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Local Marketing 2017 Part 1 of 3

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In the first section of three for Local marketing 2017, there's an overview of what it is to how to do local SEO, and more.

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Local Marketing 2017 Part 1 of 3

  1. 1. Local Marketing 2017: An overview of how businesses can use local marketing from facts to different challenges companies face. 1
  2. 2. Table of Contents: PageTitle: Page Number: Facts 4 Elements to Consider 11 Other Facts 17 Types of Affiliates 23 Statistics 28 Campaign Planning 38 Campaign Development 39 Online Users 43 Local SEO 51 Strategies 62 Tactics 73 Agencies 85 2
  3. 3. Table of Contents: PageTitle: Page Number: Trends 97 Trend 1: Mobile Advertising 98 Trend 2: Search Engines 105 Trend 3: Social Media 113 Trend 4:Videos 123 Other Trends 131 Tips 143 Examples 155 Create and Distribute DIY Infographics 157 Create Educational Videos 166 Cross Promote with Other Local Retailers 170 Participate inTrade Shows 173 Sponsor Local Events to Amplify your Reach 178 Challenges 184 Work Cited 192 3
  4. 4. Definition: Offline Marketing: Local Marketing can generally refer to any marketing technique a localized business, in any industry, can use to market itself to the area it operates in Online Marketing: Refers to any online marketing technique that a local business, in any industry, uses to market itself online to the area it operates in 4 Compiled by Author from:business2community.com
  5. 5. Definition:  Local Marketing:  Can also be referred to as local store marketing or neighborhood marketing  It specifically targets the community around a physical store or restaurant  Promotional messages are directed to the local population, rather than the mass market 5
  6. 6. Facts: • Many local businesses directly contact consumers through mail, in-town events, local team sponsorships, or advertisements in the town paper Local marketing can take several forms • A successful local marketing push allows a store to stake out a significant presence in local consumers’ mental maps of their communities Hoping to not only attract new customers but to drive repeat business 6 Compiled by Author from: marketing-schools.org
  7. 7. Facts: • The population within 10 miles or 10 minutes of your door Customers: • Those businesses within 10 miles or 10 minutes of the above customers’ doors Competition: • Location, size, atmosphere, immediate neighbors, ease and type of access, etc. Store Characteristics: 7 Compiled by Author from: marketing-schools.org General Specifications:
  8. 8. Elements to Consider: There are four key elements that you need to be aware of when immersing your Local Business into the Local Marketing world: Measurement Media Messaging Segmentation 8 Compiled by Author from:business2community.com
  9. 9. Elements to Consider: Measurement: This is essential for evaluating your marketing efforts and measuring your results Positive results can show you how good you are at satisfying the needs of your customers 9 Compiled by Author from:business2community.com
  10. 10. Options: Customized direct mail announcing openings, sales, and promotions, or containing coupons Promotion through the local chamber of commerce Hosting events Sponsoring local sport teams (school or league teams) and clubs (biking, book, etc.) Purchasing local ad space (such as at bus stops and other outdoor spaces) Participating in community fairs and social gatherings 10 Compiled by Author from: marketing-schools.org
  11. 11. Who Uses It: Local marketing is used by: Stores Restaurants Outlets Franchise Businesses 11 Compiled by Author from:business2community.com
  12. 12. Customers: Local marketing allows a company to develop a repeat customer base in the immediate vicinity of the business's location The standard radius of influence is about 10 miles, but could be even less than that in more urban areas, where local traffic and neighborhood density is much higher People like to shop and eat near their homes; it saves time and is more convenient 12 Compiled by Author from: marketing-schools.org
  13. 13. Customers: Any store or restaurant— particularly new ones—have to work to advertise its presence even in its own surrounding neighborhood, in order to get onto these mental maps Businesses in different neighborhoods will apply local marketing tactics to different consumer segments Tactics are identified by socio- economic standing, demographic composition, and purchasing values 13 Compiled by Author from: marketing-schools.org
  14. 14. Types of Local Affiliates: Mom & Pop Shops: 0 to 4 Employees Less than $500,000 in Annual Sales Less than $5,000 in Annual Marketing Budget Small Business: 5 to 20 Employees Less than $5 Million in Annual Sales Greater than $10,000 in Annual Marketing Budget Medium- sized Business: 21 + Employees Greater than $10 Million in Annual Sales Greater than $20,000 in Annual Marketing Budget 14 Compiled by Author from: info.brandmuscle.com
  15. 15. Types of Local Affiliates: 15 Compiled by Author from: info.brandmuscle.com Mom & Pop Stores: These small, often family- run businesses are the essence of the term “local,” with at most one location The owner wears multiple hats—from a business manager to a sales associate to an accountant and does the marketing No single person in the business is dedicated solely to marketing Juggling these efforts can be challenging which is why marketing often falls to the back burner behind other important tasks
  16. 16. Online Local Marketing Statistics: 41% of small businesses are using email to market to customers 44% of online shoppers begin by using a search engine 47% of people say they open an email because of the subject line 49% of sites fail to comply with basic usability principles 16 Compiled by Author from: localoxygen.com
  17. 17. Local Marketing Statistics: 141 billion local searches will take place in the US by 2019 20% improvement of accuracy and reach of location data by brands can increase conversions by 216% 40% of local advertising revenues will be spent by national brands to localize their campaigns 61% of consumers are more likely to contact a local business if they have a mobile optimized site 70% of searches are discovery searches but these pages are not being amplified properly 17 Compiled by Author from: rioseo.com
  18. 18. Local SEO Statistics: 18% of local mobile searches lead to a sale within one day 28% of searches for something nearby result in a purchase 30% of mobile searches are related to a location 88% of consumers trust online reviews as much as personal recommendations 18 Compiled by Author from: searchengineland.com & hubspot.com
  19. 19. Local SEO Statistics: 68% use the “Get Directions” or “Call” buttons 72% of consumers who did a local search visited a store within five miles 78% of local- mobile searches result in offline purchases 19 Compiled by Author from: searchengineland.com & hubspot.com
  20. 20. Local Marketing Campaign Development: Companies must understand the various schedules of these organizations, and reach out to groups to support local events Businesses should identify local organizations schools, and living centers which often host community events As with any marketing campaign, information is key They often begin with simple direct mailings featuring coupons or upcoming sales Local marketing campaigns use a number of different strategies in order to build awareness within a neighborhood 20 Compiled by Author from: marketing-schools.org
  21. 21. Online Media Channels: Here are a few online media channels normally used to target local audiences: Local Lead Generation Local Mobile Local Search Local Social Media Local Website 21 Compiled by Author from:business2community.com
  22. 22. Online Media Channels: Local Social Media: People hang out on social media networks more than on a website, and that’s where you should establish your presence as well The number of followers, likes, shares, reviews, comments, retweets and any other social action shows the interest of your audience in your products Responding and engaging other social media users is a good way to show that you care about your audience and business 22 Compiled by Author from:business2community.com
  23. 23. Local SEO: Be Consistent Categorize Your Pages ClaimYour Business Hire a Local SEO Company On-page Optimization Quantity and Quality Quality Inbound Links Reviews 23 Compiled by Author from: entrepreneur.com
  24. 24. Local SEO: Be Consistent: Make sure that your business is listed consistently across the web This means that your name, address and phone number need to be the same when it comes to your local accounts, directory listings and any other mentions of your business 24 Compiled by Author from: entrepreneur.com
  25. 25. Local SEO: Be Consistent: If your business has been listed somewhere on the web unknowingly, you’ll need to track down that listing and claim it By claiming it you can edit all of the information so its consistent (or contact whoever is in charge to get the information changed) Something as simple as a hyphen or a missing suite number can change everything You can find unclaimed listings by doing a search or using tools likeYext or Localeze 25 Compiled by Author from: entrepreneur.com
  26. 26. Work Cited:  "10 Impactful Local MarketingTrends for Small Businesses." Kabbage Small Business Blog. N.p., 01 Feb. 2017. Web. 09 May 2017. <https://www.kabbage.com/blog/10-trends-local- marketing-2015/>.  "10 Most Powerful Mobile & Local Marketing Stats from #LSS2016." Rio SEO. N.p., 17 May 2016. Web. 05 May 2017. <https://www.rioseo.com/blog/10-powerful-mobile-local- marketing-stats-lss2016/#fbid=59_kslQTP0X>.  "17 Important Local Marketing Statistics to help you Succeed Online." LocalOxygen. N.p., n.d. Web. 05 May 2017. <http://localoxygen.com/17-important-local-marketing-statistics- help-succeed-online/>.  "2017 Marketing Statistics,Trends & Data -The Ultimate List of Marketing Stats." HubSpot. N.p., n.d. Web. 05 May 2017. <https://www.hubspot.com/marketing-statistics>.  "3 Local Marketing Challenges BusinessOwners Face." ReachLocal Blog. N.p., 06 Sept. 2016. Web. 09 May 2017. <http://blog.reachlocal.com/top-local-marketing-challenges-for- business-owners>.  "4 Big Local MarketingTrends - Plus 8 Ways to Adapt." WordStream. N.p., 01 Dec. 2016. Web. 09 May 2017. <http://www.wordstream.com/blog/ws/2016/10/18/local-marketing- trends>.  "50 Local Marketing Strategies - CPC Strategy." Ecommerce & RetailSearch News and Strategies. N.p., 06 Apr. 2016. Web. 05 May 2017. <http://www.cpcstrategy.com/blog/2012/08/50-local-marketing-strategies/>.  "6 Local SEO Stats Every Online Marketer NeedsTo Know." Search Engine Land. N.p., 18 Aug. 2015. Web. 05 May 2017. <http://searchengineland.com/6-local-seo-stats-every- online-marketer-needs-know-226562>. 26
  27. 27. Work Cited:  Caramela, Sammi. "5 Proven Local MarketingTactics to Gain and Keep Customers." Business News Daily. N.p., 15 Aug. 2016. Web. 5 May 2017. <http://www.businessnewsdaily.com/7348-local-marketing-tactics.html>.  Klein,AndreW. "Local Marketing Made Easy - 1: What is Local Marketing?" Business2Community. N.p., 30 Mar. 2015. Web. 5 May 2017. <http://www.business2community.com/marketing/local-marketing-made-easy-1-local- marketing-01193916#B3jofiPe5CFdbooF.97>.  Langdon, Scott. "How Local SEOWorks andWhy It Matters for Small Businesses." Entrepreneur. N.p., 17 Apr. 2014.Web. 05 May 2017. <https://www.entrepreneur.com/article/233158>.  Miles, Stephanie. "10 Local Digital AgenciesYou Should Know About." Street Fight. N.p., 14 July 2015. Web. 05 May 2017. <http://streetfightmag.com/2015/07/15/10-local-digital- agencies-you-should-know-about/>.  "State of Local Marketing 2017 Report." Brandmuscle. N.p., 2016. Web. 9 May 2017. <http://info.brandmuscle.com/rs/258-MVU- 447/images/brandmuscle_SOLMR2017_FINAL.pdf?aliId=13473>. Online PDF  Tomic,Vedran. "10 Local MarketingTipsYou Can ImplementToday." Small BusinessTrends. N.p., 20 Jan. 2016. Web. 09 May 2017. <https://smallbiztrends.com/2013/02/local- marketing-tips.html>.  "Types of Marketing | Explore the various types of marketing strategies used by professionals." Types of Marketing . N.p., n.d. Web. 30 Jan. 2017. <http://www.marketing- schools.org/types-of-marketing.html>.  Velji, Jamil. "11 Creative Local Marketing Ideas For Small Businesses." BuildFire. N.p., 23 Mar. 2017. Web. 05 May 2017. <https://buildfire.com/local-marketing-ideas/>. 27
  28. 28. ContactUs for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com

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