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Similar a Digital marketing for local businesses june 2012
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Digital marketing for local businesses june 2012
- 1. Digital Marke,ng for Local Businesses Dave Steer Dave.Steer@WSIDigitalFootprint.com
- 2. About Us • WSI: We Simplify the Internet • Provide advanced digital marke=ng solu=ons • Business of all sizes and industries • Our goal is to help businesses: – Elevate their online brand reputa=on – Generate more leads through the Internet – Tap into new revenue opportuni=es – Take their profit poten=als to higher levels • World’s largest network of Internet Consultants, more than 1000 consultants, in 80+ countries, built over the past 20 years • Locally in the Bay Area: – Dave Steer -‐ Owner / Consultant at WSI Sunnyvale Office – 18 years experience in technology, marke=ng, sales – Strong Business Development background June 12, 2012 WSI -‐ We Simplify the Internet 2
- 4. What is Digital Marke,ng • Simply put, Digital Marke=ng is the art of making effec=ve use of the Internet, and all it’s tools, to drive more revenue to your business • We do this by looking at how customers make a buying decision, and guiding them through their decision process so that they reach the end goal of becoming your customer • This is more important in the “Digital Era” as we spend more =me online than ever before • We Simplify Digital Marke,ng by considering it’s four main components: – Site: Your Website -‐ main des=na=on – Search: How customers find you – Social: What others are saying about you – Mobile: Online, all the =me June 12, 2012 WSI -‐ We Simplify the Internet 4
- 5. Digital Marke,ng Mix -‐ Simplified Site Search Social Mobile Websites PPC Social Networking Mobile Sites Ecommerce SEO Social Media Mobile Search Conversion Local Architecture Social Reputa=on Mobile Ads Database Directory Marke=ng Business Process Social Commerce Mobile Apps Display Ad Automa=on Analy=cs June 12, 2012 WSI -‐ We Simplify the Internet 5
- 6. What Do Your Customers See? Online Social Reputa=on Visibility Visibility Visibility For Local Businesses, these three factors are cri=cal 1. Do you rank well in search engines for the areas that you serve? 2. Do you have presence where your customers are spending =me? 3. Does your online reputa=on do jus=ce to your business? Why is this important? 1) 61% of Internet Users Research Products Online 2) 79% of Online Shoppers will spend 50% of their shopping =me Researching Products Customers Have Mostly Made Their Buying Decision Before They Even Talk To You June 12, 2012 WSI -‐ We Simplify the Internet 6
- 7. Anatomy of a Search Engine Result Page “Chiropractor Mountain View” Pay-‐per-‐Click Ads “Google Local” / “Google+” Loca,on Based Results Note: Top 3 Results Displayed All Have Google Reviews! Natural “Organic” Results From Keywords on Website This business occupies two “slots” due to good review and search op,miza,on Business Directory Sites June 12, 2012 WSI -‐ We Simplify the Internet 7
- 8. Local Search in the Bay Area “Toto, We’re Not In Kansas Anymore” • Bay Area has many overlapping ci=es • Business service areas cover many ci=es • Lots of similar businesses compe=ng for alen=on • Most people live and work in different ci=es • Search and Buy in different loca=ons • Searching for a Plumber for home whilst at work will exclude local search results • “Google Local” results will only display lis=ngs for the immediate area • Most of your target customers will not see your lis=ng Must Op,mize Organic and Paid Search to be Visible in this Busy Metro Area June 12, 2012 WSI -‐ We Simplify the Internet 8
- 9. Example: ABC Glass & Mirror Heavily Local-‐Search Op,mized June 12, 2012 WSI -‐ We Simplify the Internet 9
- 11. What is Social Media? Defines social media as how people discover and share their news, informa,on, opinions, insights, experiences and perspec,ves with each other…the democra,za,on of informa,on, transforming people from content readers into publishers. What does this mean for your business? Consumers are talking about you without you! They’re: • Reading & wri=ng reviews • Pos=ng thoughts about your business • Recommending you to friends • Seeking answers about your business Social media can and will impact your bolom line! June 12, 2012 WSI -‐ We Simplify the Internet 11
- 14. Reputa,on Management • Fact: Your Customers will make buying decisions based on your online reputa=on • Fact: Your online reputa=on can be managed • It is now essen=al to take an ac=ve part of managing your online percep=on, since it becomes reality – Reputa=on management is an art. Tact and restraint are essen=al values. – You will never win an online fight, so don’t get into one! – Consult an expert to understand how to manage your presence. • If leo unchecked, a poor online reputa=on will only get worse, and could put you out of business June 12, 2012 WSI -‐ We Simplify the Internet 14
- 15. Social Media Gets Served to Your Customers S,ll think that Social Media doesn’t apply to your business? June 12, 2012 WSI -‐ We Simplify the Internet 15
- 16. CONVERSION
- 17. From Search to Conversion • So your prospect has found you. The visitor has clicked on your link, and you have Captured Those Eyeballs. Now What??? • The average visitor will give you 7 Seconds of alen=on before deciding whether to stay, or hit the dreaded “back bulon” • Engagement is Key. Every click on your website is a step further towards a conversion – Keep your visitor on a path to conversion • Make it obvious. Lead the visitor. Don’t make them think! June 12, 2012 WSI -‐ We Simplify the Internet 17
- 18. Conversion Architecture • On average, only 5-‐10% of site visitors will lead to a conversion • So what were the other 90% thinking? And how can we reduce that number? • Building your website with a Conversion Architecture will lead your customers to do what you want them to do online and result in more business – Improving your conversion rate is one of the most significant ways to increase business – This is an ongoing process. Test, Measure, Op=mize, Repeat. Essen=als: – Clear calls to ac=on – Compelling value proposi=on – Relevant content, related to search term – Use of conversion tools – Simple is beler – Have a Primary Conversion Goal… and secondary fall-‐back goal – Measurability June 12, 2012 WSI -‐ We Simplify the Internet 18
- 19. MOBILE
- 20. Mobile – Keep it Simple • Mobile presence is an essen=al part of Local Digital Marke=ng • Very Different usage to Desktop Surfing • Visitors want more targeted informa=on – Where is it? How Far? – What are your opening hours? – Phone number? • Be aware of usage differences – Fingers vs Keyboard – Screen Size – Download Speed • Mobile-‐op=mized Web Sites are GREAT for Search Rankings – Search Engines will rank a Mobile Site higher than a regular site when searched from another Mobile Device – Visitor will engage more with a Mobile Site if it has a great interface – Mobile Visitors are likely to be out, about, and close to a buying opportunity June 12, 2012 WSI -‐ We Simplify the Internet 20
- 21. SUMMARY
- 22. Key Points to Remember • You customers must be able to find you! – Bay Area is a difficult place to be found – Cannot rely on Google Places or Directories – Must op=mize website to be found. If Google can’t find you, no-‐one can • Your Social Visibility and Online Reputa=on must be ac=vely managed – Difficult to recover from a bad reputa=on – Interact with your customer community – Know how to handle a bad review • Conversion is Key – Poorly op=mized sites cost conversions and customers – Don’t make your prospect think – persuade the to take the right path – Keep tes=ng, measuring, op=mizing, repeat • Think Mobile – Have a Mobile Site, make it useable – Mobile customers are likely to be close to the buying stage – focus on them! Site – Search – Social – Mobile Simplified June 12, 2012 WSI -‐ We Simplify the Internet 22
- 23. Ques,ons? To set up an appointment for a FREE consulta=on to learn more about how WSI Digital Marke=ng can help grow your business: Email: Dave.Steer@WSIDigitalFootprint.com Call: (855) WSI-‐DIGITAL (855) 974-‐3444 June 12, 2012 WSI -‐ We Simplify the Internet 23