build a 2016 local online marketing plan

35
Build an Online Marketing Plan for Your Local Business Get strong results in 2016

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Page 1: Build a 2016 Local Online Marketing Plan

Build an Online Marketing Plan

for Your Local Business

Get strong results in 2016

Page 2: Build a 2016 Local Online Marketing Plan

Presentation

Outline

• Elements of a

successful marketing

strategy

• Marketing trends and

predictions for 2016

• Creating your plan

• Example

localvox.com

Page 3: Build a 2016 Local Online Marketing Plan

Elements of a

Successful

Marketing Strategy

Page 4: Build a 2016 Local Online Marketing Plan

CONTENT EMAIL SOCIAL MOBILE SEARCH

5 Parts of Local Online Marketing

localvox.com

Page 5: Build a 2016 Local Online Marketing Plan

Content

Content marketing is the art of

understanding exactly what your

prospects and customers need

to know…[and] delivering that

content to them in a relevant

and compelling way that will

grow your business.

-- The Content Marketing

Institute

localvox.com

Page 6: Build a 2016 Local Online Marketing Plan

The Importance of Content

localvox.com

70% of consumers prefer to

get to know a business

via articles versus ads

90% of consumers find

branded content

useful and

informative

78% of people equate content

marketing with

relationship building

Page 7: Build a 2016 Local Online Marketing Plan

Email

When you absolutely need

your message to be read,

email is one of the most

effective methods.

Email blends the intimacy

of direct marketing with the

speed and power of online

marketing.

localvox.com

Page 8: Build a 2016 Local Online Marketing Plan

Email = Direct Marketing

localvox.com

145 billion emails are sent daily

95% of online shoppers

use email

$44.25 for every $1 spent on

email marketing,

$44.25 is returned

Page 9: Build a 2016 Local Online Marketing Plan

localvox.com

Social Media

and Review Sites

• Available to all businesses

• Grow brand awareness

• Provide customer service

with a dialog platform

• Easily distribute information

localvox.com

Page 10: Build a 2016 Local Online Marketing Plan

Social Networks are Personal

localvox.com

88% of people trust online

reviews as much as

personal

recommendations

92% of consumers read

online reviews

46% of social media users

turn to the networks

when making a

purchase decision

Page 11: Build a 2016 Local Online Marketing Plan

localvox.com localvox.com

Mobile

• Mobile search > desktop search

• Connect with customers at the

exact moment they are looking

for products/services

• Mobile-friendly or responsive

website

• Google’s mobile-friendly test:

google.com/webmasters/tools/

mobile-friendly

Page 12: Build a 2016 Local Online Marketing Plan

Mobile Matters

localvox.com

81% of the conversions from

mobile search happen

within 5 hours of the

search

90% of American adults

have a mobile

phone

50% of local mobile searches

produce a phone call or

store visit within 24

hours

Page 13: Build a 2016 Local Online Marketing Plan

Local Search

Local SEO is when a small or

local business tries to increase

their page ranking on search

engines, such as Google, Bing

and Yahoo.

The easiest way to rank is to

have consistent a consistent

business listing in directories.

localvox.com/free-seo-report/

localvox.com

Page 14: Build a 2016 Local Online Marketing Plan

Local SEO Tips for Directories

localvox.com

Include keywords in your business description

Choose industry-specific categories and tags

Upload images, pictures and videos to make

your listings visually engaging

Add links back to your website so customers

can learn more

Page 15: Build a 2016 Local Online Marketing Plan

Predictions

for 2016

Page 16: Build a 2016 Local Online Marketing Plan

localvox.com

PREDICTION

Instagram will take off

Page 17: Build a 2016 Local Online Marketing Plan

localvox.com

PROOF: Instagram will take off

• Continued integration into Facebook

• Instagram ad recall: 2.8x other online platforms

• Mobile-exclusive app

• Experts: 2017 Instagram will have $2.8B in ad revenue

Page 18: Build a 2016 Local Online Marketing Plan

localvox.com

PREDICTION

Search will expand

Page 19: Build a 2016 Local Online Marketing Plan

localvox.com

PROOF: Search will expand

• Moving beyond Google, Bing and Yahoo

• Social networks have huge amounts of searchable data

• One example is Pinterest: “guided searches”

• Profiles and reviews going to get a lot of attention

Page 20: Build a 2016 Local Online Marketing Plan

localvox.com

PREDICTION

Targeting is the new black

Page 21: Build a 2016 Local Online Marketing Plan

localvox.com

PROOF: Targeting is the new black

• Data collection increasing as digital market grows

• More sophisticated targeting algorithms being created

• Get better results using targeted messaging

• Examples: pay-per-click and re-marketing ad campaigns

Page 22: Build a 2016 Local Online Marketing Plan

localvox.com

PREDICTION

Mobile payments skyrocket

Page 23: Build a 2016 Local Online Marketing Plan

localvox.com

PROOF: Mobile payments skyrocket

• Apple Pay

• 60% of customers already use their smartphone to pay

• Receive some sort of reward or benefit from the business

• Smartphone technology becoming more affordable

Page 24: Build a 2016 Local Online Marketing Plan

localvox.com

PREDICTION

Webrooming catches on

Page 25: Build a 2016 Local Online Marketing Plan

localvox.com

PROOF: Webrooming catches on

• Consumers consult 10+ sources before making a purchase

• Instagram ad recall: 2.8x other online platforms

• Mobile-exclusive app

• Experts: 2017 Instagram will have $2.8B in ad revenue

Page 26: Build a 2016 Local Online Marketing Plan

localvox.com

PREDICTION

Video gets the most views

Page 27: Build a 2016 Local Online Marketing Plan

localvox.com

PROOF: Video gets the most views

• 2013 – 2015: 360% increase in video views

• 2018: 79% of all consumer traffic will be from video

• New market entrants (Facebook, Instagram, Periscope)

• Easy to create – all you need is a smartphone

Page 28: Build a 2016 Local Online Marketing Plan

Build Your 2016 Marketing

Page 29: Build a 2016 Local Online Marketing Plan

Step 1

SWOT Analysis

Page 30: Build a 2016 Local Online Marketing Plan

Example

SWOT Analysis

Page 31: Build a 2016 Local Online Marketing Plan

Start emailing database of customers

and prospects

Run free LocalVox SEO report, fix

errors and optimize

Subscribe to the LocalVox blog to

stay up-to-date on online marketing

trends and changes

Start recycling blog posts on other

platforms (email, social, etc.)

Strength

Weakness

Opportunity

Threat

Step 2 Action Plan

Page 32: Build a 2016 Local Online Marketing Plan

Step 3 Create a Calendar

Page 33: Build a 2016 Local Online Marketing Plan

Additional Resources

Additional Resources

Page 34: Build a 2016 Local Online Marketing Plan

Local Online Marketing

• Email

• Local search

• Social media

• Mobile

• Advertising

• Websites

• Writing

• Reviews

LEARN MORE

(844) 654-6169

[email protected]

Made Simple

Page 35: Build a 2016 Local Online Marketing Plan

localvox.com/email-subscription/

Need More Help?

Subscribe to our blog Get a Free

Marketing Consultation

CONTACT US

(844) 654-6169 or

[email protected]

localvox.com