Digital Marketing for Local Business - Local Matters Digital

Grow Your Business!

Welcome to the Seminar
March 4 & March 6, 2014

Today lets talk about…
• Changing Consumer
Habits
• Search
• Mobile
• Video
• Social Media
• Opportunities for Local
Merchants
• New Customer
Acquisition
• Customer Retention

Bat Kid Goes Viral!
406,960 Tweets
14% outside the US from 117 countries
Crashed Make A Wish site
21,683 Instagram and Twitter Photos
seen an estimated 120,439,533 times

Total World Wide Reach:
Estimated over ONE BILLION People!

We Live in a Multi-Screen World

Some of the Marketing tools
we used to employ are
no longer effective

Google is the New Yellow Pages

We Search & Discover Online –
Shop Local & In-Store

95% of Web Traffic is generate from
Page One Results

Google does a great job of
returning relevant search results.
95% of consumers never go past
the first page of their search
result. Every business needs to
know:
1. What Page are we on for
our Best Keywords?
2. Where is our Competition?

Although some believe Google is the 2nd Best Source of Information 

Welcome to the
Mobile Revolution

Mobile Traffic to
Major Retailers
•
•
•
•
•

Amazon sites – 43 million
eBay – 22 million
Walmart – 19 million
Apple.com sites – 11 million
Target – 14 million

•
•
•
•
•

Best Buy sites – 10 million
Ticketmaster – 9 million
The Home Depot – 7 million
Etsy.com – 6 million
Lowe’s – 6 million

Mobile Driving Increased # of Valuable Leads
“The number of calls to U.S.-based
businesses will increase by 107% in the next
17 months.” – BIA Kelsey
•

Mobile is about to unleash a massive increase in call-based
advertising…which will be so vast that many established
companies will scramble

•

61% of Local Merchants rate inbound telephone calls as
excellent leads.

•

Call conversion from a local search on a desktop local is
7%, once the landing page is viewed, compared with 57%
from a mobile device

•

U.S. Businesses will receive 70 billion calls from mobile
devices by 2016. Today the number is 20 billion. By the end
of 2013 81% of all the calls businesses receive will
originate from mobile phones.

Estimated that 85% of Local Biz Don’t
Have Mobile Optimized Websites

Everyone Loves a Good Mobile Device!
American pets
have bitten,
chewed, licked,
drooled upon (or
worse) more than 8
million devices this
past year. -SquareTrade

Welcome to the Video Revolution

Mobile views on YouTube are now more than 1 billion views each day.
Since 2010, mobile device traffic to YouTube has more than tripled.

What this means
for Local Merchants
1. It’s now very affordable to “Broadcast” your
Infomercial or How to Video to a very large potential
audience.
2. YouTube Videos are an incredible Source of Content
that get indexed well on sites like Google (did we
mention that Google owns YouTube?)
3. Video is an incredible Source of Quality Content for
Social Media and Your Website – a great way to
communicate with current and future customers

Social Media Adoption by Age Group
89%

60%

72%

43%

Viral Power of Social Media

Average # of Friends by Generation

Why Social Media for Business?

and they’re sharing those
opinions everywhere

Over 30% of Consumers Regularly read customer reviews

Over 70% Say Positive Reviews make them
Trust a Business More

Clearly, The Consumer
is now in Charge!
They have fundamentally changed the Rules of
Marketing and the way Merchants need to approach
Connecting with them to earn their business.
Our friends at Google call this....

The Zero Moment
of Truth

" You'd never set up an 800# for your business
with nobody to answer the Phone. The Internet is
that 800# and its been set up for you even though
you didn't ask for it! People are "calling" you with
their web searches everyday. If People search for
your product or services and you don't "answer"
that search...who do you think will?"
- Jim Lecisnki, Managing Director Google

Many Best Practices for Business
in 2014 Remain the Same…
Great Location – Make Sure you are Easy to Find
You Make Customers feel welcome and you are
easy to do business with
You have a Solid Reputation & Great Word of
Mouth from happy customers
You Stay in touch and Reward Existing Customers
to drive more repeat business
Constantly Looking for New Customers

However, the Best Tools for Business
have changed a great deal!

Great Location –
Can new customers
find you online?

Solid Reputation Great Word of Mouth
What are they saying
about you online?
Are You Staying
Connected to your
Best Customers?

Welcoming
Establishment does your Online
Presence Match the
Real World?

Acquiring New Customers –
New digital marketing options create
efficient, affordable ways to best reach your
most likely new customers!

Grow Your Business!

Digital Strategies to Grow Your Business

2014 Digital Strategies for Merchants
•
•
•
•
•

Quality Multi-Screen Web Presence
Optimized Online Directories
Tell Your Story – Fresh Content Wins
Reputation Matters
Leverage Digital Targeting Capabilities

Who are we really trying to please?

Fresh Quality Multi-Screen Web Presence
• Your Site reflects the quality of
your business and looks as good
or better than your competitors
• You update your site is regularly
with:
• latest promotions/specials
• Fresh Blog Posts
• Latest Product/Service
updates
• Social Media Posts
• Easily allows customers to
browse or buy your Products and
Services

Put Your Website to Work!
More than just an online brochure

•
•
•
•
•
•
•
•
•

In Bound Phone Calls
In Bound Emails
Online Purchases
Appointments
Email Newsletter Sign Up
Loyalty Clubs
Grow Social Media Fans
24/7 Customer Service
Key Recruiter

Make Sure Your Site Looks Good on All Screens
Even if you are happy with the look of site on Desktop or Laptop….make sure
you are optimized for the Mobile Consumer

Smart Phone Friendly Mobile Sites that Match
Look and Feel of Main Website

Congratulations!
The Number One
Website in the
World wants to
give everyone in
this room a FREE
listing and profile
page

:

“Google Plus is Google itself. We’re
extending it across all that we do — search,
ads, Chrome, Android, Maps, YouTube — so
that each of those services contributes to
our understanding of who you are.”
Bradley Horowitz, Google Plus’s vice president of product

Beyond the Big Three – Claim and Verify your Listings
Make sure your data is 100% correct on top search engines, social media and directory
sites…so consumers can connect with you from their desktop or on the go via their Smart
Phone or Tablet! Correct listing data is also important for improving your site SEO!

Keeping your data clean and up to date is key.
There are a lot of databases on the web!

Get Reviews for
Better Places
Listing Ranking

Customer Referral Cards are Easy &
Inexpensive to Create

How to Get More Positive
Ratings & Reviews
• Just Ask. Remember
“Tell Your Friends”
• Referral cards
• Website, Email
• On Invoices
• Loyal Customers
• Friends and Families
• Business Network

Online Videos are a
Great Way to get
High Page Ranking

Social Media Drives More Repeat & Referral Business
Free or Nearly Things You Can Do!

• Most Important: Commit to the Content!
– Consistent, varied two way communication via multiple
channels. If you don’t have time, find someone who
does.

• Improve/Create Your Social Presence – Facebook,
Twitter & Google+, LinkedIn – they all are free!
• Use offline promotion to drive online fans
• Create Online Contests to grow your fan base
• Add Social links to all web promotions (site, email,
video, PR etc)

Great Social Content goes well beyond
Promotional Offers
Rule of Threes
1. Valuable Tips & Ideas
–
–
–

Position yourself as expert
Connect to complimentary businesses
Success Stories

2. Establish Community
– Recognize customers
– Recognize employees
– Recognize Community Events & Your Charitable Efforts

3. Promotions and Special Offers
– Loyalty Club Offers
– Sync Offline with online

Customers for Life
Leveraging Customer Connections to Grow Revenue
Today

1 Year

3 Years

200

600

3600

Connections

Connections

Connections

100

1000

3000

Text Club VIP’s

Text Club VIP’s

Text Club VIP’s

75

300

600

Newsletter
Subscribers

Newsletter
Subscribers

Newsletter
Subscribers

Staying top of mind!
Social Text Email = Affordable Frequency!
Today

1 Year

3 Years

2400

7200

43200

Posts Month

Posts Month

Posts Month

400

4000

12000

Text Offers

Text Offers

Text Offers

150

1200

Sends

Total Potential
Connections

600
Sends

Sends

8200

54,400

= 2950

MARKETING STRATEGIES
Improve SEO, Drive Traffic &
Repeat & Referral Business

Post to Your Google Blog

Used in monthly
e-newsletter

Create FRESH SEO blog posts
that are informational but also
promote your business

Content is then
distributed via
multiple channels
including…..

Content used for Social Posts, linking to site,
also used in weekly Text Marketing

Use as copy points to create search
optimized video
(FYI: Google owns YouTube)

Right About Now…You Might be Thinking….

Wow – that’s a lot of Stuff!
I’m already so busy Running my Business!

Digital Solutions to Grow
Your Business

Essential Digital Media Strategies
For Acquiring and Retaining Customers
1. GET FOUND: Make sure your business is
visible to Consumers Actively Searching Online
for your Products & Services
2. FIND NEW: Leverage Precise Targeting
Capabilities to reach Consumers Most Likely to
be interested in your Products & Services
3. STAY CONNECTED: Leverage Social Media
Email & Text Marketing Best Practices to Drive
More Repeat and Referral Business from
existing clients

Social is Digital
Word of Mouth!

Mobile Essentials
Smart Phone Friendly Website
For Merchants who love the design of their existing website,
but wish it were optimized for Mobile, this is a perfect option.
Your new Smart Phone friendly site will match the look and
feel of your existing site, with one click to call, click to map and
feature products, services, specials and social media links.

Custom YouTube
Channel & Video Series
We’ll create a custom YouTube Channel and series of Videos
that promote your company and products. Each quarter we’ll
produce a new video using professional voice talent, scripting,
music and high quality images. Videos are optimized for
search, distributed on your YouTube channel as well as
business listings.

Optimized, Updated
Business Listings
We optimized and update the top 50 Search, Directory and Social
sites to ensure your latest promotions are featured, creating a
profile page, adding photos, video and more. Great for Search
Authority, as leading sites are quality source of back links plus
FRESH improves your rankings and are important signal to Google.

Reputation
Management
24/7 monitoring of social , rating and review sites to alert of
you of positive/negative consumer commentary….protecting
your most valuable asset – Your Reputation!

Web Essentials
Multi-Screen, Quality ,Optimized
& Updated Web Presence
We’ll create a modern frequently updated website that looks
good on any screen and serves to drive leads for you business.
Site will promote products, services, latest specials and
features Blog, Photo Galleries, Video, Social Media, Email sign
up and lead capture.

Custom YouTube
business listings.

Optimized, Updated
Business Listings

Reputation
Management
24/7 monitoring of social , rating and review sites to alert of
you of positive/negative consumer commentary….protecting
your most valuable asset – Your Reputation!

Social Mobile Essentials
Multi-Channel Content Management
Content is King, for both pleasing customers and Google. We
create and distribute the News of your Business via:
• Social Media postings 2-3x per week on your schedule.
• Produce and send your e-newsletter to your customer list.
• Manage Text VIP Club – with weekly promo messages
• Provided all in-store signage to alert customers to sign up

Optimized, Updated
Business Listings &
Rep Management
We optimized and update the top 50 Search, Directory and
Social sites to ensure your latest promotions are featured,
creating a profile page, adding photos, video and more. Great
for Search Authority, as leading sites are quality source of back
links plus FRESH improves your rankings and are important
signal to Google.

Smart Phone Friendly Website
For Merchants who love the design of their existing website, but
wish it were optimized for Mobile, this is a perfect option. Your
new Smart Phone friendly site will match the look and feel of your
existing site, with one click to call, click to map and feature
products, services, specials and social media links.

Custom YouTube
business listings.

Web & Social Essentials
Multi-Screen, Quality ,Optimized
& Updated Web Presence

Social Media Management

We’ll create a modern frequently updated website that looks
good on any screen and serves to drive leads for you business.
Site will promote products, services, latest specials and
features Blog, Photo Galleries, Video, Social Media, Email sign
up and lead capture.

We will manage your Facebook, Twitter and Google+ presence
for you:
• Social Media postings 2-3x per week on your schedule.
• Communicate with client monthly, then manage postings
for next 30 days based on needs/news of the business.
• Includes monthly Facebook approved contest, which also
helps to grow email database

Custom YouTube

Optimized, Updated
Business Listings &
Rep Management

business listings.


Targeted Marketing Delivers Message to Best Potential Customers
Site & Search Retargeting
Target former visitors to your site and also by most
recently searched keywords on sites like Google.
Conquest retargeting serves your ads to consumers
who were searching for your competitors.

Geo Targeted Mobile
Target consumers based on their
proximity to their store. Mobile ad
expands to full screen mobile splash
page with multiple track-able calls to
action

Geo Targeted Video
Geo Target best potential customers on
leading content sites that include local,
regional, national publishers, including
YouTube.

Search Engine Marketing
Target top 3 positions on Google, Yahoo and Bing for
best keywords. We establish an estimated # of
impressions, clicks and your budget - you only pay
when someone clicks;

Social Media Targeting
Reach best potential customers on leading b2c and
b2b social media sites. Target by user interest,
occupation, geography on web & mobile.

Email Marketing Blasts
Reach best potential customers with email blast targeted
by variety of demographics at the zip code level. B2B
lists available too.

Search Retargeting to reach Consumers
who are Actively in the Market to Buy
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.

1

Auto Insurance

2
Consumer later visits
their favorite sites on
the Web and is served
your ad based on their
past search history of
key words, brand
names and the names
of our competition

Search Retargeting Increases Efficiency
Your Online Display targets potential customers
who have been actively searching for your
products and services. Ads are served based
on Brand Names Searched and also
Competitors Searched. Ads are Geo Targeted
to reach local consumers.

Retarget the Competition!
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.

1

Progressive Insurance

2
Consumer later visits
their favorite sites on
the Web and is served
your ad based on their
past search history of
key words, brand
names and the names
of our competition

Search Retargeting Increases Efficiency
Your Online Display targets potential customers
who have been actively searching for your
products and services. Ads are served based
on Brand Names Searched and also
Competitors Searched. Ads are Geo Targeted
to reach local consumers.

Reach Consumers Near your Store
Mobile Geo Fencing pinpoints customers when they are near
your store and serves them ads relevant to their location

Facebook Targeting & Re-Targeting
Target Consumers by variety of demos…or retarget those that have already been to your site

Email Marketing Solutions
Geo Targeted Email Marketing: Geo target your message
to reach local consumers via our huge opt in database of
email addresses. Target by Metro, City or Zip Code level to
reach customers in your key trading areas.
Demo Targeting: Reach Local Consumers by wide variety of
Demographic selections, including:
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•
•
•
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Gender
HH Income
Veterans
Political Affiliation
Presence of Pets

•
•
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•
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Presence of Children
Occupation
Own Home/Rent
Marital Status
Religion

Seminar Signing Bonus for all attendees
Sign Up Next 30 days: Earn 20,000 Run of Site Banner Ads

Sign up this Week: Earn 60,000 Run of Site Ads!

Great for Promoting
your New Website or
Social Media
Presence

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AD
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Questions?
Lon Haenel
Vice President - Digital Media
Bliss Communications, Inc.

lhaenel@gazetteextra.com

Digital Marketing for Local Business - Local Matters Digital

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