Local internet marketing provides cost-effective ways for local businesses to find and communicate with customers online. It includes developing an informative website, optimizing search engine results through search engine marketing, engaging customers through targeted email marketing and social media like Twitter and Facebook, and measuring the effectiveness of online marketing strategies. The document provides an overview of proven online marketing methods and tools that local businesses can use to attract customers searching for local products and services on the internet.

1. Local Internet Marketing Deciphering the vast options of Online Marketing Opportunities for Local Businesses Presented by: Lori Lachnit

2. Agenda What is Local Internet Marketing Why do I need to consider marketing on the Internet? Proven Methods for a Local company Website Objectives Search Engine Marketing Organic, LBR and PPC Quick Google Strategy Targeted email Marketing Social Media Marketing Local Business Twitter Strategy Twitter Tools

3. What is Local Internet Marketing? Also referred to as i-marketing, web marketing, online marketing, eMarketing, electronic marketing Same as Traditional Marketing – except with a different medium – The Internet Find and Nurture Relationships A LOT of misconceptions today, many more to come Advantages Cost Effective Measurable Quick ROI Efficient Limitations Required to use newer technologies over traditional Technology Restrictions (low Internet speeds) Education

4. Why Local Internet Marketing? 67% of people searching online actually purchase their product offline Meaning at a local business! Internet Advertising for a local business in 2008 $3 Billion Internet Advertising for a local business estimated in 2010 $13 Billion 43% of ALL searches on Google include a Geographical Modifier Like a city or ZIP code 61% of this group make their purchase within 24hrs OFFLINE Communicate with prospects, clients to bring value Find and Nurture Relationships Be where paying customers are looking

5. Proven Methods of Local Internet Marketing Websites Search Engine Marketing (SEM, SEO & PPC) Targeted Email Marketing Social Media Marketing (Twitter, Facebook and LinkedIn) Video Marketing

6. Websites Speak the right message to the right audiences Typically multiple audiences Always achieve a Call-to-Action (CTA) Can be phone call, email, form, comment Don ’t reinvent the car! Offer Value for Stickiness Measure and Analyze Plan, Do, Review and do it again!

7. Your Website receives traffic many ways

8. Search Engine Marketing (SEM) Marketing a business to be strategically located on the Search Engine Results Pages Three ways for a local business to market themselves using the Internet Organic Results Local Business Results Paid Results

9. Organic Results 80% Click Through Rate Higher Trust Higher Visitor Value PPC Awareness High ROI Long Haul Game Based on Trusted, Theme and Authority Links to your website Transparency and Exposure

10. Local Business Results Since April 2009, Google is adding in Organic Results without a geographical modifier Mostly based on Services, not products Completely different algorithm than organic Based on Trust and Citations Must Claim Listings – use http://www.getlisted.org

11. PPC (Pay Per Click) Results Instant Results Budget Easier to Manage No Contract or Time Commitments

12. Get Listed in the LBR Create a Google Account (or use existing) Create a personal profile Navigate to www.google.com/local/add Click Use #1 keyword for company name first, followed by the company name Use only 1 LOCAL phone number throughout the Internet for each local location Claim or Add Listing Verify Listing by phone or mail Now, don ’t forget! Get Reviews (anywhere on web) Get Citations (local, theme or authority sites)

13. Targeted eMail Marketing Direct Marketing Cost effective Highly targeted and customized Measurable Direct Communication – Build, nurture relationships – increase trust and loyalty CAN-SPAM Act of 2003

14. Social Media Marketing Using social networks, blogs, wiki for sales, PR, marketing and customer service Twitter, LinkedIn, Facebook, YouTube Used to create buzz Reverse Word of Mouth (fans) Conversational (little control)

15. Social Media Marketing 800,000 people DAILY signing up to Facebook – 3 rd largest country! 50% daily 45% of US audience is older than 26 yrs 47% of US audience has household income above $50k Fastest growing group, women 45-55 yrs Twitter is fastest growing marketing medium – EVER! Inexpensive – FREE! 80% on mobile Early phases of mobile marketing 01/09 > 9% 09/09 > 16% business twitter usage. AMAZING climb.

16. Local Business Twitter Strategy 101 Create Account, use twitter search to ‘listen’ for you name, competitors or words that relate to your space (LISTEN – isn’t that 80% of sales anyhow?) Add a real picture Talk to people about THEIR interests. It doesn ’t sell more widgets, I know! Point out interesting things about your world, not just you! Builder could discuss new adhesive Share links to neat things in your community (@wholefoods does this well) Promote your employee ’s outside of work stories (@thehomedepot does this well) Talk about non-business and local events Follow only people you want to listen to. DO NOT follow someone hoping they will follow you back. ReTweet other people ’s stuff (RT @twittername). Don’t just promote yourself. Let others tweet. Show the human side of the company.

17. Local Business Twitter Tools TweetDeck.com Easiest way to use Twitter. Hands down best tool. Available on PC and iPhone. WeFollow.com Useful to find potential twitterers in your area. Organizes twitter users by interest Twellow.com Twitter version of Yellowpages. Local directory to find local twitterers, or based on niche or profession.

18. Our shameless plug! – We will provide a free website assessment and online marketing analysis for your company. It takes us an hour for us to prepare and research and 30-60 minutes for us to present our findings to you. It is thorough. If we did good, we ’ll ask if we can send you a proposal with pricing. Thank You