Fake it till you make it: Brand Building for Local Businesses
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Explore a few real world examples of local businesses who have built themselves into local brands that both Google and potential customers recognize. Presented by Paula Keller, our Director of Account Management, at MozCon Local 2016 in Seattle.
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Fake it till you make it: Brand Building for Local Businesses
- 1. `
- 2. “Brands ARE HOW YOU SORT OUT THE CESSPOOL” - Eric Schmidt, 2008 @PAULALMKELLER#MOZCON
- 7. Local PROOF #1 YOU CAN DO IT @PAULALMKELLER#MOZCON
- 10. Attend an Estate Planning Workshop or Attend a LIFEPLANTM Workshop @PAULALMKELLER#MOZCON
- 11. Download Medicaid Whitepaper or Download LIFEPLANTM Report @PAULALMKELLER#MOZCON
- 22. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
- 23. APPLY A CATCHY NAME What is your most popular service? Do you have a unique technique? Existing events, reports, etc.? @PAULALMKELLER#MOZCON
- 24. SPONSORED CONTENT What do locals read & watch? Local news site:search for media kits Make some calls! @PAULALMKELLER#MOZCON
- 25. DO IT RIGHT Stay live forever? Social promo & tag? Indexable? Direct link? @PAULALMKELLER#MOZCON
- 26. Local PROOF #2 YOU CAN DO IT @PAULALMKELLER#MOZCON
- 27. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
- 31. “PAID AND EARNED MEDIA THRIVE WHEN THE OWNED MEDIA – THE content ITSELF – PROVIDES THE value & engagement THAT CUSTOMERS SEEK” - Jim Yu, 2015
- 38. 2,082 SOCIAL REFERRAL ORGANIC SEARCH 2,712 520 @PAULALMKELLER#MOZCON
- 40. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
- 41. IDENTIFY YOUR NICHE Industry Local Area Opportunity @PAULALMKELLER#MOZCON
- 42. IDENTIFY YOUR NICHE Large events in your area? Past clients - anything unique? Is it organically interesting? @PAULALMKELLER#MOZCON
- 44. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
- 47. Local PROOF #3 YOU CAN DO IT @PAULALMKELLER#MOZCON
- 59. HOW CAN youDO IT? @PAULALMKELLER#MOZCON
- 60. USE REVIEWS TO GET AWESOME Conduct a reviews audit Collect & track customer feedback Check & Adjust @PAULALMKELLER#MOZCON
- 61. Develop question set Ask every customer Get to know your customers BUILD A PROCESS TO REQUEST CUSTOMER CONTENT @PAULALMKELLER#MOZCON
- 62. SO... WHERE DO I start? @PAULALMKELLER#MOZCON
- 63. WHICH STRATEGY IS RIGHT FOR YOU? Paid can have the benefits of earned if done well Earned is within reach if you get creative It all starts with the customer experience @PAULALMKELLER#MOZCON
- 65. Sources Sources • http://www.entrepreneur.com/video/243530 Images • http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her- manhattan-home-1D80427845 • http://www.drcopeland.com/procedures_nose.php • “Award” icons from Thenounproject.com • KTLA.com @PAULALMKELLER#MOZCON