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Guide to Local Marketing: 5 Surefire Ways to Stand Out

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Magnify Your Online Presence & Reach More Local Customers

As a local business, you have a good understanding of your market. To help you get an equally good understanding of how to reach potential customers online, we’ve put together the ultimate local marketing workshop. Join us for 30 minutes and discover 5 key strategies to maximize your business’s online presence and make your business stand out in local search results.

Some of the things you’ll learn during this workshop are:

- The latest search behavior trends and how customers find you online
- How to promote your local business with the most effective strategies that bring in high quality customers
- Local SEO strategies to use to improve your Google's search results

Publicado en: PYMES y liderazgo
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Guide to Local Marketing: 5 Surefire Ways to Stand Out

  1. 1. Guide to Local Marketing: 5 Surefire Ways to Stand Out Bob Sheehan SVP, Client Services Surefire Local
  2. 2. 2 2014, 2015, 2016, 2017, 2018, 2019 Your sole command center for attracting lifetime customers and growing your local business. An all-in-one marketing platform for local businesses.
  3. 3. 3 Who wants to win today’s Google Home Hub giveaway?
  4. 4. 4 Bob Sheehan SVP, Client Services Surefire Local
  5. 5. 5 Today’s chat will cover... How the Search Journey has changed 5 strategies to get your business to stand out in local search results
  6. 6. 6 The way to stand out in search has changed quite a bit over time
  7. 7. 7 Search is mobile
  8. 8. 8 Search is voice-assisted
  9. 9. 9 Search is becoming increasingly more local & personalized
  10. 10. 10 From browsing to asking show me a top rated home contractor near me with a 4+ star rating or better
  11. 11. 11 The customer journey now starts with a question and includes multiple interactions with a business 73% of customer engagement happens off your website
  12. 12. 12 Local Marketing Playbook 5 Surefire Ways to Stand Out
  13. 13. 13 1) Get your website right… schema, local pages, titles/meta, etc.
  14. 14. 14 Consistently work on your website Make your local service area a prominent factor on your website; consistently add new content Free resources to look into: Google Search Console & Google Analytics Services Area Pages ● Unique content ● Natural, helpful content ● Start small and make sure these pages get into the index...then add DON’T: ● Dupe content ● Use unnatural language- write for the visitor, not the search engine.
  15. 15. 15 Add structured data to your website Adding local schema to your website makes it easy for Google to quickly decide what’s important -- Help Google help you Free resource to look into: https://schema.org/
  16. 16. 16 Majority of businesses are not taking advantage of local schema
  17. 17. 17 Optimizing Various Elements of a Webpage Image Content H2 Header H1 Header Title Tag Links
  18. 18. 18 Local SEO Markup
  19. 19. 19 Local SEO Markup
  20. 20. 20 Take control of your digital presence ● Google My Business optimization ● NAP Data Management ○ Information provided: Hours open, same location, ○ Spelling: “&” vs “and”, “LLC” vs no LLC ○ Formatting: 571.327.3391 vs (571) 327-3391 ● Directory Listings Management ● Geo-signals ● Local sites- posts and links ● Social Media content
  21. 21. 21 2) Claim & consistently update your Google My Business listings and other directories
  22. 22. 22 There are 3 keys to managing your business listings... Keep it current Keep it local Keep it relevant
  23. 23. 23 Use Business Listings to Tell Your Story Each business listing you have should tell your unique business’s story It should provide the following information: ● description of your business and what you’re all about ● list of services offered ● mission and core values ● online reviews ● photos and videos ● any offers currently running ● an easy way for someone to get in touch with you
  24. 24. 24 Popular Local Listings ● Google My Business ● Online Review Sites ● Social Media ● Industry Niche networks like Nextdoor ● Vendor / Partner / Association Sites ● Chamber of Commerce & Local Community Sites
  25. 25. 25 Google Values Local Listings Google uses local listings to determine how trustworthy your location is and ranks you accordingly in local search results.
  26. 26. 26
  27. 27. 27 Geo Targeting with Service Areas
  28. 28. 28 Set Up Your Service Area ● Radius (phased out) ● Counties ● Towns ● Zip codes
  29. 29. 29 Adding a Services List Organize services by categories, and then descriptions
  30. 30. 30 Businesses with photos receive 35% more clicks to their website than businesses that don’t have photos Adding Photos & Videos
  31. 31. 31 Google Posts have high visibility in Search
  32. 32. 32 Google Post Offers 1. Add Picture 2. Add Message 3. Add Link 4. Choose Button Type
  33. 33. 33 Promo / Coupons Call Now Video Google Post Offers
  34. 34. 34 Google My Business Events Invite people to visit your booth at an upcoming trade show
  35. 35. 35 3) Reviews from local marketplace
  36. 36. 36 Reviews are the currency of your online reputation. ● Quantity More is better. ● Quality 5 stars, “thumbs up”, recommended ● Recency 3 months or less, more recent the better ● Response Show you’re engaged with your audience! Reviews = Online Referrals
  37. 37. 37 Improve your business, provide a greater experience with reviews As consumers are turning to their smartphones and search engines to make decisions about where to go, ratings & reviews are a critical component of how consumers make online choices. Reviews help you stand out in the search engine results page and having reviews published on your page increases click through rates. If consumers see low ratings, few reviews, or reviews without thoughtful responses, you may be losing out on future business. 44%Of consumers pay attention to the quantity of reviews 87%Of consumers won’t consider a local business with low ratings
  38. 38. 38 ● 55% of people would not use a company again if they posted a negative review without a response ● 84% of consumers expect a response to complaints ● Businesses that respond to reviews see a 16% increase in customer advocacy Consumer Expectations
  39. 39. 39 ● 62% of consumers expect a response within 24 hours ● One fifth of those consumers expect a response in 1 hour Consumer Expectations
  40. 40. 40 Search Results Based on Ranking & Availability
  41. 41. 41 Google My Business Reviews Increase Your Presence
  42. 42. 42
  43. 43. 43 Businesses that respond to reviews see, on average, a ¼ star increase in their average rating
  44. 44. 44 67%of consumers who leave negative reviews will update or delete them if they are responded to Users are also less inclined to leave negative reviews for businesses that respond to reviews Users leave more reviews for businesses who respond – notably, they leave more positive feedback 12% How does responding increase your star rating?
  45. 45. 45 Get good reviews on your website, Google, and Facebook Every time a homeowner leaves a review, it checks off all the major local ranking factors that Google and other search engines look for in your online presence 1st Party Reviews 3rd Party Reviews
  46. 46. 46 Quick-Start Reviews Strategy ● Create a plan, work the plan -- set accountability ● Empower yourself & your staff -- provide training and technology to help ● Set expectations from the get-go with customers -- ask questions that get them in the right mindset ● Ask for feedback!
  47. 47. 47 Response Best Practices Be Fast 40% of customers who leave negative feedback expect a reply within the hour¹. And, because reviews are often sorted newest to oldest, leaving negative reviews unanswered just increases the potential harm they can do. Be Helpful While it’s important to be helpful and assist every negative reviewer, it’s also not easy. That’s why it’s critical to have processes in place that help to automate as much as possible. Things like filters, notifications and exports can help get feedback to the right people. Be Thoughtful Responses should address the specific issues raised in the review. Try your best to correct any misunderstandings so future customers understand what happened, without being defensive or blaming a customer. Using a canned response can be almost as bad as no response.
  48. 48. 48 Extra Response Tips Use Canned Responses Sparingly Copy and pasting the same response over and over is bad practice - it can actually hurt your review rating! A templated response here and there to speed up workflows is fine, but do not bulk-respond, auto-respond, or rely solely on canned responses. Turn Positive Reviews into a Marketing Opportunity When responding to negative feedback, highlight initiatives or areas where you typically excel. Selectively choose positive reviews that allow you to showcase what’s great about your brand!
  49. 49. 49 Use a tool to help you manage and magnify your online reputation Send a review request Reply See what’s being said across all your reviews View your average star rating across all review sites Read all reviews in one place
  50. 50. 50 4) Check in at your job locations
  51. 51. 51 Post photos and videos of your staff in action
  52. 52. 52 Add your location to all social media posts Tag the city/town
  53. 53. 53 5) Post local content regularly
  54. 54. 54 Local content can be... ● Social media posts ● Blog articles ● Staff announcements ● Hiring
  55. 55. 55 Local Check-ins Create content on your website with location signals that get shared across all your online directories and social media
  56. 56. 56 ● Map ● Check-in ● Geo-tagged ● = new page ● Recency, Frequency, Proximity GeoJuice: a mobile app that helps you take your online reputation to the next level
  57. 57. 57 Your content gets found easier in Search thanks to the location signals built in
  58. 58. 58 Blog Articles
  59. 59. 59 Are you involved in local events or charities that you can post about? Social Media
  60. 60. 60 Follow this Local Marketing Playbook and you’ll start to increase your local search visibility Read a Google Review Clicked on a Google Ad Watched a video Saw a Google Post Visited website 1. Get your website right with schema, local pages, titles/meta, etc. 2. Claim & update Google My Business as well as other business listings 3. Get reviews from local marketplace 4. Check in at job locations 5. Post local content regularly
  61. 61. 61 Your sole command center for attracting lifetime customers and growing your local business. An all-in-one marketing platform for local businesses. Get a complimentary analysis of your digital presence and a demo over a 15-minute call Let’s meet on Wednesday Let’s meet on Thursday Let’s meet next week
  62. 62. 62 “Hey Google, who is the winner to today’s Google Home Hub giveaway?”
  63. 63. 63 SurefireLocal.com marketing@surefirelocal.com (571) 327-3391 Thank You! Such a pleasure to work with. The knowledge and experience they have is amazing. We have worked with Surefire Local for over 8 years. Our experience with their team has been nothing less than excellent!

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