NJLCA

www.LocalMarketingMadeSimple.com

What We’ll Cover
• Why local?
• Offline Marketing vs. Online Marketing
• Google Results
• Data Aggregators
• Reputation Management
• Wrap Up

Offline Marketing

No Matter What Marketing You Do,
Reputation Matters…

• The 2017 Edelman Trust Barometer shows that 64 percent of respondents
trust online search engines the most when conducting research on a
business.
• Google controls 77.98% of desktop search traffic according to data
from Net Market Share.
• 91% of North American consumers read online reviews to learn about a
business says the most recent BrightLocal Consumer Review survey.
• 60% of respondents said that negative reviews made them not want to
use a business. Those with mostly 1- or 2-star reviews fail to convert 86%
of prospective customers.
• 69% turn down work at companies with weak online reputation
• Social media content strongly influences buyer decisions, According
to Pew Research, 69% of adults now use at least one social media site,

Online
Marketing

Advertisement
Google My
Business
Facebook
Results
Website
YellowPages

Start with Your Website
3 Most Important Factors
• Is it Mobile Responsive?
• Is it Easy to Maintain?
• Is it Search Engine
Optimized?
o Meta data
o Responsive
o Easy to navigate
o Your address, phone, and
contact info

Local Optimization
• Optimize around local keywords
• Optimize existing pages for local
• Localize your content
• List it using a Data Aggregator
• Remember mobile users!!!
• Get social to enhance listings
• Monitor reviews

When It’s Done Right!

Add Local Pages to Your Site

#1 in Organic Results

“Google My Business”

• It’s free. Yes, FREE. You MUST verify.
• It serves as the ultimate business
directory with pertinent business
information accessible to customers
instantly.
• All of the information you list is
clickable. Customers can click your
phone number to call on their
smartphones, or tap your website
address to see your site.
• The information looks great on any
device, including smartphones.
• Both local and online businesses can
use it.
• You can post pictures to your page.
• You can access metrics to see how
many people are looking for and finding
your site.
• It drives traffic to your website.
• Customers can read and add reviews.
• You have one centralized dashboard
with access to Google+, Insights,
Reviews, Hangouts and Google
Analytics.

Data Aggregator

Some Cool SEO Tools
LizardLocal.com

Local Optimization
(off page)
LizardLocal.com/scan

Fixing Errors
• NAP consistency
• Build out resources and expanded information
• Re-submit content monthly to all mobile directories
• Optimize digital assets
• Update content when business changes
• Add new directories when they come on board
• Monitor and respond to reviews
LizardLocal.com/scan

Social Engagement
• Natural sharing
– Quality content
– Targeted content
– Content that only you can provide
• Start with an Editorial Calendar
– Key months/days related to your industry
– Monthly topics
• Pay for advertising
– Facebook
– Twitter sponsored post
• Use data and insights to inform
your strategy

Your Reputation

Tips for Making the Fix
• Develop extensive social media profiles
– Linkedin, Facebook, Twitter, Google+
• Use a paid ad to control first search result
• Build your own website
– GoDaddy, Wix, Wordpress, Square
• Model others in your niche
– Yelp, City Search, etc.
• Publish (article, blogs, interviews, etc.)

Wrap Up
• Consider online and offline marketing to promote/grow your
business
• Understand Google search results
• Localize your website
• Verify and optimize your Google My Business Listing
• Use a scan to evaluate your business across local and mobile
search engines
• Use a data aggregator to submit your business information
across networks regularly
• Evaluate your business reputation. Control what people see
about you when searching online

Local Marketing Made Simple
August 2017
Thank You!
Want to get in touch?
mfleischner@gmail.com
609.477.8677

NJLCA

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