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Fake it till you make it: Brand Building for Local Businesses

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Explore a few real world examples of local businesses who have built themselves into local brands that both Google and potential customers recognize.

Presented by Paula Keller, our Director of Account Management, at MozCon Local 2016 in Seattle.

Published in: Marketing
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Fake it till you make it: Brand Building for Local Businesses

  1. 1. `
  2. 2. “Brands ARE HOW YOU SORT OUT THE CESSPOOL” - Eric Schmidt, 2008 @PAULALMKELLER#MOZCON
  3. 3. @PAULALMKELLER #MOZCON@PAULALMKELLER#MOZCON
  4. 4. @PAULALMKELLER #MOZCON 1 2 3 4 5 6 7 8 9 10 @PAULALMKELLER#MOZCON
  5. 5. Warm Up @PAULALMKELLER#MOZCON
  6. 6. @PAULALMKELLER #MOZCON@PAULALMKELLER#MOZCON
  7. 7. Local PROOF #1 YOU CAN DO IT @PAULALMKELLER#MOZCON
  8. 8. @PAULALMKELLER#MOZCON
  9. 9. Attend an Estate Planning Workshop or Attend a LIFEPLANTM Workshop @PAULALMKELLER#MOZCON
  10. 10. Download Medicaid Whitepaper or Download LIFEPLANTM Report @PAULALMKELLER#MOZCON
  11. 11. DID IT work? @PAULALMKELLER#MOZCON
  12. 12. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
  13. 13. APPLY A CATCHY NAME What is your most popular service? Do you have a unique technique? Existing events, reports, etc.? @PAULALMKELLER#MOZCON
  14. 14. SPONSORED CONTENT What do locals read & watch? Local news site:search for media kits Make some calls! @PAULALMKELLER#MOZCON
  15. 15. DO IT RIGHT Stay live forever? Social promo & tag? Indexable? Direct link? @PAULALMKELLER#MOZCON
  16. 16. Local PROOF #2 YOU CAN DO IT @PAULALMKELLER#MOZCON
  17. 17. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
  18. 18. @PAULALMKELLER#MOZCON
  19. 19. @PAULALMKELLER#MOZCON
  20. 20. @PAULALMKELLER#MOZCON
  21. 21. “PAID AND EARNED MEDIA THRIVE WHEN THE OWNED MEDIA – THE content ITSELF – PROVIDES THE value & engagement THAT CUSTOMERS SEEK” - Jim Yu, 2015
  22. 22. @PAULALMKELLER#MOZCON
  23. 23. DID IT work? @PAULALMKELLER#MOZCON
  24. 24. APRIL 6,149 total visits @PAULALMKELLER#MOZCON
  25. 25. 2,082 SOCIAL REFERRAL ORGANIC SEARCH 2,712 520 @PAULALMKELLER#MOZCON
  26. 26. @PAULALMKELLER#MOZCON
  27. 27. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
  28. 28. IDENTIFY YOUR NICHE Industry Local Area Opportunity @PAULALMKELLER#MOZCON
  29. 29. IDENTIFY YOUR NICHE Large events in your area? Past clients - anything unique? Is it organically interesting? @PAULALMKELLER#MOZCON
  30. 30. DO IT right @PAULALMKELLER#MOZCON
  31. 31. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
  32. 32. @PAULALMKELLER#MOZCON
  33. 33. Local PROOF #3 YOU CAN DO IT @PAULALMKELLER#MOZCON
  34. 34. @PAULALMKELLER#MOZCON
  35. 35. @PAULALMKELLER#MOZCON
  36. 36. @PAULALMKELLER#MOZCON
  37. 37. @PAULALMKELLER#MOZCON
  38. 38. DID IT work? @PAULALMKELLER#MOZCON
  39. 39. 3,500 MONTHLY VISITS 2015 795 in 2009 @PAULALMKELLER#MOZCON
  40. 40. MONTHLY ORGANIC SEARCH VISITS 1,790 240 in 2009 @PAULALMKELLER#MOZCON
  41. 41. MONTHLY ORGANIC SEARCH LEADS 100 @PAULALMKELLER#MOZCON
  42. 42. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
  43. 43. USE REVIEWS TO GET AWESOME Conduct a reviews audit Collect & track customer feedback Check & Adjust @PAULALMKELLER#MOZCON
  44. 44. Develop question set Ask every customer Get to know your customers BUILD A PROCESS TO REQUEST CUSTOMER CONTENT @PAULALMKELLER#MOZCON
  45. 45. SO... WHERE DO I start? @PAULALMKELLER#MOZCON
  46. 46. WHICH STRATEGY IS RIGHT FOR YOU? Paid can have the benefits of earned if done well Earned is within reach if you get creative It all starts with the customer experience @PAULALMKELLER#MOZCON
  47. 47. Sources Sources •  http://www.entrepreneur.com/video/243530 Images •  http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her- manhattan-home-1D80427845 •  http://www.drcopeland.com/procedures_nose.php •  “Award” icons from Thenounproject.com •  KTLA.com @PAULALMKELLER#MOZCON

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