nov 2016 cim presentation local digital marketing

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Local Digital MarketingRob Watson

@clicktosalewww.clicktosale.co.uk

Aims of the presentation

• Demonstrate how local/location-based marketing is different• Show you some real-life examples and case studies• Give you ideas you can take away and use for your business• Share with you what the next phase might look like

Get the slides at bit.ly/robwatson-local

@clicktosaleRob Watson www.clicktosale.co.uk

The growth of local digital marketing• Growth in mobile devices

continues• Mobile bandwidth better

than ever• ‘Near Me’ searches grew 34x

between 2011 and 2015• Mobile searches overtook

desktop in 2015

@clicktosaleRob Watson www.clicktosale.co.uk

Let’s start with Local SEO

It’s the same...

@clicktosaleRob Watson www.clicktosale.co.uk

...only different

So how is Local SEO different?• The ‘Map Pack’ 2008 – 8

local listings• The new ‘Map Pack’ – 3 local

listings from 2015• Local Ranking Algorithm

So how do you get to show up in the Map Pack?

@clicktosaleRob Watson www.clicktosale.co.uk

Getting in to Google’s Map PackYou must be on Google My Business

• Not the same as Google+• Free to register• Verified by postcard

Set your account up at business.google.com

@clicktosaleRob Watson www.clicktosale.co.uk

Getting in to Google’s Map PackManage your reviews:

• Ask at the right time• Don’t write fake reviews• Target Gmail users• Consider a reviews page

@clicktosaleRob Watson www.clicktosale.co.uk

Getting in to Google’s Map PackGet good local links:• Teams and events that you

sponsor• Local directories• Community sites eg schools,

churches

Needn’t be big organisations, just local ones

@clicktosaleRob Watson www.clicktosale.co.uk

@clicktosaleRob Watson www.clicktosale.co.uk

• Location• Keyword

Google does very well knowing just two things about you….

@clicktosaleRob Watson www.clicktosale.co.uk

• Location• Past Locations• Significant other (and past ones!)• Travels• Friends and Family• Favourite bands, films, teams

…..and much, much more.

So just think what Facebook could do!

Facebook Ads can be targeted by:

• Age• Gender• Device Type• Behaviour on your website• Interests• Page Likes• Group membership...and Location – so let’s explore that one in more depth…

@clicktosaleRob Watson www.clicktosale.co.uk

The power of Facebook location targetingTargeting people close to your location is pretty obvious…

…so let’s look at a more creative example:

• Sports fans are a sought-after audience• Matchday marketing opportunities don’t come cheap…

…or do they?!…

@clicktosaleRob Watson www.clicktosale.co.uk

Targeting sports fans• Drop a map pin on a stadium• Select a radius for targeting (min 1km)• You have a cheap way of targeting

sports fans

But isn’t that area a bit too big?........

@clicktosaleRob Watson www.clicktosale.co.uk

Targetingsports fans• Pick more areas around the stadium• Exclude those areas from your targeting• Creates a much more targeted area

Now your targeting looks more like this….

@clicktosaleRob Watson www.clicktosale.co.uk

Targetingsports fans• Highly targeted area• Easy to fine tune further• Can be saved for future campaigns

An ad on the scoreboard could cost thousands, but Facebook ads could cost pennies per click

@clicktosaleRob Watson www.clicktosale.co.uk

Now what else could you gatecrash?…• Exhibitions & Conferences• Gigs and Festivals• Competitors’ Premises or

Catchment Areas

….or anywhere else your target audience hangs out

@clicktosaleRob Watson www.clicktosale.co.uk

A real-life example – Woodhouse Grove SchoolAn Insurance Broker/IFA targeted high earners for:• Focused on their needs – eg save for uni

fees, high value home insurance with worldwide travel cover

• Financial Advice - £173 per lead• High Net Worth Household Insurance -

£67 per lead

So what do all these examples have in common?

@clicktosaleRob Watson www.clicktosale.co.uk

Location + Emotion is a powerful combinationAll of these examples show crowds of people with any of these:• Shared values• Common wants and needs• Things they need help with

How can you make your message relevant, helpful and non-intrusive?

@clicktosaleRob Watson www.clicktosale.co.uk

And don’t forget about Twitter• Geo-Targeting – much like Facebook• Combine it with areas of interest:• Hashtags used• TV interests• Visits to your website

@clicktosaleRob Watson www.clicktosale.co.uk

Twitter – a worked exampleA Home Improvement company wants to find more customers for conservatories, orangeries and extensions:• Target people close to the business• Focus on those who like/watch/tweet about:• Grand Designs• George Clarke’s Amazing Spaces

Watch this space to see how this one turns out

@clicktosaleRob Watson www.clicktosale.co.uk

And finally, let’s look at the future

Beacons have been talked about for years…

…but for all the wrong reasons…

…and yet their true potential is huge when you look at what else they can do…

@clicktosaleRob Watson www.clicktosale.co.uk

Bluetooth Beacons – a glimpse of the future• Tracks footfall using device IDs• Lets you retarget store

visitors…• …and exclude them from

other marketing

@clicktosaleRob Watson www.clicktosale.co.uk

Beacons have a bright future, once people understand their real benefit

Final ThoughtsLocation-based digital marketing is here to stay.

It will only get more competitive and expensive.

Where does your target audience gather, on and offline?

Think of one thing you can try for your business, and go away and try it.

@clicktosaleRob Watson www.clicktosale.co.uk

@clicktosaleRob Watson www.clicktosale.co.uk

Any Questions?