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.

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
!

6. WEBSITE
"
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Email
*
Search
Analytics
Offline
PPC Display
Content
Social
Video
2012

7. WEBSITE
SOCIALLOCAL
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#
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&
+
,
⋆
.
/
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

38. Q&A>
?
2
in/bryanhuber
@bryanhuber