The document outlines strategies for national brands to enhance their local marketing efforts, focusing on crucial aspects such as claiming Google local places, responding to reviews, and optimizing location pages for mobile users. It highlights the importance of creating targeted local offers and utilizing Facebook advertising effectively. Additionally, it emphasizes the need for a strong local content strategy and training for content producers.

1. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Webinar:
Got a big brand? Get local.
Follow: @cementmarketing or @alainashearer
Presented by:
Alaina Shearer, President and Founder
Alex Henderson, Sr. Digital Analyst

2. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Your presenters:
Alaina Shearer
President and Founder
alaina@cementmarketing.com

3. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Your presenters:
Alex Henderson
Sr. Digital Analyst
alex@cementmarketing.com

4. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Google Local Places
Claim and optimize every location.
The most important local search effort of any national brand, is
often overlooked. And claiming is just the beginning.
Case Studies:

5. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Reviews
Respond to reviews, answer concerns.
Ignoring negative reviews leaves a missed opportunity to
connect with disgruntled customers and to clear up the record.
How to respond:
- Direct negative comments to a phone number
- Try to take conversation offline
- Apologize with authenticity
- Don’t patronize or be defensive

6. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Location pages
Non mobile responsive location pages.
It is critical to make finding each location as easy as possible for
mobile visitors.
Also:
- Tie your location map to Google Places
- Check analytics for views/visitors on location pages

7. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Local Offers
Create custom offers per market.
Now easier than ever to create zip code targeted offers to boost
sales in slow markets.
Also:
- Tie your location map to Google Places
- Check analytics for views/visitors on location pages

8. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Facebook Advertising
Local, geo and interest targeted.
Facebook advertising keeps getting better and better. And is still
the lowest CPM out there.

9. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
Local content
Get serious about local content.
Instead of waiting for lightning to strike, increase the odds that
it will and connect on the local level.
How to do it:
- Designate social content producers at each
location or in each market
- Assign content direction and tasks
- Train them on photography

10. cementmarketing.com | 15 East Gay St, Columbus, Ohio 43215 | 2015 |
cementmarketing.com
Thank you.
@CementMarketing
alaina@cementmarketing.com