Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Local Digital Strategy (2015)

561 views

Published on

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.

Published in: Marketing
  • Login to see the comments

  • Be the first to like this

Local Digital Strategy (2015)

  1. 1. Create a Local Digital Strategy 
 for Your Organization SEARCH MARKETING BRYAN HUBER COMFORT KEEPERS BRINGING IT HOME:
  2. 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. 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. 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. 5. NEW HUB AND SPOKE A New Way To ThinkAbout Your Digital Strategy
 With The Rise Of Localization !
  6. 6. WEBSITE " # % & '(  Email * Search Analytics Offline PPC Display Content Social Video 2012
  7. 7. WEBSITE SOCIALLOCAL " # % & + , ⋆ . / 0 1 2 3 4 5 6 * 78 2015 Content and Usability Listings and 
 Reviews Community and Engagement
  8. 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. 9. THE LAYERS 9 Three Important Activities That Stretch 
 Across The Three Pillars
  10. 10. The Layers WEBSITE * SOCIAL 7 LOCAL 8 OPTIMIZATION LAYER ANALYTICS LAYER CONVERSION LAYER
  11. 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. 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. 13. Conversion Layer • Set-up and track goals • Test and optimize advertising 
 efforts across all three pillars • Track across devices • Get hyper local ○
  14. 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. 15. CASE STUDY = How MedVet Medical & Cancer Centers For Pets 
 Is Developing A Local Digital Strategy
  16. 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. 17. Local Digital Strategy Model For Success WEBSITE * SOCIAL 7 LOCAL 8 OPTIMIZATION LAYER ANALYTICS LAYER CONVERSION LAYER
  18. 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. 19. LOCAL: WHY IT’S IMPORTANT Non-branded search for emergency vet in Columbus and Dayton — Optimization
  20. 20. LOCAL: WHY IT’S IMPORTANT Branded search for MedVet Columbus - Google My Business Optimization
  21. 21. LOCAL: WHY IT’S IMPORTANT Google+ Page - Optimization and Reputation Management
  22. 22. LOCAL: WHY IT’S IMPORTANT Google My Business Insights - Analytics and Conversion
  23. 23. LOCAL: WHY IT’S IMPORTANT Search for MedVet Cincinnati Reviews
  24. 24. LOCAL: WHY IT’S IMPORTANT Local Listing for MedVet Cincinnati & Columbus
  25. 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. 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. 27. WEBSITE: WHY IT’S IMPORTANT Focus on User Experience for Clients and Referral Partners
  28. 28. WEBSITE: WHY IT’S IMPORTANT Top Content Pages, Localized — Optimization and Analytics
  29. 29. WEBSITE: WHY IT’S IMPORTANT Top Keywords and Phrases — Optimization
  30. 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. 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. 32. SOCIAL: WHY IT’S IMPORTANT Building Local Community Through Facebook
  33. 33. SOCIAL: WHY IT’S IMPORTANT Building Out The About Section — Optimization
  34. 34. SOCIAL: WHY IT’S IMPORTANT Managing Reviews
  35. 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. 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. 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. 38. Q&A> ? 2 in/bryanhuber @bryanhuber

×