Reinventing Marketing For The Small Business


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Reinventing marketing for local small business owners.

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  • - Over 40 years of marketing experience. We help are clients develop long-term marketing strategies. - Depending on a single website to market your business online is not a solid strategy!
  • Google Maps is the Yellow Pages for the new millenium There is one other big difference - Single Search Page with Broad World Wide Exposure
  • How many of you have agencies who have a goal of ranking on the first page of Google, or of ranking #1 in their area for an insurance-related search? There are three ways an agency can appear on a Google search results page. I find that most agencies are only aware of two. BIG OPPORTUNITY HERE! To appear in the paid search section of Google, you pay per click for ads in an Auction via Google AdWords. Here insurance agents need to compete with national carriers, direct players, and aggregators with deeper pockets and greater economies of scale. “Auto insurance” is one of the most competitive bidding terms on Google – regularly in the top 10 most expensive terms. To appear in the organic search section of Google results, you need to have a web site URL or have a presence on a third-party web site URL (ie,, Citysearchcom, Organic ranking is extremely competitive in the auto insurance vertical, and even if you hire a pricey SEO firm or pay to build and maintain a top-flight web site, it can be difficult to crack the top 5-10 rankings of organic search. To appear in the Local search (aka “Maps” or “local listings”) section of Google results, you need to fill out a form online. Ranking is considerably less competitive than organic search because to date less than 20% of businesses have filled out that form with Google, and because national companies that don’t have a local presence can’t participate or compete in local search – no, GEICO, no Esurance, no lead aggregators. So, local search or local listings refer to the “maps” section of the search engine results page – Google is shown here. We hear many agencies state their ambitious goal as being “#1 in Google” for given search terms – they are referring to organic search. Local search presents a way to rank above the #1-organically ranked Google web site, at no dollar cost, and without even having an agency web site or hiring a company to do SEO for your agency. Agencies can do this themselves, and that’s what we’ll be talking about today.
  • comScore estimated that in July 2010 there were 10.263 billion searches a month on Google (15.589 billion on all major search engines) Google noted in December 2009 that 20% of searches are local in nature Thus there are over 2 billion local searches per month in the US alone, on Google alone.
  • According to the Yellow Pages Association, there were just under 1 billion print yellow page references made each month by US adults in 2009. (37% of adults say they use PYP in an avg week* 2.7 references per week * 4 weeks * 230 million).
  • First off – why are we focusing on Google? Important to claim a listing at all the major search engines, but Google currently has an over 70% share of search engine traffic, so they are the place to start and the most important.
  • Ask audience, how many of you regularly conduct internet searches on a mobile device? The desktop is no longer the only place your online listings are shown! On mobile devices, Google searches use GPS by default to present search results that are local to the user. Local results are essentially ever-present for mobile search!
  • Local mobile search is taking off with the growth of the use of the smartphone (eg, iPhone) – more than 50% per year
  • Also – facebook, twitter, citysearch,,, MerchantCircle, etc etc!
  • Also – facebook, twitter, citysearch,,, MerchantCircle, etc etc!
  • Also – facebook, twitter, citysearch,,, MerchantCircle, etc etc!
  • Reinventing Marketing For The Small Business

    1. 1. THE LAST FRONTIER LOCAL and MOBILE SEARCH Take advantage with… How to take advantage of search engines for your local business..
    2. 2. Reinventing marketing for the small business.
    3. 3. Before the Internet: <ul><li>Staying connected meant advertising with: </li></ul><ul><li>Phone Directories </li></ul><ul><li>Newspaper </li></ul><ul><li>TV </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Print Ads </li></ul><ul><li>Word of Mouth </li></ul>
    4. 4. These Time Are Changing! <ul><li>Phone Directory: Where is yours? </li></ul><ul><li>Newspapers: Declining rapidly. </li></ul><ul><li>TV: DVR/TiVo. </li></ul><ul><li>Telemarketing: Do not call list. </li></ul><ul><li>Direct Mail: Very small ROI. </li></ul><ul><li>Print Ads: Rising cost. </li></ul><ul><li>E-Mail: Spam software reduces return. </li></ul>Traditional advertising mediums are loosing their effectiveness:
    5. 5. Today’s business owners are faced with an enormous problem! <ul><li>Why? </li></ul><ul><li>Search results are dominated by large corporations and chains. </li></ul><ul><li>Lack of web knowledge. </li></ul><ul><li>Inability to compete economically. </li></ul><ul><li>Inability to change. </li></ul>
    6. 6. What is it? Local search
    7. 7. Local Search is the new Yellow Pages Yellow Pages Difficulty: Easy Cost: Expensive Local Search Difficulty: Very Difficult Cost: Inexpensive
    8. 8. Paid Search Paid Search Local Search Organic Search
    9. 9. Source: comScore 7/10 & Google 4/10
    10. 10. Source: YPA Pocket Piece, April 2010
    11. 11. Geo-targeted campaign placement on major search engines.
    12. 12. Start where 70% of traffic is: GOOGLE
    13. 13. The statistics are astonishing: <ul><li>1 Trillion - web pages in the world. 1 </li></ul><ul><li>50% of small businesses don’t have a website. </li></ul><ul><li>78% of HH have two or more computers. 2 </li></ul><ul><li>82% of local searches result in offline action. 3 </li></ul><ul><li>0% chance of connecting with local consumers performing online searches without web presence. </li></ul><ul><li>60 – Percentage of small business that will fail, in the next five years, without a social media presence. </li></ul>1 Google July 25,2008 2 2007 Market Report by Jupiter 3 Study by Comscore Networks (Click Z August 2 nd , 2007)
    14. 14. Having a website isn’t enough! <ul><li>How do people find it? </li></ul><ul><li>How do you drive traffic to a website? </li></ul><ul><li>Are you satisfied with your current web presence? </li></ul><ul><li> </li></ul>Search optimization companies are far too expensive for most local businesses!
    15. 15. Consumers are Talking about and Reviewing YOU!
    16. 16. Local Search – A New Opportunity <ul><li>71% of all American adults use the Internet. </li></ul><ul><li>91% of all Internet users use a search engine to find information. </li></ul><ul><li>Over 50% of all purchases are preceded by an Internet search </li></ul><ul><li>30 percent of all search queries contain a city, state or zip code. </li></ul><ul><li>There are 2.6 billion local searches a month </li></ul><ul><li>What does this have to do with you? </li></ul><ul><li>You don’t need a website! (Although having one helps) </li></ul>
    17. 17. Mobile devices (GPS) – show local by default. v Source:
    18. 18. Why Mobile ? <ul><li>There are 5 billion plus cell phone user vs. only 1.8 billion Internet users (almost 3x in market size.) </li></ul><ul><li>Of these users, 51 Million use smart phones. </li></ul><ul><li>There is a fundamental shift in how people are communicating. </li></ul><ul><li>Text open up rate is 95%. </li></ul>
    19. 19. Provide access to potential customers through Google and Yahoo maps
    20. 20. Local mobile searches are growing exponentially! Source: comScore, June 2009
    21. 21. Not to mention … <ul><li>73% of new mobile phone buyers report that text messaging is the most important feature on their phone </li></ul><ul><li>The typical mobile phone user now sends more text messages than mobile phone calls </li></ul><ul><li>Gen Y and Z consider e-mail passe’. </li></ul><ul><li>In fact, some universities have stopped distributing e-mail accounts. </li></ul><ul><li>You can buy traffic for .02 a click! </li></ul>
    22. 24. Standing Out! With Reviews!
    23. 25. Why Reviews? They provide access to potential customers through Review Sites.
    24. 26. Plus: of consumers online trust recommendations from people they know. Source: Nielsen, July 2009
    25. 27. of consumers online trust recommendations from people they don’t . Source: Nielsen, July 2009 And
    26. 28. Review Process
    27. 29. Simple! Our Process   1) REVIEW CARDS GIVEN TO CLIENTS   - Print Review cards to give to your clients so that they can submit honest reviews on your product, service or performance. These stamped postcards are mailed directly to the Local Search Dominator headquarters for publication.   2) REVIEW CARDS PUBLISHED ON WEB   - Review cards are scanned and also entered electronically on the web. These reviews are distributed through a variety of review sites (such as Google Local) so other consumers can find you when they are looking for a service provider.   3) REVIEW CARDS MAXIMIZE YOUR VISIBILITY   - Reviews published on on-line review sites maximize your company's visibility, credibility and SEO results. The more reviews you have, the better your results. 
    28. 30. Review Fraud – help Google police it
    29. 31. <ul><li>Where reviews happen – almost everywhere! </li></ul>© Matt McGee, 2010.
    30. 32. Our Services: <ul><li>Set up local listings </li></ul><ul><li>Make sure all elements are there to get top placement. </li></ul><ul><li>Mobilize your business. </li></ul><ul><li>Set up text messaging. </li></ul><ul><li>Website design and management. </li></ul><ul><li>Social Media. </li></ul><ul><li>Keyword research and strategy. </li></ul>