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Make Small Big:
           Digital Strategies To Amplify Small Business


                                             #Explore
                                            #GetLocal


            Mike Merrill
            Director of Marketing
            @MikeDMerrill
            ReachLocal, Inc.


#Explore                            © 2012 ReachLocal, Inc. | Explore | 2.1712   @MikeDMerrill
You’re missing consumers!




            Search
            Engines                        The Rest of the Web



           Your
           Site




             The way consumers buy online has changed.

#Explore                  © 2012 ReachLocal, Inc. | Explore | 2.1712   @MikeDMerrill
You need to be where the consumer is!


                                      Blogs                    Content Sites
                                                                                 Reviews
                      Directories                                                & Reco’s




            Search
            Engines
                                                                                            Social




           Your                                                                        Location-
           Site
                                          BUSINESS
                                                                                       based
                                                                                       Services




        Your website is one way to be found, but you need a total web
       presence where consumers are searching, surfing and socializing.


#Explore                            © 2012 ReachLocal, Inc. | Explore | 2.1712                       @MikeDMerrill
And Do It All…On Mobile Also…


                                                                                                   Mobile search up 4X last year,
                                                                                                   16% of all Google searches 2011



                                                                                                   88% of people looking for local
                                                                                                   information have taken action
                                                                                                   within a day
Sources: comScore, AllThingsDigital, Internet2Go




                                                                                                   31% of all adults use their mobile
                                                                                                   device to find a local business or
                                                                                                   restaurant




                                        #Explore                   © 2012 ReachLocal, Inc. | Explore | 2.1712                    @MikeDMerrill
The Web Presence Lifecycle

                 5     Business listens
                       and engages                                                                          1
                                                                                                            Business creates
                                                                                                            quality content


                                                                                        Housebreaking
                                               Thanks for your                          Your Dog
                                               comments.
                                               What’s worked
                                               for you?                                           PUBLISH




                                          Great
                                          advice!



   4                                                                                                               2
           Consumers                                                                                                    Content
                                          I’m going
           comment, like,                 to try this!                                                                  published and
           review and share                                                                                             indexed across
                                          Me too!                                                                       the Web

                                                                     Housebreaking
                                                                     Your Dog




     Business action      Consumer action     3          Consumers discover while
                                                         searching, surfing and socializing

#Explore                                             © 2012 ReachLocal, Inc. | Explore | 2.1712                                @MikeDMerrill
Benefits of Web Presence
              Search Discovery                                                                      Social Discovery
 Discovery




              Increases your discoverability on search           Business
                                                                 Listens &
                                                                                 Business
                                                                                 Creates
                                                                                                   Increases your word-of-mouth through
              engines and local directories                      Engages         Content
                                                                                                   sharing across social networks

                                                            Consumers                 Content
                                                            Comment &                Published &
                                                              Share                   Indexed



              Reputation Management                                      Consumers
                                                                          Discover
                                                                                                     Brand Engagement
 Perception




              Improves your reputation with positive                                               Builds positive impressions and engagement
              content on search engines and review sites                                           with your brand by bringing it to life online


#Explore                                          © 2012 ReachLocal, Inc. | Explore | 2.1712                                           @MikeDMerrill
Web Presence Impact on SEO

                          Inbound Links
                                                      Google                                  Social       Fans, Followers
       Site & Blog                                  Place Page                      Reviews   Pages           & Likes



                     +   Social Bookmarks
                                            +                             +                            +

           CONTENT & LINKS                                  REPUTATION                         SOCIAL AUTHORITY

                           Prominent Organic Rank



               =

                                                                                                                             7

#Explore                                        © 2012 ReachLocal, Inc. | Explore | 2.1712                      @MikeDMerrill
National Marketers Love Local
            Fail At Basic Tactics




                         Not active on local online review sites



                          Not doing geo-targeted paid search



                          Not doing online directory ads
GMS Local




       #Explore                © 2012 ReachLocal, Inc. | Explore | 2.1712   @MikeDMerrill
5 Steps to Fuel Your Web Presence

       1   Claim and optimize profiles and directories


       2   Create and optimize content


       3   Publish content across social outposts


       4   Monitor, listen and engage with consumers


       5   Track your success and be patient



#Explore                    © 2012 ReachLocal, Inc. | Explore | 2.1712   @MikeDMerrill
1. Claim & Optimize Profiles & Directories
           Google Places, Directories,
                                                                               Social Media Sites
                & Review Sites




#Explore                          © 2012 ReachLocal, Inc. | Explore | 2.1712                        @MikeDMerrill
2. Create & Optimize Content

                                                        •  Create compelling headlines
                                                        •  Optimize it for search and
                                                           social discovery
                                                        •  Share photos
                                                        •  Share positive reviews from
                                                           happy customers
                                                        •  Ask questions and publish
                                                           polls
                                                        •  Reblog industry news and
                                                           local events



                                     Stat: 58% of Facebook users want exclusive
                                     content, discounts and promotions
                                     eMarketer 10/7/11




#Explore             © 2012 ReachLocal, Inc. | Explore | 2.1712                          @MikeDMerrill
3. Publish Content Across Social Outposts

      Daily:
      •  Tweet 1-2 times                                                                 Official Site

      Weekly:
      •  Publish blog content across
         social outposts 1-2 times
      •  Post to Facebook 1-2 times

      Monthly:                                                                           Company
                                                                                         Site
      •  Post 1-2 videos to YouTube
           per month
      •  Create a unique and
           compelling offer to share with
           fans and followers




#Explore                                    © 2012 ReachLocal, Inc. | Explore | 2.1712       @MikeDMerrill
4a. Directly Engage with Consumers

                                                     •  Respond to consumers to drive
                                                        engagement and loyalty

                                                     •  Personalize the brand through
                                                        conversational tone

                                                     •  Identify and engage with
                                                        influencers in your local
                                                        community

                                                     •  Share and comment on
                                                        content from other local
                                                        businesses and organizations




#Explore            © 2012 ReachLocal, Inc. | Explore | 2.1712                      @MikeDMerrill
4b. Listen For Opportunities to Engage

                                                              •  Sign up for comprehensive
                                                                 monitoring tools and listen
                                                                 for reviews and relevant
                                                                 keyword mentions
                                                              •  Promote positive reviews
                                                              •  Respond to and address
                                                                 negative reviews




#Explore              © 2012 ReachLocal, Inc. | Explore | 2.1712                        @MikeDMerrill
5. Track Your Success



                            You build value over time as you
                                                                                                        Track key metrics and
                            publish quality content, listen across                                      learn as you go
                            the Web and engage with                                                     •  Calls
 Traffic & Engagement




                                                                                                        •  Emails
                            consumers.                                                                  •  Impressions
                                                                                                        •  Fans
                                                                                                        •  Followers
                                                                                                        •  Reviews
                                                                                                        •  Comments
                        1           4                     8                                        12   •  Mentions
                                             Months                                                     •  Shares
                                                                                                        •  Likes


#Explore                                              © 2012 ReachLocal, Inc. | Explore | 2.1712                        @MikeDMerrill
Takeaways

      •  Publishing Fresh Content Is a Must to Reach Consumers

      •  Follow the 5 Steps to Fuel Your Web Presence



                Enjoy This? Get More on Local Web Marketing


                            Twitter: @ReachLocal
              Facebook: http://www.Facebook.com/ReachLocal
                     Blog: http://blog.reachlocal.com




#Explore                    © 2012 ReachLocal, Inc. | Explore | 2.1712   @MikeDMerrill

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Explore Dallas: Digital Strategies To Amplify Small and Local Business

  • 1. Make Small Big: Digital Strategies To Amplify Small Business #Explore #GetLocal Mike Merrill Director of Marketing @MikeDMerrill ReachLocal, Inc. #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 2. You’re missing consumers! Search Engines The Rest of the Web Your Site The way consumers buy online has changed. #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 3. You need to be where the consumer is! Blogs Content Sites Reviews Directories & Reco’s Search Engines Social Your Location- Site BUSINESS based Services Your website is one way to be found, but you need a total web presence where consumers are searching, surfing and socializing. #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 4. And Do It All…On Mobile Also… Mobile search up 4X last year, 16% of all Google searches 2011 88% of people looking for local information have taken action within a day Sources: comScore, AllThingsDigital, Internet2Go 31% of all adults use their mobile device to find a local business or restaurant #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 5. The Web Presence Lifecycle 5 Business listens and engages 1 Business creates quality content Housebreaking Thanks for your Your Dog comments. What’s worked for you? PUBLISH Great advice! 4 2 Consumers Content I’m going comment, like, to try this! published and review and share indexed across Me too! the Web Housebreaking Your Dog Business action Consumer action 3 Consumers discover while searching, surfing and socializing #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 6. Benefits of Web Presence Search Discovery Social Discovery Discovery Increases your discoverability on search Business Listens & Business Creates Increases your word-of-mouth through engines and local directories Engages Content sharing across social networks Consumers Content Comment & Published & Share Indexed Reputation Management Consumers Discover Brand Engagement Perception Improves your reputation with positive Builds positive impressions and engagement content on search engines and review sites with your brand by bringing it to life online #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 7. Web Presence Impact on SEO Inbound Links Google Social Fans, Followers Site & Blog Place Page Reviews Pages & Likes + Social Bookmarks + + + CONTENT & LINKS REPUTATION SOCIAL AUTHORITY Prominent Organic Rank = 7 #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 8. National Marketers Love Local Fail At Basic Tactics Not active on local online review sites Not doing geo-targeted paid search Not doing online directory ads GMS Local #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 9. 5 Steps to Fuel Your Web Presence 1 Claim and optimize profiles and directories 2 Create and optimize content 3 Publish content across social outposts 4 Monitor, listen and engage with consumers 5 Track your success and be patient #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 10. 1. Claim & Optimize Profiles & Directories Google Places, Directories, Social Media Sites & Review Sites #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 11. 2. Create & Optimize Content •  Create compelling headlines •  Optimize it for search and social discovery •  Share photos •  Share positive reviews from happy customers •  Ask questions and publish polls •  Reblog industry news and local events Stat: 58% of Facebook users want exclusive content, discounts and promotions eMarketer 10/7/11 #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 12. 3. Publish Content Across Social Outposts Daily: •  Tweet 1-2 times Official Site Weekly: •  Publish blog content across social outposts 1-2 times •  Post to Facebook 1-2 times Monthly: Company Site •  Post 1-2 videos to YouTube per month •  Create a unique and compelling offer to share with fans and followers #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 13. 4a. Directly Engage with Consumers •  Respond to consumers to drive engagement and loyalty •  Personalize the brand through conversational tone •  Identify and engage with influencers in your local community •  Share and comment on content from other local businesses and organizations #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 14. 4b. Listen For Opportunities to Engage •  Sign up for comprehensive monitoring tools and listen for reviews and relevant keyword mentions •  Promote positive reviews •  Respond to and address negative reviews #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 15. 5. Track Your Success You build value over time as you Track key metrics and publish quality content, listen across learn as you go the Web and engage with •  Calls Traffic & Engagement •  Emails consumers. •  Impressions •  Fans •  Followers •  Reviews •  Comments 1 4 8 12 •  Mentions Months •  Shares •  Likes #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill
  • 16. Takeaways •  Publishing Fresh Content Is a Must to Reach Consumers •  Follow the 5 Steps to Fuel Your Web Presence Enjoy This? Get More on Local Web Marketing Twitter: @ReachLocal Facebook: http://www.Facebook.com/ReachLocal Blog: http://blog.reachlocal.com #Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill