Digital Marketing and Local Advertising provider CrossRoads News was given a presentation by Integrated Digital Strategies from Boston. For more information on marketing your business in the Decatur, GA area, contact us at 404-284-1888 or visit crndigital.com

1. Integrating Local Internet Marketing For
Your Business
March 4th, 2014

2. Agenda
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What Is Integrated Business Marketing?
Market Changes
Local Internet Marketing 101
Effective Websites
Local Search
Search Engine Optimization (SEO)
Basics of Search Engine Marketing
Reputation Management
Social Marketing
Questions

3. • Integrating all marketing and
communication into one
overriding strategy.
• Incorporating Storyline Look
and Feel through
Paid, Owned, Earned Media
– Paid = Print, Display Advertising
– Owned = Website, Blog, Facebook
Page
– Earned = Reviews and Reputation
• Break through the clutter and
fragmentation
Integrated Marketing allows businesses to
target a wider reach and attract their ideal
local customers!

4. What Do Businesses Care About Most?
According To 2013 Survey
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Increased Sales – 71%
Generating Leads – 59%
Higher Search Ranking – 33%
Publicity / Social Following – 32%
Employee Recruitment – 9%
Event Attendance – 5%
Retention Rates – 4%
Why Businesses Are Adopting Digital Marketing Aug 2013
http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/

5. Why Businesses Do Digital Marketing?
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Drive Sales
According To Inc.
Increase Brand Awareness
Survey This Year:
• 23% of all small
Reach New Customer Segments
business now spend
more than 75% of
Drive Customer Engagement
their marketing
budgets on digital
Identify usable customer insights
marketing today!
Save money / improve productivity
Why Businesses Are Adopting Digital Marketing Aug 2013
http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/

6. 3 Market Forces
TECHNOLOGICAL
The mobile revolution
and decentralization of
search
SOCIAL
Word-of-mouth has
moved online
ECONOMIC
Death of print
directory advertising

7. 3 Market Forces
TECHNOLOGICAL
SOCIAL
192 Million people
with smartphones in
the U.S. by 2016
76% of consumers
rely on online
reviews before
making a purchase
ECONOMIC
$7.3 billion decline
in print yellow page
ad sales since 2007

8. It’s Not Just the Engines
3 of the over 100 social media sites
generate over 400 million
visitors/month
The number 1 review site generates
over 90 million visitors/month
The top directory sites generate
over 100 million visitors/month

9. Local + Mobile
50%+
of mobile queries have
local intent
90%
take action as
a result
Consumers want data to be right at the moment they need
In the age of mobile and local search, companies that adopt a real-time
mindset and invest in the technology and data to make that happen for
their consumers will win
infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses

14. Fundamentals to Effective Local Internet Marketing
Business Websites (Blog +
Content Accessibility)
Search Engine
Optimization (Local SEO +
Online Reviews)
Internet Marketing (PPC )
Social Media
Marketing
(Facebook, Twitter
etc.)
Results

15. Get Found, Get Chosen.
What?
Why?
When?
How?
15
Contact /
More Info?

19. Fully Responsive Mobile

20. Local Maps, Organic, Sponsored
Paid
Free

21. Local Search Optimization

22. An SMB’s Marketing Budget
• SEO (includes
Google+
Local) is clearly
seen as the
most effective
internet
marketing
channel for
SMBs
• After SEO, it is
Local Online
Directories that
are seen as the
most effective
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
technique.

23. Local Search Market Opportunity
22 million
25%
businesses in the
United States
visible online

24. Why Local SEO?
30% of all
searches are
Local Intent

27. Google+ Local Page

28. Verify, Claim, Optimize G+ Local
• Claim & Verify your free business
listing by searching your company
name on Google
• List your official business name
• Get your category right and pick as
many relevant ones avail
• Business Description should have
relevant local search terms
• List your services, areas served, specific
benefits, photos, website link, email
• Logo and cover image
• Link the page onto your website

29. Optimize Your Site For Local Search
• Put 1-2 local search terms that are
relevant to your services you offer
• Every page of your site can (and
should) feature a different title tag.
• Place your target city & brand name
• Name, Address, Phone should be on
bottom of each of your pages
Brought To You By: Phil Rozek
www. LocalVisibilitySystem.com

30. Third Party Directory Sites

35. Getting an SMB Found
The “Richness” of Listings are Important
•
• Richness refers to
descriptions, photos, hours, e
tc.
• Knowing the type of
services, opening
hours, payment options is
useful information for
potential customers.
• It also supports the data you
load into Google+ and gives
Google further proof points to
corroborate the data it has
about a business
brightlocal.com/2013/09/23/expert-citation-survey-2013

36. Online Reviews & Reputation
Management

41. Ask for online reviews

46. 46

49. Search Engine Optimization

50. Get Found, Get Chosen

51. Why SEO For Your Website?
 SEO Turns Your Website into a
Long-Term Asset
 Customers are looking for you
online, if you’re not there
now, Google is directing them
to your competitors
 Owning a high search engine
rank is like having Google
become your word of mouth.

52. #1 listing gets almost 42% of traffic

53. Search Engine Optimization Basics
SEO is not PPC
Rankings depend on:
Relevancy
Trust
SEO is the work that builds:
Relevancy
Trust
Google introduces customers to your
business based on your:
Relevancy
Trust
53

54. Search Engine Optimization Basics
on site: Relevance
o Keywords (Content, Title, Descriptions, Images, H1 tags)
o Do titles match the content?
o Are Keywords mentioned frequently?
o Fresh Unique Content (blog content is huge)
off site: Trust
o Google see links as recommendations
o Words in links also matter
o Popularity/variety of linking sites matter
54

55. Off-Site SEO
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On-Site Blogs Are Necessary To “Become an Authority In Your Space”
Make it shareable on Google +, Facebook
Keyword Research & Selection of topics that are in demand
Optimize Content around those target keywords
Link digital assets to the posts:
• Slide Share
• Video Content
• FAQs
55

56. Search Engine Marketing

57. Why Search Engine Marketing?
 Drives Potential Customers to Your Business
 Gets Your Business Found on Google, Yahoo, and Bing
 Only pay for interested prospects
 You Can Measure the results (ROI)
 Your in control of who you are marketing to throughout the year
 Flexibility and local targeting
 Real Time Reporting
 Expand Marketing Reach
 Keeps you competitive and visible (1st page)
 Your business is being seen on Google more often

58. Why SEM / PPC?
• Pay Per Click advertising (PPC) is an auction.
• You decide how much you are willing to pay
to appear when a keyword is searched on and
which ad you want to appear when that
happens.
• Your ad only appears to searchers looking for
relevant products and services.
• Mobile, Tablet, Desktop
– Mobile Searchers Are Growing and Click Costs are
low
• You only pay when a searcher clicks on your
ad.
• Originally the person who was willing to pay
the most got the best position on the page.
– Now Quality Score determines that..

59. How do Ads Rank?
- Google

60. Search Engine Marketing Recap – SEO and PPC
These are 2 very different methods of achieving search engine success that should be
run in parallel so that the results of each can be used to improve the other. The key
differences are outlined below:
SEO
Pro’s
Con’s
PPC
 “Free” (you don’t pay for every
single click)
 Work done impacts on all search
engines
 Some consumers prefer it
 Very versatile
 Very scientific
 Great Control
 Quick turnaround (results in days)
 You can bid on any keyword you like
and as many as you like
 You only pay when someone clicks
on your ad
 Less control
 Less scientific
 More difficult to analyze
 Have to focus on limited keywords
 Usually 3-12 months before impact
is seen
 Optimization and campaign
management are resource intensive &
can be quite complex
 You have to manage each search
engine separately

61. Social Marketing

67. The Local Search Toolkit

68. Local Search Toolkit
Complete Local Search Tools
For One Unbelievable Value

69. Google+
YellowBook
Bing Local
MojoPages
Yahoo Local
InsiderPages
HotFrog
WhitePages
SuperPages
Local.com
YellowPages
Angie’s List
Yelp
Kudzu
ShowMeLocal
Merchant Circle
Foursquare
MapQuest
STEP: 1
Manta
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.

70. Before:
After:
Results:
• Extended tab
content
• Member since
• Hours of operation
• Payments
accepted
• Enhanced images
• Connect to
merchant
• Business
description
= enhanced content

71. STEP: 2
Sheer Volume of Citations Still Influences
Local Search Ranking
•
• Quantity of structured citations is the 6th most influential factor in the 2013 Local
Search Ranking Factors survey.
• Getting a spread of citations across a wide range of relevant & appropriate sites
is still a very valid and beneficial task for an SMB or SEO to tackle.
moz.com/local-search-ranking-factors
brightlocal.com/2013/09/23/expert-citation-survey-2013

72. STEP: 3
Review Me Web Page

73. Review Handout
• PDFs branded for your business
• Leave them out on your reception desk
• Email them to your best customers

74. STEP: 4
DIY Reputation Intelligence
Email Alerts When You Receive An Online Review

75. STEP: 5
Reporting Dashboard
Client View – Local Visibility Report
• Timeline showing
chronological progress
of order
• Pie chart showing
number of directories
client is listed in/type of
directories client is
found in
• Speedometer showing
search ranking of
business
name/business
keywords
• Directory icons
linking to live listings
on directory site
• Submission status of
listings
• Color/Symbol status
of Listing’s
description, hours, w
ebsite, logo, images,
& video

76. Questions

77. We are here to help
• Free SEO report for your business
• Free consultation at your office
• To Learn More, Go To:
www.CRNDigital.com
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