Getting Hyper Local

Getting Hyper Local5 Actionable Steps to Attract New Clients With Local Search

Who are we?

Results focused digital solutions

We are a digital marketing firm specializing in results focused digital solutions through a partnership oriented relationship with our clients.

As an established authority in the small – medium size business market with over 10 years of digital marketing experience our goal is to continue to grow our competencies to best serve all of our client-partners.

Your Digital Marketing Partner!

What is NB Connect?

Helping Our Neighbors Succeed Online

NB Connect is our way of helping local businesses in our area adopt basic best practices to help further their online growth. We’ll teach what’s important and what’s not in growing your business online. Then you can take that knowledge and apply it to your business.

By leveraging our expertise through our different seminars and webinars you will be able to take steps towards establishing yourself online without incurring additional expenses. If there’s a specific area you would like our help in, just ask and we’ll help you explore your options.

Your Digital Marketing Partner!

Today’s Agenda

Presentation topics will include:

• What is Local SEO?

• Why Local SEO?

• Claiming your space on Google

• How to establish consistency and why it’s important

• Getting social to influence Local

• Getting involved in the community

• Review management and how to get people talking

Local SEO

What is Local SEO?

A local search is any search aimed at finding something in a specific geographic area.• “Tigard Chinese Restaurants”• “Chinese Restaurants” Results shown based on IP Location

Local Search Optimization:• Claiming & updating (if needed) directory listings with

consistent information including name, address and phone number.

• This is called a “business citation”.• Consistent citations build relevance to the business.

Local SEO = Local Search Optimization (LSO)

A good Local SEO strategy increases:• Chances for your business to appear on maps

by approximately 67%• Rank and relevancy to search engines• Chance to show in Local Business Carousel• Chances of being shown with a Branded Search Badge

Local SEO

Local Search: Carousel

Local SEO

Local Search: A–G Listings

Local SEO

Local Search: Branded Badges

Local SEO

Why Local SEO?

Google Loves LocalBusinesses that have great reviews, consistent information in high authority directories and great social engagement on Google + have a huge opportunity to show in Google Maps, Local Carousel, and Branded Search pages.

97% of shoppersresearch local businesses online before making a purchase!

Local SEO

Determining Your Value-add& Clarifying Your Online Goals

Video: “Bring your Local Business Online”Build an online presence for your local business. With the example of Scott, the realtor, you’ll learn about the marketing funnel, setting an online goal, and highlighting what makes your business special.

Local SEO

Understanding Your Customers

Video: “Customer Journeys”Marnie and Scott figure out their customers’ most common journeys to reach their business. We'll use their examples to brainstorm how you can reach customers on review sites, through search engines, maps apps, and social and professional networking sites.

5 Actionable Steps

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5 Actionable Steps

Step 1: Claim Your Space!

• Show up across Google

• Give customers the right info

• Build lasting relationships

Create your Google+ Page at:http://www.google.com/business

http://www.google.com/business

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5 Actionable Steps


Video: “Local Listings and Google +”Marnie and Scott figure out their customers’ most common journeys to reach their business. We'll use their examples to brainstorm how you can reach customers on review sites, through search engines, maps apps, and social and professional networking sites.

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5 Actionable Steps


Google + Page

• Reach Google searchers

• Accept & reply to reviews

• Can be used as a lightweight Home page

Posts

Photos

Videos

Customer Interactions

1Step 1: Claim Your Space!

Verify Your BusinessOnce you enter the basics you will need to verify you listing before you can start to show online. Google chooses one of two options in which to allow you to verify your business:

Claim via PhoneIf you get to claim by phone you one of the lucky ones and can complete the verification process very quickly.

Claim via PostcardIf you get the postcard you will need to wait 1-2 weeks to get your verification code in the mail.

5 Actionable Steps

1Verify Your Business (cont.)Be sure to login when you receive your pin code to verify your Google+ listing.


5 Actionable Steps

2Step 2: Establish Consistency

One of the top ranking factors for Local Search Rankings is consistent name, address and phone number within different business directories.

5 Actionable Steps

2Step 2: Establish Consistency

One of the top ranking factors for Local Search Rankings is consistent name, address and phone number across business directories.

5 Actionable Steps

3Step 3: Getting Social Increases Local

One of the best ways to grow your authority on Local is to engage on Social Media.

5 Actionable Steps

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5 Actionable Steps

Step 3: Getting SocialIncreases Local

Video: “Social Networking”One of the best ways to grow your authority on Local is to engage on social media.


Develop a presence on relevant social media channels.

Google +Users searching in Google and Google Maps

TwitterCustomer interest in Real-time Info,

Deals or Offers

YelpCustomers

Referencing Reviews

LinkedInCredentials are

important

FacebookPersonal Referrals

5 Actionable Steps

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5 Actionable Steps

Step 3: Getting SocialIncreases Local

Video: “LinkedIn”Marnie and Scott figure out their customers’ most common journeys to reach their business. We'll use their examples to brainstorm how you can reach customers on review sites, through search engines, maps apps, and social and professional networking sites.


Social Media ManagementHow can a small business manage posts and content on so many social networks?Manage social networks, schedule messages, engage your audiences, and measure ROI right from the dashboard.

• Free for up to 3 social networks

• Works to schedule posts across multiple networks at the

same time

• Works with Google +, LinkedIn, Facebook & Twitter

• Allows you to schedule for up to a month in advance.

• Allows updates and comment reply from one Dashboard

5 Actionable Steps


Leverage the trend of Mobile Check-In Services Get listed in some of the top Location based Social Networks to take advantage of Mobile Check-ins

• Foursquare

• Yelp

• Facebook Local Listings

5 Actionable Steps

4Step 4: (Localized) Content is King

Localized content can be done in a number of different ways:

Host a local event at your location and syndicate it with event listings websites.

• Be fun and creative

• Make the event something themed so people feel like it’s a special event

• Have people come in for a local product showcase, sakitasting or chocolate & wine event

5 Actionable Steps

Syndicate Your Eventthrough event listing sites like:

✓

4Localized content can be done in a number of different ways:

Step 4: (Localized) Content is King

Sponsor local charities, causes and community events.

• Create a page on your site to showcase your sponsorships and share about the local events that are happening in the community.

• Become a community evangelist and share on your site about great events and happenings that your local clients should know about.

5 Actionable Steps

✓



Go back to school.Any School or university domain will carry a strong amount of link authority. A scholarship or university job fair could get you listed on the collage website which could lead to a strong citation back to your website.

• Start a scholarship for a local school or college

• Participate and recruit in your local university’s job fair

• Share college events on your website

5 Actionable Steps

✓



Get local press (with a link to your website).

Join your local chamber of commerce

• A link to your website from the chamber can have strong local authority with search engines

Buy local products and services

• Become a “Trusted Partner”• Share reciprocal links to each other partners like

electricians, plumbers, decorators, restaurants

5 Actionable Steps

✓

✓

✓

5Step 5: Get People Talking

One of the best referral sources in word of mouth,but in the world of digital marketing, online reviews like Facebook, Google + and Yelp are trusted almost as much as a referral from a friend. Studies have shown that 92% of people will use a Local business if it has a 4 star review or higher.

5 Actionable Steps

How low is too low for YOU to consider using a local business?


Video: “Reviews”Marnie and Scott figure out their customers’ most common journeys to reach their business. We'll use their examples to brainstorm how you can reach customers on review sites, through search engines, maps apps, and social and professional networking sites.

5 Actionable Steps

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5 Actionable Steps: Step 5

Step 5: Get People Talking

88%have read reviewsto determine the

quality of alocal business.

72%of consumers say

that positive reviewsmake them trust a

local business more.

72%of consumers

will take actionafter reading a positive review.


Get Listed in Directories to Get Reviews90% of customers say their buying decisions are influenced by seeing positive online testimonials

but . . .

55%of small businessesdon’t get any online reviews.

5 Actionable Steps


Video–“Learn From Your Competition”Build an online presence for your local business. With the example of Scott, the realtor, you’ll learn about the marketing funnel, setting an online goal, and highlighting what makes your business special.

5 Actionable Steps

http://youtu.be/oQooj7j1VDU

http://youtu.be/oQooj7j1VDU


Best PracticesFacilitate a referral loop with your customers

• Let them know they can find you online

• Appreciate feedback

Avoid copying reviews from one site to another

• Duplication isn’t helpful

• Can feel deceptive

Remember Your Login Details

• Username, email address

• Strong Passwords

Ask tech savvy friends, family members for help or feedback

• Gain a fresh perspective

5 Actionable Steps

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Getting Hyper Local

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