When marketers talk about Local Digital Marketing, conversations almost always focus on Local Search. Are our location pins visible in the maps channel? Is our information correct? How do our reviews look? These are important questions to answer, and have a huge impact on business, but the truth is, Local Digital Marketing encompasses so much more. As technology, marketing capabilities, and user needs scale, so does our ability to engage with audiences in locally relevant ways across all digital channels.
4. Well, here’s some background…
Digital strategist and GM at DAC Group
Won a few industry and client awards
Lots of program design and execution for
folks like…
VP/GM (LOU)
5. But Really, We’ve Already Had Some Fun
”It’s been an interesting 24 hours”
@mikecorak #DigitalTrends2016
First, Ann’s
personal
assistant and
family friend is
celebrating her
b-day in LOU
at our house
#bourbon
Next, our mutual
friend Ann gets
crazy sick
Then someone
had a bright idea
And here I am!
“Hey, didn’t you
do a keynote last
week? Maybe…”
15. 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 #LocalDigital
16. Quick Poll:
What size company do you represent?
Enterprise SMB
@mikecorak #LocalDigital
17. Agenda
Local Digital Marketing Opportunities
For Large and Small Organizations
We’ll try to have some fun along the way!
@mikecorak #LocalDigital
22. 81% of consumers go
online to search for
products and services to
make local buying
decisions. Nearly a third
then purchase.
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
22
29. Basic Local Search Ranking Guide
• 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 #LocalDigital
30. How Much Does the Right
Local Search Tool Matter
A Lot Not Much
@mikecorak #LocalDigital
31. Insider Info: Tools Don’t Differentiate
Enough to Matter Much in Results.
Effort and Know How, Not Tech,
Ultimately Moves the Needle.
@mikecorak #LocalDigital
43. Do You Have a Responsive Website?
Yes No
I Don’t
Know
M-Dot /
Adaptive
@mikecorak #LocalDigital
44. 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
@mikecorak #LocalDigital
45. • 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
46. 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
47. NAME
Name
Address
Address2
Phone Number
Hours
Map Contac
t Form
Calls To Action
Site Nav
About Events
Revie
ws
News
Servic
es
Content
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ImageLinks to location product
pages for more relevant,
keyword-rich information
Important location
information and reviews.
Includes Schema Markup.
Reviews to include 1st
party reviews solicited at
Point of Sale.
Content, optimized with
locally-relevant keywords
Optimized Titles and Meta
Descriptions
Additional information
about specific products,
events, or features
available at this location
Interactive, clickable Map
Unique image, preferable
of storefront or
neighbourhood.
Proper use of heading tags
to designate importance
and emphasis
Clear calls to action to
drive conversions
Basic Location Page Anatomy
48. 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
49. 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
51. Localized Content
@mikecorak #LocalDigital
Where Do I start?
• What are the top questions
your customers ask?
• User keyword research and
social listening to help
• Pay attention to dialect and
language
• Do any have geographic
elements?
• If so answer on the brand and
local level
• Examples: Proximity, events,
attractions, guides, tips,
directions, etc.
52. Other 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 #LocalDigital
55. 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 #LocalDigital
57. 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 #LocalDigital
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 #LocalDigital
63. Local Paid Search Opportunities
Map Ads Promoted Pins
Other Upcoming
Opportunities:
In-store promotions,
business pages with local
inventory, and who knows
what else?
@mikecorak #LocalDigital
64. Local Paid Media Opportunities
+ mobile ads
+ all display platforms targeted locally
+ programmatic
Etc.
@mikecorak #LocalDigital
65. • Connect with your local audience with the most locally relevant
ad format.
• This ad format not only allows people to understand the unique
value your business offers, but it also allows them to get more
local context like proximity to your store.
• Map card to share more locally relevant details about your
business.
• The card includes a map pin for your business location, distance
to business, hours of operation and a direction link.
• Call to action button: Connect with your local audience to help
drive offline sales. Choose from Get Directions, Call Now,
Learn More, and Send Message.
Local Social Ads
66. ● drive location awareness to stores
while providing increased presence on
the map and higher visibility over
competitors.
● Pins are tap-to-expand where stores
can
feature additional creative messaging
around grocery locations, ultimately
driving awareness, calls, visits, and
purchase consideration.
● Users can opt to ‘Save for Later’ or
‘Drive There’ providing grocers with an
opportunity to inform promotions,
embed a Youtube video, as well as link
out to the desired landing page.
Directional Ads
67.
68. Online to Offline Tracking/Reporting
Beacons Ad Platform Tracking
Examples
All present challenges but getting better by the day
77. Now Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets Data
78. EXTRA CREDIT DISCUSSION
I was at a charity fishing
tournament last week. The event
had a hashtag, but other than
that, there was very little
happening online.
How could the hotel that hosted
the event capitalized on the buzz
and built its brand using Local
Digital Marketing?
@mikecorak #LocalDigital
79. Laser Break: What Number Am I Thinking Of?
One of These? Or These? Maybe These? Could It Be? I Don’t Know…
1 11 21 31 41
2 12 22 32 42
3 13 23 33 43
4 14 24 34 44
5 15 25 35 45
6 16 26 36 46
7 17 27 37 47
8 18 28 38 48
9 19 29 39 49
10 20 30 40 50