@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
TODAY’S PRESENTERS
Tyler LudwigDirector, Product & Strategy at Rio SEO
Carlos E. CorredorMarketing Manager Hallmark Gold Crown -‐ Local
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
Source: US Census Bureau (2015), World Bank (2015), Greg Sterling estimates based on Bureau of Economic Analysis, Census Bureau Data (2015)
~ $10 Trillion is influenced by digital media channels
Total US GDP $17+ Trillion
Digitally Influenced Offline Spending
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
Media Sources Used in the Past Month“We would like to know when, if ever, you last used the following sources
to look up information or learn about products/services in your local area.”
Source: LSA-Burke Local Media Tracking Study, n=8,000 (2015)
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
YOU WILL LEARN HOW
Different verticals can benefit from local search and what tactics need to be in place to effectively ‘win’ local consumers
Using digital media to drive foot traffic and sales when combined with your ongoing seasonal marketing objectives
Managing your brand across many channels and locations can seem daunting without proper strategy within the organization
Extending your marketing budget can reach additional consumers in their moments of need across different platforms and devices
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
Evaluate your marketing strategy from a national level to individual local segments
Consider the source of truth (i.e. data) that will drive your campaigns across locations
Ensure your marketing tools are in place and built for scale
Work with key stakeholders and partners that understand your goals and objectives
LOCAL IS NOT ONE SIZE FITS ALL
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
BUILDING YOUR FOUNDATION
Make sure your core business information is correct, up-‐to-‐date and available for consumers
Take control of your brand messaging across desktop, mobile, search engines, and valued directories (i.e. Yelp, Foursquare, etc.)
Use data to determine where your audience engages most and where you need to be
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
START PREP WORK EARLY
Seasonal marketing cannot be done reactively and expected to work
Start preparing for your campaigns at least 30-‐60 days in advance to alleviate last minute hurtles
Coordinate asset collection, local messaging, and launch schedules for all stakeholders
Determine how you will track the effectiveness of each campaign
“Someone's sitting in the shade today because someone planted a tree a long time ago.” ― Warren Buffett
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
TIME TO LAUNCH, BUT WHERE?
Update local business listings to mirror your marketing campaigns (hours, images, etc.)
Personalize your online brand experience with rich content and media on local landing pages or directory listings
Push your messaging far and wide to capture the biggest audience (email marketing, social, niche directories)
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
LAUNCH. ANALYZE. REPEAT
Monitor your business information to ensure updates are in place, as publishing can take time
Measure impact to sales online and in-‐store with unique promotion codes or analytics
Analyze initial trends and engagement to optimize mid-‐campaign initiatives
Utilize reporting and insight to tweak your next campaign proactively
@rio_seo@LocalSearchAss
n
#LSAwebinars#localseo
Hallmark’s national advertising is important for building strength and
relevance of the brand and to showcase productsthat establish Hallmark Gold Crown stores as the place that best delivers a branded experience. “
”Local store marketing efforts support the brand as well as increase loyalty to a specific store, reach new consumers
in the retailer’s communities, and givesthe store credit for marketing.
@rio_seo@LocalSearchAss
n
#LSAwebinars#localseo
The RCM program is an easy-to-use online tool boxthat provides the capabilities and knowledge to allowretailers the flexibility to execute their local storemarketing.
@rio_seo@LocalSearchAss
n
#LSAwebinars#localseo
RCM
DIRECT MAIL
SOCIAL
SEARCH IN-STORE
LANDING PAGES
@rio_seo@LocalSearchAss
n
#LSAwebinars#localseo
DRIVE traffic and dollars(
Manage your BRAND(EXTEND your marketing budget reach
(
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
TAKEAWAYS Seasonal campaigns at the local level requires more than a shotgun approach to be successful. Knowing your consumer and where they engage should be your first step before launch.
Make sure that your entire web presence on search engines and directories is queued up well before launch to make sure data is published in time.
Having a scalable solution to execute each campaign will allow you to launch, analyze, and reiterate in the future.
Knowing your brand value will contribute not only to a national strategy, but also provide guidance and value to each local store when working with franchisees and separate owners.
@rio_seo@LocalSearchAssn
#LSAwebinars#localseo
THANKS FOR JOINING!For News, Case Studies and Press visit Rio SEO online at
www.RioSEO.com / 858.529.5005 / @rio_seo / #localseo