@allieakelly@zeonsolutions#smx #21D

Finding Local Success

For a Global Company

@allieakelly @zeonsolutions

#smx #21D

@allieakelly@zeonsolutions#smx #21D

• Introductions

• What needed to be done

• How we did it

• Why it worked

O u t l i n e

@allieakelly@zeonsolutions#smx #21D

Introductions

@allieakelly@zeonsolutions#smx #21D

I n t roduc t ions

@allieakelly@zeonsolutions#smx #21D

• Fortune 500

• 170,000 employees

• 1,600 offices across 6 continents

• Optimize energy & operations in buildings

• Several business units

– Building Efficiency with HVAC Service centers

nationwide

I n t r o d u c t i o n s

@allieakelly@zeonsolutions#smx #21D

What needed to be done…

@allieakelly@zeonsolutions#smx #21D

They were l ook ing “co rpo ra te”

@allieakelly@zeonsolutions#smx #21D

… a n d t h e S E R P s w e r e n ’ t

@allieakelly@zeonsolutions#smx #21D

… t h e S E R P s w e r e l o c a l

@allieakelly@zeonsolutions#smx #21D

We had to o f fe r somet h ing e l se !

@allieakelly@zeonsolutions#smx #21D

W h a t n e e d e d t o b e d o n e …

@allieakelly@zeonsolutions#smx #21D

How we did it…

@allieakelly@zeonsolutions#smx #21D

… h o w w e d i d i t

@allieakelly@zeonsolutions#smx #21D

Determine goal

Learn/define the business

Begin strategy development

D i s c o v e r

@allieakelly@zeonsolutions#smx #21D

• Kickoff meeting with client

– Client is responsible for who to bring

– You are responsible for what to discuss

• Have an outline

– Cover competitors, product, market, etc.

– Identify how you will measure success

• Input vs. Output

• Begin developing strategy

D i s c o v e r

@allieakelly@zeonsolutions#smx #21D

Finalize strategy

Identify tactics

D i s t i l l

@allieakelly@zeonsolutions#smx #21D

• Finalize strategy

– Determine tactics required

– Determine parties responsible

– Create a roadmap

D i s t i l l

@allieakelly@zeonsolutions#smx #21D

D i s t i l l

@allieakelly@zeonsolutions#smx #21D

Begin implementing the tasks

D e v e l o p

@allieakelly@zeonsolutions#smx #21D

• Research, selection & approval

– Organic visibility

– Paid visibility

– Usability

– Wireframes

D e v e l o p

@allieakelly@zeonsolutions#smx #21D

Deve lop

@allieakelly@zeonsolutions#smx #21D

D e v e l o p

@allieakelly@zeonsolutions#smx #21D

• Creation

– Provide keyword targets & areas of

implementation

– Create PPC accounts

– Create local accounts

D e v e l o p

@allieakelly@zeonsolutions#smx #21D

Finalize and launch tactics

D e p l o y

@allieakelly@zeonsolutions#smx #21D

D e p l o y

@allieakelly@zeonsolutions#smx #21D

Measure performance

Share measurements

Identify opportunities

D o m i n a t e

@allieakelly@zeonsolutions#smx #21D

• Measure

– Create baselines

– Refer back to overall goal

– Work with third parties

• Share

– No surprises

• Grow

– Leverage identified opportunities

D o m i n a t e

@allieakelly@zeonsolutions#smx #21D

Why it worked…

@allieakelly@zeonsolutions#smx #21D

Defined process

Phone calls!

• Phone number visibility

– Local accounts

– Call extensions

– Landing page

– 57% average conversion rate

• Tracked phone calls

– Corresponding attributed revenue

– 18 : 1 ROAS

D o m i n a t e

@allieakelly@zeonsolutions#smx #21D

Thank you!