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This document summarizes a seminar on digital strategies for growing a local business in 2014. It discusses opportunities in changing consumer habits and the rise of mobile, video, and social media. Key topics covered include optimizing online listings and directories, using video and social media to engage customers, building positive reviews, email marketing, and using integrated print and digital advertising. The overall message is that both traditional marketing efforts and an online presence across multiple platforms are important for acquiring and retaining customers.
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Dispatchdigitalseminaraug2014 140828034617-phpapp01
- 1. Grow Your Business! Welcome to the Seminar August 2014
- 2. Today lets talkabout… • Changing Consumer Habits • Search • Mobile • Video • Social Media • Opportunities for Local Merchants • New Customer Acquisition • Customer Retention
- 3. The Power ofDigital Media & The ALS Ice Bucket Challenge • 28 Million Have Posted Commented, Linked • 2.4 Million Videos Uploaded • 739,000 New Donors • 8.6 Million Biggest Day (last year raised 8.6 TOTAL) • $41,000,000 Raised So Far Bill Gates Takes the Challenge “This is going to allow us to think outside the box….”
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- 8. We Live ina Multi-Screen World Smartphone + Tablet = More time than Desktop!
- 11. Some of theMarketing tools we used to employ are no longer effective
- 12. Google is theNew Yellow Pages
- 13. Google Remains Dominant with 75% + Market Share
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- 15. 85% Research Onlineand Only 6% go past page one!
- 17. 94% of WebTraffic is generated from Page One Results Visits by Search Engine Results Page across the “Big Three” Search Engines
- 18. Google does agreat job of returning relevant search results. 94% of consumers never go past the first page of their search result. Every business needs to know: 1. What Page are we on for our Best Keywords? 2. Where is our Competition?
- 20. The Power ofMobile & Email Visit: http://youtu.be/xR1ckgXN8G0
- 26. More Local Searchingis now done via Mobile than Desktop!
- 27. Mobile Traffic to Major Retailers • Amazon sites – 43 million • eBay – 22 million • Walmart – 19 million • Apple.com sites – 11 million • Target – 14 million • Best Buy sites – 10 million • Ticketmaster – 9 million • The Home Depot – 7 million • Etsy.com – 6 million • Lowe’s – 6 million
- 29. Mobile Driving Increased# of Valuable Leads “The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey • Mobile is about to unleash a massive increase in call-based advertising…which will be so vast that many established companies will scramble • 61% of Local Merchants rate inbound telephone calls as excellent leads. • Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device • U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.
- 31. Estimated that 85%of Local Biz Don’t Have Mobile Optimized Websites
- 32. Everyone Loves aGood Mobile Device! American pets have bitten, chewed, licked, drooled upon (or worse) more than 8 million devices this past year. -SquareTrade
- 33. Welcome to theVideo Revolution
- 35. Mobile views onYouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.
- 37. What this means for Local Merchants 1. It’s now very affordable to “Broadcast” your Infomercial or How to Video to a very large audience. 2. YouTube Videos are an incredible Source of Content that are indexed well on sites like Google (did we mention that Google owns YouTube?) 3. Video is an incredible Source of Quality Content for Social Media and Your Website – a great way to communicate with current and future customers
- 41. Social Media Adoptionby Age Group 89% 72% 60% 43%
- 42. Gender Balance acrossSocial Media Platforms
- 43. Viral Power of Social Media Average # of Facebook Friends in their Network by Generation
- 44. Now over 300Million Members
- 45. Why Social Mediafor Business?
- 48. and they’re sharingthose opinions everywhere
- 51. Over 30% ofConsumers Regularly read customer reviews
- 52. Over 70% SayPositive Reviews make them Trust a Business More
- 54. Clearly, The Consumer is now in Charge! They have fundamentally changed the Rules of Marketing and the way Merchants need to approach Connecting with them to earn their business. Our friends at Google call this.... The Zero Moment of Truth
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- 57. " You'd neverset up an 800# for your business with nobody to answer the Phone. The Internet is that 800# and it has been set up for you even though you didn't ask for it! People are "calling" you with their web searches everyday. If People search for your product or services and you don't "answer" that search...who do you think will?" - Jim Lecisnki, Managing Director Google
- 58. Many Best Practicesfor Business in 2014 Remain the Same… Great Location – Make Sure you are Easy to Find You Make Customers feel welcome and you are easy to do business with You have a Solid Reputation & Great Word of Mouth from happy customers You Stay in touch and Reward Existing Customers to drive more repeat business Constantly Looking for New Customers
- 59. However, the BestTools for Business have changed a great deal! Great Location – Can new customers find you online? Welcoming Establishment - does your Online Presence Match the Real World? Solid Reputation - Great Word of Mouth What are they saying about you online? Are You Staying Connected to your Best Customers? Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!
- 60. Grow Your Business! Digital Strategies to Grow Your Business
- 61. 2014 Digital Strategiesfor Merchants • Quality Multi-Screen Web Presence • Optimized Online Directories • Tell Your Story – Fresh Content Wins • Reputation Matters • Leverage Digital Targeting Capabilities
- 62. Who are wereally trying to please?
- 63. Fresh Quality Multi-ScreenWeb Presence • Your Site reflects the quality of your business and looks as good or better than your competitors • You update your site is regularly with: • latest promotions/specials • Fresh Blog Posts • Latest Product/Service updates • Social Media Posts • Easily allows customers to browse or buy your Products and Services
- 64. Put Your Websiteto Work! More than just an online brochure • In Bound Phone Calls • In Bound Emails • Online Purchases • Appointments • Email Newsletter Sign Up • Loyalty Clubs • Grow Social Media Fans • 24/7 Customer Service • Key Recruiter
- 65. Make Sure YourSite Looks Good on All Screens Even if you are happy with the look of site on Desktop or Laptop….make sure you are optimized for the Mobile Consumer
- 66. Smart Phone FriendlyMobile Sites that Match Look and Feel of Main Website
- 67. Congratulations! The NumberOne Website in the World wants to give everyone in this room a FREE listing and profile page
- 68. : “Google Plusis Google itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contributes to our understanding of who you are.” Bradley Horowitz, Google Plus’s vice president of product
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- 76. Beyond the BigThree – Claim and Verify your Listings Make sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!
- 77. Get Reviews for Better Places Listing Ranking Customer Referral Cards are Easy & Inexpensive to Create
- 78. How to GetMore Positive Ratings & Reviews • Just Ask. Remember “Tell Your Friends” • Referral cards • Website, Email • On Invoices • Loyal Customers • Friends and Families • Business Network
- 79. Online Videos area Great Way to get High Page Ranking
- 80. Social Media DrivesMore Repeat & Referral Business Free or Nearly Things You Can Do! • Most Important: Commit to the Content! – Consistent, varied two way communication via multiple channels. If you don’t have time, find someone who does. • Improve/Create Your Social Presence – Facebook, Twitter & Google+, LinkedIn – they all are free! • Use offline promotion to drive online fans • Create Online Contests to grow your fan base • Add Social links to all web promotions (site, email, video, PR etc)
- 81. Great Social Contentis Critical for Increasing Engagement and Reach Rule of Threes 1. Valuable Tips & Ideas – Position yourself as expert – Connect to complimentary businesses – Success Stories 2. Establish Community – Recognize customers – Recognize employees – Recognize Community Events & Your Charitable Efforts 3. Promotions and Special Offers – Loyalty Club Offers – Sync Offline with online
- 83. Facebook new ruleslimit the reach of your posts to your Fan Base. The Solution? Better Content. Boosted and Promoted Posts.
- 87. Tell Everyone YouAre Social! Post signs in your Business, Put Social Media logos in your Print Ads, On Your Trucks, Website, Email Signature – let people know!
- 89. 5 Reasons toBlog 1. Improve search engine rankings – The more content you produce, the more likely you will be found by your prospects when they are researching your industry online. 2. Best sales tool – A blog works for you 24/7/365, never calls in sick or takes a vacation. It also never flirts with the lady in accounting. 3. Share you expertise – A blog is an excellent platform to showcase your knowledge and expertise. The ultimate positioning tool. 4. Answer questions – A blog is an excellent place to answer any/all questions you’re received in the past from customers and/or prospects. 5. Increase revenue – The more content you produce and promote, the more website visitors you’ll attract. The more visitors results in more leads and the more leads typically equals more revenue.
- 90. The Benefits ofEmail Marketing Put those Emails to Work! • 92% of Fortune 500 Companies use Email for Sharing Product News • 41% of Adults have made a purchase as result of Email Offer • 48% read on Mobile Devices • Make sure Social Friendly too • Best Days to Send: Tues – Thurs • Best Times: 6 – 8 am; 4 – 6 pm or 10 pm • Frequency: 1 – 4X per month
- 92. Customers for Life Leveraging Customer Connections to Grow Revenue Today 1 Year 3 Years 200 Connections 600 Connections 3600 Connections 100 Text Club VIP’s 75 Newsletter Subscribers 1000 Text Club VIP’s 3000 Text Club VIP’s 300 Newsletter Subscribers 600 Newsletter Subscribers
- 93. Staying top ofmind! Social Text Email = Affordable Frequency! Today 1 Year 3 Years 2400 7200 Posts Month Posts Month 43200 Posts Month 400 Text Offers 150 Sends 4000 Text Offers 12000 Text Offers 600 Sends 1200 Sends Total Potential Connections = 2950 8200 54,400
- 94. Create FRESH SEOblog posts that are informational but also promote your business Post to Your Google Blog Content used for Social Posts, linking to site, also used in weekly Text Marketing Use as copy points to create search optimized video (FYI: Google owns YouTube) MARKETING STRATEGIES Improve SEO, Drive Traffic & Repeat & Referral Business Used in monthly e-newsletter Content is then distributed via multiple channels including…..
- 95. Targeting New Customerswith a Multi-Media Buy Your Newspaper + Digital Reaches Consumers Actively in the Market! 1 2 Consumer performs a Keyword research & is anonymously “cookied” for their search term. Best Local Dentist A Consumer with a Need: “I need to find a New Dentist!” 4 3 Consumer see ad in newspaper, calls for appointment, visits website or decides to research online further …. 5 Retargeting reaches consumers on the web as they visit their favorite sites, reinforcing your newspaper ad, linking them to your website No matter their path to your door, a Full Spectrum Multi-Media campaign is a great way to connect with new clients Weekly Newspaper Ad
- 96. Today’s Top 10Take-Aways… 1. You can and should claim your Business Listings and optimize Your Page with consistent name, address phone, all business categories, add photos, videos 2. Websites – Keep them Fresh with Blog Posts, New Product/Service info 3. Are You ready for the Smart Phone Consumer? How does your site look on small screen? 90% act within 24 hrs! 4. Reviews are Key Ranking Factors…don’t be afraid to ask your happy customers to tell their friends on Facebook, Google and Yelp 5. Video is huge for engagement on web and social and another key ranking opportunity. Educate and show case the personality of your business!
- 97. Today’s Top 10Take-Aways… 6. Social Media Secret: You’ve Got to Commit to the Content! Make an appointment with yourself to post 3 or 4 times a week! Boost/Promote key posts to increase reach 7. Social is all about Engagement – Remember Rule of Threes: Expert Advice, Community Connections and Promotions 8. Social – Email – Text – Great for Staying Connected to Loyal Customers, driving referral business…all about Shop Local! 9. B2B ? Make sure you have a LinkedIn Business Page and post regularly 10. Print is Great. Digital is Great. Together they are Magic! Use them as part of your integrated marketing plan
- 98. Right About Now…YouMight be Thinking…. Wow – that’s a lot of Stuff! I’m already so busy Running my Business!
- 99. Digital Solutions toGrow Your Business
- 100. Essential Digital MediaStrategies For Acquiring and Retaining Customers 1. GET FOUND: Make sure your business is visible to Consumers Actively Searching Online for your Products & Services 2. FIND NEW: Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services 3. STAY CONNECTED: Leverage Social Media Email & Text Marketing Best Practices to Drive More Repeat and Referral Business from existing clients Social is Digital Word of Mouth!
- 101. Mobile Essentials CustomYouTube Channel & Video Series Optimized, Updated Business Listings Reputation Management We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. We optimized and update the top 50 Search, Directory and Social sites plus local Marketplace to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. Smart Phone Friendly Website For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links. We safeguard your most valuable asset – Your Reputation! We monitor Ratings & Review sites 24/7 and alert you on both positive and occasional negative comment with best practices on how to respond. We also provide tips for how to gain more positive rating and reviews from your happiest customers.
- 102. Custom YouTube Channel& Video Series Web Essentials Optimized, Updated Business Listings Reputation Management We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. We optimized and update the top 50 Search, Directory and Social sites local Marketplace to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture. We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. Multi-Screen, Quality ,Optimized & Updated Web Presence
- 106. Text Marketing: Createa Text VIP Club Content Management Social Media, Email, Text, Blogs, Press Releases Did you know that your average consumer will check their Mobile phone for text messages within 3 minutes of receiving? That’s why text marketing is effective for your getting your message in front of your best customers. We create and send your promotional message 4x per month to your opt-in list of Text Club Subscribers. Program includes up to 800 messages per month + in store signage to help grow your list. Email Newsletters Turn key email newsletter program includes: • Create custom e-newsletter template that can be update each month • Update newsletter graphics, photos and content each month • Manage your list and conduct the monthly sends Social Media is Digital Word of Mouth…on Steroids! Our turn key management program includes: • Optimize your Social Media Business Pages on up to 5 channels • Write/Post to 3-4x week to your channels on your schedule. • Manage monthly Facebook Contests • Includes in store signage to alert your customer to be your Fan on Social Media Professional copywriters create your message to appeal to both consumers and search engines and distribute your message via multiple channels. Target Press Releases by geography and interest group. Great for SEO and improving your page ranking on major search engines like Google. Social Media Management Blogging & Press Release Distribution
- 107. Web & SocialEssentials Multi-Screen, Quality ,Optimized & Updated Web Presence We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture. Custom YouTube Optimized, Updated Channel & Video Series Business Listings & Rep Management We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. Social Media Management We will manage your Facebook, Twitter and Google+ presence for you: • Social Media postings 2-3x per week on your schedule. • Communicate with client monthly, then manage postings for next 30 days based on needs/news of the business. • Includes monthly Facebook approved contest, which also helps to grow email database We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. 3/31/2014
- 109. Targeted Marketing DeliversMessage to Best Potential Customers Site & Search Retargeting Search Engine Marketing Target former visitors to your site and also by most recently searched keywords on sites like Google. Conquest retargeting serves your ads to consumers who were searching for your competitors. Geo Targeted Mobile Target top 3 positions on Google, Yahoo and Bing for best keywords. We establish an estimated # of impressions, clicks and your budget - you only pay when someone clicks; Social Media Targeting Facebook Marketing – reach local consumers with boosted posts, and variety of targeting options by user interest, as well as retargeting based on prior searches. Target consumers based on their proximity to their store. Mobile ad expands to full screen mobile splash page with multiple track-able calls to action Geo Targeted Video Email Marketing Blasts Reach best potential customers with email blast targeted by variety of demographics at the zip code level. B2B lists available too. Geo Target best potential customers on leading content sites that include local, regional, national publishers, including YouTube.
- 110. 1 Consumer performs a Keyword Search & is anonymously “cookied” for their search term. 2 Search Retargeting to reach Consumers who are Actively in the Market to Buy Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Auto Insurance
- 111. 1 Consumer performs a Keyword Search & is anonymously “cookied” for their search term. 2 Retarget the Competition! Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Progressive Insurance
- 112. Facebook Retargeting ReachConsumers Actively in the Market for Your Products & Services Search Retargeting Increases Efficiency Your Facebook Ad targets potential customers who have been actively searching for your products and services on sites like Google. Ads are served based on your Best Keywords, Brand Names and Competitive terms. Ads are Geo Targeted to reach local consumers. Your Ad can include: Image or Video Product/Service Description Link to Website or your Facebook Page 1 Consumer performs a Keyword Search and is anonymously “cookied” for their Health Club search term.
- 113. Reach Consumers Nearyour Store Mobile Geo Fencing pinpoints customers when they are near your store and serves them ads relevant to their location
- 114. Facebook Targeting &Re-Targeting Target Consumers by variety of demos…or retarget those that have already been to your site
- 115. Email Marketing Solutions Geo Targeted Email Marketing: Geo target your message to reach local consumers via our huge opt in database of email addresses. Target by Metro, City or Zip Code level to reach customers in your key trading areas. Demo Targeting: Reach Local Consumers by wide variety of Demographic selections, including: • Gender • HH Income • Veterans • Political Affiliation • Presence of Pets • Presence of Children • Occupation • Own Home/Rent • Marital Status • Religion
- 116. 1 Consumer performs a Keyword Search & is anonymously “cookied” for their search term. 2 Seminar Incentive: Sign up for a Connext Digital program within 14 days and receive 50,000 Retargeting Impressions – a $500 value…perfect for promoting your new site or social media presence! Beach Weddings Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition
- 117. Seminar Incentive: SignUp Today and save 15% on All Design and Set Up Fees for Website & Mobile Sites, Social Media and more!
- 118. Questions? Contact yourAccount Représentative or call Vanessa Warner 614-314-5968 Vmicic@dispatch.com