Local Digital Strategy (2015)
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In 2015, you need to take a much different approach when it comes to promoting your local or regional business. Google’s My Business and local listing sites have changed; reviews are important; your social and content efforts need to be personalized; and it all still needs to be well executed so your community can find you.
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Local Digital Strategy (2015)
- 1. Create a Local Digital Strategy for Your Organization SEARCH MARKETING BRYAN HUBER COMFORT KEEPERS BRINGING IT HOME:
- 2. A Bit About Me Over the past 15 years, I’ve owned an digital agency and held, Director and VP level positions on the client side. Worked directly with C-level and Executive leadership to define, create and implement complex digital strategies, including localization, throughout many different types of organizations. Currently, Director of Digital Marketing for CK Franchising, Inc.
- 3. Bringing It Home: Localization OVERVIEW 01 THE THREE PILLARS 03 THE ANALYTICS LAYER 02 THE OPTIMIZATION LAYER 04 THE CONVERSION LAYER Local Digital Strategy Model Case Study
- 4. The Three Pillars These channels work together to make up the foundation of a localization strategy All three are connected, and all three need to have a strong presence WEBSITE SOCIALLOCAL
- 5. NEW HUB AND SPOKE A New Way To ThinkAbout Your Digital Strategy With The Rise Of Localization !
- 7. WEBSITE SOCIALLOCAL " # % & + , ⋆ . / 0 1 2 3 4 5 6 * 78 2015 Content and Usability Listings and Reviews Community and Engagement
- 8. CHANNEL FOCUS Claim: Google My Business, Bing Places, Yelp, Foursquare Customer & User Experience Build Community: FB, Insta, Pinterest, Twitter Manage your listings SEO: Technical & Content Useful, Engaging Content Reputation Management Content / Blog Listen & Respond Customer Service Marketing: Email, SMS Social Care / Customer Service Platform Advertising PPC/Display/Remarketing Audience Focused Advertising WEBSITE * SOCIAL 7 LOCAL 8
- 9. THE LAYERS 9 Three Important Activities That Stretch Across The Three Pillars
- 10. The Layers WEBSITE * SOCIAL 7 LOCAL 8 OPTIMIZATION LAYER ANALYTICS LAYER CONVERSION LAYER
- 11. Optimization Layer • All three pillars can be optimized to help make sure you are found on the Internet • Keywords and phrases can be implemented to drive search • Ensure your brand is portrayed correctly • Optimized for browsers and mobile (local and social already optimized) :
- 12. Analytics Layer • Drives the strategy • Understand how people are interacting with your website • See how they are getting to your site • Measure the effectiveness of your campaigns across all three pillars #
- 13. Conversion Layer • Set-up and track goals • Test and optimize advertising efforts across all three pillars • Track across devices • Get hyper local ○
- 14. The Result: Customer Focused Experience • I can find you - across many channels • I can engage with you • I can make an informed decision about you • I can recommend you • I can have my questions and concerns addressed • I can do research < I can do business with you!
- 15. CASE STUDY = How MedVet Medical & Cancer Centers For Pets Is Developing A Local Digital Strategy
- 16. MedVet Medical & Cancer Centers For Pets Fast growing organization with multiple locations, aging website and two distinct audiences Unmanaged Reviews Different Audience Passionate Pet Owners Many Competitor8 Locations In Multiple States
- 17. Local Digital Strategy Model For Success WEBSITE * SOCIAL 7 LOCAL 8 OPTIMIZATION LAYER ANALYTICS LAYER CONVERSION LAYER
- 18. LOCAL: WHY IT’S IMPORTANT LOCAL 8 • Search is a main driver for businesses — non-branded or branded • Helps your brand own a visual experience on the first page of Google • Correct listings ensure I can get to your business, see hours of operation and call if needed • Reviews are a decision point of your business through people’s experience • Review and respond
- 19. LOCAL: WHY IT’S IMPORTANT Non-branded search for emergency vet in Columbus and Dayton — Optimization
- 20. LOCAL: WHY IT’S IMPORTANT Branded search for MedVet Columbus - Google My Business Optimization
- 21. LOCAL: WHY IT’S IMPORTANT Google+ Page - Optimization and Reputation Management
- 22. LOCAL: WHY IT’S IMPORTANT Google My Business Insights - Analytics and Conversion
- 23. LOCAL: WHY IT’S IMPORTANT Search for MedVet Cincinnati Reviews
- 24. LOCAL: WHY IT’S IMPORTANT Local Listing for MedVet Cincinnati & Columbus
- 25. LOCAL: TOOLS TO HELP LOCAL 8 • moz.com/local to check your listings • Add UTM tracking to your listings • https://support.google.com/ analytics/answer/1033867?hl=en • Claim Your Listings • Google My Business & Bing Places • Yelp, YP.com & Foursquare • Glassdoor • Angie’s List
- 26. WEBSITE * WEBSITE: WHY IT’S IMPORTANT • A property you own and manage • The center of your brand • Main destination for your marketing and advertising efforts which can serve many audiences • Trackable conversions and goals
- 27. WEBSITE: WHY IT’S IMPORTANT Focus on User Experience for Clients and Referral Partners
- 28. WEBSITE: WHY IT’S IMPORTANT Top Content Pages, Localized — Optimization and Analytics
- 29. WEBSITE: WHY IT’S IMPORTANT Top Keywords and Phrases — Optimization
- 30. WEBSITE * WEBSITE: TOOLS TO HELP • Google Analytics • Google Webmaster Tools • Add Schema: • https://schema.org/LocalBusiness • Google Guidelines for Location: • https://developers.google.com/ webmasters/business-location-pages/ • WooRank.com for free SEO analysis
- 31. SOCIAL 7 SOCIAL: WHY IT’S IMPORTANT • Build your community where they are using the Internet • Provide engaging and useful content that people want to share • Extend brand awareness • Customer service • Loyalty • Advertising platform
- 32. SOCIAL: WHY IT’S IMPORTANT Building Local Community Through Facebook
- 33. SOCIAL: WHY IT’S IMPORTANT Building Out The About Section — Optimization
- 34. SOCIAL: WHY IT’S IMPORTANT Managing Reviews
- 35. SOCIAL: WHY IT’S IMPORTANT Localizing Social Content for Locations CINCINNATI COLUMBUS HILLIARD DAYTON NEW ORLEANS MANDEVILL MOBILE LEXINGTON Created separate location Facebook pages to distribute content or location specific content Brand Facebook Page
- 36. SOCIAL 7 SOCIAL: TOOLS TO HELP • Use bit.ly Links to help with tracking - and UTM info to them! • JonLoomer.com - excellent resource for how to do Facebook advertising really well • Social Media Image Cheat Sheet • http://mashable.com/2015/04/21/ social-media-image-sizes/ • Podcast: Tube Talk • YouTube video marketing tips
- 37. Summary All three pillars are connected, and all three need to have a strong presence to help you dominate Prioritize the weakness you need to improve for each pillar Use the layers to help you continue to strengthen the pillars, and use advertising opportunities It changes every day, so you have to be engaged! WEBSITE SOCIALLOCAL