Transcript Niche Social Media Marketing - Watermelon Mountain Web Marketing

© 2014 Watermelon Mountain Web Marketing
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ASBDC Annual Conference
Grapevine, TX September 10, 2014
Jan Zimmerman, Author
Web Marketing for Dummies
Social Media Marketing All-in-One for Dummies
Facebook Marketing All-in-One for Dummies
Watermelon Mountain Web Marketing
[email protected] 505-344-4230
© 2014 Watermelon Mountain Web Marketing
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Today’s Agenda
 Free
Online Local Marketing
 search optimization (inc. mobile)
 search maps
 business directories
 review sites
 event calendars
 group buying sites
 local social media
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After the Break….
 Interactive
marketing exercise
 Paid local advertising
 group buying and daily deal sites
 PPC advertising
 Assessing
results with analytics
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Suggested Process
 Decide
whether client is a good fit for local
social media
 brick & mortar presence
 wants to reach local/regional target markets
 may want to target tourists
 Use
the Local Social Media Marketing
plan to establish goals & objectives
 Use the Local Resources list as a source
of ideas for possible services
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Remember….
Local marketing is only part
of online marketing.
Online marketing is only part
of total marketing.
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Be a Guerrilla Marketer
 Don’t
have clients try everything
at once
 Review where they currently
appear
 Try one service per category
 Evaluate results
 Expand within category
 Expand to new category
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Local Search Behavior
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4 in 5 consumers use search engines to find
local information
88% search on smartphone
84% search on computer/tablet
54% search for business hours
53% search for directions to local store
50% search for local store address
50% visit a store within a day of local search
18% of local smartphone searches lead to
purchase within a day
*Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014.
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Key SEO Points
 Right
click to VIEW SOURCE to see
keywords, title, and description tags
 Get better results by using a phrase with a
location instead of separate terms
 Personalized search has benefits & risks
for marketing
 Them that has, gets (the more traffic, the
higher the ranking)
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Location Targeted SEO
milangallery.com
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What Search Engines Want
 Relevance
 Title
& page description tags
 Inbound link quality & traffic
 Social media & press release history
 Recency & frequency of postings
 Search terms in specific places
 Site traffic, download time, other
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Mobile Search Different
 Location
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ranks search results (zip code, GPS)
Context determined by
 what users are doing
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urgency
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past history on mobile device
 Time
sensitive results
triggered by real-time need
 shorter window of opportunity
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 More
local-intent search terms are used
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Mobile Challenges
 Voice
search uses different words
 Device limitations
small screens
 lack of physical keyboard
 patchy connections
 incompatible w/ Flash on some devices
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 Mobile
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apps:
content available only in a native
application invisible to search engines
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Mobile vs. Website
bistro-m.com
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themainbakery.com
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Mobile Results
www.themainbakery.com
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Need Mobile -friendly Site
 Optimize
with local user-intent search terms
 Streamline menu
 Quick load time
 Click-to-call
 Click-to-share on social media
 Store locator directions and maps
 QR codes
 Mobile coupons
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Why Maps Matter
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They are FREE!
Can include offers and ad content
Easy for users to understand
Used for mobile search
May require separate submission
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Yahoo! Local
listings.local.yahoo.com
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Bing Local
bingplaces.com
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Google My Business
(formerly Google Places for Businesses)
google.com/business
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All-in-one dashboard to manage your presence
on Google Search, Maps and Google+
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Google My Business
 Update
business listing on one dashboard
○ Google Maps, Search and Google+)
 Add
photos
 Connect with customers on Google+ page
 Receive reviews from across the web;
respond to Google reviews
 Custom insights about how often business
information is seen and where
 Integrates with AdWords Express, a
streamlined version of AdWords
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Google My Business
Dashboard
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Create Google+ Page
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Google Knowledge Panel
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Local Online Tools
 Business
Directory Sites
 Review & Recommendation Sites
 Local Events Calendars
 Social Group Buying Sites
 Location-Based Social Networks
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Local Business Directory
Merchant Circle merhantcircle.com/corporate/landing/signup.html
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Local Business Directory
CitySearch
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citysearch.com
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Review/Recommendation
Yelp
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biz.yelp.com
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Review/Recommendation
Local.com
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advertise.local.com (free listing)
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Review/Recommendation
TripAdvisor
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tripadvisor.com/BusinessListings
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Review/Recommendation
Epinions.com
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Locational Social Network
Foursquare
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foursquare.com/business
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Location Specific MeetUp
secure.meetup.com/register
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Local Events Calendars
WFAA Dallas-Fort Worth Calendar
wfaa.com/community/calendar/event-submission-form
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Let’s Take a Break
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Local Online Marketing
Exercise
Gather into groups
 Review the local marketing problem in
your packets
 Among yourselves, select the methods
that you think are most likely to succeed
in solving the problem (20 minutes)
 Several groups will be asked to report
on their problem and solution afterwards
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Group Buying Sites
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Users signup for deals in their location
Daily deals offered via email
To receive the deal a minimum number of
deals need to be purchased
Typically buyer receives 30-50% off the
standard price
Group buying sites may take as much as
half of the price the buyer pays
Percentage that business receives could
be as low as 25%
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Paid Option: Group Buying
GroupOn
grouponworks.com/get-featured
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Paid Option
Voice Daily Deals: voicedailydeals.com/pages/contact
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Local Daily Deals
BuyTexasDeals.com
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Warning:
Group Deal Sites
Be very careful about pricing and number of offers
 Try to negotiate for a better percentage (usually
only getting 25%)
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Locally -Targeted PPC
PPC ads allow advertisers to bid on keywords
with a daily cap for how much will be spent
 Choose keywords relevant to the product or
service being promoted
 Decide how much you are willing to spend on
each keyword per day
 Bring visitors to a specific landing page that
fulfills the promise of the ad
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Benefits of PPC Ads
People who look at ads are already
shopping
 Can save money & target audiences by
localizing ads on any site
 Don’t need to run ads 24/7
 Use ads to drive traffic to brick & mortar
store, to website, or to social media
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Things to Remember
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CTR Rates
 Studies show much higher click through rates
across all ad venues when ads are localized
 mediapost.com/publications/article/171106
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Conversion codes
 Place on thank you page to assess how well
ads or other marketing efforts are doing
 Most advertising services will supply the code,
or clients can create their own
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Targeting PPC Ads
Google AdWords
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Google AdWords
Customize Targeted Locations
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Google AdWords
Customize Targeted Locations
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Google AdWords
Use search box to add or exclude locations
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Google AdWords
Use search box to add or exclude locations
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Google AdWords
Use Radius Targeting
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Google AdWords
Location Groups
Places
of Interest
Target ads to location types
such as airports and
universities
By
Demographics
Target ads to location
based on household
income
Location
Extensions
Target ads with more than
one radius to apply
different bids to each
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Google AdWords
Location Groups: Demographics
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Google AdWords Express
for local advertisers
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A simplified version of Google AdWords, designed for small and local
businesses
Advertise in local searches for your area
Your business can show up with a blue pin in the local map
User ratings to show in your ad — a powerful trust signal
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Keep Social Local
 Target
social ads to local market
 Local promotions
 More personal approach
 Build relationships with local
community
 Reputation management
© 2014 Watermelon Mountain Web Marketing
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Facebook Promoted Post
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Localize Promoted Post
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Twitter Promoted Tweets
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Localize Promoted Tweets
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LinkedIn Ads
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Localize LinkedIn Ads
Country
 State
 City/Metropolitan
Area
 Limited to 10
options
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Measuring Local Reach
with Google Analytics
Tabs that reveal deeper information to
help analyze and plan your marketing:
Geo locations
 Traffic sources
 Traffic from mobile devices
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Local Analytics
Geo Demographic
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Local Analytics
Geo Map Overlay
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Local Analytics
Social Analytics
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Local Analytics
Mobile Analytics
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Resources
Jan Zimmerman
Watermelon Mountain Web Marketing
[email protected]
(505) 344-4230
watermelonweb.com/resources
© 2014 Watermelon Mountain Web Marketing
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