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How to optimise for local search marketing luke quilter sleeping giant media

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Luke Quilter, Managing Director of Sleeping Giant Media, talked about ‘How to Optimise For Local Search Marketing’, and covered how best to plan your digital marketing including:

- Optimising your website and PPC

- What should you be focusing on to make sure you are seen by your clients locally and nationally?

- How does this approach differ from a wider focus and how this ties in to a wider strategy for larger businesses?

- Tools you can use to manage the process more effectively, and what has changed in digital marketing that can affect your efforts.

Published in: Marketing
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How to optimise for local search marketing luke quilter sleeping giant media

  1. 1. Local Digital Marketing Luke Quilter
  2. 2. The mystery box
  3. 3. Purchasing Types • Impulse purchase • Routine purchase • Limited decision making • Complex decision making
  4. 4. Impulse Purchase Excited
 
 Bored
 
 Sad
 
 Angry
 
 47% 50% 28% 32% 14% 28% 8% 10% Have you ever made an impulse purchase because you were… Male Female
  5. 5. 13% 5%
  6. 6. Once we have satisfied our need to make sure it is the right product When do we buy a product?
  7. 7. Purchasing Types with Technology • Impulse purchase • Routine purchase • Limited decision making • Complex decision making
  8. 8. Take Aways We don’t go online, we live online
 
 We all need to market to the
 local market,
 even if we are global business
 
 Context is the new king of digital
  9. 9. The New Retail Equation Then Now
  10. 10. More Complex Journey Consumer Path to Purchase Now Shopper Retailer Websites Search Social Networks Ideas Price check Mass Media Vloggers Store Visits Family & Friends Store Purchase Purchase Online
  11. 11. Purchasing funnel Consumers take a multi-device path to purchase
  12. 12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Industry statistics 12 Smartphones have become the hub of our daily lives and are now in the pockets of two thirds (66%) of UK adults 1.3 1.2 7.4 The number of internet devices the average British household now owns. Four out of 10 households buying a tablet in the last year.
  13. 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 13 Access to information has changed our 
 purchase process… Consumer consults
 an average of 
 10.4 
 sources before purchasing 2X the
 number consulted just
 one year before
  14. 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Mobile
 Desktop “Location”“Hours” “Near Me” Keywords contained in searches Keywords contained in searches
  15. 15. Google have said the year of the mobile is 2013 2014 2015 2016 Basically Every year!
  16. 16. More questions Don’t panic - Case study
  17. 17. Case Study https://vimeo.com/107335362
  18. 18. Simpler still
  19. 19. Tools
  20. 20. Remarketing
  21. 21. Take Aways We don’t go online, we live online
 
 We all need to market to the
 local market,
 even if we are global business
 
 Context is the new king of digital
  22. 22. We live online
  23. 23. Giant Thursdays Optimising for mobile 
 Now live
  24. 24. NEXT #GIANTTalk #GIANTTalks Tuesday 21 June 2016 8:30 - 12pm The Spitfire Ground Hope to see 
you there! Leave your business card/name badge in the bowl at the entrance to book

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