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Your Marketing Sucks: Why You Need to Think Local


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Is your marketing local? Learn why local is critical to any online marketing program - and practical, easy tips you can use to make sure your marketing helps you reach local customers.

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Your Marketing Sucks: Why You Need to Think Local

  1. Copyright 2013, ReachLocal, Inc.1Your Marketing Sucks:Why You Need toThink LocalTiffany MonhollonSenior Content Marketing Manager@tmonhollon
  2. Copyright 2013, ReachLocal, Inc.2Local Matters
  3. Copyright 2013, ReachLocal, Inc.3Local Marketing FailMarketing organizations are failing at some coretactics of local marketing:• 45% are not doing geo-modified paid search• 40% are not managing local business listings• 34% are not doing online directory ads• 55% are not on local online review sites
  4. Copyright 2013, ReachLocal, Inc.4Why Local?• Search is Local• Places are Local• Mobile is Local• Customers are Local
  5. Copyright 2013, ReachLocal, Inc.5Search engines are the #1 source of onlineinformation on local businesses for local consumers.By 2015, 30% of all searches will be local, comparedwith 12% in 2009 (MarketingProfs)Search is Local
  6. Copyright 2013, ReachLocal, Inc.6PAID Search1) Localize Your SearchEngine Advertising• Quickly generate leads– Phone calls– Emails– Web forms• What portion of your searchbudget is allocated to localkeywords?– Geo-located search– Direct local keyword• Local ad extensionsSearch is Local
  7. Copyright 2013, ReachLocal, Inc.7
  8. Copyright 2013, ReachLocal, Inc.8ORGANIC Search2) Create a LocalizedContent & Keyword Strategy• Owned and non-owned• Local/regional blogs• Local/regional teamswriting• Bylined articles in localpublications• Local versions of SEO-optimized Press ReleasesSearch is Local
  9. Copyright 2013, ReachLocal, Inc.93) Create a LocalizedSocial Media Strategy• Coordinate posts with localcontent strategy• Use same keyword strategyfor social posts• Consider local social mediapages• Create a solid social mediapolicy & training– Supports your strategy– Helps avoid rogueaccountsSearch is Local
  10. Copyright 2013, ReachLocal, Inc.10Places are Local
  11. Copyright 2013, ReachLocal, Inc.11Google+ Local Pages• Account for 33% of visits tolocal business websites• 59% of consumers useGoogle every month, andto locate a good localbusiness (31% every week)• Google Listings + OrganicSearch account for58% of visits to localbusiness websitesSource: BrightLocalPlaces are Local
  12. Copyright 2013, ReachLocal, Inc.124) Claim & Optimize Google+ Local Pages• Google Places is now Google+ Local– Google+ Business Page (Social)– Google+ Local Page (Listing + Maps)• Claim Your Listing If– You have not previously claimed it– You want to merge a business page and a listing• For Multilocation Businesses– Google does not support merging multiple pagesto one business pagePlaces are Local
  13. Copyright 2013, ReachLocal, Inc.13Get the Ebook! are Local
  14. Copyright 2013, ReachLocal, Inc.14• 77% have contacted a business via mobile– 61% called– 59% visited the business• 88% of mobile users searching for a business takeaction within a day• 9 in 10 smartphone searches results in an action• 84% of mobile searchers look for local retailerinformation (phone, address, hours)• 52% of local-mobile search clicks turned into callsMobile is Local
  15. Copyright 2013, ReachLocal, Inc.155) Create a Mobile-Optimized Site– Is your mobile site optimized for local/mobilesearch?– Mobile landing pages for localized sites andadvertisingMobile is Local
  16. Copyright 2013, ReachLocal, Inc.166) Invest in Mobile SearchEngine Advertising– According toNielsen, Google searchreaches 71.9% of theAndroid smartphoneaudience– 80% of all searchesconducted viasmartphone are for localproducts and services(MarketingProfs)Mobile is Local
  17. Copyright 2013, ReachLocal, Inc.177) Claim Mobile Maps &Location-Based Services– Google+ Local /Google Maps– Foursquare page– Facebook Page(mobile check-ins)Mobile is Local
  18. Copyright 2013, ReachLocal, Inc.188) Localize Your MobileApps StrategyBrand Apps• Is your App localized?– Local search– Local content– Source of local info• Are you thinking outsideyour App?Mobile is Local
  19. Copyright 2013, ReachLocal, Inc.198) Localize Your Mobile AppsStrategyThird-Party Apps• In-App Advertising• In-App Search– Directories + review sites• Yelp• Urbanspoon,• Citysearch• Yellow pages– Location-based servicesMobile is Local
  20. Copyright 2013, ReachLocal, Inc.20100% of Customersare Local(to somebody)
  21. Copyright 2013, ReachLocal, Inc.21Customers are Local9) Local Reviews & Reputation Management- Review sites organized by local (not brand)- Google+ Local- Reviews- Zagat 30-pt rating- Claim and optimize pages- Create a review request process- Involve teams- Use systems- Create fliers, posters, postcards for locations
  22. Copyright 2013, ReachLocal, Inc.22Customers are LocalGet the Ebook!
  23. Copyright 2013, ReachLocal, Inc.23Customers are Local10) Find & Empower LocalBrand Ambassadors• Community Management• Local Events• Power Users• Content Creation• Content Curation• Contests
  24. Copyright 2013, ReachLocal, Inc.24How Will You Think Local?Tiffany MonhollonSenior Content Marketing