build a 2016 local online marketing plan
TRANSCRIPT
Build an Online Marketing Plan
for Your Local Business
Get strong results in 2016
Presentation
Outline
• Elements of a
successful marketing
strategy
• Marketing trends and
predictions for 2016
• Creating your plan
• Example
localvox.com
Elements of a
Successful
Marketing Strategy
CONTENT EMAIL SOCIAL MOBILE SEARCH
5 Parts of Local Online Marketing
localvox.com
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
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The Importance of Content
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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
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.
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Email = Direct Marketing
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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
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Social Media
and Review Sites
• Available to all businesses
• Grow brand awareness
• Provide customer service
with a dialog platform
• Easily distribute information
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Social Networks are Personal
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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
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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
Mobile Matters
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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
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/
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Local SEO Tips for Directories
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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
Predictions
for 2016
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PREDICTION
Instagram will take off
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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
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PREDICTION
Search will expand
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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
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PREDICTION
Targeting is the new black
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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
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PREDICTION
Mobile payments skyrocket
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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
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PREDICTION
Webrooming catches on
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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
localvox.com
PREDICTION
Video gets the most views
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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
Build Your 2016 Marketing
Step 1
SWOT Analysis
Example
SWOT Analysis
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
Step 3 Create a Calendar
Additional Resources
Additional Resources
Local Online Marketing
• Local search
• Social media
• Mobile
• Advertising
• Websites
• Writing
• Reviews
LEARN MORE
(844) 654-6169
Made Simple
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Need More Help?
Subscribe to our blog Get a Free
Marketing Consultation
CONTACT US
(844) 654-6169 or
localvox.com