Date post: | 10-Apr-2017 |
Category: |
Small Business & Entrepreneurship |
Upload: | local-search-association |
View: | 304 times |
Download: | 0 times |
© 2015 Acxiom Corporation. All Rights Reserved. © 2015 Acxiom Corporation. All Rights Reserved.
Top Tactics to Maximize Online Exposure and Success
Maximizing ROI: Making the Most of a limited Marketing Budget
Jeff Standridge, Acxiom January 2016
© 2015 Acxiom Corporation. All Rights Reserved.2
© 2015 Acxiom Corporation. All Rights Reserved.
Understanding New Digital Trends
3
Johndiscovered your brand through a
direct mail catalog sent to his home.
Susanfound you
through a web search for
“athletic shoes.”
Mark saw a mobile
banner ad
Danwalked by your
storefront
Christineremembered
your name from a Facebook post
Jimreceived an HTML email
© 2015 Acxiom Corporation. All Rights Reserved.
Benefits of Digital for Local Business
4
Levels the playing field between you and the big dogs.
Attracts a more mobile, on-the-go audience.
Increases exposure!
Creates engagement!
Generates results immediately!
© 2015 Acxiom Corporation. All Rights Reserved.
Going SoLoMo
5
Question: What are the digital marketing trends you can’t ignore?
Answer:
© 2015 Acxiom Corporation. All Rights Reserved.
Signing onto Social Media
6
© 2015 Acxiom Corporation. All Rights Reserved.
Looking Local
7
54 percent of Americans have substituted the Internet and local search for phone books. They’re going online to find the products and services they’re after.
And they’re on a mission – 50 percent of all local searches end with a purchase.
© 2015 Acxiom Corporation. All Rights Reserved.
Going Mobile
8
© 2015 Acxiom Corporation. All Rights Reserved.
Gearing up for the Campaign
9
Do you have a website?
Is your website mobile-friendly
Is there a clear path to conversion with clear calls to action
Have you claimed your local listings
© 2015 Acxiom Corporation. All Rights Reserved.10
© 2015 Acxiom Corporation. All Rights Reserved.
Core Demographics
11
OVER-REPRESENTEDMost Like Your Customers' Demographics UNDER-REPRESENTED
Least Like Your Customers' Demographics
© 2015 Acxiom Corporation. All Rights Reserved.
Over RepresentedMost Like Your Customer’s Interest
12
© 2015 Acxiom Corporation. All Rights Reserved.
- 20 40 60 80
100 120 140 160 180 200
Home Equity Available
Successful Students Unsuccessful Students Empty Empty
© 2015 Acxiom Corporation. All Rights Reserved.
-
50
100
150
200
250
Less Than $50MHome Value
$50M - $99MHome Value
$100M - $149MHome Value
$150M - $199MHome Value
$200M - $299MHome Value
$300M - $399MHome Value
$400M - $749MHome Value
$750M+ HomeValue
Market Value of Home
Successful Students Unsuccessful Students Empty Empty
© 2015 Acxiom Corporation. All Rights Reserved.
-
20
40
60
80
100
120
140
160
Less Than 1 YearAt Address
1 Year at thisAddress
2 Years at ThisAddress
3 Years at ThisAddress
4 Years at ThisAddress
5 Years at ThisAddress
6-10 Years at ThisAddress
11+ Years at ThisAddress
Years at This Residence
Successful Students Unsuccessful Students Empty Empty
© 2015 Acxiom Corporation. All Rights Reserved.
- 20 40 60 80
100 120 140 160
Automobile Types Owned
Successful Students Unsuccessful Students Empty Empty
© 2015 Acxiom Corporation. All Rights Reserved.
BIG Keys to Success
17
Identify your Focus
Define your Target Audience
Use Multiple Channels to reach them where they are
Test & Learn to Get Better
© 2015 Acxiom Corporation. All Rights Reserved. © 2015 Acxiom Corporation. All Rights Reserved.
Jeff [email protected]
Thank you!