Date post: | 13-Sep-2014 |
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INTEGRATED DIGITAL MARKETING FOR
FRANCHISE SYSTEMS IN 2013
- and-
#FranchiseDigital @Location3
#FranchiseDigital @Location3
TODAY’S PRESENTERS
Ty Schlegel – Google Partner Trainer Responsible for the education of Google's product, sales, and strategy to the North America Premier SMB partners.
Anne Baum – Location3 Media Account Director Responsible for providing strategic direction in paid search marketing and local business listings management for franchise and multi-unit businesses.
LOCATION3 MEDIA
Founded in 1999 and located in the heart of Denver, Location3 is a full service
digital marketing partner with a staff of 80 full-time employees who service
global, national and local brands and manage over 100,000 franchise and multi-
unit business locations.
More than half of our client base has worked with us for at least three years, as
we improve the findability and performance of every client with whom we
partner.
Industry Recognition
Inc. 5000 Top Company (2007, 2008, 2009, 2010, 2011)
DMA International ECHO Award Winner (2007, 2008, 2010)
Search Engine Strategies Award Winner (2008)
American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)
Telly Award Winner (2011)
Top 50 Colorado Companies To Watch (2010)
FINDABILITY EXPERTS
1 of only 19 agencies in the U.S. awarded both Google Analytics and Website Optimizer/Content Experiments certifications
1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” status
1 of only 24 agencies in the U.S. designated as a certified Google Tag Manager Partner
1 of only 16 agencies** worldwide awarded Google AdWords Premier SMB Partner status
**Certifications as of November 1, 2012 **This certification is held by Local Search Traffic (LST), a division of Location3 Media. #FranchiseDigital @Location3
THE ONLINE MEDIA LANDSCAPE RESEARCH & TRENDS
#FranchiseDigital @Location3
One of the Most Popular Online Activities
1B+ More than a billion searches a day worldwide – more than half come from outside of the US
18.2B In December 2011, 18.2 billion searches were conducted in the US alone – 2 in 3 on Google
#FranchiseDigital @Location3
Google has Majority Search Share Globally
#FranchiseDigital @Location3
People are constantly looking for new information online
There are billions of searches each day on Google. 16% of the searches we see are new.
#FranchiseDigital @Location3
And they are looking every day…
PEW [D680] eMarketer, July 2011
#FranchiseDigital @Location3
All day and across all devices…
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
#FranchiseDigital @Location3
Shopping starts online
Customers rely on online sources for local
information
Online shopping continues in store
94% of consumers research products online before buying
75% search before or during a shopping trip
Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey
97% use online media when researching products or
services locally
#FranchiseDigital @Location3
While total ad spend is expected to increase 25% from 2008 to 2013, the Internet’s share of ad spend will increase by more than 50%
Source: Jupiter, “U.S. Online Advertising Forecast, 2008 to 2013,” June 2008.
#FranchiseDigital @Location3
#FranchiseDigital @Location3
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YoY Search Metrics Summary For Hospitality
#FranchiseDigital @Location3
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INTEGRATED DIGITAL PROGRAMS OPPORTUNITIES & EXAMPLES
#FranchiseDigital @Location3
#FranchiseDigital @Location3
Search, Display & Social Media
Consumer-directed vs. Brand-directed
Leverages the transparency of the market
Fluid vs. linear
Guidance from multiple sources
Input and validation from social graph
Predisposed before ever engaging a salesperson
TODAY’S PATH TO PURCHASE
THE BRAND OPPORTUNITY: Utilize content and calls to action to proactively inform, support and shape the buyer’s journey.
#FranchiseDigital @Location3
Input
Brands
Intent Communities
Retail
Discovery
Friends Content
Validation
Authorities
Decision
Interest
Research
Content
Content
Content
Content
Content
The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.
#FranchiseDigital @Location3
Managing the path to purchase for franchise systems requires a combined effort between franchisors and
franchisees.
#FranchiseDigital @Location3
Franchise Impact. Brand Intact.
#FranchiseDigital @Location3
MANAGING THE LOCAL PATH TO PURCHASE
BRAND / FRANCHISOR • Provide store locations with marketing plan and approved branding collateral for individual use
• Provide franchisees with seasonal content calendar
• Manage local listings by centralizing at corporate to ensure consistency and accuracy of data
• Provide franchisees a website framework and CMS that allows for localized custom content
• Develop a centralized social media strategy that ensures a consistent brand voice, and is supported by store-level voice
• Provide incentives to franchisees to manage their own paid search campaigns on a location-by-location basis
FRANCHISEES / STORE OWNERS • Manage local paid search programs that target local customers using keywords and ad copy specific to individual stores
• Update local landing pages to add to new products or services at the store level using access to CMS provided by corporate system
• Engage customers on local social media channels while adhering to brand guidelines and corporate policies set forth in advance
• Use social media as an extension of community-facing initiatives and efforts to further engage customers
#FranchiseDigital @Location3
LOCAL STORE DIGITAL MARKETING
•Optimized local store pages and content help your local businesses achieve maximum organic ranking
•Listen, Respond, Promote. Engage your local customers with local content and with a local voice
•Geo-modified PPC campaigns ensure your local businesses are found in local search results
•Online venue management and data integrity is the foundation of your local digital presence
Local Listings
Management
Local Paid Search
Local SEO
Local Social Media
#FranchiseDigital @Location3
ACCURACY AND POSITION THE KEYS TO CONVERTING LOCAL CUSTOMERS
#FranchiseDigital @Location3
DATA MANAGED BY CORPORATE OR PARTNER
DATA INTEGRITY AND ACCURACY
LISTING ACCURACY AND TOP POSITION
#FranchiseDigital @Location3
#FranchiseDigital @Location3
THE ANATOMY OF A LOCAL SEARCH
Paid
Maps
Organic #FranchiseDigital @Location3
75% of searchers never scroll past the first page of results Listings in the top position on page one for search results receive 42% of all click-thru traffic. Paid search ads provide 50% incremental clicks even when a business ranks #1 for a keyword in organic search results
THE IMPORTANCE OF PAGE 1 POSITION
Source: http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ , http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
Paid
Organic
#FranchiseDigital @Location3
THE ANATOMY OF A LOCAL LISTING WHAT IT SHOULDN’T LOOK LIKE
#FranchiseDigital @Location3
THE ANATOMY OF A LOCAL LISTING
NAP Keywords
Local Content
Rating
Reviews
Branding
Social
#FranchiseDigital @Location3
LOCAL SEARCHES CONTINUE TO GROW
1 in 5 desktop searches are local
1 in 3 mobile searches
are local
Source: Google Internal data, 2011.
#FranchiseDigital @Location3
#FranchiseDigital @Location3
Our time online is spread between 4 primary media devices
Avg. time spent per interaction 43 39
30 17
Smartphone
Tablet
PC/Laptop
Television
Minutes
Minutes
Minutes
Minutes
Base: All Interactions (15738). Q. How long did you do this activity?
#FranchiseDigital @Location3
Sequential screening is common & mostly completed within a day
Use multiple screens sequentially to accomplish a task over time
90%
98% move between devices that same day
Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device? #FranchiseDigital @Location3
Consumers rely on search to move between devices
63%
Browsing The internet
Shopping Online
Searching for info
Watching an Online Video
Search again on the second device
Directly navigating to the destination site
Via email / sending a link to myself
61% 51% 43%
52% 58% 48% 43%
49% 45% 31% 30%
Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this. #FranchiseDigital @Location3
#FranchiseDigital @Location3
#FranchiseDigital @Location3
#FranchiseDigital @Location3
89% OF CONSUMERS USE A SMARTPHONE EVERYDAY YET 79% OF BRANDS DO NOT HAVE A MOBILE WEBSITE
How does the mobile search mindset differ from that of a desktop search
mindset?
• Less information, less time
• Searching for very specific information (e.g. location, price, coupon)
• Desire tailored, local content
• With the growth of Voice Search technology, not all mobile users are
searching with keywords
The results of Location3 mobile websites for our clients:
• 100% increase in time spent on our clients’ sites
• 50% reduction in bounce rate
• 100% increase in conversions from search campaigns
Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users
#FranchiseDigital @Location3
#FranchiseDigital @Location3
INTEGRATED DIGITAL PROGRAMS PAID SEARCH & DISPLAY
#FranchiseDigital @Location3
TV Radio Print
Efficiency (Effectiveness/Budget)
Without Search With Search
+9%
+3%
+10%
Source: Flora Xmos Unilever Study (MetrixLab, March 2009)
Adding search to other media increases all media efficiency in impacting brand values.
Search Increases the Efficiency of TV, Print & Radio
#FranchiseDigital @Location3
Source: Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.
89% of consumers are looking for
products Online
93% of purchases are done
Offline
Search Drives Offline Conversions
#FranchiseDigital @Location3
Intent-based behavior
Specific answer to a specific problem, question or opportunity
Predictive modeling
Start with a broad set of ad groups and keywords
Consistently refine and optimize
Drive the highest level of conversions at the lowest cost
SEARCH PHILOSOPHY
#FranchiseDigital @Location3
We take an individually-tailored approach on a store by store level, while still ensuring best practices are met.
Placeholder
Program Implementation
Keywords: Keywords can be customized to individual locations to focus on specific products and services
Targeting: Geo-targeting to local buyers within an approved market
Budget Assessment: Impacts visibility and should be carefully determined up front
Ad Copy: Pre-qualifies traffic to the landing page
Landing Page: To enhance every step of the conversion path, you must consider the layout and design of the landing page.
Optimization: Continuous evaluation and optimization by experienced professionals to maximize ad spend
Reporting: On-demand reporting portal available with full transparency into KPI’s and ROI
CUSTOM CAMPAIGNS
#FranchiseDigital @Location3
MARKETING TERRITORY COMPLIANCE
Location-target your franchisees’ ads according to your marketing
territory requirements.
Using IP addresses, search engines can determine where searchers
are located and map this to provided specifications.
The result is that your franchisees comply with marketing
regulations and spend money on the searchers that matter.
S
E W
N
#FranchiseDigital @Location3
TOOLS FOR SUCCESS PPC CAMPAIGN PORTAL
Provide a self-serve solution for program participation. Budgets, keywords and ad copy are pre-approved by corporate. A centralized resource that relieves corporate of overwhelming franchisee management. Flexible payment options are available to accommodate any scenario.
#FranchiseDigital @Location3
Reporting suites take campaign data and turn it into easily-readable intelligence so franchisees can see how their campaigns are progressing. Interface cleanly features important campaign metrics. Franchisees are supported with helpful video-FAQs to better understand reporting.
TOOLS FOR SUCCESS PPC REPORTING SUITE
#FranchiseDigital @Location3
Enables franchisees to track PPC leads and listen to incoming calls from PPC campaigns, providing valuable insight on their
customer’s needs and their store’s service to support both marketing and training opportunities.
TOOLS FOR SUCCESS PPC CALL TRACKING PORTAL
#FranchiseDigital @Location3
INTEGRATING SEARCH AND DISPLAY FOR DATA-DRIVEN USER EXPERIENCES
The combination of Display and Search delivers: • 155% increase in search activity • Speeds Up the Purchase Funnel 5X • 27% of users perform a search query instead of
clicking on a banner
Sources: Yahoo Search and Display, Atlas Digital Marketing Insight, Specific Media #FranchiseDigital @Location3
Data drives Display
Display drives Awareness
Awareness drives Intent
Intent Drives Action
A catalytic impact on the purchase funnel
DISPLAY PHILOSOPHY
#FranchiseDigital @Location3
DISPLAY ADS DRIVE DIRECT ENGAGEMENT: THEY BOOST TRAFFIC, PROMPT SEARCHES AND INCREASE CLICKS ON YOUR LINKS
Users exposed to display ads are: Only 20% of conversions are the result of a click.
Source: Google 2012
#FranchiseDigital @Location3
Audience engagement
Interest category / similar users targeting
Intent interest, remarketing
Display + search
Social display
Contextual targeting
Display plays an important role at each phase of the purchase cycle
Customer purchase funnel
Loyalty
GDN features
Awareness
Interest
Consideration
Purchase
#FranchiseDigital @Location3
Awareness Intent
+ 55% + 8%
Vizu average (13.4%)
GDN average (14.4%)
GDN average (12.4%)
Vizu average (8.0%)
Direct response campaigns Brand campaigns
The typical remarketing account gets: • 52% higher click through rates • 51% higher conversion rates and • 28% lower CPA Compared to the rest of display2
The typical search + display campaign gets 22% greater conversions compared to search only campaigns1
Preliminary studies show that the GDN drives greater lift in brand metrics than market norms:3
TOOLS FOR SUCCESS – GOOGLE DISPLAY NETWORK
Source: 1. Iprospect & comScore real branding implications of digital media - august 2011. 2. Internal Google data. 3. Vizu brand lift norms, nov ‘11, compared to 7 “awareness” and 6 “intent” campaigns that
ran on the GDN.
#FranchiseDigital @Location3
INTEGRATED DIGITAL PROGRAMS SOCIAL / SEO / CONTENT / DESIGN
#FranchiseDigital @Location3
Source: http://www.digitalbuzzblog.com/wp-content/uploads/2013/01/social_media_infographic_2012-blog-full.png
#FranchiseDigital @Location3
For top sites, the badge accounts for 38% of followers
Links your site to your Google+ page, allowing for:
• +1’s from your page to appear in search
• People to follow your page directly from search
Grow your followers and connect your Google+ page to your site
#FranchiseDigital @Location3
Give your fans a Megaphone
#FranchiseDigital @Location3
Android Phone | BestBuy.com www.bestbuy.com
Save Instantly On Android With No Mail Rebates at BestBuy!
Kari Clark, Christian Oestlien, Chris Vennard and150 other people +1’d this page
Google +1’s
• Your brand message
• Your fans’ recommendations at the right time & place
#FranchiseDigital @Location3
+1’s increase your
performance
5–10% average increase in CTR on search ads
#FranchiseDigital @Location3
SEARCH ENGINE OPTIMIZATION
Website Optimization
Content Development
Content Distribution
Keywords Title tags URLs META data Images Text Headers Internal linking
Blog Product/Service/Category Sub-pages
Resource Section New Sections
Infographics, Video, Posts
Brand Website Brand Social Media Assets Press Release Optimization
Directory Submissions Link-building
Blogger/Influencer Outreach Guest Blog Posts
Social Syndication
Online distribution and engagement of unique, fresh and relevant content can influence over 50% of SERP’s
organic ranking factors
Onsite keyword structure can influence over 25% of SERP’s organic ranking factors
#FranchiseDigital @Location3
AS THE WORLDS OF DESIGN, CONTENT AND SEO COLLIDE, FINDABILITY REQUIRES A CHOREOGRAPHED EFFORT.
And enhanced performance requires design
to not only be user-centric, but to be
optimized for multi-channel engagement.
#FranchiseDigital @Location3
UNIQUE LOCAL PAGES
http://www.homedepot.com/StoreFinder/index.jsp#zip=80223 http://www.publicstorage.com/locations/Colorado-storage/Denver-CO-storage/1019-80205-2011-storage.aspx
#FranchiseDigital @Location3
#FranchiseDigital @Location3
BRAND SITE FRAMEWORK
Corporate can enhance franchisee marketing
efforts by laying out a design framework that
protects the brand’s image while still
allowing for a Content Management System
that individual locations can use with
provided access to customize the following:
• Local landing pages within the site
• Product listings and updates
• Images and videos
• Custom content by location
There are two primary reasons…
1. Properly-formatted content is the substance that search
engines crave when crawling your site. It helps engines
match up searchers’ needs – expressed via queries – to
relevant websites.
2. Content provides a natural way for your site to organically
generate back links. This metric still remains an important
factor in Google’s algorithm that impacts ranking. As more
people link to your content, the better your site should rank.
WHY IS CONTENT IMPORTANT TO SEARCH ENGINES?
#FranchiseDigital @Location3
Content marketing is educating and inspiring people enough to do business with you.
Nothing that comes out of the mouth of a brand or any other institution has remotely the
influence of what comes from the mouths of 7 billion bystanders freely trading opinions online.
Content = YOUTILITY
Source: Jay Baer, Convince and Convert
Sell something and you make a customer today. Help someone and you make a customer for life. @jaybaer
LOOKING FORWARD IN 2013 NEW GOOGLE PRODUCTS & FRANCHISE EVENTS
#FranchiseDigital @Location3
Location Targeting and Extensions
Airport Targeting a new way to reach travelers on the go Location extensions and sitelinks show together
Larger, more useful maps
#FranchiseDigital @Location3
Calls Innovations
Click-to-call Button
Expanding Availability of Google call forwarding numbers
Call Extensions for in-app ads
#FranchiseDigital @Location3
Universal Analytics - BETA New tools offered by Universal Analytics via the new Measurement Protocol can help you measure how people actually become and remain loyal customers.
Consumers use multiple devices – seamlessly send your own data about your customers and business to your Analytics account
The world is mobile– mobile app analytics has been delivering great results for clients – Universal Analytics now enables you to measure your marketing more holistically
Cross-channel measurement is essential – Cross-channel information is more important and more diverse than ever before. Universal analytics lets you sync your own data from across various marketing channels
Your business is unique – use Universal Analytics to integrate your own data and customize the metrics that matter to you – beyond website visits
#FranchiseDigital @Location3
#FranchiseDigital @Location3
THANK YOU!
Ty Schlegel – Google Partner Trainer
Anne Baum – Location3 Media Account Director