search Pitfalls</li></ul>Failure to plan = plan to fail<br />There is no silver bullet<br />Thinking national is local<br />Burying your head in the sand<br />Measuring actions – not outcomes<br /><ul><li>Open Q&A</li></li></ul><li>6/28/2010<br />3<br />Local Search at a Glance…<br />Nationwide, general search…<br />The Buying Process<br />Awareness<br />Awareness<br />Local, specific search…<br />Familiarity<br />Familiarity<br />Comparison<br />Comparison<br />Pricing<br />Pricing<br />Purchase<br />
  4. 4. Local Search at a Glance…<br /><ul><li>Local Search grew 46% over the past year while general search grew 31%1
  5. 5. Local portal search experienced 29percent growth
  6. 6. IYP/Local sites experienced 17 percent growth
  7. 7. 30 percent of all queries have some sort of local intent2
  8. 8. 80 percent of consumers expect businesses in their search result to be within 15 miles of their location1</li></ul>Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008 research paper<br />
  9. 9. Google made Local Search a priority in 2009 & 2010 - evident from the following:<br />Local Search Marketplace is Growing Quickly<br /><ul><li>Returns local results on queries without geo-modifiers</li></li></ul><li>Google made Local Search a priority in 2009 & 2010 - evident from the following:<br />Local Search Marketplace is Growing Quickly<br /><ul><li>Returns local results on queries without geo-modifiers
  10. 10. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses</li></li></ul><li>Google made Local Search a priority in 2009 & 2010 - evident from the following:<br />Local Search Marketplace is Growing Quickly<br /><ul><li>Returns local results on queries without geo-modifiers
  11. 11. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
  12. 12. Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites</li></li></ul><li>Local Search Marketplace is Changing Rapidly<br />Total Unique Visitors (000)<br />Jan 2009 – Jan 2010<br />+40%<br />+14%<br />-6%<br />- 39%<br />+736<br />- 7%<br />+19%<br />+53%<br />- 28%<br />Source: comScore, MyMetrix Key Measures,;February, 2010<br />
  13. 13. Goal of Local Online Business Search<br />Read Ratings and Reviews<br />3%<br />Other<br />2%<br />Get hours of operation<br />6%<br />Research Products<br />12%<br />Find a business with product/service needed<br />26%<br />Driving Directions<br />9%<br />Address/Location<br />21%<br />Phone Number<br />21%<br />Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
  14. 14. Online Search Results in Offline Action<br />15miles<br />Write a review – more info>><br />317 Madison Avenue Suite 2310, New York, NY 10017<br />877-753-0015<br />15miles.comGet Directions<br />Post-Search Activity<br /><ul><li>46% contacted by phone
  15. 15. 37% visited the business location
  16. 16. 11% contacted online</li></ul>Address/Location<br />21%<br />Phone Number<br />21%<br />Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
  17. 17. Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
  18. 18. Marketing goals might include:<br />Align Media Strategy & Marketing Goals<br /><ul><li>Creating an online presence
  19. 19. Differentiating your business
  20. 20. Brand building
  21. 21. Converting leads</li></li></ul><li>Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
  22. 22. Holistic Strategy<br />Consumers Use Multiple Sources<br />Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
  23. 23. Optimum visibility includes:<br />Holistic Strategy<br />Comprehensive Visibility<br /><ul><li>Paid & Organic visibility on Search Engines
  24. 24. Internet Yellow Pages
  25. 25. Social Media & Mobile</li></ul>Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
  26. 26. Variations in media used will occur based on the consumers need or intent<br />Holistic Strategy<br />Consumers Use Multiple Sources<br />2009 Local Business Search Share<br />IYP’s<br /><ul><li> YellowPages.com
  27. 27. SuperPages.com
  28. 28. Etc</li></ul>Local Search<br /><ul><li> Google Maps
  29. 29. Yahoo! Local
  30. 30. Etc</li></ul>General Search<br /><ul><li> Google
  31. 31. Yahoo!
  32. 32. Bing
  33. 33. Etc</li></ul>Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
  34. 34. Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
  35. 35. Know where your customers are<br />Digital programs should include:<br />Simplifying The Search Experience<br />plumber<br />Search<br /><ul><li>IP Targeting by campaign</li></ul>Plumber<br />Affordable Rates, Available 24/7.<br />Milwaukee WI Area. Call Us Today!<br />OakCreekPlumbing.net/Plumbers<br />Milwaukee, WI<br />
  36. 36. Know where your customers are<br />Digital programs should include:<br />Simplifying The Search Experience<br />Search<br />home remodeling quotes chicago<br /><ul><li>IP Targeting by campaign
  37. 37. Geo-specific modifiers on keywords</li></li></ul><li>Know where your customers are<br />Digital programs should include:<br />Simplifying The Search Experience<br />Search<br />home remodeling quotes chicago<br /><ul><li>IP Targeting by campaign
  38. 38. Geo-specific modifiers on keywords
  39. 39. Locally relevant messages facing business searchers</li></ul>Home Remodeling Chicago<br />Expert remodeling services. Call for a quote– 773.756.5860.<br />Handyman.net<br />Chicago, IL <br />
  40. 40. Simplifying The Search Experience<br />Simple one click to complete local listings<br />Must visit corporate website, then find where to search for a local listing (didn’t you just do that??)<br />
  41. 41. Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
  42. 42. Importance of User Reviews<br />Are you listening?<br />Importance Of Consumer Ratings and Reviews<br />(top 2 box rating on 5 point scale) <br />Usage of Consumer Ratings and Reviews<br />27%<br />Used to make purchasing decision<br />73%<br />Source: TMPDM/comScore Local Search Usage Study 2009<br />
  43. 43. Monitoring - The Value of Owner Responses<br />Importance of User Reviews<br />Are you listening?<br /><ul><li> Active review monitoring
  44. 44. Prompt, courteous response from the Manager
  45. 45. Shows respect for customer (past & future)
  46. 46. No public response from the owner
  47. 47. Presumed to not care to voice their opinion
  48. 48. Leaves a poor impression for potential patients</li></li></ul><li>Platforms to monitor include:<br />Monitoring - Reveal Opportunity<br />Importance of User Reviews<br />Are you listening?<br /><ul><li>User Reviews
  49. 49. Internet Yellow Pages
  50. 50. Search Engines
  51. 51. Angie’s List
  52. 52. CitySearch & Yelp
  53. 53. Hyper Local & Industry Related Blogs
  54. 54. Twitter</li></li></ul><li>Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
  55. 55. Tracking success improves marketing efforts<br />Tracking - Make Informed Marketing Decisions<br />Make Informed Marketing Decisions<br />If it can be measured, it can be optimized…<br />Including providing insights on:<br /><ul><li>New opportunities
  56. 56. Consumer behavior
  57. 57. Improving conversions
  58. 58. How marketing dollars should be allocated</li></li></ul><li>Determining success includes measuring multiple metrics online, as well as offline. Simply counting clicks is not effective tracking.<br />Tracking - Hold Marketing Initiatives Accountable<br />Make Informed Marketing Decisions<br /><ul><li>Local call tracking lines
  59. 59. In-store coupon redemption etc.
  60. 60. Post-click Analytics
  61. 61. Off-site Analytics</li></li></ul><li>Conversion goals for local search programs generally differ from other campaigns<br />Make Informed Marketing Decisions<br />Nationwide, general search…<br />The Buying Process<br />$5 cost per Lead Generation, 5% Conversion Avg.<br />Awareness<br />Awareness<br />Familiarity<br />Familiarity<br />Local, specific search…<br />$10 cost per Lead Generation, 20% Conversion Avg.<br />Comparison<br />Comparison<br />Pricing<br />Pricing<br />Purchase<br />
  62. 62. EFFECTIVE LOCAL SEARCH MARKETING Review<br />6/28/2010<br />30<br />
  63. 63. Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />Platforms<br />Monitoring<br />Targeting<br />Tracking<br />
  64. 64. Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
  65. 65. Search Engines, IYPs, Social Media etc.</li></ul>Monitoring<br />Targeting<br />Tracking<br />
  66. 66. Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
  67. 67. Search Engines, IYPs, Social Media etc.</li></ul>Monitoring<br />Targeting<br />Tracking<br />#3 – Thinking National is Local<br /><ul><li>Segment your market
  68. 68. Deliver on ad promises
  69. 69. Limit hurdles to reach content</li></li></ul><li>Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />#4 – Burying Your Head in the Sand<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
  70. 70. Search Engines, IYPs, Social Media etc.
  71. 71. Listen to the market
  72. 72. User Reviews</li></ul>Monitoring<br />Targeting<br />Tracking<br />#3 – Thinking National is Local<br /><ul><li>Segment your market
  73. 73. Deliver on ad promises
  74. 74. Limit hurdles to reach content</li></li></ul><li>Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />#4 – Burying Your Head in the Sand<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
  75. 75. Search Engines, IYPs, Social Media etc.
  76. 76. Listen to the market
  77. 77. User Reviews</li></ul>Monitoring<br />Targeting<br />Tracking<br />#3 – Thinking National is Local<br /><ul><li>Segment your market
  78. 78. Deliver on ad promises
  79. 79. Limit hurdles to reach content</li></ul>#5 – Measuring Actions, Not Outcomes<br /><ul><li>Track marketing efforts through to sale / conversion</li></li></ul><li>Speaker Contact Info. <br /><ul><li>Monica.Ho@15miles.com
  80. 80. 262-439-3737
  81. 81. www.15miles.com</li></ul>36<br />Thank You<br />
  82. 82. 37<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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