Content and Social Marketing National to Local
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Solutions to the Evolving challenges for National to local marketing… Your Key to Local Dominance--- Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your local marketi so you can start driving in More Quality Local Leads! Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
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Content and Social Marketing National to Local
- 1. Content and Social Marketing National to Local
- 2. The Big Idea N AT I O N A L TO L O C A L T E C H . E N A B L E D S E RV I C E S • • • • Integrated Services Cross platform publishing, data and workflow Strategic Partnerships Local coaching, education and support
- 3. Evolving challenges for National to local marketing… Old
- 4. US Firms Lose $50 Billion Due to Localization Challenges 53% 38% <10% of national marketers lack resources and bandwidth for local struggle with logistics of localized marketing are able to execute local campaigns within 3 days Sources: US State Department 2013; and CMO Council, Connecting Customer Engagement into Measurable Local Strategies, February 2013
- 6. Visibility involves consistent presence…
- 7. Visibility involves social signals…
- 8. Creating the Digital Footprint… …Website Location Aware List building/Lead Generation
- 9. Creating the Digital Footprint… …Social
- 10. Creating the Digital Footprint… …Social Using an App Tab Page Number of Interactions: Shares: 6 Comments: 5 Likes: 118 Posting for a Cause Number of Interactions: Shares: 67 Comments: 2 Likes: 348 Posts pointing to Blog Number of Interactions: Shares: 43 Comments: 4 Likes: 260 Informative Articles Number of Interactions: Shares: 9 Comments: 3 Likes: 46
- 11. Creating the Digital Footprint… …Directories
- 12. Case Study: Local Dealer
- 13. Case Study: Gutter Helmet Corp. Before: $90 per lead Little visibility into performance After: $20 per lead Transparent view of performance Google organic traffic makes up 55% of all site visits versus paid 3% conversion rate (active leads hot transferred to local dealers)
Notes de l'éditeur
- A lot of generic text. How about “THE BIG IDEA: SMB DIGITAL MARKETING + COACHING” Everything else is just same old same old. Maybe add something about Natl/Regional
- 30 years ago, major ad agencies had field service groups in major DMA’s to get consistent adoption, brand control/implementation and support/$$Web 1.0 did not change that much with basic web technology and servicesNow, visibility in local markets became much more complicated and complexed because of the proliferation of consumers choices in search/discoveryFinding cost efficient solutionsEffectively adapting approaches across the network as best practices shiftSecuring participation and consistency at the local levelTHIS AUDIENCE HAS SEEN A VERSION OF THIS SLIDE ABOUT 5,000,000 TIMES. WE ALL KNOW IT’S COMPLICATED. MY ADVICE – SKIP ALL OF THE GENERIC STUFF AND HAVE ONE SLIDE THAT SAYS “<INSERT DIGITAL SMB MARKETING IS HARD INFO WE HAVE ALL SEEN A MILLION TIMES HERE>” THE AUDIENCE WILL LOVE IT.
- 30 years ago, major ad agencies had field service groups in major DMA’s to get consistent adoption, brand control/implementation and support/$$Web 1.0 did not change that much with basic web technology and servicesNow, visibility in local markets became much more complicated and complexed because of the proliferation of consumers choices in search/discoveryFinding cost efficient solutionsEffectively adapting approaches across the network as best practices shiftSecuring participation and consistency at the local level
- I LIKE DATA BUT I AM AGAIN TEMPTED TO DITCH A LOT OF THIS BECAUSE THE AUDIENCE ALREADY KNOWS IT. SPEND YOUR LIMITED TIME TELLING THEM WHAT THEY DON’T KNOW.
- Retailers and brands leave $50 BILLION on the table becauseof the complexity and challenges of executing local at scaleWhy?-More than half of national marketers say it’s a lack of resources-38% say it’s how hard it is to manage local marketing logistics-And less than a tenth of marketers can turn around local campaigns within several daysThis is your call to action!SAME
- SEEMS LIKE A REPEAT OF THE EARLIER SLIDE
- I DEFY ANYONE IN THE AUDIENCE TO UNDERSTAND THIS SLIDE QUICKLY, EXCEPT THAT WE’VE SEEN THIS KIND OF THING OVER AND OVER. NO ONE CARES ABOUT YOUR DATABASE. SIMPLIFY AND LOSE THE JARGON.“WE DO ALL THE LOCAL DIGITAL MARKETING STUFF FOR SMBS & WE COACH THEM” THEN MAYBE PUT A SIMPLE LIST OF BULLETS OF THE MAJOR THINGS:STORE LOCATORSNAP MANAGEMENT/CITATIONSREVIEWSFACEBOOK PAGES/APPSMOBILE APPSREGULAR COACHING
- IF I CAN’T READ THIS ON A 27” MONITOR, I GUARANTEE THE AUDIENCE CAN’T. AND OF COURSE WE HAVE ALL SEEN THIS DATA BEFORE SO DROP IT. HOW ABOUT A PHOTO OF A CRANKY SMB AND JUST TALK TO THIS.
- AGAIN, UNREADABLE. SOCIAL SIGNALS AREN’T THE NEW SEO BACKLINK (IMO). I GUESS YOU CAN GET AWAY WITH SAYING THIS BECAUSE THE AUDIENCE WON’T KNOW THE DIFFERENCE. BUSINESSES THAT ARE MORE ACTIVE ON SOCIAL MAY TEND TO DO BETTER WITH SEO, BUT THAT IS LIKELY BECAUSE THEY ARE ACTIVELY CREATING CONTENT AND MARKETING THEIR BUSINESS. SO PERHAPS AN IMAGE OF ONE OF YOUR CLIENT’S FACEBOOK FEED ALONG WITH THEIR INCREASING ORGANIC TRAFFIC REPORT WOULD BE A GOOD WAY TO PORTRAY THIS.
- Child site example
- Parent child facebook page
- As you can see the Helmets for Heroes and the posts pointing to the site had the most interactions. Especially shares. The Home Tips Tuesday interactions and Gutter Bowl interactions account for posts I have been doing since the end of September. The Helmets for Heroes and Posts pointing to the site include interactions from only two posts- really shows the difference in engagementIve been doing gutter bowl posts and home tips Tuesday posts for about two months now and the total engagement on the posts does not measure up to the engagement we got from the helmets for heroes and posts pointing to the site
- GOOD DATA. I WOULD PREFER THE WHOLE PRESENTATION BE A STEP-BY-STEP RUN THROUGH OF THIS CAMPAIGN. WOULD BE MUCH MORE INTERESTING WHILE ILLUSTRATING YOUR CAPABILITIES.