Local Digital Marketing - More Than a Pin - Digital Summit 2018 - Kansas City - Mike Corak
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This document summarizes a presentation about local digital marketing opportunities given by Mike Corak. It discusses managing local listings across platforms, creating localized content and assets, engaging in local social media, implementing local paid search and media campaigns, and personalizing direct marketing efforts using local customer data. The presentation emphasizes starting with accurate local business data and using a "local digital marketing lens" to optimize efforts across various channels.
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Local Digital Marketing - More Than a Pin - Digital Summit 2018 - Kansas City - Mike Corak
- 1. LOCAL DIGITAL MARKETING MORE THAN A PIN Presented by: Mike Corak @mikecorak #LocalDigital
- 3. Who is this Mike guy and why is he up here?
- 4. Well, here’s some background… Digital strategist and GM at DAC Group Award winning program design and execution for folks like… @MikeCorak
- 9. Release I, (insert your name), swear that I will not burn anyone’s eyes out with my laser, especially Mike’s I Accept These Small Print Terms of Laser Usage @mikecorak #LocalDigital
- 10. Agenda Local Digital Marketing Opportunities For Large and Small Organizations We’ll try to have some fun along the way! @mikecorak #LocalDigital
- 11. Quick Poll: What size company do you represent? Enterprise SMB @mikecorak #LocalDigital
- 13. Local Digital Marketing = Listings
- 17. What Drives Voice Search? Technical Factors Snippets + optimization techniques similar to both mobile and local presence management.
- 19. 81% of consumers go online to search for products and services to make local buying decisions. Nearly a third then purchase. Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail- Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf Why Local Listing Management Matters 19
- 20. Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224 73% of people lose trust in a brand when their listings are incorrect 20 Why Local Listing Management Matters
- 21. You Need To Be Found Here… 21 @mikecorak #LocalDigital
- 22. Yet, We Still See This! • Unclaimed listings • Poor categorization • Ignoring Linking Best Practice • Lack of Content and Reviews • TERRIBLE USER EXPERIENCE! @mikecorak #LocalDigital
- 23. + THIS ONE’S AT AN AIRPORT! @mikecorak #LocalDigital
- 25. Basic Local Search Ranking Guide • Claim your listings on all relevant sites • Choose your categories wisely • Manage and distribute your data • Link them to your site store pages • Have an active presence • Test and refine @mikecorak #LocalDigital
- 26. How Much Does the Right Local Listings Tool Matter? A Lot Not Much @mikecorak #LocalDigital
- 27. Insider Info: Tools Don’t Differentiate Enough to Matter Much in Results. Effort and Know How, Not Tech, Ultimately Moves the Needle. @mikecorak #LocalDigital
- 28. Local Search Ranking Factors Sounds a little like SEO 6-8 years ago, right? Google My Business 19.01% Citations 13.31% On-page 13.81% Links 17.31% Reviews 13.13% Social 3.53% Behavioral 10.17% Personalization 9.76%
- 29. Where Do You Most Need to Localize Your Digital Efforts? Search Media Assets Data
- 30. Local Digital Marketing is a Lens, Not a Listing @mikecorak #LocalDigital
- 31. Local Digital Marketing Hierarchy Direct Media Social Assets Listings Data
- 32. It All Starts with Your Data @mikecorak #LocalDigital
- 33. Data Anywhere Local Presence Management Locator API API API Custom Feeds Content Content Content Content @mikecorak #LocalDigital
- 35. @mikecorak #LocalDigital Localized Assets (Website and Beyond)
- 36. You’re all responsive by now right? Yes No I Don’t Know M-Dot / Adaptive @mikecorak #LocalDigital
- 37. Mobile Maturity Checklist • Mobile first experiences (content, design, email, site, landing pages, apps, etc.) matching mobile needs and intent • Locally focused SEO efforts and content • Local marketing integration • Mobile analytics and optimization @mikecorak #LocalDigital
- 38. Local Schema Markup https://www.schemaapp.com/tutorial/how-to-do-schema-markup-for-local-business/
- 39. Localized Content @mikecorak #LocalDigital Where Do I start? • Answer top local questions • Examples: Proximity, events, attractions, guides, tips
- 40. Other Local Content Opportunities • Deep location information – custom directions, employee images, local phone numbers, local inventory • Local community information • Local employment opportunities • Posting to local content hubs • Engaging with local influencers @mikecorak #LocalDigital
- 41. Localized Assets: Who Has the Edge?
- 43. Social: Review Stats 92% of people regularly read reviews 90% say reviews influence their purchase 88% of people trust online reviews from stranger as much as their friends It only takes one to three negative reviews for most people to decide not to buy @mikecorak #LocalDigital
- 44. Social: Reviews are Hard to Come By @mikecorak #LocalDigital
- 45. Local Social Opportunities • Manage local reviews and offer contacts • Look for technology to help • Post locally relevant content • Publicize community involvement, engage with local influencers, and build reputation • Target locally and amplify with media • Solicit reviews from all angles @mikecorak #LocalDigital
- 49. Local Paid Search Opportunities Map Ads Promoted Pins Other Upcoming Opportunities: In-store promotions, business pages with local inventory, and who knows what else? @mikecorak #LocalDigital
- 50. Local Paid Media Opportunities + local paid social campaigns + mobile ads + display targeted locally + programmatic @mikecorak #LocalDigital
- 51. Online to Offline Tracking/Reporting Beacons Ad Platform Tracking Examples All present challenges but getting better by the day
- 52. Localized Digital Media: Who Has the Edge?
- 54. Customer Information + Local Data • True Personalization • Experience Building • All Using Your Local Data in New Ways @mikecorak #LocalDigital
- 55. Where Can We Personalize and Add Local Relevance? • Email • Text • Direct Mail • Coupons • Etc.
- 56. Now Where Do You Most Need to Localize Your Digital Efforts? Search Media Assets Data
- 57. One of These? Or These? Maybe These? Could It Be? I Don’t Know… 1 11 21 31 41 2 12 22 32 42 3 13 23 33 43 4 14 24 34 44 5 15 25 35 45 6 16 26 36 46 7 17 27 37 47 8 18 28 38 48 9 19 29 39 49 10 20 30 40 50 Last Break: What Number Am I Thinking Of?
- 58. YOU WIN THE BOURBON!!! @mikecorak #LocalDigital
- 59. Thank You For Having Us @mikecorak #LocalDigital Mike Corak VPGM DAC Group @mikecorak mcorak@dacgroup.com
Notes de l'éditeur
- Other Notes: time to figure out the most valuable queries, and then target the content to prove the answer and capture that space (or audio response)... and then finding unconventional ways to determine the lift received (things like looking at growth in direct traffic to certain landing pages, for example)
- Need to make this relevant for these WU peeps who want web traffic from this program.