5 local search steps for getting found
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Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Winning the local search game
Simple l Actionable l Measurable l Advice
David C. SmithJune 9, 2011
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
• 90% of online commercial searches result in offline bricks and mortar purchases (comScore)
• 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore)
• 74% of internet users perform local searches (Kelsey Group)
• 61% of local searches result in purchases (TMP/comScore)
• 54% of Americans have substituted the internet and local search for phone books (comScore)
• 35% of all searches are local (DM News)
Why local search?
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
•Who and how•Ads•ReferralsKnow•Web site/blog•Reception•NewsletterLike•Search•Expert content•Sales presentationTrust•Webinar•Evaluation•NurturingTry•Service team•New customer kit•Finance/deliveryBuy•Post project survey•Cross selling•Quarterly events
Repeat
•Results reviews•Partner intros•Peer2peer eventsRefer
© Duct Tape Marketing – all rights reserved
The Marketing Hourglass
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
•Who and how•Ads•ReferralsKnow•Web site/blog•Reception•NewsletterLike•Search•Expert content•Sales presentationTrust•Webinar•Evaluation•NurturingTry•Service team•New customer kit•Finance/deliveryBuy•Post project survey•Cross selling•Quarterly events
Repeat
•Results reviews•Partner intros•Peer2peer eventsRefer
© Duct Tape Marketing – all rights reserved
The Marketing Hourglass
Starts Here
Goal
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
1. Make your web pages local
friendly2. Build out your local search profiles3. Get proactive in the review game4. Get listed, cited and mentioned5. Spread the local social love
Local Search is part of your overall marketing strategy…
It’s not the strategy!
5 Actions that get you found
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Make your web pages local friendly
1. Geo Content 2. Links and External Anchor Text3. Community resource4. Local Contributors5. Local Landing Pages
1
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
What makes it geo?
1. Addresses2. Maps and more3. Meta data4. hcard and snippets5. Local/mobile keywords
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Build out your local search profiles
1. Claim – Place, Bing, Yahoo
2. Keywords, Categories, and Description
3. Add Video and Images4. Google Tags and
Google Boost5. Rate and Review –
Google Places, Yelp…
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Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Build out your local search profiles
1. Org name2. Description3. Category4. Service/Product5. Images & Video
2
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Get proactive in the review game
1. List, claim, and build2. Use it to make you
better3. Monitor profiles4. Get proactive5. Consider advertising
3
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Review Sites beyond Search Engines1. Yelp.com – checkin offers
2. Insiderpages.com3. Citysearch.com 4. Local.com 5. MerchantCircle.com
1. Ask for references2. Repurpose and post3. Teach reviewing4. Give reviews5. Hold a review event
Generate Reviews
3a
3b
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Get listed, cited and mentioned1. Data compilers2. IYPs3. Memberships4. check my
listing – getlisted.org/
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Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
1.infoUSA2.Localeze3.Universal Business Listings
Get listed, cited and mentioned
Helpful sites:
4
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
Spread the local social love
1. Start a Local Group Online2. Find and Network with
Local Bloggers3. Hold Meetups and
Tweetups4. Find local leads 5. Places – Facebook,
Foursquare, Twitter6. Location Games
Remember – it’s
5
o2o
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
1. Make your web pages local
friendly2. Build out your local search profiles3. Get proactive in the review game4. Get listed, cited and mentioned5. Spread the local social love
Local Search is part of your overall marketing strategy…
It’s not the strategy!
5 Actions that get you found
Simple l Actionable l Measurable l AdviceCopyright © 2010, Valens Point LLC - Confidential and Proprietary
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Questions – Comments
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www.ValensPoint.comTwitter: valenspoint
Twitter: davidc_smith