online visibility and advertising for local businesses

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Online Visibility and Advertising for Local BusinessesLouise RijkVice President of Marketing and Sales

Advanced Media Productions

© Advanced Media Productions

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AgendaOnline Visibility and Advertising for Local Businesses

- Components of Internet Marketing

- Search Ad Revenue Share

- “Types” of Search

- Web Search

- Vertical Search

- Local Organic Search

- Local Paid Search

- Local Organic Web Results

- Social Media Marketing

- Digital Asset Optimization

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E-Mail Marketing

SearchEngine

MarketingAffiliate

Marketing

WebsiteDevelopment

&Landing PageDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SocialMarketing

OnlineReputation

ManagementPhotoshare/Videoshare

SocialNetworking

SocialBookmarking Social NewsPodcasting/

VideocastingBusiness

BlogMarketing

OrganicUniversal

Search

PPC/Mobile Search

Advertising

OrganicImageSearch

ShoppingComparison

SearchEngines

OrganicVideoSearch

OtherOrganicSearch

Components of Internet MarketingOnline Visibility and Advertising for Local Businesses

Search Ad Revenue Share 2008FY

2008 Share

2008 Revenue

(In Millions)Search 45% $10,546

Display-related ads 33% $7,640

- Banner ads 21% $4,877

- Rich media 7% $1,642

- Digital video 3% $734

-Sponsorships 2% $387

Classified 14% $3,174

Referrals/Lead Generation

7% $1,683

Email Marketing 2% $405

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Source: IAB 2008 Internet Advertising Revenue Report

Online Visibility and Advertising for Local Businesses

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“Types” of Search- Organic or Algorithmic Web Search

- Blended/Universal search, personalized and local search

- Vertical Organic Search- Image search, video search, shopping search, news search,

blog search

- Organic Real-time Search- Twitter Search

- Paid Search- National and local PPC – Yahoo! Search Marketing, Google

AdWords and MSN AdCenter- Mobile PPC Search

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Universal Search

Image Results

Organic Web Results

News Results

Online Visibility and Advertising for Local Businesses

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Image Search

Image Results

Online Visibility and Advertising for Local Businesses

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Video Search

YouTube Results

Crawled Results

Google Crawled Video

Online Visibility and Advertising for Local Businesses

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Shopping Search

Shopping Results

Online Visibility and Advertising for Local Businesses

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Organic Real-time SearchTwitter Conversations As They Are Happening

Online Visibility and Advertising for Local Businesses

Mobile SearchOnline Visibility and Advertising for Local Businesses

- “On-Deck” and “Off-Deck” Search Services- Built-in the carrier service- Web Access

- SMS Text Messaging

- WAP-enabled Phones- Access to specially designed web sites using XHTML and WML mark-up languages

-Smartphones- iPhone, T-Mobile G1

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Organic Mobile SearchOnline Visibility and Advertising for Local Businesses

Mobile Web Search Results

Mobile Local Search Results

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Shopping Results

PPC Results

Google – PPC SearchOnline Visibility and Advertising for Local Businesses

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Google – PPC Search

Expanded Plus Box Results

Normal PPC Results

Google AdWords Product Plusbox (Beta)

Plus Box Expanded

Online Visibility and Advertising for Local Businesses

Google Mobile PPC SearchOnline Visibility and Advertising for Local Businesses

- SmartPhones- Render Google PPC campaigns as they appear on the desktop

- WAP Phones-Require special mobile ad campaign on Google

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Local Search

Online Visibility and Advertising for Local Businesses

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Local Search

- “Triggered” by Search Queries with a Local Intent

- Organic or Algorithmic and PPC

Online Visibility and Advertising for Local Businesses

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Google – Local Organic Web Results (10-box)

Local 10-Box Results

Local Organic Web Results

Online Visibility and Advertising for Local Businesses

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Google – Local Web ResultsResults Without Geographic Modifier

Local 10-Box

Online Visibility and Advertising for Local Businesses

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Organic Local Search Results

Google – Local Organic Map ResultsOnline Visibility and Advertising for Local Businesses

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Google – Local Organic Map Results (Infobox)

Organic Results (Infobox)

No Link

Online Visibility and Advertising for Local Businesses

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- How To Optimize for Google Maps Organic Listings

- Presence of a Business Profile/Listing at the Google Local Business Center

- Relevant locality and neighborhood keywords in the business name and copy of the local business listing

- Proximity of the business location to the city and/or center of the city

- Positive reviews and the numbers of reviews

- Number of “local” links pointing to the web site

- Overall web site organic search engine optimization status

Google – Local Organic Map ResultsOnline Visibility and Advertising for Local Businesses

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Google - PPC Local Business Ads

PPC Local Business Ad

Online Visibility and Advertising for Local Businesses

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PPC Business Ad (Infobox)

Link to Site

Google - PPC Local Business Ads (Infobox)Online Visibility and Advertising for Local Businesses

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- Local Business Ads

- How to Start a Local Business Ad Campaign

- Establish a Business Profile/Listing at the Google Local Business Center

- Set-up a Google Adwords Local Business Ad Campaign at Google Adwords

Google - PPC Local Business AdsOnline Visibility and Advertising for Local Businesses

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Google - Local Organic Web Results (10-box)

10-Box Results

Organic Web Results

Online Visibility and Advertising for Local Businesses

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Google - Local Organic Web Results

- Local 10-box

- How to Optimize for Google Organic Web Search

- Ensure that the web site is “crawlable”

- Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers

- Acquire sufficient local inbound links to boost the web site link popularity

Online Visibility and Advertising for Local Businesses

Social Media Marketing

Online Visibility and Advertising for Local Businesses

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LinkedIn

The Return of Conversation in the Social Order

Online Visibility and Advertising for Local Businesses

- Online Tools/Technologies and Practices to Collaborate on Content, Share Opinions, Insights, Experiences and Media

- Media: Text, Images, Audio and Video

- Tools/Technologies: Blogs, Message Boards, Podcasts, Wiki’s, Social Media Networks

Defining Social MediaOnline Visibility and Advertising for Local Businesses

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- MySpace, Facebook (Social Networking)- LinkedIn, Plaxo (Business Social Networking)- Flickr (Photo Sharing)- YouTube (Video Sharing)- Digg, Reddit (News Sharing)- Del.icio.us (Bookmark Sharing)- Twitter (Microblogging)

Social Media ApplicationsOnline Visibility and Advertising for Local Businesses

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- Educate Your Management and Organization About Social Media

- Set Clear Goals for Measuring Success

- Be Honest, Disclosure and Be Transparent About Who You Are

- Engage and Educate. Don’t Try To Promote and Hard Sell

- Welcome Feedback, Both Positive and Negative

- Use Rich Media (Video, Audio and Animation)

Tips for Using Social MediaOnline Visibility and Advertising for Local Businesses

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Social Networking SitesOnline Visibility and Advertising for Local Businesses

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- Business Profiles

- Communication and Messaging Channels

- Social Community and “Friend” Network Participation

Social Networking Site Building BlocksOnline Visibility and Advertising for Local Businesses

- Profile Page- Landing page for friends to engage with your identity/brand- Personal info, work info, photos

- Facebook Page- Page for businesses to establish a brand within Facebook- Business content (text, images, video), forum, blog Facebook applications

- Facebook Groups- Build community around a brand or company- Central place for customers, partners and Fans to participate in conversations about a brand

Facebook Viral Marketing “Tools”Online Visibility and Advertising for Local Businesses

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Mini-Feed

Ads

Wall Post

Status Update

Facebook ProfileOnline Visibility and Advertising for Local Businesses

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Facebook PagesOnline Visibility and Advertising for Local Businesses

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Facebook GroupsOnline Visibility and Advertising for Local Businesses

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Promoting the Facebook PageOnline Visibility and Advertising for Local Businesses

- Share/Post on the Facebook Profile- Encourage friends and profile visitors to visit the Facebook Page

- Create Events within the Facebook Page- When fans RSVP, their friends will see the response in their Newsfeed

- Post Messages in Related Facebook Groups

- Email the Facebook Page URL to Your Mailing List- Can be used to invite contact to become “Fans”

- Purchase Social Ads to Promote the Facebook Page

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Digital Asset Optimization

Online Visibility and Advertising for Local Businesses

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Digital Asset Optimization – Hosted Content

Web Site

Hosted Video

Podcasts

BlogsPress

Releases

White Papers (PDF) Google

Search Engine

Images

Google Crawl

Online Visibility and Advertising for Local Businesses

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Digital Asset Optimization – Posted Content

Posting

News/Tip Sheets/How To’s(Digg/StumbleUpon)

PowerPointPresentations

(SlideShare.net)

Posted Video(Video Sharing – YouTube)

Posted Images(Image Sharing – Flickr)

Press/News Releases(PR Web, BusinessWire, PRLeap)

Online Visibility and Advertising for Local Businesses

What is Twitter?Online Visibility and Advertising for Local Businesses

- Free micro-blogging platform

- With Twitter You Can:- Send short 140 character messages (Tweets) from your desktop computer or mobile phone to “Followers”

- Receive Tweets from individuals you have decided to “Follow”

- Pass on messages (RT = Retweet) to “Followers” from individuals you have decided to “Follow”

- Perform a keyword search for Tweets about conversations and events as they are happening© Advanced Media Productions

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Twitter “Tweets”Online Visibility and Advertising for Local Businesses

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Direct tweet

Retweet

General tweet (with shortened URL)

Twitter Custom ProfileOnline Visibility and Advertising for Local Businesses

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Twitter for Online Marketing and Customer Service

Online Visibility and Advertising for Local Businesses

- Twitter as an Online Marketing Tool- Increases brand visibility

- Establishes authority & “thought leadership”

- Generates online and offline WOM

- Promotes discounts, coupons and deals for products and services

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Twitter for Online Marketing and Customer Service

Online Visibility and Advertising for Local Businesses

- Twitter as a Customer Service Tool- Product research and feedback through polling of “follower” network

- Quick problem solving – Builds customer loyalty and enhances brand image

Louise RijkVice President of Sales and MarketingAdvanced Media Productions

888-755-5151 x17

Twitter: @LouiseRijkwww.AdvMediaProductions.com

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Thank You!Online Visibility and Advertising for Local Businesses