The document provides insights from industry leaders on developing an effective local marketing strategy. It discusses four key insights: 1) Maximizing local search visibility at scale, focusing on connecting a brand's website, locations, and brand identity. This includes optimizing store locator pages and managing location data. 2) Driving local sales with video marketing, noting that video can increase purchase intent and that brands should track engagement and integrate calls-to-action. 3) Three secrets to converting visitors - identifying targets, understanding intent, and intelligently engaging consumers. 4) The new search behavior and importance of the "Zero Moment of Truth" as most purchase decisions are made online before entering a store. Brands must optimize their digital presence and win consumers
An easy step by step guide to establish implementable & actionable LSM ( Local store Marketing ) in retail stores, Proven easy & useful, used & copied & adopted by leading fast food chains & retail company's in the Philippines. If you need a copy of the Power point presentation email your request @ dngrtz2000@hotmail.com, will send you your copy immediately.
B2B Whiteboard has teamed up with Marketing Revolution to bring you the 10 Key Benefits of Local Marketing.
For more free business resources, check out www.b2bwhiteboard.com
Like, share or leave a comment below if you found this presentation useful.
Traditional Marketing is Dead... Long Live the CustomerStan Phelps
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This presentation features nine customer-centric marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zane's Cycles, and Zappos.
As marketers in a customer-driven, digital-age that has evolved extremely rapidly in recent years, we’re challenged to constantly reinvent the way we market our products and services. There’s an ongoing debate in the marketing world about which approach to marketing, push or pull, will get us the most bang for our buck.
An easy step by step guide to establish implementable & actionable LSM ( Local store Marketing ) in retail stores, Proven easy & useful, used & copied & adopted by leading fast food chains & retail company's in the Philippines. If you need a copy of the Power point presentation email your request @ dngrtz2000@hotmail.com, will send you your copy immediately.
B2B Whiteboard has teamed up with Marketing Revolution to bring you the 10 Key Benefits of Local Marketing.
For more free business resources, check out www.b2bwhiteboard.com
Like, share or leave a comment below if you found this presentation useful.
Traditional Marketing is Dead... Long Live the CustomerStan Phelps
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This presentation features nine customer-centric marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zane's Cycles, and Zappos.
As marketers in a customer-driven, digital-age that has evolved extremely rapidly in recent years, we’re challenged to constantly reinvent the way we market our products and services. There’s an ongoing debate in the marketing world about which approach to marketing, push or pull, will get us the most bang for our buck.
Rethinking Marketing - Purple Goldfish 2.0 Top 11 TakeawaysStan Phelps
Are you ready to rethink marketing? Here are 11 takeaways from the book Purple Goldfish 2.0:
1. Your brand is no longer just what you tell people it is. It's what your customer experiences, how they feel, and most importantly, what they tell others about their experience.
2. There is no such thing as just meeting customer expectations.
3. Experience design is the next frontier of marketing and brand building.
4. Marketing is about being so remark-able that people can't just help but talk about you.
5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate.
6. Over-deliver on the things that are valued by your customers and create signature elements of added value.
7. Take care of the customers you have . . . they'll bring you the customers you want.
8. The majority of how we judge others and brands comes down to warmth and competence.
9. Lagniappe is the idea of doing a little something extra. They are signals that honor the relationship with your customer.
10. Purple Goldfish is any time a business purposely goes above and beyond to add value or reduce effort.
11. You have to give your customers something to talk about.
Would you apply principles of FMCG marketing to restaurants ?
Would you want to blow your precious money on mass media ?
Would you settle for a below par ROI on your sales & marketing expenditure?
Brands and retailers know the value of strategic marketing at point of purchase. Great levels of customer service coupled with targeted POS and promotional offers can make the difference between sales in-store, online or not at all.
iD In-store have therefore developed this five point guide to help ensure you get the most out of your in-store team at tactical gifting occasions such as Valentine’s Day, Mother’s Day and Easter, as well as non-seasonal events like Bar Mitzvahs, weddings and birthdays.
Why wait until New Year to make a resolution? Whip your business into shame today! Find out what marketing strategies you need to put into place to have a successful business.
I run the Performance Marketing and CRM team at Wonderbly. We make personalised children's books that are – if we say so ourselves – on another level. At Facebook's Fast Track event I highlighted some best practices we’ve developed, sometimes the hard way, to make sure you’re ready for peak season, discussing topics like planning, budgeting, automation and marketing-attribution.
Jerome the Salesman is committed to leading and assisting the young generation with socio-cultural and entrepreneurial empowerment. Jerome Adzah is an entrepreneur, a volunteer and a passionate sales & marketing professional with over 7 years’ experience in providing services to financial institutions, FMCG’s, Recruitment Agencies, IT and Business consultancies etc.
"Experiences from the high sales season" - Smartly Connect KeynoteJorrit Bouma
I run the Performance Marketing and CRM team at Wonderbly. We make personalised children's books that are – if we say so ourselves – on another level.
Like many startups we're very performance focused, we depend on performance marketing to drive a large chunk of our sales.
As our books are oftentimes given as presents, we’re a highly seasonal business. In fact, the large majority of our annual sales is generated in just those few weeks before the holidays. A high stakes situation that represents a big opportunity, so we better be prepared to deliver on a solid plan. In this deck I went through during the Smartly Connect event, I highlighted some best practices we’ve developed, sometimes the hard way, to make sure you’re ready for peak season.
Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions!
To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.
Seven Top Tips for a winning landing pagealgomizer
A landing page is your website’s front door, it’s the first thing visitors see. A landing page doesn’t always need to be your homepage. In the case of paid advertising, you can create a dedicated landing page for a specific campaign that features a particular offer.
A resource for anyone in the hospitality industry looking to further develop their hotel's marketing strategy. This presentation provides access to ideas and articles that will help you increase the number of guests that you attract to your hotel. In this competitive industry, a strong marketing strategy that yields a high return on investment is essential. This information will allow you to better compete with your competitors. Learn what experts believe will enhance your hotel's success.
Rethinking Marketing - Purple Goldfish 2.0 Top 11 TakeawaysStan Phelps
Are you ready to rethink marketing? Here are 11 takeaways from the book Purple Goldfish 2.0:
1. Your brand is no longer just what you tell people it is. It's what your customer experiences, how they feel, and most importantly, what they tell others about their experience.
2. There is no such thing as just meeting customer expectations.
3. Experience design is the next frontier of marketing and brand building.
4. Marketing is about being so remark-able that people can't just help but talk about you.
5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate.
6. Over-deliver on the things that are valued by your customers and create signature elements of added value.
7. Take care of the customers you have . . . they'll bring you the customers you want.
8. The majority of how we judge others and brands comes down to warmth and competence.
9. Lagniappe is the idea of doing a little something extra. They are signals that honor the relationship with your customer.
10. Purple Goldfish is any time a business purposely goes above and beyond to add value or reduce effort.
11. You have to give your customers something to talk about.
Would you apply principles of FMCG marketing to restaurants ?
Would you want to blow your precious money on mass media ?
Would you settle for a below par ROI on your sales & marketing expenditure?
Brands and retailers know the value of strategic marketing at point of purchase. Great levels of customer service coupled with targeted POS and promotional offers can make the difference between sales in-store, online or not at all.
iD In-store have therefore developed this five point guide to help ensure you get the most out of your in-store team at tactical gifting occasions such as Valentine’s Day, Mother’s Day and Easter, as well as non-seasonal events like Bar Mitzvahs, weddings and birthdays.
Why wait until New Year to make a resolution? Whip your business into shame today! Find out what marketing strategies you need to put into place to have a successful business.
I run the Performance Marketing and CRM team at Wonderbly. We make personalised children's books that are – if we say so ourselves – on another level. At Facebook's Fast Track event I highlighted some best practices we’ve developed, sometimes the hard way, to make sure you’re ready for peak season, discussing topics like planning, budgeting, automation and marketing-attribution.
Jerome the Salesman is committed to leading and assisting the young generation with socio-cultural and entrepreneurial empowerment. Jerome Adzah is an entrepreneur, a volunteer and a passionate sales & marketing professional with over 7 years’ experience in providing services to financial institutions, FMCG’s, Recruitment Agencies, IT and Business consultancies etc.
"Experiences from the high sales season" - Smartly Connect KeynoteJorrit Bouma
I run the Performance Marketing and CRM team at Wonderbly. We make personalised children's books that are – if we say so ourselves – on another level.
Like many startups we're very performance focused, we depend on performance marketing to drive a large chunk of our sales.
As our books are oftentimes given as presents, we’re a highly seasonal business. In fact, the large majority of our annual sales is generated in just those few weeks before the holidays. A high stakes situation that represents a big opportunity, so we better be prepared to deliver on a solid plan. In this deck I went through during the Smartly Connect event, I highlighted some best practices we’ve developed, sometimes the hard way, to make sure you’re ready for peak season.
Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions!
To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.
Seven Top Tips for a winning landing pagealgomizer
A landing page is your website’s front door, it’s the first thing visitors see. A landing page doesn’t always need to be your homepage. In the case of paid advertising, you can create a dedicated landing page for a specific campaign that features a particular offer.
A resource for anyone in the hospitality industry looking to further develop their hotel's marketing strategy. This presentation provides access to ideas and articles that will help you increase the number of guests that you attract to your hotel. In this competitive industry, a strong marketing strategy that yields a high return on investment is essential. This information will allow you to better compete with your competitors. Learn what experts believe will enhance your hotel's success.
Le développement des technologies d’information et de communication, notamment les médias sociaux, ont considérablement fait évoluer le rôle du touriste, le propulsant au rang d’acteur en marketing et voire même de prestataire, dans l’offre touristique elle-même. Ce glissement progressif a fait émerger de nouveaux modèles d’affaires, dont l’économie collaborative, qui sont en train de bouleverser les modèles préalablement établis.
Airbnb, la plateforme communautaire de location de maisons/appartements/chambres, est l’exemple le plus parlant dans le secteur du tourisme. Son ascension fulgurante a ébranlé le secteur de l’hôtellerie traditionnelle. En effet, le nombre d’objets disponibles augmente d’année en année (passant de 1.5 millions en 2015 à 2.3 millions en 2016), presque tout autant que son nombre de détracteurs qui l’accusent de gruger les parts de marché de l’hôtellerie et de ne pas se soumettre aux réglementations nationales.
Dans ce contexte, l’Observatoire Valaisan du Tourisme (OVT) s’est intéressé cette année encore à la place qu’occupe Airbnb sur le marché suisse. Dans cette étude, l’OVT dresse un état des lieux de l’offre disponible sur la plateforme et la compare avec celles de l’hôtellerie et de la parahôtellerie dans les différents cantons et les différentes destinations du Valais.
COMMUNICATION 20 GREATEST HITS en españolAlain Uceda
Dossier con los trabajos más destacados en estrategia de comunicación, desarrollo de marca, publicidad y creación de contenidos para medios.
Portfolio of my best works in communication strategy, branding, advertising and media
Víctor Wilches. Cambio climático y cenit del petróleo: Caminando hacia el Col...Donvic
Cambio Climático y Cenit del Petróleo: Caminando hacia el Colapso
Autor: Víctor Wilches
Por primera vez en la historia de la humanidad existen dos amenazas reales para la supervivencia de todas las especies y de la vida hoy en el planeta tierra, las cuales son derivadas del modo de producción capitalista: la primera es la catástrofe ambiental y el cambio climático. Y la otra, es el cenit del petróleo. A esto, le podemos agregar una más, también de dimensiones devastadoras, las armas nucleares. El colapso sistémico ad portas puede arrastrar a la humanidad entera, y la vida en el planeta como hoy la conocemos, a su extinción. El tiempo que nos queda para evitar el sombrío panorama es poco, quizá unas cuantas décadas; pese a ello, aún podemos apostar por la vida. Como sociedad humana aún podemos luchar y organizarnos, para salvar millones de vidas humanas, preservar la vida en el planeta, y revertir la marcha hacia la catástrofe de un colapso multidimensional.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Europeana Awareness WP2 End-user engagement - Year 1 review slides Johan Oomen
This WP aims to engage both professionals and end users in conversations around new content, functions and features. This WP implements support for the meaningful inclusion of User Generated Content (UGC) in Europeana and of the distribution of Europeana content in external environments. Specifically, we examine the following three types of end‐user involvement:
[1] Adding context such as stories
[2] Contributing content such as photos, videos and private historical documents
[3] Collaborating with the Wikimedia community for contextualisation and user contribution
5 Tips for Making the Most of Local WebsitesBalihoo, Inc.
Local websites serve as the centralized landing pages through which all of the other local marketing tactics can be driven, tracked and measured. But, how do you get the most from your investment in local websites?
In this paper you will learn tips for making sure local websites perform and deliver the following benefits:
-Be found at the local search level
-Ensure search engines direct customers to the right place: YOUR brand or affiliate pages
-Deliver relevant content at the local level that is consistent with national campaigns
-Provide aggregated metrics for local marketing investments
6 Content Marketing Trends To Look Out For Beyond 2021PaulDonahue16
Content marketing plays a pivotal role in running a business. If you are a business owner, understanding the trends working well for other brands can help you achieve your business goals, such as generating leads, improving conversions, and increasing sales.
https://advdms.com/blog/6-content-marketing-trends-to-look-out-for-beyond-2021/
LSA|14: What’s Your Multi-Screen Local Video Strategy?Localogy
At LSA|14 a panel of local video experts shared the four must-have components of a successful local video ad strategy and how they can be used to strike gold.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
What does the new insurance agency sales manager need to learn. This presentation details the changes that need to be addressed. This presentation was given at the ACT/AUGIE meeting in Tampa FL February 2011 by Steve Anderson. Contact Steve at http://www.steveanderson.com
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
Similar to Balihoo Guide - Local Marketing Insights from Industry Leaders on Developing a Thriving Omni-channel Local Marketing Strategy (9)
Balihoo Local Display Advertising - A Field Guide for Multi-Location BrandsBalihoo, Inc.
National brands leverage display advertising to effectively push highly visual and engaging messages to 90% of the internet users worldwide. Adding micro relevance and localization takes it to the next level for impactful ROI.
Crash Course: Use Facebook Ads to Improve Your Search KPIsBalihoo, Inc.
Data shows that using Facebook
ads to compliment paid search strategies not only increases
search traffic, but also has significant effects on cost efficiency,
conversion rates, and order value (i.e., basket size).
How does it work?
Why National Brands are Shifting Dollars to Local MarketingBalihoo, Inc.
It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.
No Conversion Left Behind: Why National Brands are Shifting Dollars to LocalBalihoo, Inc.
It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.
It almost seems counter-intuitive for a brand to grow from a small idea to a powerful enterprise only to focus in on smaller customer bases in their marketing. But hyper-targeted advertising is becoming more prevalent among big and small brands alike. Why? Consumers have come to expect a personalized marketing experience.
Optimize Your Non-Branded Search Campaigns in Six StepsBalihoo, Inc.
Non-branded search marketing, by comparison, can be tough. It’s more expensive and typically has lower conversion rates. So why do it at all? Well, because your competitors are. And, unless you’re a brand like Pepsi or McDonald’s, there’s a portion of your ideal audience who is preparing to buy, but doesn’t know your brand—those are the consumers you want to reach.
FIVE Tips for Scaling Paid Search Marketing Across Hundreds of LocationsBalihoo, Inc.
So, you’re an agency that just landed a huge multi-location brand. Or maybe, you manage PPC for an established brand experiencing huge growth across several geographies. In either case, congratulations!
But how are you going to manage and optimize paid search and display for hundreds or thousands of locations without pulling in lame results?
We’ve compiled the most important tips for scaling up your paid search efforts across locations and brands quickly and effectively.
Balihoo Display Advertising Product SheetBalihoo, Inc.
No other digital marketing platform can transform your unique location data into a virtually unlimited number of individual, micro-relevant display ads.
Consider this: Cost per click (CPC) increases a
whopping 400% when your AdWords Quality
Score is “Poor,” and that’s only in comparison to
“Average.” This increasingly high cost of low
Quality Scores has driven search marketing
professionals away from standard
mass-management of campaigns and toward
those processes and tools that provide a more
relevant search experience to consumers.
This product sheet describes Balihoo Paid Search’s ability to transform your AdWords campaigns into ROI heroes, using your own data. At it’s core, Balihoo applies contextual and geographical relevance, on the micro level, across hundreds or thousands of unique campaigns. Learn how brands are taking advantage of technology to dramatically improve paid search KPI’s.
What You'll Learn from this Worksheet
How the Balihoo Paid Search platform activates your data to create thousands of campaigns
Why local campaigns underperform in enterprise bid management platforms
How to reduce manual tasks associated with paid search by 90%
Balihoo's software solutions increase the ROI of digital advertising for national brands and their agencies. By dramatically improving the relevance of paid search and display ads over other campaign management solutions, Balihoo has proven their ability to increase click-through-rates and decrease average cost-per-click while simultaneously saving you manual tasks and setup time. The result is the most efficient and effective way to deploy your digital campaigns.
Hero Conference 2016 - How Local Are Your Campaigns? Why it Matters for Big B...Balihoo, Inc.
A review of cutting edge strategies to consider when building paidsearch campaigns for multi-location brands. Topics will include hyper-local geotargeting, weather-triggered campaign planning, and event-related bidding strategies. Real-life campaigns launched by a national brand will be reviewed along with resulting KPIs. In this session, you'll learn:
· Best practices to ensure a truly localized strategy, and the mistakes that lead to under-optimization
· How Hilton Worldwide is leveraging geography for paid search gains
· How the recent SERP change has effected local paid search results across industries (Includes data points)
Infographic survey of brands how search marketers leverage local (3)Balihoo, Inc.
Balihoo recently spearheaded a groundbreaking survey of digital marketers across a wide variety of industries, including manufacturing, financial services, and retail, to find out what motivates them to choose local paid search as a digital strategy. Our distinctive survey targeted decision makers—68 percent were at the director level or above—and the respondents were a nearly equal mix of marketers using software to manage paid search and those executing manually. The majority of respondents worked in large companies; in fact, 69 percent of them worked at companies with five hundred or more employees.
We’ve compiled the most interesting findings from the survey.
Predicting your Local Paid Search Success - A Tarot SetBalihoo, Inc.
Produced for Hero Conf 2016, our set of nine tarot cards have been so popular that we’ve created a digital version for those not able to attend the conference! When it comes to local, are the cards in your favor? Learn how to be the Ace of Accounts, the Czar of Zones, the Data Diviner and six other key fortunes critical to local paid search.
The Problem with Local Paid Search [Marketing Infographic]Balihoo, Inc.
Local Paid Search is the art of building pay per click (PPC) campaigns focused on local conversion through retail stores, agents, or distributors, and is a popular strategy among top brands that rely on local foot and phone traffic. However, as a national brand, building and optimizing PPC campaigns for each of your individual locations as if it were your ONLY location is often unattainable in practice, stretching your marketing team to overload, or requiring an abundant amount of paid agency time.
So what are national brands to do?
Smart brands are increasingly turning to automation technology.
And here's why...
Balihoo Report How Leading Manufacturing Brands are Using Local-Digital to P...Balihoo, Inc.
Manufacturing brands that rely on a network of distributors and dealers to sell their products can struggle with digital marketing. Often, they find themselves questioning their level of involvement in marketing to the end consumer, wrestling with the outcomes of co-op programs, and encountering conflict when examining the strategies and brand representation employed by their dealers.
What You'll Learn from this Research
Why consumer behavior remains locally bound, even for manufacturing brands
What digital mediums provide the best opportunity for shared success
How two leading companies used local-digital to boost lead generation for their dealer networks
How Local is Your Search Strategy: A Planning Guide for Paid Search ManagersBalihoo, Inc.
While many brands and agencies believe they’re executing local paid search and display campaigns, most of them simply aren’t – and by failing to do so they’re inadvertently wasting marketing dollars. Many of these “semi-local” campaigns fail because they: rely on shared budgets, ignore the simple fact that locations span various time zones, and/or don’t employ location-specific creative and landing pages. These mistakes lead to under-optimized campaigns that fail to demonstrate performance at the local level.
What You'll Learn from this Worksheet:
- What Adwords structure increases overall effectiveness
- Why individual locations need individual budgets that pace independently
- How unique ad copy and display creative can be launched across hundreds of locations
Discoverability: The National Marketer's Guide to Getting Found LocallyBalihoo, Inc.
What is Discoverability? Are my competitors already doing it? According to TechTarget, Discoverability Marketing is the practice of making it easier for customers or potential customers to find products when they are actively looking for them or have demonstrated a need for them. Essentially, it’s finding the sweet spot: Marketing the right message to the right person AT THE RIGHT TIME.
Worksheet: Building a Business Case for Local MarketingBalihoo, Inc.
According to Gleanster Research, Top Performers who localize marketing communications report
an 18% higher response rate over generic corporate communications. Their research shows that these
performance gains can largely be credited to growth in adoption of marketing automation. A whopping
86% of top performers ranked personalized customer engagement as one of the top three imperatives for
revenue growth in 2014.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. CONTENTS
Introduction....... 03
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Key Insight #1:
Maximizing Your Local
Search Visibility
at Scale....... 04
There are three main factors
involved in the opportunity
and importance of local search.
First, the size of the potential
audience; second the purchase
intent of that audience. And
lastly, the competitive landscape.
Learn more about each from
internationally-recognized Local
Search Marketing consultant,
David Mihm.
Key Insight #2:
Driving Local Sales with
Video Marketing...... 06
Online video is both a content
medium and a strategic tool for
for driving demand generation,
sales, and actually impacting the
bottom line. Understand how
to harness the power of video
marketing from the CMO of
Vidyard, the world’s leading video
marketing platform.
Key Insight #3:
3 Secrets to Converting
Visitors....... 08
VP of Product at LivePerson, Alon
Waks, shares industry secrets
for identifying the profile and
intent of a high stakes website
visitor, how to intelligently
engage that visitor at the right
time to increase conversions
and decrease bounce rates,
and presents the audience with
real-world examples from Home
Depot and Verizon.
Key Insight #4:
The New Search
Behavior....... 09
Shoppers make up their minds
about a product in the blink of
an eye, leaving national brands
scrambling to be front and center
when a consumer is researching
their product. Google’s Strategic
Partner Manager, covers key
trends driving new behavior,
today’s search landscape, and
delves into strategies that can
help your national brand win the
moments that matter using the
Zero Moment of Truth.
About Balihoo....... 12
3. INTRODUCTION
Last year, Balihoo launched our free, live Local Marketing Webinar Series focused on emerging ideas and trends in the
local marketing landscape. We partnered with industry experts, including MOZ’s David Mihm and Google’s Cecelia Choi
to empower attendees to stay abreast of new technology, consumer behavior, and shifts in the digital marketing space,
and provide them with actionable solutions.
This informative guide features key data, insights, and recommendations from four of our most popular fall webinars:
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Maximizing Your Local
Search Visibility at
Scale
David Mihm
MOZ
Driving Local Sales
with Video Marketing
Tyler Lessard
Vidyard
3 Secrets to Converting
Visitors
Alon Waks
LivePerson
The New Search
Behavior
Cecelia Choi
Google
For full recordings and transcripts of each of the featured webinars, as well as look at our newest sessions, visit
Balihoo’s Webinar page.
4. KEY INSIGHT #1: MAXIMIZING YOUR LOCAL SEARCH VISIBILITY AT SCALE
Webinar Presenter: David Mihm, Moz
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There are three primary factors that play a role in
businesses getting visibility and results - Website,
Location, and Brand. Your national brand’s ultimate goal
should be to connect all three.
Let’s talk about where to focus your brand’s efforts in order
to get visibility and results. Essentially, your goal is to connect
the three ideas. You need to start by connecting your website
with your physical location. By associating your physical
location in the real-world with the webpage or website, you
are enabling those locations to be found digitally.
BEST PRACTICE
You want one click off the homepage to your store locator,
and then that store locator needs to contain a set of pages
that include one unique page for each location.
The key things to keep in mind here is that you want a
unique page for each location.
UNIQUE PAGES SHOULD INCLUDE:
Your brand name
The keywords of what you’re trying to rank for
Full map for each location
NAP (the Name, Address, Phone Number)
Rich content, not only for local results, but for the
pages to rank organically
The second thing you want to think about is connecting your
website with your brand. In the past few years, Google has
increasingly favored brands in the local search results.
BEST PRACTICE
In order to create that second connection, the one
between the website and brand, there are a couple of
things you can do with Google Plus. First, is activating
the real publisher tag via Google Plus. This is as simple as
putting one small piece of code in your homepage, and in
your Google Plus account you identify the account, making
sure the two match up. This really is primarily helpful for
branded searches, it will help you get a little more visibility
and much nicer looking search results when people look
for your brand.
5. The second piece of connecting your website and brand
is to look at your inbound links. Your individual store
managers and the employees at your individual stores
should be active in the community, they should host events
at the store, they should be sponsoring the little league
baseball team, those sorts of things. And getting links that
include your brand name pointing at your store pages. This
impacts several key factors, including your store locator,
how data aggregators scrape your website and funnel that
information back to search engines, including Google.
Lastly, you need to tie your brand to your physical locations.
Essentially, these are signals you send that are associated
with your website, but they can again reinforce that brand
location connection, saying, for example, Target stores are
located at these physical locations in the real world.
BEST PRACTICE
GoogleMy business, formerly called Google Places for
Business is the best place to start. Upload a spreadsheet of
all your locations giving Google an accurate picture of your
brand allowing the search engine to identify your domain
dot com and all of its associated physical locations in the
real world. From there, you can add things like categories,
hours of operation, etcetera. Note that this is a really
critical piece of your overall local search visibility and
really in terms of things you can do off your site, at scale.
To recap, your national brand must prioritize resources to
truly maximize its presence on local search. Square away
your store locator, one location, one page, get the map, the
name, address, and phone number for each location in HTML.
Secondly, manage your location data via Google My Business,
along with other major data aggregators. Lastly, streamline
the review process. Look at the top sites in your industry and
make sure that you are segmenting your email list for Gmail
and non-Gmail customers and integrate that kind of process
into whichever CRM system your brand is using.
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On desktop searches - about
20% of all searches have
local intent.
Meaning that the searcher is
looking for a local business,
local news, local events,
anything which is some or
other way related to their
geographic location.
On mobile phone that
number jumps to 50%.
Basically one out of every
two searches.
PROOF POINTS SUPPORTING
THE POWER OF LOCAL SEARCH
6. Online video is both a content medium and a strategic tool for driving
demand generation, driving sales, and impacting the bottom line. By using
video as an engagement tool national brands have the opportunity to bring
customers into the brand and ultimately convert them into not only paying
customers but into advocates.
THE POWER OF VIDEO
“Enjoyment of video increases purchase intent by 97%.”
- Wall Street Journal, 2005
“Over 70% of marketers report that video converts
better than other content types.” - Vidyard + Demand Metric
Gone are the days where people would rely on individual sales reps to learn
about a product. People are doing all of their research online, and in some
cases, 60% to 90% from recent reports. During this research phase, a lot of
the purchase decisions are being made, or a lot of the next step actions are
being made.
Vidyard’s data captures the power of video. For example, joining a video
conference increased purchase intent by up to 97%, because users are
presented with the opportunity to get a better feel for what they are
actually looking at buying, and either seeing it in action or watching real
people talk about the product.
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KEY INSIGHT #2: DRIVING LOCAL SALES WITH
VIDEO MARKETING
Webinar Presenter: Tyler Lessard, Vidyard
WE’RE NATURALLY
DRAWN TO VIDEO
We’re physically hard
wired to respond
to movement, the
intonation and pitch
of voices, and body
language, all of which
create
strong emotional
connections.
There’s a part of the
brain, the fusiform
facial area, which
causes us to look
at faces to gather
information and
determine someone’s
credibility. This is why
we’re so intrigued
by live action videos
featuring people.
-Susan Weinschenk
The brain processes
visual data 600,000
times faster than text.
-Social Media Today
NOTE When a video is information
-intensive, consumers will watch
the video 2 or more times!
This means more time spent on
your site! -Internet Retailer
7. Online video is about bringing out the personality of your company
and bringing a face to it that really draws consumers in. Video allows
those same consumers to truly see what your brand offers, learn about
who your brand is, why they should visit a local store or take that next
action with you. However, not all video is created equal. There are
several key factors to ensuring that you are presenting your target
audience with value, and maximizing returns for your national brand.
Other things to consider are three key factors for understanding how
your brand’s videos are performing, and if any updates need to be
made to ensure that, ultimately, you’re driving conversions and sales.
First, tracking actual engagement makes a big difference. It gives
your brand a glimpse into what’s working and what isn’t, providing
you with the opportunity to alter the content - i.e. content too
long? Shorten the intro and bring the call-to-action up.
Second, analyze engagement and conversion data.
Lastly, and arguably, most importantly, identify how people are
converting at the end of a video. Today, most people will end a
video with a change to a screen that may or may not have a URL.
While it seems like an obvious, having some form of a call-to-
action at the end of videos is imperative for continued interaction.
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TIPS, TRICKS
& FAQs
How long should my video content be?
As short as possible to get the message across!
Aim for no more than 60-90 seconds.
What metrics should I be tracking
beyond view counts?
Viewer engagement and drop-off rates, views
by channel, new leads captured, etc.
Should I be using YouTube?
Yes, as a place for people to discover. BUT you
also want your videos on your own website and
this is where you should send people to as a
destination!
How do I determine the right
style and mood?
Depends on type of video, target audience,
stage of ‘buying cycle’, and your brand. But
don’t be shy to have fun, feature your local
employees, and ‘humanize’ your brand.
How can I increase output without
blowing my budget?
Hire an in-house video producer! Leverage
new platforms for turnkey animated videos.
Find the right production agency partner and
leverage scale to your advantage.
8. KEY INSIGHT #3: THREE SECRETS TO CONVERTING VISITORS
Webinar Presenter: Alon Waks, LivePerson
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At a high level the three secrets to converting online
visitors to customers are:
Identify your brand’s target consumers
Learn as much as possible about the
consumer’s intent
Intelligently engage those same consumers
Now, let’s look at each of the three secrets in more depth.
To identify your brand’s target consumer,
you need to identify the target with the right
tools and at the right time. In an ideal world
everybody will come to get everything they
need with one click, two clicks and done but
we’re not there yet.
The second piece is understanding the
consumer’s intent. They are coming to your
website with a purpose, maybe the purpose
changes along the dynamic of the journey,
making it important for your brand to be
flexible enough to help them in driving them
along what is called the positive purchase.
Third, when the consumer needs help with
something along their journey, your brand
must have tools in place to help complete
the journey. These three together are truly
the focus of driving online conversion to
excellence.
CONSIDER THIS DATA
Today, around 7% of all e-commerce is driven
by everything online and 25%, very soon, will
be driven by mobile which will go up to 75%
by the end of the century.
We’ve seen that with conversion rates of over
25% increase if a brand personalized offers
and personalized the consumers’ experience
along their journey with your brand.
9. KEY INSIGHT #4: THE NEW SEARCH BEHAVIOR
Webinar Presenter: Cecelia Choi, Google
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We no longer live in a linear world where we are
reactively receiving information. Instead, we are proactive
information seekers and we want to seek that knowledge
first hand and right on the spot very, very quickly. In fact,
80% of decisions are formed before entering the store
and that’s an indicator how crucial the moment before the
store is.
There has been this mental model we, as marketers, have
used for over 50 plus years of marketing. You have the
stimulus which is perhaps the advertisement that drives
the first moment of truth where we’re actually in front
of the product at the shelf. The consumer then takes the
product home, they use it, and they are either dissatisfied
or satisfied. They form an opinion and they choose to
either repeat that purchase or not repeat it. However,
a lot of newly published data leaves us to question that
traditional three-step mental model.
Google did a consumer barometer study that shows that
61% of Internet users actually research online prior to the
purchase. This could be purchasing online or offline, going
into the store, and interacting with the product, but 61% of
Internet users do their research and they form an opinion
even before interacting with that product.
Among those, almost 70% use a search engine somewhere
along that path whether it’s Google or Yahoo. Motorola
Solutions shared a report looking at smartphone users and
reported that 50% research forofferswhilethey’reactuallyin
thestoreatthatpointoftime.
Traditional Three-Step Mental Model
“According to Procter&Gamble, shoppers make
up their minds about a product in three to seven
seconds, just the time it takes to note a product on
the store shelf.
This time lapse is called (by P&G) the “First Moment
of Truth,” and it’s considered the most important
marketing opportunity for a brand.”
- Wall Street Journal, 2005
10. All of this leads us to believe that the three-step model needs to be updated. And in 2011, Google introduced
a four-moment model.
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You can see here you have a stimulus that leads to a Zero
Moment of Truth, that leads to a first moment of truth,
and then to a second moment of truth. As a marketer, the
questions that you should be asking is, are we still thinking
with a three-step mental model that bypasses the research
phase, the Zero Moment of Truth? And are we doing things
to win consumers at that point of research which is almost
as crucial as winning at the point of purchase.
Consumers don’t really move in a left to right motion. They
can actually circulate and research as long as they want
really and the key is that the consumer is self-directed.
And as a marketer and thinking about your brand and your
business, you really can’t leave any part of that research
phase unattended.
So when you think about a search query, especially on
a mobile device, it’s hyper local and they want to make
sure that that business or that product is conveniently
found within their area. So it’s clear that search is a critical
component of the overall consideration and purchase cycle.
11. Now, for you as a marketer, what does that mean? Well,
you have to invest in a great website because you want
to think about it as your digital storefront, just like you
would think about your brick and mortar store, thinking
about the design and attracting consumers that are
walking along the street to come in. A digital storefront
is just as empowering if not more so just because of the
sheer amount of users that are online today. The things
you want to think about are clear headings, very high
quality photos, promoting special offers. You also want
to have your contact info, your address, any sort of social
media so that they can look at different reviews, very easy
navigation throughout the website, making it a seamless
user experience.
If you have videos, that’s also highly interactive and
engaging. And you want to keep your content on your
website very fresh, updated, easy, relevant and if you do
have an e-commerce type of site, you want a very simple
checkout process. This is your digital storefront.
Mobile devices are everywhere and mobile really matters.
One in five searches actually originate from a mobile device.
If you think about specific services or products, that number
can be as high as 50% or even above 50%. Mobile searches
have increased by 500% over the last two years, so you
really want to think about the number of Zero Moment
of Truths that are happening on a mobile device. Are you
optimized as a business and ready to do that?
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YOUR CUSTOMERS ARE ALREADY ONLINE
Shopping starts
online
94% of consumers research
products online before buying
Customers rely on online
sources for local information
97% use online media when
researching products or services locally
Online shopping
continues in store
75% search before or during
a shopping trip