Local Online Marketing and SEO Marketing for Small Business.

1. LOCAL ONLINE MARKETING
101

2. Summary
About Softline Solutions
Why Online Marketing Matters
Why Local Matters
Local Stats
Mobile Search
Organic Search
Paid Search Advertising
Social
Outperforming the Competition

3. About Softline Solutions
Founded in 1999
Full Suite of Online Marketing Services for Small, Medium, and Large Business
Built Reputation for Delivering Personalized Service
Customer Satisfaction is our Number 1 Priority ( we aren't just saying that)
Honesty, Integrity, & Transparency
Focus on Local Online Marketing

4. Why Online Marketing Matters
Online Marketing is the fasted growing advertising medium
Its not enough to just have a website
The Big Boys have been doing it for years, its your turn now
More Consumers turning to the web to search for products and
services
TV, Radio, and Direct Marketing is Expensive and does not
produce measurable results

5. Why Local Matters
GOOGLES RESEARCH SHOWS 95% OF PEOPLE USE ONLINE SEARCH
TO FIND LOCAL GOODS AND SERVICES.
ONLY 34% OF TOTAL BUSINESSES IN THE U.S. HAVE AN ESTABLISHED
WEB PRESENCE.

6. Local Search Numbers
 20% of Google's total searches contain a geographic/ local qualifier like a
zip code, a city, or a street (Google, SXSW 2011)
 3 billion searches each month are for local-based keywords (Google,
SXSW 2011)
 1 in every 3 Google searches from mobiles are local (Google, CITA
Wireless 2010)
 Half of all Bing mobile searches are local (Bing, CITA Wireless 2011)
 40% of all Google Maps traffic is from mobile phones (Google, SXSW
2011)
 Google Maps has 150 million mobile users (Google, SXSW 2011)
 55% of adult smartphone users surveyed indicated they use their phone for
location-based recommendation services (Pew, 2011)
 90% of smartphone users search for local information on their phones (Pew
Research Center, 2011)
 86% of all online searchers use local search to find businesses (Kelsey
Group)
 Mobile phone users are 45% more likely to enter a local based search term

7. Local Consumer Behavior
• 90% of searchers perform some offline follow up with businesses they find online
such as calling for more information or making a purchase (comscore)
• 59% of local information seekers visit a business after looking up information on it
on their cell phones (Google Mobile Insights)
• 51% of people would characterize their shopping behavior as research online, buy
offline (NPD Group)
• 61% of online local searches result in an offline purchase (TMP/ comScore)
• 23% of US searchers surveyed indicated they'd be more likely to make contact with
a business that showed pictures in their directory listings (Bright Local)
• 21% of US adults surveyed said they had used a search engine to research a
shopping decision in the past 24 hours (Pew Internet and American Life survey
September 2010)
• 80% of US adults under 35 consider the Internet their main source of information
on local information; for the total population it is 70% (TMP Local Search Study)
• 89% of adults surveyed by Yelp indicated they used the phone book once a month
or less or never (Yelp, 2011)
• 39% of search engine users surveyed indicated that they "routinely felt frustrated"
by not being able to find a local business online (Webvisible-Nielsen, 2009)

8. Business Behaviors – Local
Search
 Only 27% of 1500 businesses surveyed actively optimized their site
for local search (Marketing Sherpa)
 4 million businesses worldwide have claimed their Google Places
profile, Google has created 50 million profiles (Google, SXSW
2011)
 51% of businesses surveyed indicated their ability to capture new
customers with their website was only "fair" or "poor" (Webvisible-
Nielsen, 2009)
 17% of the total marketing spend for small businesses will be spent
on online marketing in 2011 (BIA Kelsey, 2011)
 9% of small businesses surveyed said they felt satisfied with their
Internet marketing efforts (Webvisible-Nielsen, 2009)
 52% of small business owners surveyed indicated that the phone
book was not at all useful to them as a business owner

9. Local Search Stats
Local Monthly Searches
Keyword (Google)
auto insurance new jersey 14800
car insurance new jersey 22200
homeowners insurance new
jersey 3600
home owners insurance new
jersey 880
car insurance rates new jersey 390

11. Organic Search (nothing organic about
it)
 SEO allows your website to show up in the main
results for search engines without having to bid on
keywords that can fluctuate in pricing and almost
always increase in cost from year to year as
competition increases
 Ethical SEO matters more than ever as Google
updates its search algorithm (PANDA) on a monthly
basis. Complying to individual search engine
requirements makes for a slower climb to the top but
a sustainable one.
 If you get guarantees to get to the top in a very short
amount of time then its probably to good to be true.
 Proper SEO takes time but yields amazing results.
Finding the right partner in a crowded environment is
what's hard. Just like Insurance!

12. Mobile Search
What is Mobile Search?
Why does it matter more now than ever?
Heard of the iPhone?
Local Business and Mobile Marketing
Mobile Marketing is the fasted growing
segment of Online Marketing
Part of your marketing strategy

13. Paid Search Advertising
What is Paid Search (PPC) ?
Paid Search & Local Business
Benefits of Paid Search
There’s more to PPC than Google!
How much does it cost?

14. Social
More than one-half of marketers Social media for business statistics
(53%) say they now use social
 Only 26% of businesses frequently include calls to
media marketing and another 24% action in their tweets – 49% never include a call to
plan to do so over the next 12 action
months.  Only 23% have used Twitter to promote a social-only
(Source: Annual 2011 Marketing Survey, deal, such as a coupon or discount available only to
Twitter users who click the link
Unica)  29% of brands on Facebook have offered deals within
the channel
 People were 25% more likely to buy a product they
would be proud of if it had social buttons placed next to
it, but 25% less likely to buy a product they would be
embarrassed of if it encouraged them to like or tweet
about it (by having social share buttons nearby)
 70% of business ignore complaints on Twitter
 83% of people who complained on Twitter liked or
loved a response by the company
 58% of businesses saw a drop in marketing costs by
moving to social marketing
 72% of marketers handle social media themselves, the
rest outsource
 78% of women are happy to share what brand they
prefer, compared to 74% of men

15. Outperforming the Competition
Yellow Pages is Dead! You need to look to
other advertising models like online
Beat your competition and capture there
business online
Interact with Customers – Build a following your
competition cant beat!
More eyes means more business

16. Wrap Up & Questions
Questions?
Look for the Softline staff for
more information or to schedule
some time to talk about your
unique business needs.