1. Mine Your Business:
How to be Local When You are
Really Far Away
Andrew Carlson
Director, eCommerce & Database Marketing
Andy_carlson@bradycorp.com
@carlsonandrew

2. How do we show the customer in the Mining
Industry that we know them without being
able to shake their hand?
The Challenge:
1. Personal relationships are valued
2. Proximity equals convenience
3. Jargon well understood by industry participants

3. Our Answer:
Find the Keywords that Only a “Local”
Would Know…
Think This… Not This…
Your Customers Are
Connoisseurs

4. “English? Who Needs That. I’m
Never Going to England.”
~ Homer Simpson
And Definitely Not This…

5. How do I act like a local?

6. Participate in the Community

7. Leave Your Desk & Enter the Field
You can’t know a
person until you’ve
driven a mile in their
3 story high truck

8. Ask How Mobile Trumps Locale
You Are Here
Your PC is Here

9. Solve The Service Level Gap
>+ or
Must be

10. Eavesdrop to Sound Native
=++
Listen to Calls
Record Your Calls
Use Speech Analytics Find Keyword Gold!

11. The Risk of Not Acting Local
Internet
Marketing
Manager
SEO
Specialist
Mining Site
Safety Manager

12. Things to Remember
1. Participate in the Community
2. Leave Your Desk
3. Enter the Field
4. Ask How Mobile Solves Locale
5. Solve the Service Level Gap
6. Eavesdrop to Sound Native

13. Thank You!