local digital marketing 2.0 (with lasers)

LOCAL DIGITAL MARKETING 2.0

WITH LASERS!Presented by:Mike Corak

@mikecorak #LocalDigital2.0

Introducing Mike Corak!#18 on Content Marketing Landscape – Top 200 Influencers - Onalytica

Client Award #2 on the Top 50 Content Marketers – Kapost

Lots of program design and execution for folks like…

Hey, That’s Me!#18 on Content Marketing Landscape –Top 200 Influencers - Onalytica

Client Award #2 on the Top 50 Content Marketers – Kapost

Lots of program design and execution for folks like…

VP / GM LOU

So, You’re Probably Wondering…

What In The Heck IsLocal DigitalMarketing?

And WhenDid We PassVersion 1.0?

And if I UseLasers, Will I Time TravelTo The FutureOf Local DigitalMarketing?

Maybe I’m Already There?I Guess We’re Done.

I wonder if my catwill like this laser?

What’s the future ofCats and Lasers?

Snap Out of It!!!


AgendaLocal Digital Marketing Opportunities

For Large and Small Organizations

We’ll try to have some fun along the way!


PLEASE PREPARE YOURLASERS NOW

Release

I, (insert your name), swear thatI will not burn anyone’s eyes out with my laser, especially Mike’s

I Accept These Small Print Terms of Laser Usage


What isLocal

DigitalMarketing?


Local Digital Marketing 1.0

Local Digital Marketing For Many = Listings


81% of consumers go online to search for products and services to make local buying decisions

Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail-Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf

Why Local Listing Management

Matters

18

Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224

73% of people lose trust in a brand when their listings are incorrect

19

Why Local Listing Management

Matters

Being Found in Maps Isn’t Just About NAP (Name Address Phone #) Anymore


Local Search Ranking Factors

Sounds a little like SEO 6-8 years ago,

right?

Signals like Categories & Proximity (14.7%)

NAP Consistency, Citations, etc. (13.6%)

On-Page Signals (20.3%)

Link Signals (20.0%)

Review Signals like quantity & quality (8.4%)

Social Signals like Facebook likes and Twitter Followers (5.0%)

Behavioral / Mobile Signals (9.5%)

Personalization (8.5%)https://moz.com/local-search-ranking-factors


Local Digital Marketing is a Lens, Not a Listing

Where Do You Most Need to Localize Your Digital Efforts?

Search Media

Assets Data Integration

Local Search

You Need To Be Found Here…

25@mikecorak #LocalDigital2.0

Yet This Is What We Still See


Signals like Categories & Proximity (14.7%)

NAP Consistency, Citations, etc. (13.6%)

On-Page Signals (20.3%)

Link Signals (20.0%)

Review Signals like quantity & quality (8.4%)

Social Signals like Facebook likes and Twitter Followers (5.0%)

Behavioral / Mobile Signals (9.5%)

Personalization (8.5%)

https://moz.com/local-search-ranking-factors

Back to Local Search Ranking Factors• Claim your listings on

all relevant sites• Choose your

categories wisely• Manage and distribute

your data• Link them to your site

store pages• Have an active

presence where applicable

• Test and refine


Search Algorithm Update: PossumSeptember 1st 2016, Google “Possum” Update

Main Goal:To diversify the local results and prevent spam from ranking well

Key Takeaways:• Businesses that fall outside of the physical city limits saw

an increase in positive ranking.• Google is now filtering based on address and affiliation.• The physical location of the searcher is more important than it was

before.• The local filter seems to be running more independently from the

organic filter.

Summary:This update could impact when, where and how your listings show up even though you’ve changed nothing on your side. Data management is more important than ever.


Data AnywhereLocal Presence Management

Locator

APIAPI

API

Custom Feeds

Content

Content Content

Content


How Much Does the Right Local Search Tool Matter

A Lot Not Much


Insider Info: Tools Don’t Differentiate Enough to Matter Much in Results.

Effort and Know How, Not Tech, Ultimately Moves the Needle.


Local Search: Who Has the Edge?

Localized Assets

Do You Have a Responsive Website?

Yes No

I Don’t Know

M-Dot /Adaptive


Studies Show…Just 50% of companies have a “mobile friendly” website, even though more usage originates from Mobile than Desktop, a growing trend.


Google Cares AboutMobile Friendly Sites!

“Starting April 21, 2015, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

‘s


But really Google cares aboutthe user’s experience.

Meaning, mobile friendly is the price of entry for local success.


IF YOU DON’T HAVE A RESPONSIVE SITE, MOVE IT

TO TOP OF THE LIST

Mobile Maturity Checklist• Mobile first experiences (content, design,

email, site, landing pages, apps, etc.)matching mobile need and intent

• Mobile friendly media• Local aware SEO efforts• Local marketing integration• Mobile analytics and optimization• And…


NEVERSAY MOBILEAGAIN


• If visitors allow their location to be tracked, they should automatically have the closest locations populatedon the store locator map

• Click and zoom capabilities on Map view or locations easily searchable based on:• City• State• Zip Code

Store Locator

Store Results• Unique store image and

details for all of the nearest locations ensure visitors can easily find the information they’re looking for

• Map view features the stores within geographical area and pins numerically correspond with correct store information

Store Pages• Locally relevant store pages

• Conversion opportunity (both e-commerce or buy online, pick-up in store) with store products displayed and searchable

• “In This Store and Local Events” section / scroll provides multiple touch-points related to that community and specific store features

Responsive CTA• Responsive design for

mobile Store Locator, Results and Pages are a direct extension of ecommerce mobile site

• Map view and store photos are easily viewable, along with local content (hours, brands, about section)

• Strong CTAs based on business priorities for mobile conversion

What % of Emails are Opened via Mobile

10% 54%

25% 85%

54% and Growing

Local Relevant Emails

Localized Content Opportunities• Custom store information – custom

directions, employee images, local phone numbers, local inventory

• Local community information and participation examples

• Local employment opportunities• Posting to local content hubs• Engaging with local influencers


Social: Review Stats92% of people regularly read reviews

90% say reviews influence their purchase

88% of people trust online reviews from stranger as much as their friends

It only takes one to three negative reviews for most people to decide not to buy


Social: Reviews are Hard to Come By


Social: Review Solicitation Tools• Review Solicitation tools

help garner reviews on profile pages like Google, Yelp & Facebook.

• These are automated solutions to help customers leave feedback when they would normally forget and move on.

• Most allow for filtering


Localized Assets: Who Has the Edge?

Laser Break: Tattoo Removal #SaveTheBieb!

Nice Work Guys, We (Almost) Did It!

Local Digital Promotion

Local Social Opportunities• Manage reviews and offer local contacts as

applicable• Make sure to look at all possible review and

feedback outposts• Post locally relevant content on local

outposts as much as possible• Publicize community involvement, engage

with local influencers, and build reputation• Target locally and amplify with paid social


Local Paid Media Opportunities Abound

+ mobile ads+ all display platforms targeted locally+ programmaticEtc.


Local Paid Search OpportunitiesLocal Extensions and Map Ads

Promoted Pins

Other Upcoming Opportunities: In-store promotions, business pages with local inventory


Offline Customer TrackingBeacons Ad Platform Tracking

Examples

All present challenges but getting better by the day

Localized Promotion: Who Has the Edge?

Data Integration

Local Data Integration Possibilities• True

Personalization• Experience

Building• All Using Your

Local Data in New Ways


Data Integration: Who Has the Edge?

Now Where Do You Most Need to Localize Your Digital Efforts?

Search Media

Assets Data Integration

CX

Questions

? Search

Media

Content

PaidSocial

Owned


Thank You For Having Us


Mike CorakVP/GM DAC Group@[email protected]