Inspired by my video: Local Is the New Black - http://www.youtube.com/watch?v=L9glA_1kCFo In this presentation I review my perception of the timeline and evolution of Online Marketing at it applies to local businesses. Business owners have more power and control over their web presence than ever before. And at the end of the presentation show examples of some very generic terms that are providing local search results. It's not all about SEO though - it's about attracting new customers to your business. To get more help with your online marketing plans visit: http://www.michellechance.com

1. The Evolution of
Local Online
Marketing
It works if you work it.
Michelle Chance-Sangthong
Online Marketing Goddess

2. About Michelle
n Entrepreneur, Author, Consultant, and Speaker
n Worked in Online Marketing since 1996
n Generated Millions in Online Retail Sales
n Works with Business to get MORE
from their online marketing
n Portfolio includes Local, National
and Fortune 500 Clients
Michelle Chance-Sangthong
Online Marketing Goddess

3. 1997
n Most businesses didn’t have websites
n The ones that did mostly sucked
n My employer (a $200 Million corporation)
had a single web page for all 17 divisions
n The Web Directory YAHOO! was still pretty new
n Amazon.com was 2 years old

4. 2000
n Few “local” businesses have websites
n The ones that did still sucked
n My employer had 10 different websites I was
managing
n Google was still the “New Kid on the Block”

5. 2006
n More “local” businesses have websites, but don’t
know how to “show up” in search
n Google had evolved into the 800 pound Gorilla
n Self-edited Directories like Merchant Circle were in
their infancy
n Web 2.0 was rapidly evolving
n Google Universal Search showing a variety of results
is just around the corner

6. 2009
n Thanks to Web 2.0 local businesses don’t need
a website to be found (but should still have one)
n Google has turned search personal - providing
personalized search results based on your searches
n Businesses are now advertising their FACEBOOK
page on TV and other media
n The first iPhone is 2 years old and Mobile search is in
its infancy

7. 2010
n Successful local businesses are embracing the online
marketing as a viable marketing medium
n Search (Google and Bing) now includes a SOCIAL
signal in the results
n LinkedIn allows “Open Groups” that are now web
searchable
n Local search has “truly arrived” as stated in David
Mihm’s 3rd Annual Local Search Factors Report

8. 2013
n Social is the new search ... sort of
n We TRUST our “friends”
n Recommendations and reviews are driving new
shoppers into the “local movement”.
n Local businesses are appearing along side big brands
for generic search term.

9. Searching for Gluten Free Cake brought listed a
BLOG, a BRAND, and a JACKSONVILLE GLUTEN FREE BAKERY

10. The search for office supplies still give big brands, but on
page one, below the fold... there is still a Jacksonville
Office Supplies Company

11. Your Piece of Local Pie
n This not about “SEO” it’s about visibility in the “local”
view: Maps, Mobile, Review Sites, Geo-Targeted
Ranking.
n Plan to Measure Your Results
n 3 Options:
n Do Nothing
n Do It Yourself
n Hire a Professional

12. Do Nothing
n You don’t have to do anything ... there’s no law
requiring it. But if you want your business to sustain
and grow - you at should look at the possibilities.

13. Do It Yourself
n Allocate time. 2 - 4 hours per week and plan to do a
little each business day.
n Create data snapshot of your current visibility
n You need photos, several 100 - 1000 character written
business descriptions,
n Make sure your local business affiliation websites
include your company information and link to your
website

14. Do It Yourself
n Update your website and other listings to include
local ranking factors shown here:
http://www.davidmihm.com/local-search-ranking-factors.shtml

15. Do It Yourself
n Update directory & business listings with consistent
Name, Address, Phone Number & Website
information.
n Use http://getlisted.org/ to get started.
n TIP: For many verifications you’ll need to answer
your business phone line and listen for automated
instructions, most won’t work with auto attendant or
dialing extensions.

16. Do It Yourself
n Plan to Maximize Each Listing
n Claim Google Business Page & Google Plus Pages
n Update your Facebook and LinkedIn Pages
n Look for ways your business can leverage YouTube,
Slideshare, and other document sharing sites.

17. Hire A Professional
n Allocate a budget:
$400 - $1,200 per month for 3-6 months.
n Provide access to company photos / videos / menus
n Participate with topics in the content development
n Approve items quickly - for best use of allocated time

18. Measure ...
n Compare results on a monthly basis in 3 ways:
n Exposure - are you more visible online than before?
n Are more customers calling or visiting your store
from your online presence*?
n Have sales increased from online marketing efforts?
✴
You’ll have to ASK every new customer ... how did you hear about us to get the best
measure of this.

19. Need More Help?
n Michelle Chance-Sangthong
n Call: 904-654-2012 for New
Client Interviews
n Connect on LinkedIn:
http://www.linkedin.com/in/MichelleChanceSangthong
n Free Online Marketing Tips on Facebook
http://www.facebook.com/MichelleChanceSangthong