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LOCAL DIGITAL MARKETING
2.0
WITH LASERS!
Presented by:
Mike Corak
@mikecorak #LocalDigital2.0
Introducing Mike Corak!
#18 on Content Marketing Landscape – Top 200 Influencers - Onalytica
Client Award #2 on the Top 50 Content Marketers – Kapost
Lots of program design and execution for folks like…
Hey, That’s Me!
#18 on Content Marketing Landscape – Top
200 Influencers - Onalytica
Client Award #2 on the Top 50 Content
Marketers – Kapost
Lots of program design and execution for
folks like…
VP / GM LOU
So, You’re
Probably
Wondering…
What In
The Heck Is
Local Digital
Marketing?
And When
Did We Pass
Version 1.0?
And if I Use
Lasers, Will
I Time Travel
To The Future
Of Local Digital
Marketing?
Maybe I’m Already There?
I Guess We’re Done.
I wonder if my cat
will like this laser?
What’s the future of
Cats and Lasers?
Snap Out of It!!!
@mikecorak #LocalDigital2.0
Agenda
Local Digital Marketing Opportunities
For Large and Small Organizations
We’ll try to have some fun along the way!
@mikecorak #LocalDigital2.0
PLEASE PREPARE YOUR
LASERS NOW
Release
I, (insert your name), swear that
I will not burn anyone’s eyes out with
my laser, especially Mike’s
I Accept These Small Print Terms of Laser Usage
@mikecorak #LocalDigital2.0
What is
Local
Digital
Marketing?
@mikecorak #LocalDigital2.0
Local Digital Marketing 1.0
Local Digital Marketing For Many = Listings
@mikecorak #LocalDigital2.0
81% of consumers go
online to search for
products and services to
make local buying
decisions
Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail-
Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf
Why Local Listing
Management
Matters
18
Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224
73% of people lose trust in a
brand when their listings are
incorrect
19
Why Local Listing
Management
Matters
Being Found in Maps Isn’t Just About
NAP (Name Address Phone #) Anymore
@mikecorak #LocalDigital2.0
Local Search
Ranking
Factors
Sounds a little like
SEO 6-8 years ago,
right?
Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)
https://moz.com/local-search-ranking-factors
@mikecorak #LocalDigital2.0
Local Digital Marketing is a Lens, Not a Listing
Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets
Data
Integration
Local Search
You Need To Be
Found Here…
25@mikecorak #LocalDigital2.0
Yet This Is What We Still See
@mikecorak #LocalDigital2.0
Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)
https://moz.com/local-search-ranking-factors
Back to Local Search Ranking Factors
• Claim your listings on all
relevant sites
• Choose your categories
wisely
• Manage and distribute
your data
• Link them to your site
store pages
• Have an active presence
where applicable
• Test and refine
@mikecorak #LocalDigital2.0
Search Algorithm Update: Possum
September 1st 2016, Google “Possum” Update
Main Goal:
To diversify the local results and prevent spam from ranking well
Key Takeaways:
• Businesses that fall outside of the physical city limits saw an increase in
positive ranking.
• Google is now filtering based on address and affiliation.
• The physical location of the searcher is more important than it was before.
• The local filter seems to be running more independently from the organic
filter.
Summary:
This update could impact when, where and how your listings show up even
though you’ve changed nothing on your side. Data management is more
important than ever.
@mikecorak #LocalDigital2.0
Data Anywhere
Local Presence
Management
Locator
API
API
API
Custom
Feeds
Content
Content Content
Content
@mikecorak #LocalDigital2.0
How Much Does the Right
Local Search Tool Matter
A Lot Not Much
@mikecorak #LocalDigital2.0
Insider Info: Tools Don’t Differentiate
Enough to Matter Much in Results.
Effort and Know How, Not Tech,
Ultimately Moves the Needle.
@mikecorak #LocalDigital2.0
Local Search: Who Has the Edge?
Local Digital Marketing 2.0
Local Digital Marketing 2.0
Localized Assets
Do You Have a Responsive Website?
Yes No
I Don’t
Know
M-Dot /
Adaptive
@mikecorak #LocalDigital2.0
Studies Show…
Just 50% of
companies have a
“mobile friendly”
website, even
though more usage
originates from
Mobile than
Desktop, a growing
trend.
@mikecorak #LocalDigital2.0
Google Cares About
Mobile Friendly Sites!
“Starting April 21, 2015, we will be expanding
our use of mobile-friendliness as a ranking
signal. This change will affect mobile searches
in all languages worldwide and will have a
significant impact in our search results.
Consequently, users will find it easier to get
relevant, high quality search results that are
optimized for their devices.”
‘s
@mikecorak #LocalDigital2.0
But really Google cares
about
the user’s experience.
Meaning, mobile friendly
is the price of entry for
local success.
@mikecorak #LocalDigital2.0
IF YOU DON’T HAVE A
RESPONSIVE SITE, MOVE IT
TO TOP OF THE LIST
Mobile Maturity Checklist
• Mobile first experiences (content, design, email,
site, landing pages, apps, etc.) matching mobile
need and intent
• Mobile friendly media
• Local aware SEO efforts
• Local marketing integration
• Mobile analytics and optimization
• And…
@mikecorak #LocalDigital2.0
NEVER
SAY
MOBILE
AGAIN
@mikecorak #LocalDigital2.0
• If visitors allow their location to
be tracked, they should
automatically have the closest
locations populated on the
store locator map
• Click and zoom capabilities on
Map view or locations easily
searchable based on:
• City
• State
• Zip Code
Store Locator
Store Results
• Unique store image and
details for all of the nearest
locations ensure visitors can
easily find the information
they’re looking for
• Map view features the stores
within geographical area and
pins numerically correspond
with correct store information
Store Pages
• Locally relevant store pages
• Conversion opportunity (both
e-commerce or buy online,
pick-up in store) with store
products displayed and
searchable
• “In This Store and Local
Events” section / scroll
provides multiple touch-
points related to that
community and specific store
features
Responsive CTA
• Responsive design for mobile
Store Locator, Results and
Pages are a direct extension of
ecommerce mobile site
• Map view and store photos are
easily viewable, along with
local content (hours, brands,
about section)
• Strong CTAs based on
business priorities for mobile
conversion
What % of Emails are Opened via Mobile
10% 54%
25% 85%
54% and Growing
Local Relevant Emails
Localized Content Opportunities
• Custom store information – custom
directions, employee images, local phone
numbers, local inventory
• Local community information and
participation examples
• Local employment opportunities
• Posting to local content hubs
• Engaging with local influencers
@mikecorak #LocalDigital2.0
Social: Review Stats
92% of people regularly read reviews
90% say reviews influence their purchase
88% of people trust online reviews from
stranger as much as their friends
It only takes one to three negative reviews for
most people to decide not to buy
@mikecorak #LocalDigital2.0
Social: Reviews are Hard to Come By
@mikecorak #LocalDigital2.0
Social: Review Solicitation Tools
• Review Solicitation tools help
garner reviews on profile
pages like Google, Yelp &
Facebook.
• These are automated solutions
to help customers leave
feedback when they would
normally forget and move on.
• Most allow for filtering
@mikecorak #LocalDigital2.0
Localized Assets: Who Has the Edge?
Laser Break: Tattoo Removal #SaveTheBieb!
Nice Work Guys, We (Almost) Did It!
Local Digital Promotion
Local Social Opportunities
• Manage reviews and offer local contacts as
applicable
• Make sure to look at all possible review and
feedback outposts
• Post locally relevant content on local outposts as
much as possible
• Publicize community involvement, engage with
local influencers, and build reputation
• Target locally and amplify with paid social
@mikecorak #LocalDigital2.0
Local Paid Media Opportunities Abound
+ mobile ads
+ all display platforms targeted locally
+ programmatic
Etc.
@mikecorak #LocalDigital2.0
Local Paid Search Opportunities
Local Extensions and Map Ads
Promoted Pins
Other Upcoming Opportunities: In-store promotions,
business pages with local inventory
@mikecorak #LocalDigital2.0
Offline Customer Tracking
Beacons Ad Platform Tracking
Examples
All present challenges but getting better by the day
Localized Promotion:
Who Has the Edge?
Data Integration
Local Data Integration Possibilities
• True Personalization
• Experience Building
• All Using Your Local
Data in New Ways
@mikecorak #LocalDigital2.0
Local Digital Marketing 2.0
Local Digital Marketing 2.0
Data Integration:
Who Has the Edge?
Now Where Do You Most Need to
Localize Your Digital Efforts?
Search Media
Assets
Data
Integration
CX
Questions
?
Search
Media
Content
Paid
Social
Owned
@mikecorak #LocalDigital2.0
Thank You For Having Us
@mikecorak #LocalDigital2.0
Mike Corak
VP/GM DAC Group
@mikecorak
mcorak@dacgroup.com

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Local Digital Marketing 2.0

  • 1. LOCAL DIGITAL MARKETING 2.0 WITH LASERS! Presented by: Mike Corak @mikecorak #LocalDigital2.0
  • 2. Introducing Mike Corak! #18 on Content Marketing Landscape – Top 200 Influencers - Onalytica Client Award #2 on the Top 50 Content Marketers – Kapost Lots of program design and execution for folks like…
  • 3. Hey, That’s Me! #18 on Content Marketing Landscape – Top 200 Influencers - Onalytica Client Award #2 on the Top 50 Content Marketers – Kapost Lots of program design and execution for folks like… VP / GM LOU
  • 5. What In The Heck Is Local Digital Marketing?
  • 6. And When Did We Pass Version 1.0?
  • 7. And if I Use Lasers, Will I Time Travel To The Future Of Local Digital Marketing?
  • 8. Maybe I’m Already There? I Guess We’re Done.
  • 9. I wonder if my cat will like this laser?
  • 10. What’s the future of Cats and Lasers?
  • 11. Snap Out of It!!! @mikecorak #LocalDigital2.0
  • 12. Agenda Local Digital Marketing Opportunities For Large and Small Organizations We’ll try to have some fun along the way! @mikecorak #LocalDigital2.0
  • 14. Release I, (insert your name), swear that I will not burn anyone’s eyes out with my laser, especially Mike’s I Accept These Small Print Terms of Laser Usage @mikecorak #LocalDigital2.0
  • 17. Local Digital Marketing For Many = Listings @mikecorak #LocalDigital2.0
  • 18. 81% of consumers go online to search for products and services to make local buying decisions Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail- Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf Why Local Listing Management Matters 18
  • 19. Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224 73% of people lose trust in a brand when their listings are incorrect 19 Why Local Listing Management Matters
  • 20. Being Found in Maps Isn’t Just About NAP (Name Address Phone #) Anymore @mikecorak #LocalDigital2.0
  • 21. Local Search Ranking Factors Sounds a little like SEO 6-8 years ago, right? Signals like Categories & Proximity (14.7%) NAP Consistency, Citations, etc. (13.6%) On-Page Signals (20.3%) Link Signals (20.0%) Review Signals like quantity & quality (8.4%) Social Signals like Facebook likes and Twitter Followers (5.0%) Behavioral / Mobile Signals (9.5%) Personalization (8.5%) https://moz.com/local-search-ranking-factors @mikecorak #LocalDigital2.0
  • 22. Local Digital Marketing is a Lens, Not a Listing
  • 23. Where Do You Most Need to Localize Your Digital Efforts? Search Media Assets Data Integration
  • 25. You Need To Be Found Here… 25@mikecorak #LocalDigital2.0
  • 26. Yet This Is What We Still See @mikecorak #LocalDigital2.0
  • 27. Signals like Categories & Proximity (14.7%) NAP Consistency, Citations, etc. (13.6%) On-Page Signals (20.3%) Link Signals (20.0%) Review Signals like quantity & quality (8.4%) Social Signals like Facebook likes and Twitter Followers (5.0%) Behavioral / Mobile Signals (9.5%) Personalization (8.5%) https://moz.com/local-search-ranking-factors Back to Local Search Ranking Factors • Claim your listings on all relevant sites • Choose your categories wisely • Manage and distribute your data • Link them to your site store pages • Have an active presence where applicable • Test and refine @mikecorak #LocalDigital2.0
  • 28. Search Algorithm Update: Possum September 1st 2016, Google “Possum” Update Main Goal: To diversify the local results and prevent spam from ranking well Key Takeaways: • Businesses that fall outside of the physical city limits saw an increase in positive ranking. • Google is now filtering based on address and affiliation. • The physical location of the searcher is more important than it was before. • The local filter seems to be running more independently from the organic filter. Summary: This update could impact when, where and how your listings show up even though you’ve changed nothing on your side. Data management is more important than ever. @mikecorak #LocalDigital2.0
  • 30. How Much Does the Right Local Search Tool Matter A Lot Not Much @mikecorak #LocalDigital2.0
  • 31. Insider Info: Tools Don’t Differentiate Enough to Matter Much in Results. Effort and Know How, Not Tech, Ultimately Moves the Needle. @mikecorak #LocalDigital2.0
  • 32. Local Search: Who Has the Edge?
  • 36. Do You Have a Responsive Website? Yes No I Don’t Know M-Dot / Adaptive @mikecorak #LocalDigital2.0
  • 37. Studies Show… Just 50% of companies have a “mobile friendly” website, even though more usage originates from Mobile than Desktop, a growing trend. @mikecorak #LocalDigital2.0
  • 38. Google Cares About Mobile Friendly Sites! “Starting April 21, 2015, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” ‘s @mikecorak #LocalDigital2.0
  • 39. But really Google cares about the user’s experience. Meaning, mobile friendly is the price of entry for local success. @mikecorak #LocalDigital2.0
  • 40. IF YOU DON’T HAVE A RESPONSIVE SITE, MOVE IT TO TOP OF THE LIST
  • 41. Mobile Maturity Checklist • Mobile first experiences (content, design, email, site, landing pages, apps, etc.) matching mobile need and intent • Mobile friendly media • Local aware SEO efforts • Local marketing integration • Mobile analytics and optimization • And… @mikecorak #LocalDigital2.0
  • 43. • If visitors allow their location to be tracked, they should automatically have the closest locations populated on the store locator map • Click and zoom capabilities on Map view or locations easily searchable based on: • City • State • Zip Code Store Locator
  • 44. Store Results • Unique store image and details for all of the nearest locations ensure visitors can easily find the information they’re looking for • Map view features the stores within geographical area and pins numerically correspond with correct store information
  • 45. Store Pages • Locally relevant store pages • Conversion opportunity (both e-commerce or buy online, pick-up in store) with store products displayed and searchable • “In This Store and Local Events” section / scroll provides multiple touch- points related to that community and specific store features
  • 46. Responsive CTA • Responsive design for mobile Store Locator, Results and Pages are a direct extension of ecommerce mobile site • Map view and store photos are easily viewable, along with local content (hours, brands, about section) • Strong CTAs based on business priorities for mobile conversion
  • 47. What % of Emails are Opened via Mobile 10% 54% 25% 85%
  • 50. Localized Content Opportunities • Custom store information – custom directions, employee images, local phone numbers, local inventory • Local community information and participation examples • Local employment opportunities • Posting to local content hubs • Engaging with local influencers @mikecorak #LocalDigital2.0
  • 51. Social: Review Stats 92% of people regularly read reviews 90% say reviews influence their purchase 88% of people trust online reviews from stranger as much as their friends It only takes one to three negative reviews for most people to decide not to buy @mikecorak #LocalDigital2.0
  • 52. Social: Reviews are Hard to Come By @mikecorak #LocalDigital2.0
  • 53. Social: Review Solicitation Tools • Review Solicitation tools help garner reviews on profile pages like Google, Yelp & Facebook. • These are automated solutions to help customers leave feedback when they would normally forget and move on. • Most allow for filtering @mikecorak #LocalDigital2.0
  • 54. Localized Assets: Who Has the Edge?
  • 55. Laser Break: Tattoo Removal #SaveTheBieb!
  • 56. Nice Work Guys, We (Almost) Did It!
  • 58. Local Social Opportunities • Manage reviews and offer local contacts as applicable • Make sure to look at all possible review and feedback outposts • Post locally relevant content on local outposts as much as possible • Publicize community involvement, engage with local influencers, and build reputation • Target locally and amplify with paid social @mikecorak #LocalDigital2.0
  • 59. Local Paid Media Opportunities Abound + mobile ads + all display platforms targeted locally + programmatic Etc. @mikecorak #LocalDigital2.0
  • 60. Local Paid Search Opportunities Local Extensions and Map Ads Promoted Pins Other Upcoming Opportunities: In-store promotions, business pages with local inventory @mikecorak #LocalDigital2.0
  • 61. Offline Customer Tracking Beacons Ad Platform Tracking Examples All present challenges but getting better by the day
  • 64. Local Data Integration Possibilities • True Personalization • Experience Building • All Using Your Local Data in New Ways @mikecorak #LocalDigital2.0
  • 68. Now Where Do You Most Need to Localize Your Digital Efforts? Search Media Assets Data Integration
  • 70. Thank You For Having Us @mikecorak #LocalDigital2.0 Mike Corak VP/GM DAC Group @mikecorak mcorak@dacgroup.com

Hinweis der Redaktion

  1. Need to make this relevant for these WU peeps who want web traffic from this program.