Digital Marketing Strategies for Location-Based Businesses
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The document provides an overview of Dominic Boull't's keynote presentation on digital marketing strategies for businesses. It discusses five areas businesses should focus on for their online footprint: location, location, location in a digital world. It then outlines four digital marketing strategies to help businesses grow: optimizing their Google Business Profile, generating and responding to reviews, search engine optimization, and utilizing paid ads. Specific tactics are provided for each channel and industry examples of effective social media use.
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Digital Marketing Strategies for Location-Based Businesses
- 1. KEYNOTE Location, Location, Location in a Digital World Dominic Boull't REGIONAL VICE PRESIDENT REVLOCAL SAN DIEGO, CA ~ MAY 22 - 23, 2023 DIGIMARCONCALIFORNIA.COM | #DigiMarConCalifornia
- 2. 5 Areas of Online Footprint for every business Location, Location, Location in a Digital World
- 3. Dominic Boull’t Regional Vice President--RevLocal dboullt@revlocal.com 626-840-4435 Your Presenter Four Digital Marketing Strategies That Help Grow Your Business
- 4. The Internet is like a Monopoly Board The more property you own, the more people will land on you and pay you rent.
- 5. Anatomy of a Search Coworking space near me Paid Search Ads • Pay to play section. Located at the top or inserted into body of a SERP Local Search Results (Local SEO) • GBP listings found in the 3-pack for relevant keyword searches • Local SEO strategy Organic Search Results • Most prominent websites appear under the map section based on keywords • Search Engine Optimization (SEO)
- 6. Google Business Profile & Local Search Optimization Learn about the building blocks of any digital marketing strategy and how to maintain it.
- 7. Optimize Business Information • Name, number, address, hours, website URL, categories • Write a long business description • Add a services/product list • Upload images (photos, videos) • Use your Google Post/Updates • Q & A • Ask for Reviews • Answer your Reviews • It's the foundation of "Local Search Optimization" Optimize Your GBP - Google Business Profile Digital marketing near me
- 8. Learn how to improve your online reputation through review management. How Do You Generate and Respond to Reviews?
- 9. Star Rating • 42% said they won’t purchase from a business with fewer than three stars Review Count • Quantity of reviews is the second-most important aspect of a review for consumers Recency of Reviews • Are your reviews older than 2-3 months? Consider requesting new reviews. Relevancy • Reviews that contain search terms related to business Source: https://www.revlocal.com/blog/review-and-reputation-management/how-to-build-a-better-review-marketing-strategy What Customers Look for in a Review 123 Main St, Springfield, USA
- 10. 1. Take note of your review count/rating 2. Is Google highlighting relevant search terms in review text? 3. Don’t be afraid to ask your customers to review you 4. Collect email addresses when customers check in or out 5. Follow up - whether negative or positive, you should always reply for customer engagement Your Step-By-Step Review Marketing Plan 123 Main St, Springfield, USA
- 12. Organic Search Engine Optimization Where your website shows up in search results Google wants to E.E.A.T. Long term strategy & ongoing More important than EVER since Google launched continuous scroll.
- 13. Learn about the different placements of ads and why you should budget for them. What Are Paid Ads and How Can You Utilize Them?
- 14. Google Search Ads • PPC • Local Service Ads (Google Guarantee) • Product Ads Social Ads Display Ads (Impression Based, Awareness) • Retargeting • Geo Targeting (Geo Fencing) Video Ads • Social • Youtube Types of Paid Ads
- 15. • Location: Google Search • Good for both research- based and need-it-now industries • Meet demand of people searching for your products/services on Google • 65% of small to midsized businesses have a PPC campaign Different Types of Ads: Google Search Ads Source: https://www.webfx.com/blog/marketing/google-ads-statistics/ Open today 8:00 AM – 5:00 PM Open today 8:00 AM – 5:00 PM legal advice
- 16. • Location: 3 options in search above traditional PPC ad section • Audience: anyone searching for a contractor, technician, etc. • Pest Control • Roofing • Auto repair • Pay per lead, not click. Opens to Google created page. • 13.8% of local SERP clicks go to local service ads Different Types of Ads: Local Service Ads Source: https://www.bluecorona.com/blog/google-local-services-ads-statistics/
- 17. • Location: Google, Facebook, Amazon • Audience: people shopping for products that can be purchased online • Great for businesses that sell products on their website • Make sure you have competitive pricing • Over 40% of consumers use social networks to research new products Different Types of Ads: Product Ads Source: https://www.smallbizgenius.net/by-the-numbers/advertising-statistics/#gref
- 18. • Location: Facebook, Instagram, YouTube, LinkedIn • Choose the platform based on your goals/age of audience • Used for brand awareness, creating demand, customer interactions/likes • Video • Scrolling • Carousel • 19.6% of digital ad spend happens on Facebook Different Types of Ads: Social Media TrueView In-Stream Ads
- 19. • Location: GDN (Google Display Network), includes 2+ million websites • Weather.com • Yahoo.com • ESPN.com • HGTV • Audience: anyone visiting a site in the GDN • Used for brand awareness, validation, and exposure • 90% of customers online are reached by the GDN Different Types of Ads: Display Ads Source: https://www.webfx.com/blog/marketing/google-ads-statistics/
- 20. Learn which channel you should be on based on your target audience, goals, products and services. Which Social Media Channel Is Best for Your Industry?
- 21. • Facebook • Instagram • LinkedIn • YouTube • Twitter • Tik Tok • Snap Chat Business-Friendly Social Media Channels
- 22. • Audience: Generation X/Y • Both desktop & mobile • Acts like a search engine • Your Facebook page is a mini website • Post relevance time: 5 hours • Consistent posting is critical • Every business should have a Facebook page, regardless of industry Facebook Source: https://www.revlocal.com/resources/social-media/2019-social-media-statistics
- 23. • Audience: women between 16-40 & males 18-34 • Predominantly mobile • Purchased by Facebook • Visual, high-quality photos & videos • Establish a theme & color palette • Post relevance time: 21 hours • Make at least 1 post a day • Receive 12.6 percent more engagement on average by using hashtags. Instagram Sources: https://blog.hootsuite.com/instagram-demographics/ https://www.revlocal.com/resources/social-media/2019-social-media-statistics
- 24. • Audience: professional • Mobile usage is climbing • Largest networking site for professional and personal use • 30 million companies have LinkedIn profiles. • Post relevance time: 24 hours • Plan your content on a monthly calendar LinkedIn Sources: https://www.revlocal.com/resources/social-media/2019-social-media-statistics https://foundationinc.co/lab/b2b-marketing-linkedin-stats/
- 25. • Audience: 52.4% of audience is 18-44 yrs old • 37% of 18-34 yr olds binge watch daily • 70% mobile : 30% desktop • YouTube is the second-ranked social platform worldwide • 5 billion videos are watched every day • Post relevance time: 20 days • Most popular video types include product reviews, how-to, vlogs, gaming and comedy YouTube Source: https://blog.hootsuite.com/youtube-stats-marketers/ https://www.revlocal.com/resources/social-media/2019-social-media-statistics https://www.omnicoreagency.com/youtube-statistics/
- 26. Twitter Sources: https://www.revlocal.com/resources/social-media/2019-social-media-statistics https://blog.hootsuite.com/twitter-statistics/ • Audience: 18-40, skews male • 90% of video views are mobile • Used for international news, gossip, product updates & trends • 280-character limit on Tweets • Relevance time: 18 minutes • Update several times a day • Create a consistent voice • Keep in mind your target audience
- 27. TikTok • Fastest growing social channel • Users twice as likely to recommend something found on TikTok • Most TikTok users in the U.S. are 18-19, followed by 20-29 • A great platform for B2C brands targeting this demographic. With short- form video taking off, it’s an opportunity for brands to not only hop on a growing trend but do it on a platform that caters to their target audiences. Sources: https://www.statista.com/statistics/1095186/tiktok-us-users-age/
- 28. Key Takeaways • Internet is like a Monopoly Board • GBP is critical. • Paid Ads create opportunity • Reviews are important • Social Media: So many choices! Master one then move on. • Local SEO & SEO are LONG TERM
- 29. Stay Informed Subscribe to Our Blog www.revlocal.com/stay-in-the-loop Get informed on marketing topics and notified when Google makes important updates. Search Engine Land Search Engine Land covers all aspects of digital marketing, advertising technology and the martech landscape. Search Engine Journal Breaking news, updates, trends, and the latest info you need to know about SEO, Google and other search engines, top PPC platforms, and popular social media networks.