We recently gave a presentation to a group of Arthur Murray Dance Studio franchise owners here in Orlando. Many were from all over the state of Florida like Miami, Tampa and Jacksonville. We spoke about Local Internet Marketing and provided a host of basic information to help them understand the space and market themselves better. For more information about local marketing, call 800-836-9097 or email info@idigitalstrategies.com

1. Local
Internet
Marke.ng
101

2. Who
Is
Integrated
Digital
Strategies?
• Veterans
of
Digital
Marke7ng
&
Tradi7onal
Media
– Over
30
years
of
combined
experience
• Full
Service
Account
Management
– Online
and
Offline
• Proven
Success
In
Local
Internet
Marke7ng
Strategies
– Boston,
Orlando,
Miami,
and
U.S.
• Best
in
class
digital
marke7ng
team:
–
–
–
–
–
–
Web
Designers
&
Developers
SEO
&
Local
SEO
Marketers
Paid
Search
&
Targeted
Display
Ad
Strategists
Social
Media
Marke?ng
Managers,
Videographers
Content
Writers
&
Bloggers,
Inbound
Marketers
Email
Marke?ng
Specialists,
Sales
coaching

3. Agenda
•
•
•
•
•
•
•
•
Why
Care
About
Local
Internet
MarkeFng?
SEO,
PPC,
Or
Both
Local
Search
OpFmizaFon
How
To
Rank
On
Google+
Local
Local
Online
Reviews
3rd
Party
Directory
Sites
Local
Search
Toolkit
QuesFons

4. Why
Businesses
Do
Internet
Marke7ng?
•
•
•
•
•
•
Drive
Sales
According
To
Inc.
Increase
Brand
Awareness
Survey
This
Year:
23%
of
a small
Reach
New
Customer
Segments
• business
ll
ow
spend
n
more
than
75%
of
Drive
Customer
Engagement
their
marke?ng
budgets
on
digital
IdenFfy
usable
customer
insights
markeFng
today!
Save
money
/
improve
producFvity
Why
Businesses
Are
Adop.ng
Digital
Marke.ng
Aug
2013
h?p://www.bizbest.com/why-­‐business-­‐owners-­‐are-­‐adop.ng-­‐digital-­‐marke.ng/

5. What
Do
Businesses
Care
About
Most?
According
To
2013
Survey
•
•
•
•
•
•
•
Increased
Sales
–
71%
Genera7ng
Leads
–
59%
Higher
Search
Ranking
–
33%
Publicity
/
Social
Following
–
32%
Employee
Recruitment
–
9%
Event
Aendance
–
5%
RetenFon
Rates
–
4%
Why
Businesses
Are
Adop.ng
Digital
Marke.ng
Aug
2013
h?p://www.bizbest.com/why-­‐business-­‐owners-­‐are-­‐adop.ng-­‐digital-­‐marke.ng/

6. Fundamentals to Effective Local Internet Marketing
Business
Websites
(Blog
+
Content
Accessibility)
Search
Engine
Op7miza7on
(Local
SEO
+
Online
Reviews)
Internet
Marke7ng
(PPC
)
Social
Media
Marke7ng
(Facebook,
Twier
etc.)
Results

7. Local
Maps,
Organic,
Sponsored
Paid
Free

8. Get
Found,
Get
Chosen

9. Paid
Search,
SEO,
or
Both

10. Analogy:
SEO
is
a
Diet;
Pay
Per
Click
Is
Plas7c
Surgery
“You
want
to
shed
50
pounds.
And
your
wedding
is
in
a
few
short
months.”
Go
On
A
Diet
• Hard
Work,
takes
Fme
to
lose
the
weight,
different
factors
effect
your
results,
what
you
eat,
how
oben
you
exercise,
your
mental
actude.
• The
longer
term
payoff
and
you’ve
earned
that
new
healthy
look
and
feel
great.
It
stays
if
you
maintain
and
conFnue
to
naturally
focus
your
body.
Plas7c
Surgery
• You
schedule
an
appt
with
a
doctor,
he
will
go
over
how
the
procedure
will
work,
he
provides
photos
and
tesFmonials
from
past
paFents
to
showcase
his
work
• The
day
of
the
surgery
comes
and
there’s
some
pain,
but
a
short
7me
later
the
results
are
already
no7ceable.
hp://davidmcbee.com/seo-­‐is-­‐a-­‐diet-­‐ppc-­‐is-­‐plasFc-­‐surgery/

11. Analogy:
SEO
is
a
Diet;
Pay
Per
Click
Is
Plas7c
Surgery
SEO
Diet:
It
takes
7me
but
the
payoff
is
huge!
There
a
lot
of
different
factors
that
effect
your
results
• Content,
keywords,
authority,
relevance,
links,
Ftle
tags,
social
signals
and
more.
• It
takes
ongoing
effort
on
your
part
to
keep
the
website
high.
• But
the
traffic
is
free,
highly
relevant
and
provides
permanence
trust,
and
credibility
Protein
=
Link
Building
Carbohydrates
=
Content
Social
Media
=
Lean
Lipids
Steroids
=
Link
Buys,
Illegal,
fast
results,
potenFal
long
term
effects

12. Analogy:
SEO
is
a
Diet;
Pay
Per
Click
Is
Plas7c
Surgery
PPC
Is
Plas7c
Surgery:
Immediate
Gra7fica7on
and
No7ceable
Results
Ok
so
you’re
not
having
much
luck
with
SEO.
And
you’re
biggest
business
season
is
in
a
few
short
weeks.
You
need
results
now.
You
decide
Pay-­‐Per-­‐Click
might
be
the
solu7on.
• Work
with
the
best
professional
who
explains
how
the
campaign
will
work.
• Provides
tesFmonials
from
past
clients,
shows
measurable
results
to
prove
value
• Your
campaign
starts,
may
have
a
few
glitches
to
be
worked
out,
but
a
short
Fme
later,
the
results
are
noFceable.
• You’re
campaign
will
be
monitored
and
tracked
to
conFnue
to
prove
it’s
value.
• If
your
don’t
keep
your
budget
going
each
month
you
fall
off
the
page
and
go
back
to
square
one
Consider
one
more
thing:
• Good
doctors
tell
you
to
eat
right
and
exercise
to
lose
weight.
Even
a
good
plasFc
surgeon
will
oben
promote
healthy
living
before
/
aber
doing
plasFc
surgery
J
• If
you
are
doing
Pay
Per
Click,
you
should
balance
your
markeFng
budget
with
SEO
for
op7mal
Results!

13. Search
Engine
Marke7ng
Recap
–
SEO
and
PPC
These
are
2
very
different
methods
of
achieving
search
engine
success
that
should
be
run
in
parallel
so
that
the
results
of
each
can
be
used
to
improve
the
other.
The
key
differences
are
outlined
below:
SEO!
Pro’s"
Con’s"
PPC!
§ “Free” (you don’t pay for every
single click)"
§ Work done impacts on all search
engines"
§ Some consumers prefer it"
§ Very versatile"
§ Very scientific"
§ Great Control"
§ Quick turnaround (results in days)"
§ You can bid on any keyword you like
and as many as you like"
§ You only pay when someone clicks
on your ad"
§ Less control"
§ Less scientific"
§ More difficult to analyze"
§ Have to focus on limited keywords"
§ Usually 3-12 months before impact
is seen"
§ Optimization and campaign
management are resource intensive &
can be quite complex"
§ You have to manage each search
engine separately"

14. Search
Engine
Op7miza7on

15. Why
SEO
For
Your
Website?
ü SEO
Turns
Your
Website
into
a
Long-­‐Term
Asset
ü Customers
are
looking
for
you
online,
if
you’re
not
there
now,
Google
is
direcFng
them
to
your
compeFtors
ü Owning
a
high
search
engine
rank
is
like
having
Google
become
your
word
of
mouth.

16. #1
lis7ng
gets
almost
42%
of
traffic

17. Search Engine Optimization Basics
SEO
is
not
PPC
Rankings
depend
on:
Relevancy
Trust
SEO
is
the
work
that
builds:
Relevancy
Trust
Google
introduces
customers
to
your
business
based
on
your:
Relevancy
Trust
17

18. Search
Engine
Op7miza7on
Basics
on
site:
Relevance
o Keywords
(Content,
Title,
DescripFons,
Images,
H1
tags)
o Do
Ftles
match
the
content?
o Are
Keywords
menFoned
frequently?
o Fresh
Unique
Content
(blog
content
is
huge)
off
site:
Trust
o Google
see
links
as
recommendaFons
o Words
in
links
also
maer
o Popularity/variety
of
linking
sites
maer
18

19. Off-­‐Site
SEO
•
•
•
•
•
On-­‐Site
Blogs
Are
Necessary
To
“Become
an
Authority
In
Your
Space”
Make
it
shareable
on
Google
+,
Facebook
Keyword
Research
&
SelecFon
of
topics
that
are
in
demand
OpFmize
Content
around
those
target
keywords
Link
digital
assets
to
the
posts:
• Slide
Share
• Video
Content
• FAQs
19

20. Pay
–
Per
–
Click
Adver7sing

21. Why
Search
Engine
Marke7ng?
ü Drives
PotenFal
Customers
to
Your
Business
ü Gets
Your
Business
Found
on
Google,
Yahoo,
and
Bing
ü Only
pay
for
interested
prospects
ü You
Can
Measure
the
results
(ROI)
ü Your
in
control
of
who
you
are
markeFng
to
throughout
the
year
ü Flexibility
and
local
targeFng
ü Real
Time
ReporFng
ü Expand
MarkeFng
Reach
ü Keeps
you
compeFFve
and
visible
(1st
page)
ü Your
business
is
being
seen
on
Google
more
oben

22. Why
SEM
/
PPC?
• Pay
Per
Click
advertising
(PPC)
is
an
auction.
• You
decide
how
much
you
are
willing
to
pay
to
appear
when
a
keyword
is
searched
on
and
which
ad
you
want
to
appear
when
that
happens.
• Your
ad
only
appears
to
searchers
looking
for
relevant
products
and
services.
• Mobile,
Tablet,
Desktop
– Mobile
Searchers
Are
Growing
and
Click
Costs
are
low
• You
only
pay
when
a
searcher
clicks
on
your
ad.
• Originally
the
person
who
was
willing
to
pay
the
most
got
the
best
position
on
the
page.
– Now
Quality
Score
determines
that..

23. How
do
Ads
Rank?
-­‐
Google

24. Local
Search
Op7miza7on

25. An SMB’s Marketing Budget
• SEO (includes
Google+ Local)
is clearly seen
as the most
effective
internet
marketing
channel for
SMBs
• After SEO, it is
Local Online
Directories
that are seen as
the most
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
effective
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
technique.

26. Local Search Market Opportunity
22 million
businesses in the
United States
25%
visible online

27. Why
Local
SEO?
30%
of
all
searches
are
Local
Intent

30. Local + Mobile
50%+
of mobile queries have
local intent
90%
take action as
a result
Consumers want data to be right at the moment they need
In the age of mobile and local search, companies that adopt a real-time
mindset and invest in the technology and data to make that happen for
their consumers will win
infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closedbusinesses

31. Why
Mobile
Sites

34. Google+
Local
Page

35. Verify,
Claim,
Op7mize
G+
Local
• Claim
&
Verify
your
free
business
lisFng
by
searching
your
company
name
on
Google
• List
your
official
business
name
• Get
your
category
right
and
pick
as
many
relevant
ones
avail
• Business
DescripFon
should
have
relevant
local
search
terms
• List
your
services,
areas
served,
specific
benefits,
photos,
website
link,
email
• Logo
and
cover
image
• Link
the
page
onto
your
website

36. Op7mize
Your
Site
For
Local
Search
• Put
1-­‐2
local
search
terms
that
are
relevant
to
your
services
you
offer
• Every
page
of
your
site
can
(and
should)
feature
a
different
Ftle
tag.
• Place
your
target
city
&
brand
name
• Name,
Address,
Phone
should
be
on
boom
of
each
of
your
pages
Brought
To
You
By:
Phil
Rozek
www.
LocalVisibilitySystem.com

37. Google
Reviews

44. 44

47. Ask
for
online
reviews

49. Third
Party
Directory
Sites

54. Getting an SMB Found
The “Richness” of Listings are Important
• Richness refers to
descriptions, photos, hours,
etc.
• Knowing the type of services,
opening hours, payment
options is useful information
for potential customers.
• It also supports the data you
load into Google+ and gives
Google further proof points to
corroborate the data it has
about a business
brightlocal.com/2013/09/23/expert-citation-survey-2013

55. The
Local
Search
Toolkit

56. Local
Search
Toolkit
Complete
Package
of
Local
Search
&
ReputaFon
Tools

57. Google+
YellowBook
Bing Local
MojoPages
Yahoo Local
InsiderPages
HotFrog
WhitePages
SuperPages
YellowPages
Angie’s List
Local.com
Yelp
Kudzu
Foursquare
MapQuest
STEP:
1
ShowMeLocal
Manta
Merchant Circle
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.

58. Before:
After:
Results:"
• Extended tab
content
• Member since
• Hours of operation
• Payments
accepted
• Enhanced images
• Connect to
merchant
• Business
description
"
= enhanced content

59. STEP:
2
Sheer Volume of Citations Still Influences
Local Search Ranking
• Quantity of structured citations is the 6th most influential factor in the 2013
Local Search Ranking Factors survey.
• Getting a spread of citations across a wide range of relevant & appropriate sites
is still a very valid and beneficial task for an SMB or SEO to tackle.
moz.com/local-search-ranking-factors
brightlocal.com/2013/09/23/expert-citation-survey-2013

60. STEP:
3
Review
Me
Web
Page

61. Review
Handout
• PDFs
branded
for
your
business
• Leave
them
out
on
your
recepFon
desk
• Email
them
to
your
best
customers

62. STEP:
4
DIY
Reputa7on
Intelligence
Email
Alerts
When
You
Receive
An
Online
Review

63. STEP:
5
Reporting Dashboard
Client View – Local Visibility Report
• Timeline showing
chronological progress
of order
• Pie chart showing
number of directories
client is listed in/type
of directories client is
found in
• Speedometer showing
search ranking of
business name/
business keywords
• Directory icons
linking to live listings
on directory site
• Submission status of
listings
• Color/Symbol status
of Listing’s
description, hours,
website, logo,
images, & video

64.
Ques7ons

65. We
are
here
to
help
• Free
SEO
report
for
your
business
• Free
consultaFon
at
your
office
Joseph
A.
Mohay
407-­‐243-­‐8002
joseph@idigitalstrategies.com
www.idigitalstrategies.com