searchcon 2016 | local market activation for big brands with nick neels
TRANSCRIPT
1
May 12 & 13, 2016 | Breckenridge, Colorado
2
Local Market Activation for Big BrandsNick Neels, Head of Local Search | @nickneels
#SearchCon @NickNeels
3
Local Market Activation for Big Brands
#SearchCon @NickNeels
4
Local Market Activation for Big Brands
#SearchCon @NickNeels
Each location has its own unique challenges regarding
sales goals, campaign performance and
competition. LMA is driving conversions at the local level.
5
Local Market Activation for Big Brands
#SearchCon @NickNeels
0 to 20,000+brick & mortar locations
“Locations” and “Markets” are interchangeable
6
Local Market Activation for Big Brands
#SearchCon @NickNeels
Caring for all locations,but giving extra love to those in need.
7
#SearchCon @NickNeels
But does it exist? Can it exist?
8
#SearchCon @NickNeels
Yes, it can be a reality.You just need to know how to prioritize.
9
#SearchCon @NickNeels
It’s Christmas each year: You like everyone,but you spend more time with some than others.
10
#SearchCon @NickNeels
But I’m too busy, I don’t have time.There are just too many locations (target markets).
11
#SearchCon @NickNeels
Proactive planning can reduce reactive stress.You can do it with these 4 steps.
12
#SearchCon @NickNeels
#1 Stability Assessment
#2 Performance Audit
#3 Competitive Saturation Analysis
#4 Priority Pitch
13
#SearchCon @NickNeels
Stability Assessment: Do the Research
14
#SearchCon @NickNeels
Stability Assessment: Make Friends, Gain InsightStore Number Stability Assessment
100 Open
101 Open
102 Open
103 Open
104 Open
105 Open
106 New Store (Nov 2016)
107 New Store (Dec 2016)
108 Future Closure (Oct 2016)
109 Future Closure (Dec 2016)
15
#SearchCon @NickNeels
Stability Assessment: Gain More InsightStore Number Sales
100 $ (5,000)
101 $ 12,000
102 $ (10,000)
103 $ 6,000
104 $ 6,000
105 $ 1,000
16
#SearchCon @NickNeels
Stability Assessment: Tier the Sales Data
Store Number Sales Sales %
100 $ (5,000) 29%
101 $ 12,000 86%
102 $ (10,000) 14%
103 $ 6,000 57%
104 $ 6,000 57%
105 $ 1,000 43%
17
#SearchCon @NickNeels
Stability Assessment: Tier the Sales Data
Store Number Sales Sales % Sales Tier
100 $ (5,000) 29% 1
101 $ 12,000 86% 3
102 $ (10,000) 14% 1
103 $ 6,000 57% 2
104 $ 6,000 57% 2
105 $ 1,000 43% 2
18
#SearchCon @NickNeels
Performance Audit: Campaign Health Check
19
#SearchCon @NickNeels
Performance Audit: Campaign Health CheckStore Number LLM SEO PPC
100 3 2 2
101 2 2 3
102 2 2 1
103 2 3 2
104 3 3 2
105 1 1 2
20
#SearchCon @NickNeels
Competitive Saturation Analysis
21
#SearchCon @NickNeels
Competitive Saturation Analysis: Real Estate Team
22
#SearchCon @NickNeels
Competitive Saturation Analysis: Eyeball It
23
#SearchCon @NickNeels
Competitive Saturation Analysis: Scale It
Location ID Group Lat LongHigh Competitor
Count Group Lat LongMiles Apart
1 SlimGenics 39.815068 -105.081104 5 Jenny Craig 40.6667729 -73.475811 1658.92 SlimGenics 41.459875 -82.019666 4 Jenny Craig 41.861201 -87.975686 903.73 SlimGenics 41.681404 -81.296272 3 Jenny Craig 32.9411882 -97.1176371 648.94 SlimGenics 44.866012 -93.056131 5 Jenny Craig 34.074212 -118.37558 833.25 SlimGenics 44.8731253 -93.3254647 7 Jenny Craig 31.9941086 -81.1286575 1439.76 SlimGenics 39.749225 -105.000338 7 Jenny Craig 35.443561 -80.859494 1354.97 SlimGenics 41.119607 -81.47236 3 Jenny Craig 38.6702055 -121.1552884 862.68 SlimGenics 41.539973 -81.451364 5 Jenny Craig 42.2746069 -71.7501199 1734.09 SlimGenics 45.039171 -93.220902 4 Jenny Craig 39.8808624 -105.0942944 4.6
10 SlimGenics 44.9054244 -92.9240745 4 Jenny Craig 33.0154311 -96.7088565 660.8
24
#SearchCon @NickNeels
Competitive Saturation Analysis: Tier CompetitionStore
Number Competition
100 2
101 3
102 2
103 2
104 2
105 1
25
#SearchCon @NickNeels
Priority Pitch: The Data Will Set You Free
26
#SearchCon @NickNeels
Priority Pitch: Multiply Across
Store Number Sales Tier LLM SEO PPC Competition Priority Score
100 1 3 2 2 2 24
101 3 2 2 3 3 108
102 1 2 2 1 2 8
103 2 2 3 2 2 48
104 2 3 3 2 2 72
105 2 1 1 2 1 4
27
#SearchCon @NickNeels
Priority Pitch: Tier the Priority Score
Store Number Priority Score Priority % Priority Tier
100 24 43% 2
101 108 86% 3
102 8 29% 1
103 48 57% 2
104 72 71% 3
105 4 14% 1
28
#SearchCon @NickNeels
Priority Pitch: The Trump Card
29
#SearchCon @NickNeels
Priority Pitch: The Trump CardStore
Number Sales Tier Priority Tier
The Trump Priority
100 1 2 2
101 3 3 3
102 1 1 3
103 2 2 2
104 2 3 1
105 2 1 1
30
#SearchCon @NickNeels
Priority Pitch: Pitch Priority
31
#SearchCon @NickNeels
Priority Pitch: Standing Ovation
32
#SearchCon @NickNeels
Execution: Less chaos, more control.
33
#SearchCon @NickNeels
By improving outliers, you create war stories.People remember stories more than stats.
34
#SearchCon @NickNeels
Better performance for local AND enterprise.
35
Continue to work down the priority list.
#SearchCon @NickNeels
36
#SearchCon @NickNeels
I’m not only talking about current clients,I’m talking about prospects too.
37
#SearchCon @NickNeels
Sales can leverage portions of this datato establish trust and credibility.
Store Number Sales Sales % Sales Tier LLM SEO PPC Competition Priority Score Priority % Priority Tier
The Trump Priority
100 $ (5,000) 29% 1 3 2 2 2 24 43% 2 2
101 $ 12,000 86% 3 2 2 3 3 108 86% 3 3
102 $ (10,000) 14% 1 2 2 1 2 8 29% 1 3
103 $ 6,000 57% 2 2 3 2 2 48 57% 2 2
104 $ 6,000 57% 2 3 3 2 2 72 71% 3 1
105 $ 1,000 43% 2 1 1 2 1 4 14% 1 1
38
The Results:
#1 Priority Plan Based on Data
#2 Actionable List of Locations (Markets)
#3 Outlier & Enterprise Improvement
#4 War Stories that Spread#SearchCon @NickNeels
39
Local Market Activation for Big BrandsNick Neels, Head of Local Search | @nickneels
#SearchCon @NickNeels