Local Online Marketing - Key Strategies to Drive Revenue
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This is a talk I did for the Texas Self Storage Association discussing trends in online marketing for local businesses.
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Local Online Marketing - Key Strategies to Drive Revenue
- 1. Copyright 2013, ReachLocal, Inc.1 Strategies for Dominating Local Online Marketing Mike Merrill Director of Marketing @MikeDMerrill #ThinkLocal
- 2. Copyright 2013, ReachLocal, Inc.2 Agenda for today Local Online Marketing in 2013 Challenges and Opportunities Break MapYour Way to Local Customers Key Steps to Dominate Local Search 9:15 – 10:15 10:15 – 10:45 10:45 – 11:45
- 3. Copyright 2013, ReachLocal, Inc.3 Assessment How to evaluate your current marketing Behavior How purchasing behavior has changed Trends How the marketplace is changing Evolution How do I improve my online marketing What You Will Learn Today
- 4. Copyright 2013, ReachLocal, Inc.4
- 5. Copyright 2013, ReachLocal, Inc.5 YOUR OBJECTIVE: CUSTOMERS START AS CONSUMERS YOU WANT CUSTOMERS
- 6. Copyright 2013, ReachLocal, Inc.6 HOW DO CONSUMERS BECOME CUSTOMERS? 1 Discover 3 Choose 2 Contact THERE ARE 3 STEPS: 1 3 2
- 7. Copyright 2013, ReachLocal, Inc.7 In a perfect world all visitors become leads and all leads become customers
- 8. Copyright 2013, ReachLocal, Inc.8 In Reality There Are Leaks Focus on what YOU can improve
- 9. Copyright 2013, ReachLocal, Inc.9 • Poor search optimization • Unclaimed directories • Hidden contact info • Bad online reputation • Poor phone handling • Inadequate follow-up • Difficulty to transact SEM Other Problems To Solve: Causes of Lost Leads
- 10. Copyright 2013, ReachLocal, Inc.10 Why Is Local Marketing So Important?"
- 11. Copyright 2013, ReachLocal, Inc.11 Need for broader web presence Searching For a Local Business Has Changed compared online reviews & ratings of consumers searched online97% 57% Directories Search Engines Your Site
- 12. Copyright 2013, ReachLocal, Inc.12 Your website is one way to be found, but you need a total web presence where consumers are searching, surfing and socializing. You Need To Be Where The Consumer Is! Blogs Reviews & Reco’s Social Content Sites Location- based Services Search Engines Your Site Directories
- 13. Copyright 2013, ReachLocal, Inc.13 Local Marketing Fail Small businesses are failing at some core tactics 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
- 14. Copyright 2013, ReachLocal, Inc.14 Why Local? Search is Local Places are Local Mobile is Local
- 15. Copyright 2013, ReachLocal, Inc.15 Search is Local Search engines are the #1 source of online information on local businesses for local consumers. By 2015, 30% of all searches will be local, compared with 12% in 2009 Source: MarketingProfs
- 16. Copyright 2013, ReachLocal, Inc.16 Google Search 101 – Generic Search
- 17. Copyright 2013, ReachLocal, Inc.17 Google Search 101 – Generic Search 7 Pack algorithm different than organic search
- 18. Copyright 2013, ReachLocal, Inc.18 Google Search 101 – Reputation Search First owned organic search result
- 19. Copyright 2013, ReachLocal, Inc.19 Consider
- 20. Copyright 2013, ReachLocal, Inc.20 • 39% of consumers may choose not to purchase a product or service if they read three negative reviews about it online • 49% of local consumers are more likely to use a business after reading a positive review online
- 21. Copyright 2013, ReachLocal, Inc.21 Places are Local – Directories & Reviews
- 22. Copyright 2013, ReachLocal, Inc.22 Google+ Local Pages • Account for 33% of visits to local business websites • 59% of consumers use Google every month, and to locate a good local business (31% every week) • Google Listings + Organic Search account for 58% of visits to local business websites Places are Local – Google+ Source: BrightLocal
- 23. Copyright 2013, ReachLocal, Inc.23 Mobile is Driving Tangible Conversions Source: BIA/Kelsey Continued Research Visited a Retailer’s Website Shared Information Visited a Store Made a Purchase Called a Business Source: BIA/Kelsey
- 24. Copyright 2013, ReachLocal, Inc.24 Mobile Searches Trigger Quick Follow-Ups Source: BIA/Kelsey
- 25. Copyright 2013, ReachLocal, Inc.25 Time Spent by Media vs. Ad Spend Source: KPCB
- 26. Copyright 2013, ReachLocal, Inc.26 What Is Happening Now?"
- 27. Copyright 2013, ReachLocal, Inc.27 The Evolution of Local Offline Directories Online Local Commerce 100 Years Now Next Online Directories
- 28. Copyright 2013, ReachLocal, Inc.28 We will leverage our leadership in lead gen to make getting customers easier. The Buying Process is Broken CONSUMER MERCHANT Who’s good? How much? When can they come? Will they be on time? What if something goes wrong? Who to call? Manage keywords Setup sites & content Get & monitor reviews Advertise & market Respond quickly & well Follow-up with leads Schedule & manage
- 29. Copyright 2013, ReachLocal, Inc.29 How it should be? LOCAL HIGH-TOUCH +ification LOCAL COMMERCE
- 30. Copyright 2013, ReachLocal, Inc.30 It's Inevitable $812 Billion 18% $4+ Trillion 5% LocalServicesTravelRetail TAM % Online Penetration Sources: US Travel Association Jan 2013; http://www.brainsins.com/us/blog/online-travel-statistics-infographic/ 1745; US Census Quarterly E-Commerce Sales Study, 2012 Q3; IBISWorld Inc.; and, a company estimate with regard to online penetration of local service revenues. $1+ Trillion <1%
- 31. Copyright 2013, ReachLocal, Inc.31 Two Ways This Will Unfold Consumer Brands Merchant Software ReachCommerce
- 32. Copyright 2013, ReachLocal, Inc.32 “The Currency of the New Economy is Trust” - Rachel Botsman
- 33. Copyright 2013, ReachLocal, Inc.33 Search Engine Advertising SEO and Local Directories Social Media and Content Mobile Reputation Management
- 34. Copyright 2013, ReachLocal, Inc.34 Search is Local – Paid Search Localize Your Search Engine Advertising • Quickly generate leads - Phone calls - Emails - Web forms • Keywords - Geo-located search (city/state) - Direct local keyword • Leverage ad extensions
- 35. Copyright 2013, ReachLocal, Inc.35 Search is Local – Organic Search Create a Localized Content & Keyword Strategy • Owned and non-owned • Local/regional blogs • Bylined articles in local publications • Local versions of SEO- optimized press releases
- 36. Copyright 2013, ReachLocal, Inc.36 Search is Local – Social Media Signals Create a Localized Social Media Strategy • Coordinate posts with local content strategy • Use same keyword strategy for social posts • Create a solid social media policy & training
- 37. Copyright 2013, ReachLocal, Inc.37 Places are Local 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 Multi-location Businesses - Google does not support merging multiple pages to one business page
- 38. Copyright 2013, ReachLocal, Inc.38 Social Media Fatigue
- 39. Copyright 2013, ReachLocal, Inc.39 The Web Presence Lifecycle Business creates quality content Consumers comment, like, review and share Consumers discover while searching, surfing and socializing Content published and indexed across the Web Business listens and engages 1 2 3 4 5 Thanks for your comments. What’s worked for you? Great advice! I’m going to try this! Me too! Business action Housebreaking Your Dog PUBLISH Housebreaking Your Dog Consumer action
- 40. Copyright 2013, ReachLocal, Inc.40 Benefits of Web Presence Business Creates Content Content Published & Indexed Consumers Discover Consumers Comment & Share Business Listens & Engages Social Discovery Reputation Management Search Discovery Brand Engagement Increases your word-of-mouth through sharing across social networks Improves your reputation with positive content on search engines and review sites Increases your discoverability on search engines and local directories DiscoveryPerception Builds positive impressions and engagement with your brand by bringing it to life online
- 41. Copyright 2013, ReachLocal, Inc.41 Understanding PageRank SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS + Inbound Links + Social Pages + Fans, Followers & Likes Prominent Organic Rank Site & Blog Reviews + = Social Bookmarks
- 42. Copyright 2013, ReachLocal, Inc.42 Publish Content Regularly Daily: • Tweet 1-2 times Weekly: • Publish blog content across social outposts 1-2 times • Post to Facebook 1-2 times Monthly: • Post 1-2 videos to YouTube per month • Create a unique and compelling offer to share with fans and followers
- 43. Copyright 2013, ReachLocal, Inc.43 Improve SEO with Video A Good Video Speaks Volumes • Promotional videos • Customer testimonials • Meet the manager/owner *Unruly 377% Increase in Social Video Shares in Q412
- 44. Copyright 2013, ReachLocal, Inc.44 Mobile is Local – Maps Claim Mobile Maps & Location-Based Services • Google+ Local / Google Maps • Foursquare page • Facebook Page (mobile check-ins) Copyright 2013, ReachLocal, Inc.44
- 45. Copyright 2013, ReachLocal, Inc.45 Create a Mobile-Optimized Site • Compare mobile conversion rates to those of browser traffic • Develop mobile landing pages for localized sites and advertising Copyright 2013, ReachLocal, Inc.45
- 46. Copyright 2013, ReachLocal, Inc.46 Mobile Optimized Sites Not optimized Optimized Copyright 2013, ReachLocal, Inc.46
- 47. Copyright 2013, ReachLocal, Inc.47 Mobile Search Engine Advertising • According to Nielsen, Google search reaches 71.9% of the Android smartphone audience • 80% of all searches conducted via smartphone are for local products and services (MarketingProfs) Copyright 2013, ReachLocal, Inc.47
- 48. Copyright 2013, ReachLocal, Inc.48 Driving Mobile Conversions via Adwords Content should contain actionable information to align with mobile user intent Calls Store Traffic Web Traffic Click-to-Call Location Extension Sitelinks
- 49. Copyright 2013, ReachLocal, Inc.49 Localize Mobile App Strategy Consider Third-Party Apps • In-App Advertising • In-App Search - Directories + review sites • Yelp • UrbanSpoon, • CitySearch • Yellow pages - Location-based services
- 50. Copyright 2013, ReachLocal, Inc.50 to Improve your Online Reputation8 TIPS
- 51. Copyright 2013, ReachLocal, Inc.51 Uncle Bob’s Storage Reviews" “Uncle Bob’s Storage Reviews”" Uncle Bob’s Storage Complaints" “Uncle Bob’s Storage Complaints”" Uncle Bob’s Storage Plano TX" Uncle Bob’s Storage" Benchmark Google#1
- 52. Copyright 2013, ReachLocal, Inc.52 Benchmark Google#1 Outcome: Understanding of online reputation Copyright 2013, ReachLocal, Inc.52
- 53. Copyright 2013, ReachLocal, Inc.53 Benchmark Directories & Review Sites#2 Outcome: Understanding of online reputation on specific sites Generic Sites Storage Specific Sites
- 54. Copyright 2013, ReachLocal, Inc.54 Respond & Address Any Issues#3 Important to respond publicly Check emotions Take issue offline to resolve Recognize opportunity to improve practice
- 55. Copyright 2013, ReachLocal, Inc.55 Outcome: Public response to online reviews demonstrates willingness to listen Sample Response “We apologize that you had a negative experience at our firm. We are always striving to improve in every area.We would greatly appreciate the chance to speak with you directly about your experience. Please give us a call at 555-555-1212 so that we may discuss and address your experience further.Thank you very much, and we look forward to speaking with you soon.” #3 Respond and Address Any Issues
- 56. Copyright 2013, ReachLocal, Inc.56 Outcome: Awareness of new reputation issues Setup up Systematic Monitoring#4 Monitor • Setup Google and Yahoo alerts • Send to your email daily • Consider SERP monitoring tools such as Raven and WordTracker google.com/alerts alerts.yahoo.com
- 57. Copyright 2013, ReachLocal, Inc.57 Claim & Optimize Directories & Review Sites • Google citations • Correct mistakes and false information • Ensure business name, address, phone # all identical • Optimize with unit sizes, photos, promotions, etc. #5 Outcome: Optimized SEO ranking for business name and category Social Media Sites • Business profiles • Optimize with location • Pleasing images
- 58. Copyright 2013, ReachLocal, Inc.58 Generate More Reviews Post Survey #6 Do’s Don’ts Encourage reviews from your location Pay for reviews Outcome: Better reputation with a variety of reviews across numerous top sites Follow-up email within 24 hours z
- 59. Copyright 2013, ReachLocal, Inc.59 Publish Content Content Drives SEO • Share positive reviews • Publish to your website • Start a blog • Leverage SEO best practices #7 Outcome: Longer term online reputation improvement
- 60. Copyright 2013, ReachLocal, Inc.60 Outcome: Better SEO ranking for reviews Onsite Reviews#8
- 61. Copyright 2013, ReachLocal, Inc.61 Next Steps 1 Assess your Web Presence. Are you reaching consumers in all the key places along their buying journey? 2 Execute a systematic Web Presence strategy • Advertising • Content & social media marketing • Website & Conversion tools 3 Measure web traffic, reputation, social growth and of course leads and revenue.
- 62. Copyright 2013, ReachLocal, Inc.62 Questions? TWITTER: @MikeDMerrill EMAIL: Mike.Merrill@ReachLocal.com BLOG: http://blog.reachlocal.com WEBSITE: http://www.reachlocal.com TWITTER: @ReachLocal
- 63. Copyright 2013, ReachLocal, Inc.63 Appendix
- 64. Copyright 2013, ReachLocal, Inc.64 Google+ Local eBook Get the Ebook! http://bit.ly/rlgooglepluslocal
- 65. Copyright 2013, ReachLocal, Inc.65 Online Reputation eBook Get the Ebook! http://bit.ly/rlormebook
- 66. Copyright 2013, ReachLocal, Inc.66 The SEO Pyramid
- 67. Copyright 2013, ReachLocal, Inc.67 Local / Geo Targeted Keywords self storage plano tx" storage units plano" public storage plano" Plano storage" Plano self storage" Plano public storage" Plano storage units" self storage plano "
- 68. Copyright 2013, ReachLocal, Inc.68 Keyword Considerations 1. The higher the competiveness the harder it will be to rank 2. The higher the monthly searches the more likely you will get traffic One strategy could be to pick medium competition keywords with highest traffic.
- 69. Copyright 2013, ReachLocal, Inc.69 10 Tips to Optimize a Blog post for Search: 1. Define 1 Target Keyword 2. Ensure Target Keyword is In Headline – Earlier the better 3. Include Keyword 2-3 Times in 1st Paragraph 4. Include Keyword Once In Each Remaining Paragraphs 5. Add a Hyperlink in Every Post to Existing Post 6. Rename Image Files to Target Keyword 7. Ideally 300+ Words per Post 8. Use Alt-Text Keywords in Every Hyperlink 9. Include a Minimum of 1 Outbound Link With Keywords in Alt-Text 10. Modify Meta Title and Meta Description
- 70. Copyright 2013, ReachLocal, Inc.70 Meta Title and Description © 2011 Michael & Susan Dell Foundation Company Confidential Copyright 2013, ReachLocal, Inc.70
- 71. Copyright 2013, ReachLocal, Inc.71 Meta Title and Description Copyright 2013, ReachLocal, Inc.71
- 72. Copyright 2013, ReachLocal, Inc.72 8 Ways to Drive Visibility (SEO) for a Blog 1. Feature your blog on the front page of your website 2. Cross post to social media outlets • Twitter, Facebook, Google +, LinkedIn • Ask employees to share 3. Add social sharing icons to blog template • WordPress plugins 4. Submit to Blog Directories • Technorati.com, alltop.com, or industry blog directories 5. Email blog posts – Add feature for people to subscribe directly to posts • Feedburner – Feature blog posts in email newsletters 6. Submit to Social Bookmarking Sites: (As time allows) – StumbleUpon, Digg and Reddit – Pinterest if original images included 7. Guest blogging – Trade blog posts on similar blogs 8. Comment on other blogs – Follow via Google RSS Reader
- 73. Copyright 2013, ReachLocal, Inc.73 • Create compelling headlines • Optimize it for search and social discovery • Share photos • Share positive reviews from happy customers • Ask questions and publish polls • Reblog industry news and local events Stat: 58% of Facebook users want exclusive content,discounts and promotions eMarketer 10/7/11 Create & Optimize Content
- 74. Copyright 2013, ReachLocal, Inc.74 • Respond to consumers to drive engagement and loyalty • Personalize the brand through conversational tone • Identify and engage with influencers in your local community • Share and comment on content from other local businesses and organizations Directly Engage with Consumers
- 75. Copyright 2013, ReachLocal, Inc.75 • Sign up for comprehensive monitoring tools and listen for reviews and relevant keyword mentions • Promote positive reviews • Respond to and address negative reviews Listen For Opportunities to Engage
- 76. Copyright 2013, ReachLocal, Inc.76 Information Sources Winning the Zero Moment of Truth Jim Lecinski, Google http://www.zeromomentoftruth.com Branding in the Digital Age: You’re Spending your Money in All the Wrong Places David Edelman, Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1 The Fall of the Purchase Funnel Dr. Bob Deutsch, Brand Strategy Insider http://www.brandingstrategyinsider.com/2010/02/the-fall-of-the-purchase-funnel.html The Consumer Decision Journey David Court, McKinsey & Company https://www.mckinseyquarterly.com/Marketing/Strategy/The_consumer_decision_journey_2373# http://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-Base.swf http://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx How Ready is Your Organization for the New Social Buyer Persona Tony Zambito, Social Media Today http://socialmediatoday.com/tonyzambito/285267/how-ready-your-organization-new-social-buyer-persona The Purchase Funnel is No More Robin Grant, We Are Social http://wearesocial.net/blog/2009/06/purchase-funnel/