Create a Local Digital Strategy for Your Organization

SEARCH MARKETING

BRYAN HUBER COMFORT KEEPERS

BRINGING IT HOME:

A Bit About Me

Over the past 15 years, I’ve owned an digital agency and held, Director and VP level positions on the client side.Worked directly with C-level and Executive leadership to define, create and implementcomplex digital strategies, including localization, throughout many different types of organizations.

Currently, Director of Digital Marketing for CK Franchising, Inc.

Bringing It Home: Localization

OVERVIEW

01 THE THREE PILLARS

03 THE ANALYTICSLAYER

02 THE OPTIMIZATION LAYER

04 THE CONVERSION LAYER

Local DigitalStrategy Model Case Study

The Three PillarsThese channels work together to make up the foundation of a localization strategy

All three are connected, and all three need to have a strong presence

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NEW HUB AND SPOKEA New Way To ThinkAbout Your Digital Strategy

With The Rise Of Localization

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Content and Usability

Listings and Reviews

Community and Engagement

CHANNEL FOCUS

Claim: Google My Business, Bing Places, Yelp, Foursquare

Customer & User Experience

Build Community: FB, Insta, Pinterest, Twitter

Manage your listings SEO: Technical & Content Useful, Engaging Content

Reputation Management Content / Blog Listen & Respond

Customer Service Marketing: Email, SMS Social Care / Customer Service

Platform Advertising PPC/Display/Remarketing Audience Focused Advertising

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LOCAL8

THE LAYERS

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Three Important Activities That Stretch Across The Three Pillars

The Layers

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LOCAL8

OPTIMIZATION LAYER

ANALYTICS LAYER

CONVERSION LAYER

Optimization Layer

• All three pillars can be optimized to help make sure you are found on the Internet

• Keywords and phrases can be implemented to drive search

• Ensure your brand is portrayed correctly • Optimized for browsers and mobile

(local and social already optimized)

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Analytics Layer

• Drives the strategy• Understand how people are

interacting with your website• See how they are getting

to your site• Measure the effectiveness of

your campaigns across all three pillars

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Conversion Layer

• Set-up and track goals• Test and optimize advertising

efforts across all three pillars• Track across devices• Get hyper local

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The Result: Customer Focused Experience

• I can find you - across many channels• I can engage with you• I can make an informed decision about you• I can recommend you• I can have my questions and concerns addressed• I can do research

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I can do business with you!

CASE STUDY

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How MedVet Medical & Cancer Centers For Pets Is Developing A Local Digital Strategy

MedVet Medical & Cancer Centers For Pets

Fast growing organization with multiple locations, aging website and two distinct audiences

Unmanaged Reviews

DifferentAudience

Passionate Pet Owners

Many Competitor8

LocationsIn Multiple

States

Local Digital Strategy Model For Success

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LOCAL8

OPTIMIZATION LAYER

ANALYTICS LAYER

CONVERSION LAYER

LOCAL: WHY IT’S IMPORTANT

LOCAL8

• Search is a main driver for businesses — non-branded or branded

• Helps your brand own a visual experience on the first page of Google

• Correct listings ensure I can get to your business, see hours of operation and call if needed

• Reviews are a decision point of your business through people’s experience

• Review and respond

LOCAL: WHY IT’S IMPORTANTNon-branded search for emergency vet in Columbus and Dayton — Optimization

LOCAL: WHY IT’S IMPORTANTBranded search for MedVet Columbus - Google My Business Optimization

LOCAL: WHY IT’S IMPORTANTGoogle+ Page - Optimization and Reputation Management

LOCAL: WHY IT’S IMPORTANTGoogle My Business Insights - Analytics and Conversion

LOCAL: WHY IT’S IMPORTANTSearch for MedVet Cincinnati Reviews

LOCAL: WHY IT’S IMPORTANTLocal Listing for MedVet Cincinnati & Columbus

LOCAL: TOOLS TO HELP

LOCAL8

• moz.com/local to check your listings• Add UTM tracking to your listings

• https://support.google.com/analytics/answer/1033867?hl=en

• Claim Your Listings • Google My Business & Bing Places• Yelp, YP.com & Foursquare • Glassdoor• Angie’s List

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WEBSITE: WHY IT’S IMPORTANT

• A property you own and manage • The center of your brand• Main destination for your

marketing and advertising efforts which can serve many audiences

• Trackable conversions and goals

WEBSITE: WHY IT’S IMPORTANTFocus on User Experience for Clients and Referral Partners

WEBSITE: WHY IT’S IMPORTANTTop Content Pages, Localized — Optimization and Analytics

WEBSITE: WHY IT’S IMPORTANTTop Keywords and Phrases — Optimization

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WEBSITE: TOOLS TO HELP

• Google Analytics• Google Webmaster Tools• Add Schema:

• https://schema.org/LocalBusiness• Google Guidelines for Location:

• https://developers.google.com/webmasters/business-location-pages/

• WooRank.com for free SEO analysis

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SOCIAL: WHY IT’S IMPORTANT

• Build your community where they are using the Internet

• Provide engaging and useful content that people want to share

• Extend brand awareness• Customer service• Loyalty• Advertising platform

SOCIAL: WHY IT’S IMPORTANTBuilding Local Community Through Facebook

SOCIAL: WHY IT’S IMPORTANTBuilding Out The About Section — Optimization

SOCIAL: WHY IT’S IMPORTANTManaging Reviews

SOCIAL: WHY IT’S IMPORTANTLocalizing Social Content for Locations

CINCINNATI COLUMBUS HILLIARD DAYTONNEW

ORLEANS MANDEVILL MOBILE LEXINGTON

Created separate location Facebook pages to distribute content or location specific content

Brand Facebook Page

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SOCIAL: TOOLS TO HELP

• Use bit.ly Links to help with tracking - and UTM info to them!

• JonLoomer.com - excellent resource for how to do Facebook advertising really well

• Social Media Image Cheat Sheet• http://mashable.com/2015/04/21/

social-media-image-sizes/• Podcast: Tube Talk

• YouTube video marketing tips

SummaryAll three pillars are connected, and all three need to have a strong presence to help you dominate

Prioritize the weakness you need to improve for each pillar

Use the layers to help you continue to strengthen the pillars, and use advertising opportunities

It changes every day, so you have to be engaged!

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Q&A>?

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