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SMX West "Being National, Going Local" - Jon Schepke

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Large national retailers and service providers enjoy an inherent advantage in online marketing: widespread brand recognition. But brand awareness may not be enough to compete with the locals, who have deep knowledge of the wants and needs of customers in specific areas or regions. So how do you strike the perfect balance between brand and being a good neighbor? This session explores how major companies have found a home and success by going local in dozens and up to hundreds of specific markets.

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SMX West "Being National, Going Local" - Jon Schepke

  1. 1. Being National, Going Local! SMX West, San Jose, CA Tuesday March 12th, 2013
  2. 2. A little bit about me. . .
  3. 3. Converged Media for Multi-Location @ Scale
  4. 4. Scale Requires Some Marketing Automation
  5. 5. Challenges: National Going Local Not No Geo- Cannot Lower Lack of One Ad Localized Leakage Specific track offline Conversions Reporting Served for Search Messaging conversions Challenges for large brands trying to implement local campaigns
  6. 6. Case Study: National healthcare brand with 100’s of locations (i.e. specialty doctors)
  7. 7. Local PPC Challenges •  Scaling the Creation of location specific campaigns! –  In-market messaging for 100’s of locations" –  Target feeder market zip codes for all locations (Narrow Targeting)" •  Lack of location landing pages & local content! •  No Conversion Tracking! •  On-going optimization of Ad Copy & Cost/Conversion! •  Budget Management & Reporting! ! 7"
  8. 8. SEM Program Solution (Paid & Organic) •  Launched Kenshoo Local & Implemented Optimized Location Pages –  Paid Ads were created through Kenshoo and directed to location specific landing pages –  Paid & Organic programs managed to a target CPL! •  Initial PPC Strategy! –  Manage PPC coverage and track conversions (Calls & Web Leads) at all levels! •  National! •  Regional! •  Location! –  Provide reporting to: Locations, Regional Managers & Corporate" –  Prioritize budget allocation: Location, Regional, National" –  Maintain a National presence for all areas not within the very narrow targeting areas (zip codes) of the locations" –  On-going optimization of Ad Copy & Cost/Conversion" 8"
  9. 9. Leveraging Kenshoo Local•  PPC Account Structure –  +700 campaigns live –  40,000 live keywords live –  +22,000 localized pieces of ad copy live –  Since program launch we have added >28,000 keywords and >9,000 pieces of copy to the account.•  Paid Search Specific Reporting Dashboards –  Keyword Types, Location, Regional, Trend, Path-To- Conversion 9"
  10. 10. Hyper Local @ Scale for Multi-Location Brands Local pages Scalable and Local traffic turn-key Maximized SERP’s for non-brand search Multiple Higher ads per queries PPC (Geo-Specific Messaging) & Multiple conversi market Organic Listings optimized at a Location level on All Ads direct traffic to a location specific landing page All visits, web forms and phone calls are Local tracked uniquely to the ad type and location Local reporting copy Geo- More specific real strategy estate- Multiple domains /ads
  11. 11. Facebook Pain Points for Multi-Location Brands Control OverScalability Messaging Measuring Compliance SuccessMulti-Location Limited Time Perspective & Resources
  12. 12. Graph Search Forcing National to go Local"•  Launched in January, Social search tool within Facebook•  Searches a users social graph for likes, check-ins, recommendations, photos and more
  13. 13. How Graph Search Works "•  Users can combine phrases (for example “Restaurants inLondon my friends have been to”) to get that set of people,places, photos or other content that has been shared withthem on Facebook" Restaurants in London my friends have been to
  14. 14. Graph Search Leverages Social Connections"
  15. 15. Implications for Social and Local Search •  Users are using Facebook more and more to search for things that they were previously using traditional search engines for (Google, Bing, Yahoo etc)" •  It is now more important than ever for local businesses to optimize their Facebook pages" •  With the announcement of Graph Search, Social and Local Search are further converging!!
  16. 16. The Opportunity for Multi-Location Brands" Local Restaurants with a local address listed. A brand page will not show up here. Which is why it’s important that each location has it’s own page.
  17. 17. The Challenge for Multi-Location Brands •  Many multi-location brands have focused on a one page fits all strategy. Meaning they have allocated all of their time, energy and resources into building one corporate brand page that is meant to cover all of their many locations.
  18. 18. The Challenge for Multi-Location Brands •  These local businesses, however, operate at a local level, dealing with local customers and participating in events as a member of the local community. So it makes sense then that each location should have their own Facebook page!
  19. 19. The Challenge for Multi-Location Brands •  With the announcement of Graph Search, Facebook marketing strategy for multi-location brands is being flipped on its head. The vast majority of value generated from Facebook for these companies will come from their local pages. As such brands will want to shift resources accordingly and take the following steps…
  20. 20. Graph Search Optimization Steps 1. Create Facebook pages for each location. 2. Update current location pages with accurate contact details, categorization, and geocode (latitude and longitude). 3. Identify and merge unauthorized duplicate pages for each location. 4. Encourage customers to like, check in, recommend, rate and tag photos on local pages. 5. Publish authentic and relevant content on local pages. 6. Utilize automated technology to help scale, regulate and measure social activity across locations.
  21. 21. The Benefits •  Local brick-and-mortar businesses show up in the Facebook Graph search results. •  Increased likelihood of being discovered and generating real-world referral traffic. This amounts to new customer acquisition. •  New customers can opt in to receive content and offers by liking the page. When this occurs in a virtuous cycle, it will create a tremendous competitive advantage at the local level that can be measured.
  22. 22. Case Study Results – Solving the Converged Media Opportunity
  23. 23. Holistic Strategy Generating Results Month Paid CPL Organic CPL Blended CPL September $124.63 $141.59 $131.29 October $103.37 $30.66 $58.71 November $78.57 $23.01 $43.93 December $79.85 $33.94 $51.56 January $64.48 $29.84 $43.46 Source of Leads: 40% 60% Decrease in CPL & Increase in lead volume!
  24. 24. Online Resource Center – Multiple eBooks
  25. 25. Thank You!Jon SchepkeCEOSIM @JonSchepke"