Building up your digital presence with Local Marketing

PRESENTEDBY
BUILDING AN EFFECTIVE ONLINE
PRESENCE
SÉBASTIEN MILLANVOYE
PRODUCT MARKETING MANAGER (WEB HOSTING & DOMAINS)
@Seb_Millanvoye
ROOM 6
5.30 PM

E-COMMERCE TRENDS
E-commerce: a high level of adoption across all generations
37.4 million internet users
have already bought online
Cross-generational adoption
Among >65-year-old internet users,
8/10 have already bought online
Source: Baromètre trimestriel de l’audience du e-commerce en France , Médiamétrie / FEVAD, 2ème trimestre 2018

E-COMMERCE TRENDS
Online business has been growing steadily…
100 billion by 2019
Source: Fevad
8,4
81,7
2005 2017
X 10 T1 2018: +13%
T2 2018: +14%

E-COMMERCE TRENDS
E-COMMERCE TRENDS
But is still just a
small piece of
the cake…

E-COMMERCE TRENDS
E-COMMERCE TRENDS
91%
9%
Retail E-commerce
E-COMMERCE CURRENTLY
ACCOUNTS FOR 9% OF
RETAIL AS A WHOLE

A NEW CONSUMER JOURNEY
Consumers often browse the internet using their smartphones when they
are on the go.
38% 23% 48%
Source: Médiamétrie, Juillet 2018

Internet usage on mobile devices
Find information
(mainly local)
Purchase
products and services
+

32%
M-commerce
=
1/3
of total
E-commerce
+ 20%
T2 2018

Consumers are still looking for proximity…
Source: OpinionWay
85%
of consumers enjoy a salesperson
who’s passionate about what
they’re selling
62%
of 18-24-year-olds enjoy
shopping in physical shops
57%
of consumers wish the main
digital players would open
physical shops

Local businesses have a a
bright future, thanks to the new
consumer journey

An opportunity: the new local business cycle
consider reviews and social
comments before deciding on a
brand
of consumers shop locally as a direct
result, and have a higher-than-average
spend
50%
leave a review or comment,
to be seen by potential
customers
24%
86%
of consumers regularly search
online for local businesses,
products and services
58%
________
________
________

BUILD AN EFFECTIVE ONLINE PRESENCE
Challenging the main digital players is not an easy path for local businesses.
But you can still improve customer awareness and increase your sales…

Optimised
Website
Think mobile surfing and mobile e-commerce…
Your website should offer a good mobile experience
(i.e. a responsive layout, the right template, optimised pictures, short text, easy
navigation, clear click-to-actions, a quick order process)
Do this for…
1) Your customers, to offer a better online experience
2) To get in line with new “mobile first” Google indexation
Google encourages you to have mobile friendly content.
If you do, you will get better results from mobile!
Bonus:
With the new version of Google Chrome,
no HTTPS = no security.
=> Consider an SSL Certificate!

Keywords
Be local, be vocal!
Most search requests have a local intention, and
optimise results for the user’s location
(i.e. “pizzas close to my place ”, “supermarkets open after 7PM”…)
A rising number of search requests are vocal
(i.e. mobile voice assistants, smart speakers…)
You should optimise your SEO strategy to accomodate vocal searches
Your content and keywords should be geolocalised, and optimised for a conversational
language

Social
Networks
Be social
With or without a website, being present on at least one social network is
a must-have for local businesses
 Digital visibility/awareness of your business or brand
 Direct communication with your customers or community
 Enhance customer engagement and loyalty
Select your social networks carefully, according to your business, your target customers, and the
story you want to tell.
Bonus:
Enhance your digital presence and protect your brand
with a domain name, and use easy redirect to connect it
to your social network page.

Imagine what you would you do if…
… your colleague has their birthday this evening and you want to bring some flowers.
You want to know which flower shop is still open after work
I search online to find an open shop
close to me
I call a friend The D answer
No gift

You find two shops. Which one do you choose?

What makes the difference?
No opening hours
Page not claimed by
business
Photo does not best
represent business
Opening hours included
Customer reviews
Photos showing products
sold

Online
Directories
As a local business, here are some key tools to improve your online presence and visibility:
Accessible,
whatever your tech level
Mobile-friendly SERP Vocal assistants

Online
Directories
What we call ‘online directories’
Maps GPS Systems Social Networks
Applications
& Directories

Improve your
online visibility
Be regularly found
by search engines
Rank higher in
local searches
Create customer
confidence
Generate traffic for
your business
1
Why it’s key for your business success and growth

Being visible online also means managing your reputation
Customer reviews and reactions from business owners directly influence the buying decisions of future customers
88% 84% 79% 34%
of consumers trust
online reviews as much as
personal recommendations
of consumers expect a
company to respond to an
online review, comment or
question
of consumers have changed
their buying decision after
reading reviews
of consumers remove a
negative review if their
complaint is resolved to their
satisfaction

DEVELOP YOUR ONLINE VISIBILITY AND REPUTATION WITH
VISIBILITÉ PRO
Maps
GPS Systems
Social Networks
Applications
& Directories

Reputation
Monitoring
Reputation
Management
Social Media Posts
How do you manage it all?

VISIBILITÉ PRO
Maps
GPS Systems
Social Networks
Applications
& Directories

Reputation
Monitoring
Reputation
Management
Social Media Posts
Visibilité Pro
deals with it for
you

VISIBILITÉ PRO
DEVELOP YOUR ONLINE VISIBILITY AND REPUTATION WITH VISIBILITÉ PRO
Fill in key information about your business

VISIBILITÉ PRO
Connect your social networks
If you have a Google My Business and/or Facebook profile/page,
you can link them to your Visibilité Pro profile and manage them
directly, via the interface.

VISIBILITÉ PRO
Maps GPS Systems
Social Networks
Applications
& Directories
Synchronise more than 20 points of digital presence

VISIBILITÉ PRO
Add information about your business, and keep it updated
General Info
Contacts: address, phone number, e-mail,
timetable, categories, description, key
words…
Additional Info
Social network URL, accepted payments
methods, languages…
Photos & Videos
Pictures, videos, logos
Auto-sync all directories

VISIBILITÉ PRO
Follow (and respond to!) your customer reviews in one place

Reputation
Monitoring
Reputation
Management

VISIBILITÉ PRO
Publish content on your linked social networks and directories from one place
Social Postings

VISIBILITÉ PRO
Monitor your online visibility and performance

VISIBILITÉ PRO
 Improved online presence
 Direct connection with your customers
 Better online reputation
 Substantial time savings
Visibilité Pro
More Customers
More Sales

VISIBILITÉ PRO
RDV on stand
OVHmarket – Pôle Présence Digitale
More Questions? Would you like a demo?
And discover our special
launch offer

Building up your digital presence with Local Marketing

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