Fake it till you make it: Brand Building for Local Businesses

•

3 gostaram•753 visualizações

Explore a few real world examples of local businesses who have built themselves into local brands that both Google and potential customers recognize. Presented by Paula Keller, our Director of Account Management, at MozCon Local 2016 in Seattle.

Marketing

“Brands ARE HOW YOU
SORT OUT THE
CESSPOOL”
- Eric Schmidt, 2008
@PAULALMKELLER#MOZCON

@PAULALMKELLER #MOZCON@PAULALMKELLER#MOZCON

@PAULALMKELLER #MOZCON
1
2
3
4
5
6
7
8
9
10
@PAULALMKELLER#MOZCON

Local PROOF
#1
YOU CAN DO IT
@PAULALMKELLER#MOZCON

Attend an Estate Planning Workshop
or
Attend a LIFEPLANTM
Workshop
@PAULALMKELLER#MOZCON

Download Medicaid Whitepaper
or
Download LIFEPLANTM
Report
@PAULALMKELLER#MOZCON

APPLY A CATCHY NAME
What is
your most
popular
service?
Do you
have a
unique
technique?
Existing
events,
reports,
etc.?
@PAULALMKELLER#MOZCON

SPONSORED CONTENT
What do
locals read
& watch?
Local news
site:search
for media
kits
Make some
calls!
@PAULALMKELLER#MOZCON

DO IT RIGHT
Stay
live
forever?
Social
promo
& tag?
Indexable?
Direct
link?
@PAULALMKELLER#MOZCON

Local PROOF
#2
YOU CAN DO IT
@PAULALMKELLER#MOZCON

“PAID AND EARNED MEDIA
THRIVE WHEN THE OWNED
MEDIA – THE content ITSELF –
PROVIDES THE value & engagement
THAT CUSTOMERS SEEK”
- Jim Yu, 2015

APRIL
6,149
total visits
@PAULALMKELLER#MOZCON

2,082
SOCIAL REFERRAL ORGANIC
SEARCH
2,712 520
@PAULALMKELLER#MOZCON

IDENTIFY YOUR NICHE
Industry Local
Area
Opportunity
@PAULALMKELLER#MOZCON

IDENTIFY YOUR NICHE
Large
events in
your area?
Past
clients -
anything
unique?
Is it
organically
interesting?
@PAULALMKELLER#MOZCON

Local PROOF
#3
YOU CAN DO IT
@PAULALMKELLER#MOZCON

3,500
MONTHLY VISITS
2015 795
in
2009
@PAULALMKELLER#MOZCON

MONTHLY ORGANIC
SEARCH VISITS
1,790
240
in
2009
@PAULALMKELLER#MOZCON

MONTHLY ORGANIC
SEARCH LEADS
100
@PAULALMKELLER#MOZCON

USE REVIEWS TO GET AWESOME
Conduct a
reviews
audit
Collect &
track
customer
feedback
Check &
Adjust
@PAULALMKELLER#MOZCON

Develop
question
set
Ask every
customer
Get to
know your
customers
BUILD A PROCESS TO REQUEST
CUSTOMER CONTENT
@PAULALMKELLER#MOZCON

SO... WHERE DO I start?
@PAULALMKELLER#MOZCON

WHICH STRATEGY IS RIGHT FOR YOU?
Paid can
have the
beneﬁts of
earned if
done well
Earned is
within
reach if
you get
creative
It all starts
with the
customer
experience
@PAULALMKELLER#MOZCON

Sources
Sources
•  http://www.entrepreneur.com/video/243530
Images
•  http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her-
manhattan-home-1D80427845
•  http://www.drcopeland.com/procedures_nose.php
•  “Award” icons from Thenounproject.com
•  KTLA.com
@PAULALMKELLER#MOZCON

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1. `

2. “Brands ARE HOW YOU SORT OUT THE CESSPOOL” - Eric Schmidt, 2008 @PAULALMKELLER#MOZCON

3. @PAULALMKELLER #MOZCON@PAULALMKELLER#MOZCON

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16.

17.

18.

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21.

22. HOW CAN youDO IT? @PAULALMKELLER#MOZCON

23. APPLY A CATCHY NAME What is your most popular service? Do you have a unique technique? Existing events, reports, etc.? @PAULALMKELLER#MOZCON

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31. “PAID AND EARNED MEDIA THRIVE WHEN THE OWNED MEDIA – THE content ITSELF – PROVIDES THE value & engagement THAT CUSTOMERS SEEK” - Jim Yu, 2015

32.

33.

34.

35. @PAULALMKELLER#MOZCON

36. DID IT work? @PAULALMKELLER#MOZCON

37. APRIL 6,149 total visits @PAULALMKELLER#MOZCON

38. 2,082 SOCIAL REFERRAL ORGANIC SEARCH 2,712 520 @PAULALMKELLER#MOZCON

39. @PAULALMKELLER#MOZCON

40. HOW CAN youDO IT? @PAULALMKELLER#MOZCON

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43. DO IT right @PAULALMKELLER#MOZCON

44. HOW CAN youDO IT? @PAULALMKELLER#MOZCON

45. @PAULALMKELLER#MOZCON

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47. Local PROOF #3 YOU CAN DO IT @PAULALMKELLER#MOZCON

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57. MONTHLY ORGANIC SEARCH VISITS 1,790 240 in 2009 @PAULALMKELLER#MOZCON

58. MONTHLY ORGANIC SEARCH LEADS 100 @PAULALMKELLER#MOZCON

59. HOW CAN youDO IT? @PAULALMKELLER#MOZCON

60. USE REVIEWS TO GET AWESOME Conduct a reviews audit Collect & track customer feedback Check & Adjust @PAULALMKELLER#MOZCON

61. Develop question set Ask every customer Get to know your customers BUILD A PROCESS TO REQUEST CUSTOMER CONTENT @PAULALMKELLER#MOZCON

62. SO... WHERE DO I start? @PAULALMKELLER#MOZCON

63. WHICH STRATEGY IS RIGHT FOR YOU? Paid can have the beneﬁts of earned if done well Earned is within reach if you get creative It all starts with the customer experience @PAULALMKELLER#MOZCON

64.

65. Sources Sources •  http://www.entrepreneur.com/video/243530 Images •  http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her- manhattan-home-1D80427845 •  http://www.drcopeland.com/procedures_nose.php •  “Award” icons from Thenounproject.com •  KTLA.com @PAULALMKELLER#MOZCON

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