1. Welcome to the Seminar
How Merchants are using
Search, Social, Video and Mobile Marketing
to Grow their Business
2. Tonight we’ll discuss
• Introductions
• Changing Consumers Habits
• Search & Shopping
• Social Media
• Peer Commenting, Ratings & Reviews
• Mobile
• Video
• Opportunities for Local Merchants
• New Customer Acquisition
• Customer Retention
3.
4. Digital Media Strategies
For Acquiring and Retaining Customers
1. Make sure you Get Found by Consumers
Actively Searching Online for your products &
Services on leading sites like Google.
Social is Digital
Word of Mouth!
2. Leverage Social Media Best Practices to
Drive More Repeat and Referral Business
from existing clients
3. Leverage Precise Targeting Capabilities to
reach Consumers Most Likely to be
interested in your Products & Services
12. We Search & Discover Online –
Shop Local & In-Store
13.
14. 95% of Web Traffic is generate from
Page One Results
15. Google does a great job of
returning relevant search results.
95% of consumers never go past
the first page of their search
result. Every business needs to
know:
1. What Page are we on for
our Best Keywords?
2. Where is our Competition?
16.
17.
18. Mobile views on YouTube are now more than 1 billion views each day.
Since 2010, mobile device traffic to YouTube has more than tripled.
19. What this means for Local Merchants
1. It’s now very affordable to “Broadcast” your
Infomercial or How to Video to a very large potential
audience.
2. YouTube Videos are an incredible Source of Content
that get indexed well on sites like Google (did we
mention that Google owns YouTube?)
3. Video is an incredible Source of Quality Content for
Social Media and Your Website – a great way to
communicate with current and future customers
21. A Show of Hands
➙ Who here has:
unopened email in
inbox?
unopened texts in
inbox?
Used smartphone to
look for local info?
used their smartphone
to access the internet
while shopping?
22. The Age of Mobile
➙ You’re in good company…
90% of text messages are read
<3 minutes1
94% of users look for local
information on their phone
and 90% take action as a
result2
Mobile coupons are 10x more
likely to be opened3
Sources: May 2012, 1) Luxury Daily, 2) Google, Our Mobile Planet: United States, Understanding the Mobile Customer, 3)Mobile Commerce Daily
28. Mobile Driving Increased # of Valuable Leads
“The number of calls to U.S.-based businesses will increase by 107% in the
next 17 months.” – BIA Kelsey
• Mobile is about to unleash a massive increase in call-based
advertising…which will be so vast that many established companies will
scramble
• 61% of Local Merchants rate inbound telephone calls as excellent leads.
• Call conversion from a local search on a desktop local is 7%, once the
landing page is viewed, compared with 57% from a mobile device
• U.S. Businesses will receive 70 billion calls from mobile devices by 2016.
Today the number is 20 billion. By the end of 2013 81% of all the calls
businesses receive will originate from mobile phones.
29.
30.
31. 55-64 year old
women are
fastest growing
segment
NOW OVER ONE BILLION MONTHLY !!
32. Google + Social Network Experiencing Rapid Growth
100M!!
Adding 22M
New Users
per month
Google+, like YouTube…great way to significantly
improve your Page Rankings!
33. Social Media is Digital Word of Mouth!
= 217 Friends!
In this example, 2,604 Friends Just learned about Your Business!
34. Use of Social Networks Among Men & Women Nearly Equal
43. Clearly, The Consumer
is now in Charge!
They have fundamentally changed the Rules of
Marketing and the way Merchants need to approach
Connecting with them to earn their business.
Our friends at Google call this....
The Zero Moment
of Truth
48. " You'd never set up an 800# for your business
with nobody to answer the Phone. The Internet is
that 800# and its been set up for you even though
you didn't ask for it! People are "calling" you with
their web searches everyday. If People search for
your product or services and you don't "answer"
that search...who do you think will?"
- Jim Lecisnki, Managing Director Google
49. What does ZMOT mean for Merchants?
• You only get one chance to make a great first
impression
• You have to be ready for when Consumers come
looking for you on whatever device they are using.
• You have to be aware and respond and learn
from what Consumers are saying about your
business online.
• With Mobile...the MOTS - Moments of Truths - are
merging...when consumers can search, decide,
buy and share all at once!
52. Reaching Consumers in Active Search Mode
Take advantage of Free or Nearly Free Stuff
1. Claim your listings! (only 37% have)
2. Add Content to your listings –
(photos, video, complete list of all
services)
3. Make it easy for Customers to
Review Your Business
4. Make sure you listings are accurate
and uniform on all Top Sites – the
basics: Name, Address, Phone, Web,
Hours of Operation
5. Consistent Social Media Postings
(Facebook, Google +)
6. Create and regularly update a blog
for your Business
7. Create and Distribute Targeted Video
Press Releases about your Business
8. Website Optimization - First
Impressions!
9. Mobile Optimization – On the Go
Consumers!
53. Get Reviews for Customer Referral Cards are Easy &
Inexpensive to Create
Better Places
Listing Ranking
54. Listing Distribution
Make sure your data is 100% correct on top search engines, social media and directory
sites…so consumers can connect with you from their desktop or on the go via their Smart
Phone or Tablet! Correct listing data is also important for improving your site SEO!
55. Keeping your data clean and up to date is key
there are a lot of databases on the web!
57. Top Ten Reasons you Need
need a Quality Web & Mobile Site
1. You only get one chance to make a Great First
Impression!
2. Professional Image – level playing field
3. Be Open for Biz 24/7 – instant Custom Gratification
4. Connect with on the go Consumers
5. Sell Products
6. Promote Services
7. It’s Your Online Brochure update-able any time
8. Generate Leads
9. Stay Connected to your Best Customers with your
Blog
10. Great Recruiting Tool
60. Perfect for Customer Loyalty
& VIP Clubs
Connect with your Customers
QR Code
Keywords
Redirect Code
Your mobile call-to-action
Build your VIP list
Now engage with them
63. Social Media Drives More Repeat & Referral Business
Free or Nearly Things You Can Do!
• Most Important: Commit to the Content!
– Consistent, varied two way communication via multiple
channels. If you don’t have time, find someone who
does.
• Improve/Create Your Social Presence – Facebook,
Twitter & Google+, LinkedIn – they all are free!
• Use offline promotion to drive online fans
• Create Online Contests to generate to grow your fan
base
• Add Social links to all web promotions (site, email,
video, PR etc)
64. Great Social Content goes well beyond
Promotional Offers
• Value added tips and ideas that position you as expert
• Photos & Videos – before/after, new products etc.
• Loyalty rewards only for followers
• Success stories, positive reviews
• Customer Recognition
• Employee and Vendor Partner Recognition
• Community Involvement and Giving Back
• Yes, sync off line marketing promotional messages but
don’t over do it
65. Create a Customer Loyalty Program
“What would it mean for your Business if
Your Current Customers Shopped with you
one more time a month?”
News of Your Store Via Multiple Channels Your Happy Customers
66. Right About Now…You Might be Thinking….
Wow – that’s a lot of Stuff…
I’m so Busy already Running my Business!
67. Three Turn Key Solutions for helping you
Leverage Digital Media to Grow your Business
68. Mobile Visibility
Optimized Mobile Website – site matches look/feel of your existing
site, reaching action mode consumers on the go with smart phone
friendly website
Geo Targeted Custom Video Infomercial tells story of your business
with sight, sound and emotion, optimized on YouTube, targeted for Hi
Page Rank on Google.
Local Visibility Business Listing Package
- Claim/enhance local Google ,Yahoo, Bing listings
- Premium logo listing and profile page Newspaper online
Marketplace
- Print logo directory listing in Sunday Newspaper
- Verify optimize Top 150 search, directory and social site listings –
including GPS and Siri – great for SEO.
Reputation Management – 24/7 monitoring of social , rating and
review sites to alert of you of positive/negative consumer
commentary….protecting your most valuable asset – Your Reputation!
69. Local Business Listing Bundle
Keep your business listings
100% accurate and 100% consistent,
100% of the time.
• Claiming & Updating of the Big Three – Google, Yahoo, Bing – to include
photos, video, top key words, categories, description and more
• Newspaper Marketplace Premium Listing & Profile Page – we enhance your logo
listing and optimize your profile page for high page ranking - in print and online
• Enhanced Standardized Listings across Top 100 + Platforms - We securely certify
and standardize Business Name, Address and Phone (NAP) and actively manage it
24/7 across 100+ platforms.
• 90% of Local Searches happen on our Network - We get your listing to the largest
network of local search platforms in the industry, so your certified business listings
reach sites where over 90% of U.S. consumer local searches occur.
• Beyond the Desktop - Our network of 100+ best-in-class local search platform
partners spans applications from desktop and mobile to social, industry-vertical
and other specialty directories.
74. Social Loyalty Package
Create and Promote a Customer VIP Loyalty Program – Stay in touch and
reward your most loyal customers – driving more repeat business! We
manage all Channels for you hands free, including:
• Social Media : Facebook, Twitter, Google Plus
• Monthly Email Marketing Newsletter
• Text Messaging
• Complete in-store collateral, including table tents, signage, window
clings, business cards
Optimized Mobile Website – site matches look/feel of your existing site,
reaching action mode consumers on the go with smart phone friendly
website
Geo Targeted Custom Video Infomercial tells story of your business with
sight, sound and emotion, optimized on YouTube, targeted for Hi Page Rank
on Google.
Optimized Local Business Listing Package & Rep Management – Optimize
Big 3 plus, toledoblade.com marketplace, Top 150 and real time monitoring
of your online reputation.
75. Create a Customer Loyalty Program
“What would it mean for your Business if
Your Current Customers Shopped with you
one more time a month?”
News of Your Store Via Multiple Channels Your Happy Customers
76. Social Media is Digital Word of Mouth and when combined
with Email and Text Customer Loyalty Programs is an effective
way to drive more repeat and referral business
Plan & Sync the Message Distribute the Message via
Social, Video, Blog, Text &
We meet with your team regularly
to ensure offline syncs with online Email Channels
message and then manage all
postings hands free to you!
Marketing &
Social Media Calendar
The Message can include: • Your Charitable Efforts/Giving Back
• Marketing messages • Contests & Promotions
• Coupons/Special Offers • New Product/Service announcements
• Customer Loyalty Promotions • Product & Service Videos
• Customer Testimonials & • Employee & Vendor Recognition
Reviews
77. Digital Premium Package
New Custom 5 Section Web and Mobile Site – includes product/service page,
video, social media links and about us page.
Create & Enhance Social Media Profile Pages for Facebook, Twitter and
Google + with monthly planning meeting to plan your posts with updating all
month long.
Optimized Local Business Listings - enhance your listing on Google, Yahoo
and Bing plus we verify listing accuracy on Top 100 search, social and
directory sites
Enhanced Logo listing and profile page in the Newspaper online and print
marketplace
Geo Targeted Custom Video Infomercial tells story of your business with sight,
sound and emotion…targeted for Hi Page Rank on Google.
Reputation Management – Real time monitoring of social , rating and review
sites to protect your most valuable asset – Your Reputation!
78. Search Optimized Web & Mobile sites get you
found online and by consumers on the go
Cache Valle Connext has a variety of options
to give any business a professional, search
engine optimized presence for both Web and
Mobile sites.
Custom 2-4 Page Blog or Microsite – this
highly polished, professional site is a great
compliment to your existing site or can stand
alone. Easily update-able as part of your
monthly communication plan. Optimized for
Mobile.
Custom Websites – professionally
designed, completely custom, optimized for
search…packages starting at 8 page and up.
All include Blog page, Mobile optimization
Mobi Sites: We can optimize your existing
site for Smart Phones, so you can connect
with consumers on the go.
88. Premium Audience Network
Drill deep into Vertical Audience Categories that include:
+
Reach local consumers on our site as well as premium regional and national sites with a
message targeted by Demographic , Behavior, Search, Context and more
89. We leverage Search Re-targeting to reach consumers
actively searching for your products and services
Consumer performs
1 a Keyword Search &
is anonymously
“cookied” for their
Heart Healthy Diet search term.
Search Retargeting Increases Efficiency
Your Online Display targets potential
Consumer later visits their favorite customers who have been actively
2 sites on the Web and is served your searching for your products and
ad based on their past search history services. Ads are served based on
Brand Names Searched and also
Competitors Searched. Ads are Geo
Targeted to reach local consumers.
Ads appear on Brand Safe Premium
Publishers sites reaching your target
audience as the move across the
internet. Dynamic ads can include video
and link to your home page , special
offers, Product pages and more.
90. Site Retargeting reaches potential customers who have
already Visited your Website and invites them back.
92. Targeted Email Options!
SAMPLE EMAIL
• We create a Custom Email template that
features:
• Your Marketing Message
• Links to site, video, social media etc.
• We Target the Email message to double opt in
list of Consumers by:
• Zip Code radius around your store
• Demographics (Gender, HH Income, Age)
• Category of Interest
SAMPLE REPORT
This campaign sent over 3000
potential customers to the client’s
site!
93. TARGETING THE LIST
GEOGRAPHIC TARGETING
• State
• Region
• MSA
• County
• City
• Zip code
CUSTOM TARGETING
• Retailers’ Trade Area (radius)
• Newspaper Zone
• Newspaper Circulation Area
94. TARGETING THE LIST
GETTING RESULTS: DEMOGRAPHIC TARGETING
• Age • Religion • Homeowner/Renter
• Gender • Marital Status • Home Market Value
• Ethnicity • Presence of Children • Dwelling Type
• Occupation • Number of Children • Length of Residence
• Education • Income: Est. HH. • Presence of Pet
• Language • Net Worth • Veteran
95. Get Your Free Digital
Check Up!
No obligation 3 Point Inspection!
1. Free Visibility Report
2. Free Google Ranking Report
3. Reputation Audit
Find Out What’s Being Said About You Online!
Guarantee Digital is pleased to provide the following reports to help Local Businesses
get a clear picture of how they appear to consumers searching
for them online.
What’s Your Find-a-bility? How do you Rank vs. your Competition?
Visibility Report shows how and if consumers find you online.
What’s Your Online Reputation? Find out what consumer sentiment is about
your business…and if the buzz is good (or not!)
Ready for Mobile Consumers? How does your site look on a Smart Phone? Is
it easy to dial your number, get directions to your business?
For more information and to get your free report, connect with us at 800.583.9113 or visit
www.guaranteedigital.com
97. Questions?
Heather Foor
Digital Sales Manager
(419) 724-6440
hfoor@toledoblade.com
Let’s Meet Soon to review
Your Free Reputation & Mobile Site Audit
