mine your business_andrew carlson_adtech_2012
TRANSCRIPT
Mine Your Business:How to be Local When You are Really Far Away
Andrew CarlsonDirector, eCommerce & Database [email protected]@carlsonandrew
How do we show the customer in the Mining Industry that we know them without being
able to shake their hand?
The Challenge:
1. Personal relationships are valued
2. Proximity equals convenience
3. Jargon well understood by industry participants
Our Answer:Find the Keywords that Only a “Local”
Would Know…
Think This… Not This…
Your Customers Are Connoisseurs
“English? Who Needs That. I’m Never Going to England.”
~ Homer Simpson
And Definitely Not This…
How do I act like a local?
Participate in the CommunityChallenge #1
Leave Your Desk & Enter the FieldChallenge #1
You can’t know a person until you’ve
driven a mile in their 3 story high truck
Ask How Mobile Trumps Locale Challenge #2
You Are Here
Your PC is Here
Solve The Service Level GapChallenge #2
>+ or
Must be
Eavesdrop to Sound NativeChallenge #3
=++Listen to Calls
Record Your Calls
Use Speech Analytics Find Keyword Gold!
The Risk of Not Acting Local
Internet Marketing Manager
SEO Specialist
Mining Site Safety Manager
Things to Remember
1. Participate in the Community
2. Leave Your Desk
3. Enter the Field
4. Ask How Mobile Solves Locale
5. Solve the Service Level Gap
6. Eavesdrop to Sound Native
Thank You!