Mike Corak gave a presentation on local digital marketing 2.0 with lasers. He discussed how local digital marketing has evolved from primarily managing listings to a more holistic approach. Key areas discussed included optimizing for local search, having a responsive mobile-first website, creating localized assets like store locators and local content, managing reviews on social media, using local paid media opportunities, and integrating local data. The presentation provided an overview of opportunities to improve local digital efforts across different areas and engaged the audience with humor and interactive polling questions.

1. LOCAL DIGITAL MARKETING
2.0
WITH LASERS!
Presented by:
Mike Corak
@mikecorak #LocalDigital2.0

2. Introducing Mike Corak!
#18 on Content Marketing Landscape – Top 200 Influencers - Onalytica
Client Award #2 on the Top 50 Content Marketers – Kapost
Lots of program design and execution for folks like…

3. Hey, That’s Me!
#18 on Content Marketing Landscape –
Top 200 Influencers - Onalytica
Client Award #2 on the Top 50 Content
Marketers – Kapost
Lots of program design and execution
for folks like…
VP / GM LOU

4. So, You’re
Probably
Wondering…

5. What In
The Heck Is
Local Digital
Marketing?

6. And When
Did We Pass
Version 1.0?

7. And if I Use
Lasers, Will
I Time Travel
To The Future
Of Local Digital
Marketing?

8. Maybe I’m Already There?
I Guess We’re Done.

9. I wonder if my cat
will like this laser?

10. What’s the future of
Cats and Lasers?

11. Snap Out of It!!!
@mikecorak #LocalDigital2.0

12. Agenda
Local Digital Marketing Opportunities
For Large and Small Organizations
We’ll try to have some fun along the way!
@mikecorak #LocalDigital2.0

13. PLEASE PREPARE YOUR
LASERS NOW

14. Release
I, (insert your name), swear that
I will not burn anyone’s eyes out
with my laser, especially Mike’s
I Accept These Small Print Terms of Laser Usage
@mikecorak #LocalDigital2.0

15. What is
Local
Digital
Marketing?
@mikecorak #LocalDigital2.0

16. Local Digital Marketing 1.0

17. Local Digital Marketing For Many = Listings
@mikecorak #LocalDigital2.0

18. 81% of consumers go
online to search for
products and services
to make local buying
decisions
Source: http://www.businesswire.com/news/home/20130712005396/en/GE-­Capital-­Retail-­
Bank%E2%80%99s-­Annual-­Shopper-­Study#.Vh1fDWTBzGf
Why Local Listing
Management
Matters
18

19. Source: http://searchengineland.com/survey-­consumers-­blame-­brands-­bad-­local-­data-­186224
73% of people lose trust
in a brand when their
listings are incorrect
19
Why Local Listing
Management
Matters

20. Being Found in Maps Isn’t Just About
NAP (Name Address Phone #) Anymore
@mikecorak #LocalDigital2.0

21. Local Search
Ranking
Factors
Sounds a little like
SEO 6-8 years ago,
right?
Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)
https://moz.com/local-search-ranking-factors
@mikecorak #LocalDigital2.0

22. Local Digital Marketing is a Lens, Not a Listing

23. Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets
Data
Integration

24. Local Search

25. You Need To Be
Found Here…
25@mikecorak #LocalDigital2.0

26. Yet This Is What We Still See
@mikecorak #LocalDigital2.0

27. Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)
https://moz.com/local-search-ranking-factors
Back to Local Search Ranking Factors
• Claim your listings on
all relevant sites
• Choose your
categories wisely
• Manage and distribute
your data
• Link them to your site
store pages
• Have an active
presence where
applicable
• Test and refine
@mikecorak #LocalDigital2.0

28. Search Algorithm Update: Possum
September 1st 2016, Google “Possum” Update
Main Goal:
To diversify the local results and prevent spam from ranking well
Key Takeaways:
• Businesses that fall outside of the physical city limits saw
an increase in positive ranking.
• Google is now filtering based on address and affiliation.
• The physical location of the searcher is more important than it was
before.
• The local filter seems to be running more independently from the
organic filter.
Summary:
This update could impact when, where and how your listings show up
even though you’ve changed nothing on your side. Data management
is more important than ever.
@mikecorak #LocalDigital2.0

29. Data Anywhere
Local Presence
Management
Locator
API
API
API
Custom
Feeds
Content
Content Content
Content
@mikecorak #LocalDigital2.0

30. How Much Does the Right
Local Search Tool Matter
A Lot Not Much
@mikecorak #LocalDigital2.0

31. Insider Info: Tools Don’t Differentiate
Enough to Matter Much in Results.
Effort and Know How, Not Tech,
Ultimately Moves the Needle.
@mikecorak #LocalDigital2.0

32. Local Search: Who Has the Edge?

35. Localized Assets

36. Do You Have a Responsive Website?
Yes No
I Don’t
Know
M-Dot /
Adaptive
@mikecorak #LocalDigital2.0

37. Studies Show…
Just 50% of
companies have a
“mobile friendly”
website, even
though more
usage originates
from Mobile than
Desktop, a
growing trend.
@mikecorak #LocalDigital2.0

38. Google Cares About
Mobile Friendly Sites!
“Starting April 21, 2015, we will be
expanding our use of mobile-friendliness as
a ranking signal. This change will affect
mobile searches in all languages worldwide
and will have a significant impact in our
search results. Consequently, users will find
it easier to get relevant, high quality search
results that are optimized for their
devices.”
‘s
@mikecorak #LocalDigital2.0

39. But really Google cares
about
the user’s experience.
Meaning, mobile
friendly is the price of
entry for local success.
@mikecorak #LocalDigital2.0

40. IF YOU DON’T HAVE A
RESPONSIVE SITE, MOVE IT
TO TOP OF THE LIST

41. Mobile Maturity Checklist
• Mobile first experiences (content, design,
email, site, landing pages, apps, etc.)
matching mobile need and intent
• Mobile friendly media
• Local aware SEO efforts
• Local marketing integration
• Mobile analytics and optimization
• And…
@mikecorak #LocalDigital2.0

42. NEVER
SAY
MOBILE
AGAIN
@mikecorak #LocalDigital2.0

43. • If visitors allow their location
to be tracked, they should
automatically have the
closest locations populated
on the store locator map
• Click and zoom capabilities
on Map view or locations
easily searchable based on:
• City
• State
• Zip Code
Store Locator

44. Store Results
• Unique store image and
details for all of the nearest
locations ensure visitors
can easily find the
information they’re looking
for
• Map view features the
stores within geographical
area and pins numerically
correspond with correct
store information

45. Store Pages
• Locally relevant store pages
• Conversion opportunity
(both e-commerce or buy
online, pick-up in store)
with store products
displayed and searchable
• “In This Store and Local
Events” section / scroll
provides multiple touch-
points related to that
community and specific
store features

46. Responsive CTA
• Responsive design for
mobile Store Locator,
Results and Pages are a
direct extension of
ecommerce mobile site
• Map view and store photos
are easily viewable, along
with local content (hours,
brands, about section)
• Strong CTAs based on
business priorities for
mobile conversion

47. What % of Emails are Opened via Mobile
10% 54%
25% 85%

48. 54% and Growing

49. Local Relevant Emails

50. Localized Content Opportunities
• Custom store information – custom
directions, employee images, local
phone numbers, local inventory
• Local community information and
participation examples
• Local employment opportunities
• Posting to local content hubs
• Engaging with local influencers
@mikecorak #LocalDigital2.0

51. Social: Review Stats
92% of people regularly read reviews
90% say reviews influence their purchase
88% of people trust online reviews from
stranger as much as their friends
It only takes one to three negative reviews
for most people to decide not to buy
@mikecorak #LocalDigital2.0

52. Social: Reviews are Hard to Come By
@mikecorak #LocalDigital2.0

53. Social: Review Solicitation Tools
• Review Solicitation tools
help garner reviews on
profile pages like Google,
Yelp & Facebook.
• These are automated
solutions to help
customers leave feedback
when they would normally
forget and move on.
• Most allow for filtering
@mikecorak #LocalDigital2.0

54. Localized Assets: Who Has the Edge?

55. Laser Break: Tattoo Removal #SaveTheBieb!

56. Nice Work Guys, We (Almost) Did It!

57. Local Digital Promotion

58. Local Social Opportunities
• Manage reviews and offer local contacts as
applicable
• Make sure to look at all possible review and
feedback outposts
• Post locally relevant content on local
outposts as much as possible
• Publicize community involvement, engage
with local influencers, and build reputation
• Target locally and amplify with paid social
@mikecorak #LocalDigital2.0

59. Local Paid Media Opportunities Abound
+
mobile
ads
+
all
display
platforms
targeted
locally
+
programmatic
Etc.
@mikecorak #LocalDigital2.0

60. Local Paid Search Opportunities
Local Extensions and Map Ads
Promoted Pins
Other Upcoming Opportunities: In-store promotions,
business pages with local inventory
@mikecorak #LocalDigital2.0

61. Offline Customer Tracking
Beacons Ad Platform Tracking
Examples
All present challenges but getting better by the day

62. Localized Promotion:
Who Has the Edge?

63. Data Integration

64. Local Data Integration Possibilities
• True
Personalization
• Experience
Building
• All Using Your
Local Data in New
Ways
@mikecorak #LocalDigital2.0

67. Data Integration:
Who Has the Edge?

68. Now Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets
Data
Integration

69. CX
Questions
?
Search
Media
Content
Paid
Social
Owned
@mikecorak #LocalDigital2.0

70. Thank You For Having Us
@mikecorak #LocalDigital2.0
Mike Corak
VP/GM DAC Group
@mikecorak
mcorak@dacgroup.com