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PRESENTS
Top 5 Digital MarketingStrategies for 2016
Meet Our Speakers
Nick LandersDigital Marketing ConsultantRevLocal
Crystal newtonMarketing CoordinatorBates Security
Meet Our Speakers
Davonna SaierMarketing DirectorLexington Diagnostic Center & Open MRI
Caroline ScottDirector of MarketingAssociates in Pediatric Therapy
Thank you for joining us
OUR GOAL TODAYTo share with you tangible and clear strategies to market your local business online in 2016.
Top 5 Digital Marketing Strategies For 2016
WHAT YOU’LL LEARN
Mastering Online
Appearance
New Digital Buying Cycle
Analytics to Increase
Opportunity
Avoiding Fragmented Marketing
LocalMobileSocial
Strategy 1Master Your Online Appearance
Top 5 Digital Marketing Strategies For 2016
Strategy 1: Mastering Your Online Appearance
Which would you choose?
unclaimed claimed
Strategy 1: Mastering Your Online Appearance
Consumers are making purchase decisions based on your business’s online appearance.
Strategy 1: Mastering Your Online Appearance
You need to be found everywhere.
Strategy 1: Mastering Your Online Appearance
Enriched local listings are low hanging fruit to attract more customers.
Strategy 1: Mastering Your Online Appearance
By adding a few simple pieces of information to your business listings, you paint a more compelling digital picture for customers.
Embracing the new digital buying cycle of your local customers.
Strategy 2
Top 5 Digital Marketing Strategies For 2016
The Digital Buying Cycle
More Google local searches take place on mobile devices than on
computers.
The Digital Buying Cycle
Consumer behavior has changed forever. Today's battle for hearts, minds, and customers is won (or lost) in micro-moments, intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey online and offline.
The Digital Buying Cycle
The Local Consumer’s DIGITAL PATH to PurchaseIf a customer does 7 searches on multiple search engines over a period of 17 days, how do you value the importance of each search?
The Digital Buying Cycle
Someone in your area is looking specifically for what you do.
Help you be found where it matters mostValidate your businessBe easy to work with online.
Strategy 3Using Analytics to Increase
Opportunity
Top 5 Digital Marketing Strategies For 2016
Strategy 3: Using Analytics to Increase Opportunity
Digital Distractions
Strategy 3: Using Analytics to Increase Opportunity
Essential Tools for Digital Marketing Analytics
• Views• Clicks• Directions• Calls
• Post Reach• Fan Engagement• Follower Growth• Demographics
• Audience• Pages/Session• Duration• New Users
Strategy 3: Using Analytics to Increase Opportunity
• Email subscriptions• Contact form completions• Social traffic• Engagement• Watching product videos• Content Downloads
Master the Customer Experience with Conversion Tracking
Strategy 3: Using Analytics to Increase Opportunity
Essential Questions for Increasing Opportunity
• Have I selected relevant metrics, KPI’s and benchmarks to measure marketing success?
• Do my marketing metrics align with business goals such as revenues and profits?
• Do I have the right measurement tools in place for a successful and cost-effective digital marketing strategy?
Avoiding Fragmented Marketing
Strategy 4
Top 5 Digital Marketing Strategies For 2016
For local business and franchises, mastering digital marketing requires working with multiple search engines, authoritative databases, and having a dynamic set of products to reach and influence the local audience. The solutions available are fragmented and the SMB needs both technology and a relationship.
THE PROBLEM – MARKETING FRAGMENTATION
SMBs currently use 7.2 Marketing Types/Vendors
Inevitable Change
Lack of Knowledge Proliferation of Complexity
Price vs. Value
Time & Resource Availability Service Skepticism
Strategy 4: Fragmented Solutions
Strategy 4: Fragmented Solutions
Solution Fragmentation ExamplesYou are getting 5-6 calls everyday from companies guaranteeing you their service is best. Who is going to work with you and for you to evolve your ongoing digital marketing strategy?
1 of 5 major search engines and business listing profiles. Spending money with just Yelp means lost opportunity on Google, Bing, Yahoo and Facebook.
Local decisions are rarely made in the yellow pages or on YP.com.
Local listing platform that we work directly with. Yext is just a small portion of a comprehensive strategy you need to execute continuously.
This is not something you can do on your own. The speed at which things change and the sophistication of a platform to pull it all together is not possible to you to do.
Strategy 4: Fragmented Solutions
Digital presence of an SMB is optimized in the synergy that is created across multiple strategies and products. What makes RevLocal unique is its dedicated relationship between the client and an industry expert who works with and for the business to execute strategy, enable better decisions and connect the client with opportunities.
THE SOLUTION – PRODUCT UNIFICATION
Place Page Optimization
Listing Management
Mobile Website
Review Marketing
Local SEO
Digital Dashboard
Paid Advertising
Social Media
Email Marketing
Content Generation
Strategy 4: Fragmented Solutions
Strategy 5Connect Local, Mobile & Social
Top 5 Digital Marketing Strategies For 2016
LoMoSoThe integration of collaborative, location-based and on-the-go
technologies.
Strategy 5: Connect Local, Mobile & Social
Location, relevance and prominence create the awareness that drives sales.
Strategy 5: Connect Local, Mobile & Social
Strategy 5: Connect Local, Mobile & Social
Businesses must be mobile-ready to win mobile searchers and shoppers in 2016.
Strategy 5: Connect Local, Mobile & Social
Strategy 5: Connect Local, Mobile & Social
WHAT YOU NEED TO DOImplement a strategy or find a digital
marketing partner that has a blend between technology and
human relationship.
Top 5 Digital Marketing Strategies For 2016
“Some want to bring you a drink of water, we want to dig you a well.” - Michael Hawk, RevLocal Founder
QUESTIONS
How may we help? We're here to share.
Top 5 Digital Marketing Strategies For 2016
“Some want to bring you a drink of water, we want to dig you a well.” - Michael Hawk, RevLocal Founder