Post on 08-May-2015
transcript
WELCOME TO THE SEMINAR
How Merchants are using Search, Social, Video and Mobile Marketing
to Grow their Business
Today we’ll discuss• Introductions• Changing Consumers Habits• Search & Shopping• Social Media • Peer Commenting, Ratings & Reviews • Mobile• Video
• Opportunities for Local Merchants• New Customer Acquisition• Customer Retention
Digital Media Strategies For Acquiring and Retaining Customers
1. Make sure you Get Found by Consumers Actively Searching Online for your products & Services on leading sites like Google.
2. Leverage Social Media Best Practices to Drive More Repeat and Referral Business from existing clients
3. Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services
Social is Digital Word of Mouth!
Nearly 80% of all Adults on are on the Web
Now, even majority of Adults 65+ are online
Your Best Customers are online
Just Googling it
Search Steady…and the Rapid Rise of Social Media
We Search & Discover Online – Shop Local & In-Store
47% of Consumers Use Google to Search for a local Business at least
2 to 3 times per month
95% never go past the first page of their search result
Google does a great job of returning relevant search results. In fact -
95% of Web Traffic is generate from Page One Results
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The 64K Questions every business must ask: Are we on PAGE ONE or not?Where is our Competition?
A Show of Hands
➙ Who here has: unopened email in
inbox? unopened texts in
inbox? Used smartphone to
look for local info? used their smartphone
to access the internet while shopping?
The Age of Mobile
➙ You’re in good company… 90% of text messages are read
<3 minutes1
94% of users look for local information on their phone and 90% take action as a result2
Mobile coupons are 10x more likely to be opened3
Sources: May 2012, 1) Luxury Daily, 2) Google, Our Mobile Planet: United States, Understanding the Mobile Customer, 3)Mobile Commerce Daily
Local Consumers in “Action Mode” when on conducing Mobile Search
Estimated that 85% of Local Biz Don’t Have Mobile Optimized Websites
“The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey
“Mobile is about to unleash a massive increase in call-based advertising…which will be so vast that many established companies will scramble…”
“Mobile call volumes will so profoundly change local advertising spend that Internet companies and marketers that cannot make the transition won’t even be remembered with the same disdain as the much-maligned print Yellow Pages.”
61% of SMBs rate inbound telephone calls as excellent leads. Only 28% of companies rate social media leads as excellent leads.
"Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device," Booth said. "Mobile applications can drive up to 62% of telephone calls."
U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.
Mobile Driving Increased # of Valuable Leads
Incredible Growth of Facebook
Facebook Audience Q1 2012
55-64 year old women are
fastest growing segment
Google + Social Network Experiencing Rapid Growth
Google+, like YouTube…great way to significantly improve your Page Rankings!
Adding 22M New Users per month
300M!!
= 217 Friends!
In this example, 2,604 Friends Just learned about Your Business!
Social Media is Digital Word of Mouth!
Use of Social Networks Among Men & Women Nearly Equal
Where 2012 Marketing Budgets are Going
Online Ratings & Reviews are Shaping Consumer Shopping Habits
“having a bad online reputation is a lot like having a bad credit score…you typically don’t find out until its too late”
- Aaron Toynton
89% Trust Online Recommendations from People they know
70% Trust Consumer Opinions Posted Online
Key Take Aways
• 89% Consumers Search & Discover online• 95% Never Go Past Page One of Search Result • 80% Shop Local • Mobile Consumers in Action Mode want to
connect with you• 70% Believe Opinions of Perfect Strangers
Shifting Behavior Creates Opportunity for Merchants!
• Lower Marketing Costs • More Efficient Way to: – Easier to Target New Customers– Easier to Do More Business with Existing
Customers
55% of Merchants Say they have Closed Deals from Social Media Leads
Merchant Strategies for Leveraging Digital Media
Reaching Consumers in Active Search ModeTake advantage of Free or Nearly Free Stuff
1. Claim your listings! (only 37% have)2. Add Content to your listings – (photos,
video, complete list of all services)3. Make it easy for Customers to Review
Your Business4. Make sure you listings are accurate and
uniform on all Top Sites – the basics: Name, Address, Phone, Web, Hours of Operation
5. Consistent Social Media Postings (Facebook, Google +)
6. Create and regularly update a blog for your Business
7. Create and Distribute Targeted Video Press Releases about your Business
8. Website Optimization - First Impressions!
9. Mobile Optimization – On the Go Consumers!
Get Reviews for Better Places Listing Ranking
Customer Referral Cards are Easy & Inexpensive to Create
Listing Distribution Make sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!
Keeping your data clean and up to date is keythere are a lot of databases on the web!
Online Videos are a Great Way to get High Page Ranking
Top Ten Reasons you Need need a Quality Web & Mobile Site
1. You only get one chance to make a Great First Impression!
2. Professional Image – level playing field 3. Be Open for Biz 24/7 – instant Custom Gratification4. Connect with on the go Consumers 5. Sell Products6. Promote Services7. It’s Your Online Brochure update-able any time8. Generate Leads9. Stay Connected to your Best Customers with your Blog10. Great Recruiting Tool
Smart Phone Friendly Mobile Sites that Match Look and Feel of Main Website
➙ Now link to it QR Code Keywords Redirect Code Your mobile call-to-action Build your VIP list Now engage with them
Perfect for Customer Loyalty & VIP Clubs
Capture Leads & Customers
Social Media Management & Customer VIP Loyalty Programs
Social Media Drives More Repeat & Referral BusinessFree or Nearly Things You Can Do!
• Most Important: Commit to the Content! – Consistent, varied two way communication via multiple
channels. If you don’t have time, find someone who does. • Improve/Create Your Social Presence – Facebook,
Twitter & Google+, LinkedIn – they all are free! • Use offline promotion to drive online fans • Create Online Contests to generate to grow your fan
base• Add Social links to all web promotions (site, email,
video, PR etc)
It all Starts with Good Content
High Page Ranking
Great Social Content goes well beyond Promotional Offers
• Value added tips and ideas that position you as expert• Photos & Videos – before/after, new products etc. • Loyalty rewards only for followers• Success stories, positive reviews• Customer Recognition • Employee and Vendor Partner Recognition • Community Involvement and Giving Back• Yes, sync off line marketing promotional messages but
don’t over do it
Create a Customer Loyalty Program
“What would it mean for your Business if Your Current Customers Shopped with you one more time a month?”
News of Your Store Via Multiple Channels Your Happy Customers
Right About Now…You Might be Thinking….
Wow – that’s a lot of Stuff…
I’m so Busy already Running my Business!
Three Turn Key Solutions for helping youLeverage Digital Media to Grow your Business
Digital EXTRAAccording to Nielsen, 89% of consumers research products and services online before making a purchase. 83% of Consumers prefer Google and most never go beyond Page One of their Search result. High Page ranking or “Visibility” is critical for Merchants who want to be Open for business to connect with potential new customers actively searching for them! The Skagit Valley Herald digital services has multiple strategies for high page ranking, including:
Optimized Local Business Listings
Geo Targeted Video
We optimize and enhance your local business listing info on Top 100 search engines, directories and social media sites to ensure accuracy and improve SEO. Includes Google Plus Local optimization.
Enhanced listing in our online marketplace with optimized feature page plus logo listing every Sunday in the GoSkagit Local Marketplace print & online directory.
We produce custom video infomercials and optimize them on YouTube for your key words and location. Videos are produced with pro voice talent, music and high quality images.
Real Time Reputation Management Online & Print Marketplace
“Rep Man” monitors the web for any social mentions, ratings and reviews, reporting instantly both positive & negative comments. Also monitor your visibility and that of your competitors!
Geo Targeted Videos Drive High Page Rank
• Claiming & Updating of the Big Three – Google, Yahoo, Bing – to include photos, video, top key words, categories, description and more
• Newspaper.com Marketplace Listing & Profile Page – we enhance your logo listing and optimize your profile page in newspaper.com marketplace
• Enhanced Standardized Listings across Top 100 + Platforms - We securely certify and standardize Business Name, Address and Phone (NAP) and actively manage it 24/7 across 100+ platforms.
• 90% of Local Searches happen on our Network - We get your listing to the largest network of local search platforms in the industry, so your certified business listings reach sites where over 90% of U.S. consumer local searches occur.
• Beyond the Desktop - Our network of 100+ best-in-class local search platform partners spans applications from desktop and mobile to social, industry-vertical and other specialty directories.
• Newspaper Print Directory Logo Listing - Includes weekly logo listing in printed newspaper directory with company contact info, web address and more.
Local Business Listing BundleKeep your business listings 100% accurate and 100% consistent, 100% of the time.
Reputation Management
Real Time Alerts inform immediately with link to the exact posting
Reputation Management
Digital EXTRA
You get everything we offer in our Digital EXTRA package PLUS these great Social Media solutions to ensure you digital success.
Social PLUSThe Social PLUS bundle includes everything in our base Digital EXTRA package plus offers complete Social Media Optimization and monthly Management of Facebook, Twitter and Google Plus. Social Media is “Digital Word of Mouth”, a cost effective way to drive more repeat and referral business from your existing customers, fans and followers.
We Build Your Social PresenceSet up of Facebook, Twitter and Google+ with your photos and info.
We Plan & Sync the MessageWe meet with your team to ensure offline syncs with online message and then manage Social hands free to you! We distribute Your MessageVia Social Big 3, YouTube and Our Local Marketplace.
Marketing & Social Media Calendar
Plan & Sync the Message Distribute the Message via Social, Video, Blog, Text & Email Channels
Social Media is Digital Word of Mouth and when combined with Email and Text Customer Loyalty Programs is an effective way to drive more repeat and referral business
We meet with your team regularly to ensure offline syncs with online message and then manage all postings hands free to you!
The Message can include:• Marketing messages• Coupons/Special Offers• Customer Loyalty Promotions• Customer Testimonials &
Reviews
• Your Charitable Efforts/Giving Back • Contests & Promotions• New Product/Service announcements• Product & Service Videos• Employee & Vendor Recognition
Digital EXTRA
You get everything we offer in our Digital EXTRA package PLUS these great Social Media solutions to ensure you digital success.
Social Loyalty PLUSEverything in the Social PLUS bundle plus design of Custom Mobile Website, custom Email Newsletter, creation of a Custom Video Infomercial to play on your web and mobile sites, distributed on YouTube, optimized for Google, set up and management of Loyal Customer Club email and text club, including in store collateral and online, mobile registration. All managed in sync with your Social Media
Social PlusSet up and managemeent of Facebook, Twitter and Google+ with your photos and info.
Text and EmailCustomer loyalty email and text database and distribution management, Blog updates and monthly contest promotions.
We distribute Your MessageVia Social Big 3, YouTube and Our Local Marketplace.
Create a Customer Loyalty Program
“What would it mean for your Business if Your Current Customers Shopped with you one more time a month?”
News of Your Store Via Multiple Channels Your Happy Customers
DigitalEXTRA
You get everything we offer in our Digital EXTRA package.
Digital PREMIUMDig you know that Smart Phones now make up more than 50% of all Mobile Phones? And that consumers doing a Search on a Smart Phone follow up with the Merchant 61% of the time by phone or visit? Yet, it is estimated that 85% of Local Merchants do not have a Smart Phone friendly site. The perfect compliment to your Social Media and Email Marketing campaign, the DIG! mobile programs offer a variety of options, including:
You get everything we offer in our Social PLUS package .
It matched the look and feel of your existing site, easily connecting potential customers with one click to call, driving directions, social media and your products and services. This is truly a must have!
Our team of professional web designers will work with you to build a custom website that you can be proud of. Change it as often as you like with one quick phone call to your account manager.
Social PLUS
New Website including Mobile
Smart Phone Friendly
Fully Customized Website
Guarantee Digital has a variety of options to give any business a professional, search engine optimized presence for both Web and Mobile sites.
Custom 2-4 Page Blog or Microsite – this highly polished, professional site is a great compliment to your existing site or can stand alone. Easily update-able as part of your monthly communication plan. Optimized for Mobile.
Custom Websites – professionally designed, completely custom, optimized for search…packages starting at 8 page and up. All include Blog page, Mobile optimization
Mobi Sites: We can optimize your existing site for Smart Phones, so you can connect with consumers on the go.
Search Optimized Web & Mobile sites get you found online and by consumers on the go
Sample Web, Mobile, Social Sites
Web and Social Management
Blog, Social and MobileDesign & Management
Web, Social and MobileDesign & Management
Reach on the Go Consumers with Mobile
MarketingDid you know that Smart Phones now make up more than 50% of all Mobile Phones? And that consumers doing a Search on a Smart Phone follow up with the Merchant 61% of the time by phone or visit? Yet, it is estimated that 85% of Local Merchants do not have a Smart Phone friendly site. The perfect compliment to your Social Media and Email Marketing campaign, Our mobile programs offer a variety of options, including:
Smart Phone Friendly website that matches the look and feel of your existing site, easily connecting potential customers with one click to call, driving directions, social media and your products and services. This is truly a must have!
Create a Loyal Customer Text & Email Club! Send special text and email offers to your most loyal customersWe’ll manage them both, plus post to your Social Media pages
Text Appointment RemindersSend special text reminders to customers before their next appointment. Self serve scheduling feature allows you to program in advance. Since 98% of all text messages are read, this cuts down on missed appointments!
Get Your Free Digital Check Up! No obligation 3 Point Inspection!1. Free Visibility Report2. Free Google Ranking Report3. Reputation Audit
Find Out What’s Being Said About You Online!
What’s Your Find-a-bility? How do you Rank vs. your Competition?Visibility Report shows how and if consumers find you online.
What’s Your Online Reputation? Find out what consumer sentiment is about your business…and if the buzz is good (or not!)
Ready for Mobile Consumers? How does your site look on a Smart Phone? Is it easy to dial your number, get directions to your business?
Guarantee Digital is pleased to provide the following reports to help Local Businesses get a clear picture of how they appear to consumers searching for them online.
For more information and to get your free report, connect with us at 800.583.9113 or visit www.guaranteedigital.com
Mobile Site Grader shows how your site looks on a Smart Phone
Questions?
Next Steps: Let’s Meet Soon to reviewYour Free Reputation & Mobile Site Audit