Step By Step Local Marketing Action Guide

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This presentation will lay out the entire groundwork of considerations needed before you can develop an awesome local marketing strategy.

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Tammy Hawk-Bridges Step By Step Local Marketing Action Guide

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Hi there I’m Tammy! Ready to learn about marketing?! © Content Intellectual Property of Perfect Marketing Equation. All Rights Reserved . Hi there! My name is Tammy Hawk-Bridges. I provide marketing training and education for entrepreneurs. I hope you’ll visit my website Perfect Marketing Equation - www.perfectmarketingequation.com and also follow me on Twitter @ THawkBridges .

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Local marketing is a gold mine to a business that:

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1. Learns how to leverage it.

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2. Develops a process businesses follow through without fail.

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3. Stays aware of new trends and integrates what makes sense for their business model .

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This presentation will lay out the entire groundwork of considerations needed before you can develop an awesome local marketing strategy.

Local Marketing: Lets Cover the Internet Bases :

Local Marketing: Lets Cover the Internet Bases

1. Your Website:

1. Your Website You must have a website that was built with the customer in mind.

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How is it laid out? Is it user friendly? Do you have an idea of how people would search for what you sell?

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Did you consider this when it was designed? Is there a place for clients to sign up to your email list?

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What’s the incentive for clients to sign up ? Is there valuable information that serves as answers to clients potential problems ?

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Do they see you as a leader in your space?

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Important: Is your website mobile?

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Action Item 1 : Take out your handheld and look at your own site. What do clients see? Is it mobile friendly?

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The whole idea is to use your local marketing efforts to drive traffic to your website. When they get there what do they find?

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Action Item 2 : Look at your website from a visitor perspective and answer the following questions.

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Is your website user-friendly? Is the content done well? Do people find what they need right away?

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Is there a place for potential clients to sign up to your list, front and center? Is there valuable information for them?

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Does your website make you look like a leader in your space?

2. Search:

2. Search When people need what you sell they do a search on the Internet.

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Your local marketing efforts are more successful when people can actually find you.

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Action Item 3 : Type into Google what someone would type into the search engine if they were looking for what you do or sell.

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What comes up on the first page ? ( Make sure you are logged out of any Gmail accounts while conducting this search, as it can create false results.)

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If you’re already on the first search engine page, that is a huge asset to your local marketing efforts. Huge points if you are!

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If you aren’t on the first page your competitors are getting the action.

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Make note of who is on the front page. You’ll need that info for the competitor part of this exercise.

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Don’t type in the name of your business and find yourself on page 1. Most of the time nobody is going to search for you under your business name.

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For example: S earch engine keywords will look like this: Hairdresser Atlanta GA Restaurants Detroit MI

Local Marketing and Geo-Targeting:

Local Marketing and Geo-Targeting

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Search engines now identify a visitors location according to the Wifi , IP and GPS data They are content specific to that location.

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Check it out.

Local Marketing and Yelp:

Local Marketing and Yelp

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48% of mobile users have an iPhone. That ’ s almost half!

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Apple has a partnership with Yelp, so when an iPhone user conducts a search for a local business the first resource offered up is Yelp pages.

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Fact: Most businesses have either claimed their Yelp page or completely ignore it and don’t monitor the reviews.

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Action Item 4 : Do a search for your business and find your Yelp Profile. Make sure there isn’t one that already exists before you recreate one.

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You don’t want two Yelp profiles out there for the same business. Once you find your business’s profile, claim it.

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Your Yelp Profile is crucial to your local marketing efforts. Never overlook profiles that carry this much weight on the Internet.

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Next, make sure its populated with pictures. Now you will need to check your profile on a regular basis for good and bad reviews.

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Respond to ALL reviews good and bad.

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Important Trivia 1. 73% of consumers lose trust in your business if your online listings aren’t accurate. (Search Engine Watch)

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2. A one-star increase in a business rating can equate to a 5% to 9% revenue increase! (Harvard Business School)

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3 . Apple maps are used 3 times as much as Google maps on iPhones and iPads . (Venture Beat)

3. Reputation Marketing and Reviews:

3. Reputation Marketing and Reviews When was the last time you did a search on the Internet to see what’s being said about you?

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When a searcher sees a bad review about your business, you have lost a potential customer.

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Put a dollar sign on it – How much is this new customer worth to you?

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There are services you can pay for to keep a track of your reviews like Trackur , Reputology , and Review Trackers .

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Step 1 : Weekly check and respond to ALL reviews on the following websites: Facebook Google Yelp

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Step 2 : Once a month type your business name into the search engine.

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Go back at least 4 pages to look for any potential bad feedback on any websites or listings.

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What if you get a bad review? Don’t ignore it! Talk to everyone involved and get feedback from all sides.

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Once you have researched the incident, contact the customer and do your best to smooth it over.

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Most of the time people just want to be heard and have a feeling of resolve.

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Try to reach an agreement and ask them to remove the bad feedback.

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If they won’t remove the review there’s nothing you can do but strive to get more positive reviews to push it down.

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Action Item 5 : Conduct a reputation search on your business using the steps I pointed out before. Do it on a regular basis.

4. Directory Profiles:

4. Directory Profiles Its important to look through any directory listings like Yellowpages , Merchant Circle, etc. to make sure your information is correct.

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You can usually claim the free version of your listing page.

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There are tons of obscure directory listings. I t is their business strategy to populate your listings just enough so you will contact them and claim your business.

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Then they will hit you with their pitch.

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Does it help to rank better in Google if I am on all of these directories?

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The answer is yes and no. No – There is no value listing your business in every obscure directory listing out there.

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Having a ton of links to your website used to be helpful but now it can actually be harmful.

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It is helpful to have your link on high ranking on sites like Facebook, Yelp, LinkedIn, Google, Yellowpages , etc.

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It’s not helpful to have your link on directory sites no one cares about.

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Yes – P opulate the top ranking directories that are on the first few pages of the search .

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No matter what, make sure the information is correct.

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Important: Google looks to establish sources of data to both build their database and check for local business information.

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Visit Moz Local . It grades your effort in completing your directories. Enter the name of your business and the city and it will do the rest.

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Action Item 6 : Do a solid search 5 pages back. L ook for all directories where your business is listed .

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Claim listings and make sure information is correct.

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5. Competition

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Know who your competitors are and how they position their business.

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Are they communicating via social media? What does their website look like?

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Where do they rank in your searches? Are they advertising on Google? Facebook?

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“But we are special in our space, no one is doing what we do and the way we do it.”

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The consumer decides who your competitors are, not you .

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If they can get something you sell somewhere cheaper then you have a competitor.

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Brick and mortar businesses are feeling the burn as people start turning to the Internet for a wider range of products, cheaper prices and free shipping.

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The Internet is also your competitor. Competition is real.

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Consider having some hard facts on your competition as part of your marketing strategy.

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Action Item 7 : Competition Analysis – Here are a list of actions to take to become more aware of your competitors.

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1. What would someone type into Google if they were looking for what you do or sell?

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Type that into the search. List 10 businesses that are there.

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2. Visit the competitor websites in the search one by one. Write out observations. How good is their website?

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3. How are they positioning their business? Do you see anything they are doing that is different from you?

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4. Do a check on their online reviews.

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This will give you an idea as to their customer service practices and how good they are at their business in general.

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5. Look up their Facebook page and see how well they are at social media efforts.

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Does it look like they care about what their business looks like on social media?

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If not, then this is a big opportunity for you! Do they share useful information and really engage with their followers?

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7. Look around for evidence of email marketing efforts. Are they offering discounts or other incentives to get people to sign up?

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If this is something they are doing and you aren’t they are more aggressively getting new customers and staying in front of their customers.

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8. Do you see evidence of a customer loyalty program in place?

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Customer loyalty programs enhance the customer experience and provide incentives for clients to come to you versus going to a competitor or on the Internet.

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In today’s world if your business directly deals with the consumer, a customer loyalty program needs to be a part of your marketing strategy.

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Consider all these points. How do you fare? Make a list of action items and list them in priority.

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These are the types of actions that are the difference between growing your business and losing new customer opportunities to your competitors.

Local Marketing: Google Places is an Important Tool:

Local Marketing: Google Places is an Important Tool

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Utilizing Google Business Places is just as important as having a website.

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When your customers go to look for your business online Google Business Places is the first thing they see.

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Did you know Google Places can give you a huge Internet ranking boost?

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When people go to the Internet to conduct a search Google Business Places takes up a large portion of the landscape.

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A greatly optimized Google page with lots of good reviews has 2 major benefits to your local marketing strategy:

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1. It helps you to rank higher in organic search results.

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2. It shows people who find your business online how well you conduct your business.

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Remember a 1 star increase can increase revenue by 5%-9%!

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On the next slide there is an example of a client of mine. W e are on top of all their keywords and they are on page 1 for their search terms.

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We started focusing on their reviews. N ow for the first time in 2 years if you type “handyman Alpharetta” their Google page ranks #2 .

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My goal is to get them to #1!

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W hen someone conducts this search on a mobile device there is a call option in addition to the website and directions. A huge boost to our marketing efforts!

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Some interesting facts: 73% of all online activity is related to local content. (Google)

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82% of local searchers follow up with a phone call or show up on your doorstep. (TMP/ comscore )

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66% of Americans use local searches to find local businesses. ( comscore )

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Action Item 8 : If you haven’t claimed your Google page, find it and claim it today! It’s critical to your local marketing strategy.

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Action Item 9 : Populate your Google Business Page until it reaches 100%.

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Action Steps:

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1. As before mentioned, you will want to make sure your profile is at 100%.

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2. Include product or service keywords in your listing description.

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List one or two of the suburbs/cities where your target market lives. DO NOT overuse keywords.

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3. Once your page is completely finished and optimized then encourage all your best customers to leave positive reviews on your page.

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4. Consider launching a campaign with an incentive for customers who leave feedback for you on Google.

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It can be a coupon, a special discount – whatever you want it to be.

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Remember those reviews revert back to sales! It’s worth a well thought out effort to create a marketing strategy that increases reviews.

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5. Include your Google page link on your newsletters and your website.

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6. Once you open up this effort you can’t just leave it! You should be checking your reviews weekly.

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Even when you get positive reviews respond and say “thank you”, it just looks good.

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When you have a bad review address it immediately !

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Nothing is worse than when people see bad reviews on your Google page that go ignored.

Local Marketing: Facebook is a Crucial Element:

Local Marketing: Facebook is a Crucial Element

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Facebook is a huge part of your marketing puzzle.

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If your customer is 35-55 years old, this happens to be Facebook’s largest demographic, so you definitely want to be there!

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You actually won’t get a whole lot of engagement just doing regular posts. But that doesn’t mean you shouldn’t do them.

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If you write something great and people start liking it, that will give it more views in your fan feed.

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I feel every business no matter what you do and who your customer base is should be spending a small amount on Facebook ads.

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If you are promoting a special product or sale, the best thing to do is write a post and then boost it –that way you can decide how many eyes see it.

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Before you decide not to pay $10-$20 to boost something you feel should be free just remember to always be focused on the result.

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If you pay $10 to boost an ad and it brings in more traffic to your store and increases sales that ’ s a win!

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You should ALWAYS think of the benefit and value of investing money to market your business versus cost, especially if it ’ s a tiny cost.

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Example :

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It is most important for your Facebook to be fully optimized and look professional.

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Important: More people will engage with your Facebook page from your handheld so make sure it looks good from all points.

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Action Item 10: Lets do a Facebook checkup! 1. First, take out your mobile. S ee what it looks like to experience what your visitor sees.

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Do you have your call to action set up properly?

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For example: if your call to action is “contact us” or “email us” make sure its connected to the contact page on your website.

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If you have a consumer driven business my favorite call to action is “Call Us Now”.

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If someone clicks that from their handheld your number will pop right up.

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Look at the example from my client on the next slide. See how their call to action is call now?

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One of my other clients has a retail store. H er button says “Buy Now” and it goes straight to her online store.

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Make sure you make the best call to action decision for your particular business model.

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2 . Get Verified . If your Facebook page isn’t already verified get that done right away.

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Getting verified gives your page more credibility.

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According to Facebook, getting verified will give your posts more advantage in your fan feeds more so than pages that aren’t verified.

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Look at the white arrow on the next slide that is pointing to the verified symbol.

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To Verify Your Page: 1. Click Settings at the top of your page. 2. From General click Page Verification .

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3. Click Verify T his Page then click Get Started .

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4. Enter a publicly listed phone number for your business, your country and your language.

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5. Click Call Me Now to allow Facebook to call you with a verification code.

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6. Enter the 4 digit verification code and click Continue .

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3. Fill out your information completely . Remember people go here to read about your business, so you want to treat your Facebook page like a website.

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Make sure all your information is filled out in full like general information, hours of operation etc. E very single tab should be filled in.

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4. Set up your automatic messaging options .

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People can now send you messages through Facebook and because you can’t always respond right away you want to look professional.

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Facebook has some great options for you. Go to Settings>Messaging . Your options should pop up.

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First set your response time. Let people know how long it typically will take for you to get back in touch with them.

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Example:

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5. Below you can enable an away message when your business is closed. See example on next slide.

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Here you can set up instant replies so when someone sends you a message they receive one back.

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In the example on the next slide, we provide clients with our phone number so they can call for immediate assistance instead of waiting for us to get back to them.

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6. Scheduling Facebook Posts - What if you are busy during the week and don’t have time to make posts? Easy! Schedule your posts in advance.

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Write a post like you normally would then click the upside down triangle you see the short arrow pointing to, then choose schedule.

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Once you choose Schedule , a box will pop up. (Example on next slide) S et it up for when you want it to go out and click Schedule .

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I could go on about Facebook but I have already written a novel. I hope you have found this marketing guide useful.

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Don’t forget to sign up to download your action sheet in a PDF format. That way you can do your checkup at a later time.

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PLEASE get it done! It is CRUCIAL for your business!

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Once you set up your local marketing online presence, make sure you take care of it. Cheers!

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© Content Intellectual Property of Perfect Marketing Equation. All Rights Reserved . Please visit www.perfectmarketingequation.com for many other marketing lessons for entrepreneurs!

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© Content Intellectual Property of Perfect Marketing Equation. All Rights Reserved . Connect with me! Twitter: www.twitter.com/THawkBridges Facebook: www.facebook.com/TammyHawkBridges YouTube: www.youtube.com/user/THawkBridges Google: https://plus.google.com/u/0/+TammyHawkBridges

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