Taking Your Local Business To The Next Level With Location-Based Services. An overview of how to use location-based services for local business.

1. Taking Your
Local Business
To The Next Level
With
Location-Based Services
Presented by Brenda Horton
www.hware.com
Twitter: @BrendaHorton -- Facebook: facebook.com/BrendaTelloHorton
Fan Page: facebook.com/HwareFB -- blog: www.hware.com/blog -- email: info@hware.com

2. Outline
• Statistics on local search.
• Why your local business should pay attention to
location-based services.
• Engaging your target audience with location-based
services.
• A 6 step high-level location-based marketing action
plan.

3. A short story on how I
stumbled upon technology
marketing tools for my small
business...And how it forever
CHANGED the way I do
business.

4. What Is
Location-Based
Services?

5. Think of
location-based services
as bridging
the gap
between
social
networks, the
internet, and
real social life.

6. Local Search Is Changing
the game for
businesses
who want to
market locally
online.

7. If You Are A Local
Small Business
Then pay
attention to the
following
statistics.

8. 80% of searchers
research online
before
purchasing in
a 10-20 mile
radius

9. Almost every local search
Includes
mapped
results.

10. Local Search Stats
90% of online
commercial
searches
result in
offline brick
and mortar
purchases.

11. Local Search Stats
82% of local
searches
follow up
offline via an
in-store visit,
phone call, or
purchase.

12. Local Search Stats
74% of
internet
users
perform
local
searches.

13. Local Search Stats
73% of
online
activity is
related to
local
content.

14. Local Search Stats
80% of
budgets are
spent within
50 miles of
the home.

15. Local Search Stats
66% of Americans use online local search like
Google Local Search, Bing and Yahoo.

16. Local Search Stats
54% of Americans
use the internet
for local search
instead of the
phone book.

17. Local Search Stats
35% of all
searches are
local.

18. Local Search Volume is
growing exponentially
at 50% every year.
• 1 billion local searches per month in 2009
• 1.5 billion local searches per month in 2010
(projected)
• 2.3 billion local searches 2011 (projected)
• 3.45 billion local searches 2012 (projected)

19. Search used to be
strictly a desktop affair.
That’s changing!

20. We are currently experiencing
a mobile REVOLUTION.

21. The #1 access method
for local
information
is the mobile
browser with
20.7 million
users per
month.

22. 50% of connections
to the
internet
are from
mobile
phones.

23. 90% of adult shoppers
carry a
phone
while
shopping.

24. Mobile redemption
rates
are already 10X higher
than mail or newspaper
coupons.

25. In 5 years
more than half of all brands will
spend
25% of their budgets on mobile.

26. Mobile is the most broadly
used media in the world (more
than TV or internet).

27. That means we are
connected 24/7.

28. What does that mean
for your local
business?

29. Your customers are
looking for you.
Are they
finding you?

30. Google Places
http://www.google.com/local/add/businessCenter

31. By claiming your your business
on Google Places
it tells the search engines that they have the
most accurate and up-to-date information
about your business location.

32. Google Places
It gives YOU, the business owner an
opportunity to out-rank competitors by
optimizing your business listing for targeted
keyword sets and geographic areas.

33. Google Places
Claiming your place page is important, but
adding relevant content to it is what will help
with rankings.

34. Your customers
are talking about you.
Are you
listening?

35. Yelp

36. Yelp
Over 38 million people visited Yelp in
August 2010 to make spending
decisions.

37. Yelp
• Communicate with your customers
privately or publicly.
• Track how many people view your biz page.
• Add photos, detailed biz description.
• Announce special offerings.
• Post up-to-date information and specialties.

38. Yelp
• Added check-in capabilities in 2010
• iPhone app version 4

39. Are you following
the conversation?

40. Postling is like
Google Alerts meets Ping.Fm

41. Are you following the
conversation where
3 million people are?

42. Foursquare
• Bills itself as 50% friend finder, 30% social
guide, 20% nightlife game.
• Links digital and real worlds

43. Foursquare users
check-in to places like
• Airports
• Bars
• Restaurants
• Starbucks
on their smart phones

44. Foursquare
• Check-in functionality
• Earn points
• Get badges
• Social City Guide
• Friend Finder

45. Foursquare
• Specials - discounts, prizes
• Point and reward system
• Signs at entrances and windows
• Incorporates gaming elements
• Mayor

46. Top 3 Categories on
Foursquare
• Tv Network or Tv Show
• Newspaper, Magazine or News Website
• City Guides - LOCAL BUSINESSES

47. Big Brands jumping on
Foursquare
• Zagat - 62,573
• Bravo 61,237
• MTV - 58,494
• The History Channel - 57,136
• Bastard Jeans - 43,863

48. Learn from big brands!
Check out how they are using
Foursquare.
• Enticing users with timed incentives
• Special badges
• Curated hot spots

49. NFL using Foursquare

50. Facebook Places

51. Are you connecting
with a highly
targeted
audience
online?

52. Are you reaching
out to them?
where they are
hanging out?

53. Are you giving them incentives
to buy
from you?

54. Merging Technologies
Foursquare
+ Groupon
= GroupTabs

56. You know what the
best part is?
Most location-based
services are cheap or
FREE!

57. Questions to ask yourself
before you jump
on the
bandwagon.

58. Is your online presence
already optimized?
• SEO Search Engine Optimization in place?
• Social media tools already being used?
• Clear on your message/content?
• Clear on your target audience?

59. A 6 Step
Location-Based
Marketing Action Plan

60. 1. Be clear on who your
target audience is.

61. ...and where they are hanging out
online and offline.

62. 2. Set clear and realistic goals.

63. 3. Identify the best location-
based services
for your business.

64. 4. Take Action!
• sign up for key location-
based services
• start engaging,
promoting, incentivizing
• monitor your biz online
• respond
• convert to sales

65. 5. Track and measure results.

66. 6. Adapt
• Review
• Revisit
• Rethink
• Revise
• Repeat

67. The ultimate ROI
Return On Investment
The LBS you
implement
needs to
increase
sales and
revenue.

68. Otherwise, it’s just another
online tool to distract you
from your Small Biz.

69. This concludes Taking Your
Local Business
To The Next Level
With
Location-Based Services.
Thank You!

70. For more FREE Small Biz
tips and strategies sign
up for Hware’s Blog at
www.hware.com/blog