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Local Marketing
for Successful Lead Generation
Digital Transformation
What is it?
When will it come?
Who will this affect?
Does it matter?
A Threat and a Promise for Bus...
Marketing and Sales - the new way
1. Customers expect you to be available to receive messages 24/7
2. Customers expect to ...
8 Local Marketing tactics for success
1. Google My Business
2. Key Words
3. Directory Listings
4. Google Alerts
5. Busines...
1. Google My Business
Google looks at 4 aspects of your site
• words
• pictures
• video
• maps
How to edit display listings
Register your site in Google My Business
• https://business.google.com/
• Get verified
• Link...
2. Key Words
Choose more than one data source
Google is well known but supports its own objectives
Select an independent k...
3. Directory Listings
Online directories do matter
Get yourself listed - general & niche
• Write a standard one sentence /...
4. Google Alerts
Receive alerts for key search phrases https://www.google.com/alerts
• business name
• key staff
• competi...
Search Operators
https://support.google.com/websearch/answer/2466433?hl=en
5. Business Associations
Invaluable way of meeting local businesses
• Networking
• Public speaking
• Promotions
• Mailing ...
6. Networking events
Consider niche groups too
• Affiliated Industries Group http://www.businessnz.org.nz/about-us/aig
• w...
7. Testimonials
How do I know you are a reputable business?
Where are your testimonials and case studies?
What is the valu...
8. Local Advertising
Brand building
Product/service promotion
• Google Adwords
• Google AdSense
• Yellow Pages
• Facebook
...
Facebook Advertising
The best free resource to tutor yourself
DigitalMarketer.com
Podcast - weekly episodes reproduced as ...
Did you see our Facebook advert?
We ran 2 versions
To 2 different audiences
Which did best?
Audience selection
Differences between audiences
• Age
• Region
• Matched Audience
• Behaviours
Facebook advertising results
Which ad did best?
Surprises
Analytics insights
Eventbrite page
338 page views
• 25% reserved tickets
• 42 Video (12%)
• 63 Attendees (18%)
Traffic Sou...
BONUS - Local press relations
Use media relations to get articles in
• Local newspaper
• Local radio / podcasts
• Local ne...
Local listings
Other places
• Herald Event Guide
• EventFinda
BONUS - Referrals
Ask for Referrals
• Send two business cards with your invoice
• Make specific requests for Social Sharin...
BONUS - Surprise and Delight
What can you do to give more at little or no cost?
Whangarei Toyota
Books
Any Questions?
Please connect with me on LinkedIn
Rebecca Caroe rebecca@creativeagencysecrets.com
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Local Marketing for Lead Generation - 8 tools to use today

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8 Tactics for your business to put into practice today to drive sales
1. Google My Business
2. Key Words
3. Directory Listings
4. Google Alerts
5. Business Associations
6. Networking Events
7. Testimonials
8. Articles in local media

Published in: Marketing
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Local Marketing for Lead Generation - 8 tools to use today

  1. 1. Local Marketing for Successful Lead Generation
  2. 2. Digital Transformation What is it? When will it come? Who will this affect? Does it matter? A Threat and a Promise for Business Owners FACT: you cannot rely on word of mouth…… unless you plan to fail in business
  3. 3. Marketing and Sales - the new way 1. Customers expect you to be available to receive messages 24/7 2. Customers expect to be able to contact you the way THEY choose 3. Many Customers do not want a one-size-fits-all relationship (unless you sell gas or groceries) 4. New marketplaces, new networks and new technologies are opportunities you have to test out
  4. 4. 8 Local Marketing tactics for success 1. Google My Business 2. Key Words 3. Directory Listings 4. Google Alerts 5. Business Associations 6. Networking Events 7. Testimonials 8. Articles in the local media Two Bonus tactics at the end
  5. 5. 1. Google My Business Google looks at 4 aspects of your site • words • pictures • video • maps
  6. 6. How to edit display listings Register your site in Google My Business • https://business.google.com/ • Get verified • Link Analytics, Maps, YouTube, Reviews, G+
  7. 7. 2. Key Words Choose more than one data source Google is well known but supports its own objectives Select an independent key word tool • We use SBI https://sbiapps.sitesell.com • https://moz.com/explorer/ • https://www.wordtracker.com/ Learn how to research key words https://moz.com/beginners-guide-to-seo/keyword-research Ensure city/ town / suburb / state or county are all included in meta data
  8. 8. 3. Directory Listings Online directories do matter Get yourself listed - general & niche • Write a standard one sentence / short paragraph • Start with yell.co.nz / yell.com.au • www.brightlocal.com citations is worthwhile buying • Keep a record of your logins • Review annually
  9. 9. 4. Google Alerts Receive alerts for key search phrases https://www.google.com/alerts • business name • key staff • competitors • new business opportunities Objectives: • to comment • contact prospects • build a mailing list
  10. 10. Search Operators https://support.google.com/websearch/answer/2466433?hl=en
  11. 11. 5. Business Associations Invaluable way of meeting local businesses • Networking • Public speaking • Promotions • Mailing list
  12. 12. 6. Networking events Consider niche groups too • Affiliated Industries Group http://www.businessnz.org.nz/about-us/aig • www.eventfinder.co.nz • www.eventbrite.co.nz • https://www.meetup.com/cities/nz/ Have a post-event process for following up contacts - the cards in pocket trick
  13. 13. 7. Testimonials How do I know you are a reputable business? Where are your testimonials and case studies? What is the value of independent reviews? • Set up a testimonials page on your website • Put the most recent testimonial at the top • Make a long & short version. • Put the short version on the Testimonials page. • Copy the long version to a blog post – and link to it • Link to the client website • Set up the business process to get new testimonials regularly • Ask for testimonials on your Google My Business page and LinkedIn recommendations (NOT endorsements)
  14. 14. 8. Local Advertising Brand building Product/service promotion • Google Adwords • Google AdSense • Yellow Pages • Facebook • LinkedIn
  15. 15. Facebook Advertising The best free resource to tutor yourself DigitalMarketer.com Podcast - weekly episodes reproduced as blog posts on the website Key episodes • http://www.digitalmarketer.com/facebook-advertising-for-local-business/ • Fitness studio http://www.digitalmarketer.com/local-advertising-on-facebook/ • Financial services http://www.digitalmarketer.com/local-facebook-advertising/
  16. 16. Did you see our Facebook advert? We ran 2 versions To 2 different audiences Which did best?
  17. 17. Audience selection Differences between audiences • Age • Region • Matched Audience • Behaviours
  18. 18. Facebook advertising results Which ad did best? Surprises
  19. 19. Analytics insights Eventbrite page 338 page views • 25% reserved tickets • 42 Video (12%) • 63 Attendees (18%) Traffic Sources • NZ Herald • Facebook Page views • Blog post 2 = 84 • Blog post 1 = 34
  20. 20. BONUS - Local press relations Use media relations to get articles in • Local newspaper • Local radio / podcasts • Local newsletters • Yahoo Groups for local lists • Neighbourly • Columnists (Robyn Pearce, Graham MacGregor, Terry Baucher)
  21. 21. Local listings Other places • Herald Event Guide • EventFinda
  22. 22. BONUS - Referrals Ask for Referrals • Send two business cards with your invoice • Make specific requests for Social Sharing • Do this at the point of rejection
  23. 23. BONUS - Surprise and Delight What can you do to give more at little or no cost? Whangarei Toyota Books
  24. 24. Any Questions? Please connect with me on LinkedIn Rebecca Caroe rebecca@creativeagencysecrets.com

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