When it comes to digital markeitng on the local level, most organizations are not reaching their full potential. Why? Well, it’s hard, and often difficult to prioritize against percived larger oportunities. But in sum, making a difference in local markets digitally can impact overall brand marketing success in dramatic fashion. In this highly interactive session we’ll explore locally focussed tactics that progressive organizations are investing in, and provide helpful prioritization tips to help you make the most of your local digital efforts. And we’ll do it all using LASERS!
Takeaways:
· Understand where the current digital bar is set in local marketing to assess your organization’s baseline
· Learn about ways to take these tactics to the next level
· Explore new tactics and integration points
· Prioritze your opportunities
· See what your peers in the room think!
2. 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…
3. 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
12. Agenda
Local Digital Marketing Opportunities
For Large and Small Organizations
We’ll try to have some fun along the way!
@mikecorak #LocalDigital2.0
14. Release
I, (insert your name), swear that
I will not burn anyone’s eyes out with
my laser, especially Mike’s
I Accept These Small Print Terms of Laser Usage
@mikecorak #LocalDigital2.0
18. 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
20. Being Found in Maps Isn’t Just About
NAP (Name Address Phone #) Anymore
@mikecorak #LocalDigital2.0
21. 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
@mikecorak #LocalDigital2.0
25. You Need To Be
Found Here…
25@mikecorak #LocalDigital2.0
26. Yet This Is What We Still See
@mikecorak #LocalDigital2.0
27. 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
@mikecorak #LocalDigital2.0
28. Search Algorithm Update: Possum
September 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.
@mikecorak #LocalDigital2.0
30. How Much Does the Right
Local Search Tool Matter
A Lot Not Much
@mikecorak #LocalDigital2.0
31. Insider Info: Tools Don’t Differentiate
Enough to Matter Much in Results.
Effort and Know How, Not Tech,
Ultimately Moves the Needle.
@mikecorak #LocalDigital2.0
36. Do You Have a Responsive Website?
Yes No
I Don’t
Know
M-Dot /
Adaptive
@mikecorak #LocalDigital2.0
37. Studies Show…
Just 50% of
companies have a
“mobile friendly”
website, even
though more usage
originates from
Mobile than
Desktop, a growing
trend.
@mikecorak #LocalDigital2.0
38. Google Cares About
Mobile 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
@mikecorak #LocalDigital2.0
39. But really Google cares
about
the user’s experience.
Meaning, mobile friendly
is the price of entry for
local success.
@mikecorak #LocalDigital2.0
40. IF YOU DON’T HAVE A
RESPONSIVE SITE, MOVE IT
TO TOP OF THE LIST
41. 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…
@mikecorak #LocalDigital2.0
43. • If visitors allow their location to
be tracked, they should
automatically have the closest
locations populated on the
store locator map
• Click and zoom capabilities on
Map view or locations easily
searchable based on:
• City
• State
• Zip Code
Store Locator
44. 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
45. 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
46. 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
47. What % of Emails are Opened via Mobile
10% 54%
25% 85%
50. 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
@mikecorak #LocalDigital2.0
51. Social: Review Stats
92% 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
@mikecorak #LocalDigital2.0
53. 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
@mikecorak #LocalDigital2.0
58. 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
@mikecorak #LocalDigital2.0
59. Local Paid Media Opportunities Abound
+ mobile ads
+ all display platforms targeted locally
+ programmatic
Etc.
@mikecorak #LocalDigital2.0
60. Local Paid Search Opportunities
Local Extensions and Map Ads
Promoted Pins
Other Upcoming Opportunities: In-store promotions,
business pages with local inventory
@mikecorak #LocalDigital2.0
64. Local Data Integration Possibilities
• True Personalization
• Experience Building
• All Using Your Local
Data in New Ways
@mikecorak #LocalDigital2.0