location-based marketing strategy
TRANSCRIPT
Comprehensive Plan
• Email• Advertising (online, traditional,
nontraditional)• Website• Blogging• Influencer Marketing• SEO/SMO• PR
Collecting email addresses:• Sign up form on website - simple• Ticket sales• People with clipboards waiting in line• Newsletter widget on Facebook• Buying lists is a waste of money
• Headline – casual and personal• Track email open rates• Send from a person, not a company• Segment list• Keep list fresh and clean – no @yhoo.com
Email – NO SPAM
$$$Free AdCheapEarn $BusinessIncomeCredit
Fast cashAssetsMake $OpportunityOrder nowRefinanceUnsubscribeRemovePromiseWeight loss
Brand name of any male enhancement drug!!!!!!!!!!!ALL CAPS
Tip:Use service to check!
Advertising - Traditional
• Media Alerts• Media Placement• Pitching newscasters• Send PR -> Call them -> Tweet them
Advertising - Nontraditional
StencilsProjectionsMobile billboardsChalk artCling-allsStreet teams
Wildpostings (wallpapering with flyers)
Street wash (painting the ground)
Advertising - Nontraditional
• Materials supplies• Risk• Time• Transportation costs• Hiring artists
Advertising - Online
Hard CostAdvertising expense because it is directly measurable and identifiable
Soft CostLabor if it is done internally
Advertising - Online
• Complete a transactions• For retailers, visit the store• Help grow site audience• View and click on site ads• Register for an event or email newsletter• Provide leads for new business
Advertising - Online
Three metrics help measure the return on investment.
They are:• Cost per thousand ad impressions• Cost per click• Cost per acquisition
Advertising - Online
The formula for return on investment is: ROI = (Gain from Investment – Cost of Investment) / Cost of Investment
Advertising - Online
Factors determining results include:• Time of year• Audience target• Effectiveness of landing page• Strength or weakness in the economy
Website
• Strong for conversion – less than 2 click buy
• Lead generation optimized - forms• Ability to produce new content - blog• Fan Page – builds community
Blogging
• Active schedule – stay consistent• Blog Topics – stay fresh• Brand Awareness – stay interesting• Lead Generation – inbound marketing
Influencer Marketing
• Find bloggers• Determine appropriate payment•Measure• Leverage
SEO• Keyword research to focus on industry-specific terms and geo-specific
terms.• Optimize your website for local search by adding locally optimized title
tags and meta descriptions.• Create a geo sitemap.• Have the best Google Places listing possible.• Build profiles on other sites to build citations for local SEO.• Get local reviews when you add buttons to your website and encourage
reviews.• Build links from related local businesses and local bloggers.• Optimize your social pages (Facebook page, Twitter profile, LinkedIn
page, Google+, etc.) for local.•
SEO• Keyword research to focus on industry-specific terms and geo-specific
terms.• Optimize your website for local search by adding locally optimized title
tags and meta descriptions.• Create a geo sitemap.• Have the best Google Places listing possible.• Build profiles on other sites to build citations for local SEO.• Get local reviews when you add buttons to your website and encourage
reviews.• Build links from related local businesses and local bloggers.• Optimize your social pages (Facebook page, Twitter profile, LinkedIn
page, Google+, etc.) for local.•
SMO (Social Media Optimization)
• Encourage engagement!!
• Shares, comments, likes – encourage in that order
• The more activity, the better your chance for organic reach
PR
• Press releases• Media alerts• Influencers
PR
• Create a real news hook• Don’t use traditional media• Reframe pitch to make it
interesting – think outside the box
Content
Global mobile data traffic grew 81% in 2013, with the numbers of smart phones outpacing all others and predicted to continue to increase through 2018. (Cisco)
More and more people using their phones to take in information, so make sure everything from email templates to your website is designed for mobile compatibility.
Content
• Switch up content ideas – see sheet• Vary posting types – photo, link, video,
podcast, etc.• Stay relevant • Stay fun• STAY USEFUL
Social Media
• Strategy – make sure you have one• Personal networks on board – use your
friends and colleagues to help promote• Baselines and measurements
• Fun—people participate for the fun.• Fame—people compete to achieve virtual status, badges,
stickers, pins and other items so they can show them to their friends.
• Friends—making and meeting friends.• Flirt—to interact with people they don’t necessarily know.• Fancying—to recommend places they like.• Following—to keep track of places they visited.• Freebies—to receive new offers, discounts, coupons and
free stuff.•
Twitter Search!!• Search name of company• Search misspellings of company• Search topics near zipcode – BOOLEAN SEARCH• Topic near:zipcode
26% of adult internet users – younger demographic21% of entire adult population
• Maintain high quality images• Use hashtags• Follow your followers
Sales Team• Groups – post to these• Posting – create original Posts• Networking – be friendly
Review Sites
85& of consumers read up to 10 reviews before they feel they can trust a business
72& of consumers say positive reviews make them trust a local business more
Source: BrightLocal
Review Sites
• How to ask for a review?• Who in your organization will ask for
them?• Who will respond?
Favorite Tools
• Canva• Hubspot blog topic generator• Post Planner• BuzzSumo is a tool that gives you social data on
top performing content and influencers based on your search querie
Social Media Audit
• Competitor Analysis• Baseline – secure this info
Success Stories
Do you have any social media success stories?
Thank you for your time!