DOMINATE Local Search @ http://razorsharpnetworks.com/local-marketing-toolkit/ sign up for additional tools, tips, training & support with your Local Marketing Strategy. Have a Question - Tweet http://ctt.ec/0lbo5 Get a copy of this slideshow - Tweet http://ctt.ec/UOfTb Today, people access hundreds of online resources from different types of devices to determine where to go and what to buy. Seeking up-to-the second information, reviews and confirmation from friends and family before they make purchasing decisions. Learn what to focus on to prioritize your time and budget to insure that you maximize the number of new customer. Understand how new technology influences consumer choices and drive new and return business. An easy to understand 20 slide guide to simplify your approach refocus your efforts to DOMINATE search in your local market.

1. GUIDE TO LOCAL SEARCH MARKETING
DOMINATELocal Search

2. HAVE QUESTIONS?
I Have a Question
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3. WHO WILL BENEFIT?
Running a local business
Searching for customers in a defined
geographic area. (i.e. town, country, region etc.)
Spending money that has noticed the
performance decline in traditional local
marketing channels. (i.e. local papers, classified
ads, yellow pages, local journals etc.)

4. WHAT WILL I LEARN?
Why it is so important for local retailers and
professions to focus on local marketing.
Whether local search marketing is the best
option for your business.
What you should focus on to drive the
maximum number of new customers.

5. WHY LOCAL MARKETING?
Your local community is your most
important market!
*Local retailers return 52% of their
revenue to the local economy vs. 14%
for national chain retailers.
*Local restaurants recirculate, on average, 79% of
revenue locally vs. 30% for restaurant chains.
It's where your kids go to school, play, and it's where you
live and breathe.
Businesses focused on their local areas are a major driver
of the economy.
*Study by Civic Economics cited by the Institute of Local Self-Reliance.

6. ARE YOU READY?
What is the role of mobile devices in local marketing?
Over 85% of
Americans (and
growing) have cell
phones
Nielsen reports 79%
of US smartphone
and tablet owners
have used their
mobile devices for
shopping-related
activities.

7. RETAIL IMPACT
73% of
smartphone users
use them to locate
stores.
45% of smartphone owners
are reading reviews for
recent purchases or future
purchase purposes.
36% use them for
redeeming a
mobile coupon.

8. CHALLENGE OR INCREDIBLE OPPORTUNITY?
So far, the number of
companies using location
data as part of their
marketing plan is fairly
small.
Take advantage of your
competitors’ oversight.
Use mobile marketing
and location data to
corner your local market.

9. IS MOBILE RIGHT FOR YOU?
Evaluate existing web traffic
(http://www.google.com/analytics/)
On average, most
websites have over
20% of their traffic
coming from mobile.
Are you missing out
on the mobile
opportunity?

10. SOCIAL PROOF
Provide consumers with up to the
second information on what their
friends trust and recommend.
People TRUST the
recommendations of their friends
over traditional ads!
This makes having complete social
profiles and accessible
information a HIGH priority going
forward.

11. SOCIAL SEO
Google+ uses friend recommendations, reviews &
connections to increase the likelihood of your webpages
in search results.
The potential to attract new customers via local search
is enormous.

12. CUSTOMER REVIEWS
The Power of the REVIEW!
Sites like Yelp and Google Places (now part of Google+)
are key for any location-based business.
2011 Harvard research study reported:
A one-star increase in Yelp rating leads to a five to
nine percent increase in revenue.”

13. CUSTOMER REVIEWS
Online User Review Report:
Companies who have websites that
have visitors who interact with user-
generated content (REVIEWS) are
81% more likely to make a
purchase and 27% more likely to
make a return visit. Than visitors
who did not.
Reviews are critical
for any local business how you respond manage your
reviews can influence future business.
If you’re getting reviews, being the verified owner of an
entry means you can control or respond to them.

14. MONITOR YOUR BRAND
If your company is blogged about, has posts made to Facebook
or reviews published on Yelp, you should respond within 24
hours, good or bad.
Make your brand about your local community, and listening to
your customers is very important for your business.
Use a FREE service (http://google.com/alerts) or paid service
(http://moz.com) to monitor all brand mentions.

15. SEARCH
Ever SEARCH For It?
Of course you have. Search engines have become a go-to place
for consumers and businesspeople alike to find addresses, phone
numbers, business listings and more.
It is important to “claim”
your location. “Make sure
you own the rights to
control your business’
entry.”
Make sure it is in the right
location on the site’s map.
Even having a map
pin show a few stores
away can cause customer
confusion.

16. ONLINE BUSINESS DIRECTORIES
Make sure that your “NAP”
(name, address, phone
number) is consistent across
your website, directories and
social media sites.
Don’t write “Ave.” on one and
“Avenue” on another.
Take advantage of FREE Directory Listings

17. CONTENT MARKETING
Local Content Marketing
• Answer customer questions
about your product(s)
• Provide how-to’s and other
fun learning
• Give prospects information
they need to use your
product(s)
Blog Posts, Videos,
Infographics, Whitepapers,
Pod Casts

18. EMAIL MARKETING
Building an email list is crucial; really building that list of
people that are interested in your brand.
*Email Marketing
Benchmarks: Key Data,
Trends and Metrics, August
2012.
The study notes that email
is used daily by about
60% of US email users and
88% of mobile phone
email users. While open
rates are increasing,
click-through rates have
fallen in 2012.

19. STRATEGY & TACTICS
Create a Local Marketing
STRATEGY!
STRATEGY means a broad plan
over a period of time to achieve
a goal.
Local Marketing Tactics
Organic content and purchased
ads.
Have Key Performance Indicators
(KPI's) to track the effectiveness of
your channels.

20. SMALL BUSINESS FOCUS
• Mobile Marketing
• Local Business Listings
• Social Media Marketing
• Content Marketing
• Email Marketing
• Search Marketing & SEO