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2 WHAT & WHERE IS ‘LOCAL’
3 TODAY’S MARKETING MIX
4 DISRUPTIVE VS TARGETED
5 AUTOMATING FOR TIME
6 WHY ‘GREAT’ COPY MATTERS
MORE THAN EVER
7 WHY GOOGLE FAVOURS YOU
HOW LOCAL BUSINESSES ARE
HARNESSING TECHNOLOGY TO
CREATE A DOMINANT POSITION IN
THEIR TARGET MARKET.
According to the Federation of
Small Businesses, small ﬁrms
account for 99.3% of all UK privat e
But whilst 346,000 businesses
started in 2013, 238,000 ceased
By region, London has the
highest concentration of
businesses per residential adult,
with 1391 businesses per
HACKETT HOWARD | 2
If we assume that all businesses have some
element of marketing activity in place, we can
quickly recognise the challenge for any SME
business in the Capital.
Not only is the business landscape more
competitive than ever before, so is the window
of opportunity to grab the attention of potential
Digital communication and social media demand
an unprecedented proportion of any potential
Therefore, selecting the
correct marketing approach
At any given time, you, as a small business owner
have decisions to make about your marketing
Decisions that used to be much simpler.
Not so long ago, a simple advert in the Yellow
Pages was a well-worn, cost effective path to
getting in front of potential customers.
Today’s 24/7 connected world of desktops,
laptops, tablets and Smartphones ultimately
make marketing decisions about placement and
messaging much more complex.
Achieving success requires
Before we move on, take a
good look at the image on the
What you can see are results
from Google’s own eye-
tracking studies into what
people actually look at when
they elicit results to a search
The pink ‘blobs’ are heat maps,
based on data collected by
Google from 34 study
participants who scanned a
typical Google results page.
The darker the ‘blob’ - the
more time spent looking at
this area of the screen.
Google quickly discovered
that people tend to scan the
search results in order. They
start from the ﬁrst result and
continue down the list until
they ﬁnd a result they
consider helpful and click it —
or until they decide to reﬁne
HACKETT HOWARD | 4
My question to you is this.
IF YOU COULD CHOOSE
TO BE ANYWHERE ON A
GOOGLE RESULTS PAGE,
WHERE WOULD YOU
CHOOSE TO BE?
T L M E
5 | HACKETT HOWARD
Once upon a time, a Local business
could build their operations through
small-scale, cost-effective marketing
efforts and (hopefully) some positive
word of mouth.
Simply having a shop or ofﬁce on the high
street would have been a sufﬁcient presence
Whilst this is an overly simplistic view, we can
all agree that the world has undergone huge
change during the last 20 years.
Whilst we all still live ‘locally’ in a geographical
Technology has dramatically
altered the landscape.
Communities have migrated online, where
discussions, opinions and awareness take place
on (predominately) mobile screens.
2 WHAT AND WHERE IS ‘LOCAL’?
HACKETT HOWARD | 6
We live in a world of recommendations and
customer reviews. We want instantaneous answers
and next day deliveries.
In 2014, Mobile usage ﬁnally overtook desktop
activity for the 1st time.
This trend shows no sign of slowing down, as
mobile technology grows evermore sophisticated.
Your customers now have the internet at their
ﬁngertips 24/7 and for an overwhelming majority
of people, the internet is the ﬁrst place they look
when searching an answer to any question.
If potential, local customers want to ﬁnd a
product, service or solution – you can safely
assume that this will be the ﬁrst port of call.
So whilst the term ‘Local’ is still used in a geo-
speciﬁc context, we need to think beyond this.
We need to recognize that ‘Local’ for many people
now resides on a mobile screen.
Unless somebody is looking speciﬁcally for you, or
stumbles across your premises by chance, they will
be searching online for potential answers or
solutions to their problem(s).
7 | HACKETT HOWARD
HACKETT HOWARD | 9
The graphic above is an illustration of typical choices to consider when
deciding on your marketing strategy.
The sheer number of potential combinations
shown in the graph in the previous page is mind-
• What to focus on?
• What to omit?
• When to focus?
• When to leave alone?
• Which strategy to use in which
• Which strategy to employ for speciﬁc
As a Local business, harnessing the correct tools
and developing the right strategies can pay
Less effective strategies can be costly.
A well-managed, effective
campaign helps local
businesses dominate their
local market and ultimately,
compete with much larger,
4 DISRUPTIVE VS TARGETED
When deciding on your
the difference between
disruptive and targeted
efforts is a valuable
Whilst many of your
options can deliver a
great ROI – some are
less predictable than
HACKETT HOWARD | 11
As a local SME business, time and money are
probably the biggest considerations when making
Therefore, understanding the
potential impact of your
marketing mix is crucial.
Press, TV, radio, billboards, promotional events
etc. are all forms of ‘disruptive’ marketing. They
are designed to interrupt a consumer’s brain with
information or content that resonates in some
way with that person, as they come into contact
with the message.
HACKETT HOWARD | 12
Big brands spend many millions on disruptive
marketing, in an effort to appeal to a large, broad
With this type of marketing, a single, powerful
marketing message will often be employed – be it
a slogan or a longer narrative.
Whilst this can be very effective (especially if an
ad campaign is very successful and goes viral) it
can also be incredibly costly.
For a Local business, a single advert placed in a
local newspaper or magazine could cost
hundreds, even thousands of pounds.
So you must have a
bulletproof strategy in
place to guarantee a
Targeted marketing gives businesses the
opportunity to target speciﬁc audiences or
speciﬁc people. Messages can be tailored to
maximise the desired impact, depending on the
The reach is far fewer, but the message can be far
Targeted marketing also allows businesses to
offer a far more human touch.
For instance, a handwritten letter to a prospect
is far more likely to resonate than a generic
email, especially if the message is interesting and
HACKETT HOWARD | 13
messages on a
initial costs low
and allows a
making a more
14 | HACKETT HOWARD
5 AUTOMATING FOR TIME
In today’s modern world,
attention spans are
shorter than ever and
speed is often key to
successfully selling a
product or service.
HACKETT HOWARD | 15
With 24/7 connectivity comes greater
expectations for a businesses to be available and
Fortunately, businesses have many tools and
services available in order to better serve their
It is now possible for a business to operate 24/7
by employing a cost-effective call answering
service that will ensure an interested customer
call is never missed.
Not only can this can free up a lot of time, it
minimizes the chance of losing out to a
competitor, as a customer is highly likely to dial
another number if they cannot get through.
If a customer knows they can telephone a
business 24 hours a day, it can give customers a
real sense of comfort and convenience.
But whilst this type of facility is fantastic for new
business and creating a positive image, it still
doesn’t solve the dilemma of nurturing a
prospect throughout the sales funnel.
HACKETT HOWARD | 16
A professionally answered call will give that
prospect re-assurance and conﬁdence about the
business, but may not provide the immediate
solution to their problem.
Marketing Automation software allows a
business to set up a speciﬁc marketing
communications to customers who have provided
an email address, be it through a sign-up form, or
from an existing, imported database.
Businesses can then create rules and triggers
based upon customer actions.
For example, a potential customer may submit a
brief enquiry form on your website. If this email
comes through at 8pm Sunday evening, it may be
late Monday morning before you, or your team,
get a chance to contact that prospect.
By which time, that prospect may have already
contacted another business and found the
answer or solution they were looking for.
But a business that correctly harnesses
Marketing Automation, will setup a sequence of
email communications that respond and engage
with the customer enquiry within minutes.
The email will not only thank the customer for
their enquiry, but also provide some additional,
useful information for that customer and
perhaps, invite the customer to download
You might ask the customer to complete a simple
questionnaire to elicit further information about
their problem, ensuring that by the time you
speak to that customer on Monday morning, you
have already built a relationship and have a deep
understanding of their needs.
The possibilities are endless and you can create
incredibly sophisticated frameworks that once
setup, work on autopilot.
As a Local business, these
powerful tools allow you to
nurture your prospects and
customers 24/7 - freeing up
valuable time and energy.
HACKETT HOWARD | 17
6 WHY ‘GREAT ’ COPY MATTERS MORE THAN EVER
No matter what marketing
channel(s) you employ as
a business, you have a
narrow window of
opportunity to make a
HACKETT HOWARD | 18
No matter if you are blogging, posting on
Facebook, tweeting, emailing, placing an advert
in the newspaper, creating an Adword campaign
or designing your company website – poor copy
will turn off potential customers rapidly.
The attention spans of
modern day consumers are
short and brutal.
Marketing messages that don’t resonate are
quickly dismissed and unlikely re-visited.
Customers associate the words and language you
use with the type of business or person they
imagine you are.
If your marketing message seems insincere or
unprofessional, without feeling or personality,
people know that there are always other options,
other businesses, other providers and will seek
companies who’s marketing provides the most
comfort or conﬁdence.
But - If you can win their hearts and minds of
people who have searched and found you, you
will have elevated yourself far above the
HACKETT HOWARD | 19
A Local business has a very deﬁnite opportunity
to create a very strong sense of personality
within their marketing messages.
To achieve this, communications need to be
consistent and congruent throughout.
Above all else,
your copy needs to be
interesting, insightful and
It is commonly said that people buy from people,
Great copy will help you build deeper
relationships with customers and provide the
basis for promoting core values that make you
and your business unique.
If you want to build a relationship with a person,
you must employ powerful copy at every single
touch-point; from the ﬁrst point of contact
throughout the entire sales funnel and long after
the sale has completed.
Because when your copy
matters, you matter.
7 WHY GOOGLE FAVOURS YOU
How did Google become
the giant it is today in
just 15 years with
revenues of $66 billion in
It is because they
managed to do one thing
better than any other
search engine -
HACKETT HOWARD | 21
Google searches are designed to give the
customer results that are most relevant to their
In doing so, they dominated the marketplace and
all but eradicated the competition.
Google’s colossal revenues are largely due to
their Google Adword Platform.
The Adword platform allows any business to
create highly targeted combinations of adverts
that are tailored to speciﬁc customer search
Google displaying an advert that provides
relevant solutions, closely matching customer
search queries, are most likely to be clicked.
Each time an advert is clicked, Google earns
money for doing so.
If Google were to show information and adverts
that were not relevant, click through rates and
revenues would drop.
This means it is no longer about who has the
deepest pockets. Big corporations may have huge
budgets, but they may not be the most relevant.
HACKETT HOWARD | 22
Local businesses that provide relevancy will not
only be given greater prominence and visibility,
they will also be rewarded with lower cost per
So it is in everybody’s best interests to level the
playing ﬁeld and serve the customer. For Google,
the customer truly does always come ﬁrst.
Most people, when searching for a product or
service (unless it is a widely available
commodity) will often prefer to deal with a local
business - primarily due to convenience, but also
because many people prefer to support their
If you want to visit a dentist, or ﬁnd the nearest
Mexican restaurant – chances are, you will go
online to ﬁnd a list of options.
Google likes Local business listings and makes it
very easy for a Local business to create a Google
Business listing, which will always show up on
page 1 of Google, if relevant to the person
To do this, Google will assess where the person is
searching from, by capturing their IP address
and/or the information contained in the search
Google makes it incredibly easy for a local
business to setup a professional, prominent
presence on their search networks. Incredibly,
there is still no charge for doing so.
As a Local business, you have opportunities to
market yourself online, through Google and be
listed on Page 1 of the search results in minutes.
If you were to choose only one type of marketing
channel, the Google search network provides
But this Local listing doesn’t give you the option
to create speciﬁc, enga ging marketing messages
that resonate with potential customers.
To do this, the Google Adword platform provides
an opportunity to create highly effective,
targeted advertising campaigns that provide
solutions to very speciﬁc search queries.
When you perform a Google search, you will
generally see a number of adverts: 3 adverts at
the top of the page and then a column of adverts
on the right hand side.
Take a moment to consider the Google eye-
tracking studies mentioned earlier and the most
valuable space on the screen.
HACKETT HOWARD | 24
both a local
can occupy a
aspect of this
- you occupy
25 | HACKETT HOWARD
8 S U M M A R Y
For a smaller, locally
the Internet and
many challenges and
HACKETT HOWARD | 26
The bewildering array of options available,
means that it is crucial to select a marketing
mix that best suits the needs of the business
and provides (as much as possible) a measurable
return on investment.
For businesses with smaller marketing budgets,
a more targeted approach will likely generate a
more signiﬁcant return, but will probably
require a bit more time, thought and effort to
Marketing Automation software solves many of
the problems for traditionally time-poor
business owners who do not have a dedicated in
-house sales/ marketing function.
For those that do, Marketing Automation still
delivers very clear and tangible beneﬁts.
To get real cut-through with your marketing,
great copy that grabs a customer’s attention
and provides valuable, salient content will give
any small business a crucial, competitive edge.
Finally – the Google platform continues to
dominate the online landscape and as such, local
businesses must be acutely aware of the
Using all of the Google options effectively can
leverage an incredibly dominant position on the
most immediate, responsive and popular
consumer platform for your business.
Once you have dominated this battleground
successfully, you will be in great shape to
experiment further with other marketing
channels and be far more conﬁdent in your
approach, which will be shaped by valuable data
and insights derived from your online efforts.
For further information about harnessing the power of
Google and Marketing Automation to boost the
marketing productivity of your business, contact:
T: 0208 743 4587 | M: 07958 953 729
T L M E