All Things Tips and Secrets to Your Best Marketing Resource Jamie Sewell, Marketing Consultant Former CLA Marketing Director

Food for Thought

News Flash.

Your store is being marketed by its very existence.

We are ALL in the Marketing Business

What are these businesses marketing?

We are ALL in the Marketing Business

What are these businesses marketing?

We are ALL in the Marketing Business

What is YOUR business marketing?

Who you are online is just as important as who you are in

person.

Let’s Talk Google.

68% 19% 10% 2.4%

Google is More Than a Search Engine

There are approximately 181 Google Tools currently in existence. List of Google Tools http://bit.ly/cla-google

How Important is it to Be On Google?

How Important is it to Be On Google? • 84% of people visit a business the SAME Day they do a local

search!

• 30% immediate conversions for many industries

• 55% conversions within an HOUR

Google My Business Activity & New Card Sales For LMARIES Laundromat

GOOGLE TOOLS: Which Ones To Use?

Google AdWords Express

Google Analytics

Honorable Mentions

Google My Business (Formerly Google Places)

Google Voice

Google Alerts

How Do I Get to the Top?

How Do I Get to the Top? Make sure your business is listed on Google My Business (formerly Google Places)

What Is Google My Business? • Formerly Google Places & Google+ Business • Combines Business’s Map Location, Google Places Listing and

plugs in with Google+ Local Listing • Snapshot of your business from all across Google • My Business vs. Google+ Local

Components of a Good Listing • Good Reviews • Photos • Hours • Phone Number • List of Services/Business Info

Pro Tip: Make sure to use KEYWORD-rich text for your business description.

Breaking Down The Results

The Importance of Reviews Google rewards businesses with good reviews by placing them higher in the search. • 90% of people surveyed say that positive online

reviews influenced their buying decision.

• 86% said their decision was influenced by negative reviews. (Zendesk survey)

Keep In Mind:

Google wants to provide the BEST results.

The Importance of Reviews How Do You Get Reviews? • Display a sign by your cash register

and hand each customer a flyer with their receipt asking for a review.

• Post a link to your My Business or Google+ Local Account on your website.

• ASK PEOPLE

The Importance of Reviews “I don’t want to put my business online because…”

• People will trash my business unfairly • The reviews are misleading • I got a bad review and can’t get it down

What to Do: • You can flag reviews for removal • RESPOND PUBLICALLY!!!! • Ask happy customers for reviews

The Importance of Photos • We’ve already established that photos are CRITICAL.

• Do you have a video of your store? Share it on

My Business! (YouTube is part of Google too)

Google Inside Street View/Business View

Google Inside Street View/Business View

• Part of Google Maps

• If Google doesn’t “officially” reward businesses for it now, they will one day.

• Enhances customer experience!

• Cheap marketing! ~$500/store

How Do I Get a My Business Account? 1. Go to google.com/business/ 2. Click “Get On Google”

4. Enter your address and follow the instructions.

5. Google is Going to Verify Your Store. • Phone verification is the easiest way • Help! I cannot verify my store! Contact Google. • See link supporting information doc for info.

Store unattended? Get Google Voice!

Pro Tip: Get Your Business Online Campaign

How Do I Get a My Business Account?

visit www.gybo.com

Get Google Voice • It’s FREE! • Customers can call or text • Provides great customer service • VERY easy to set up • You can pick a local area code (important) • Calls can be routed to your cell phone

Pro Tip: Want more info on this? Search for “Google Voice” on CLA Connect Open Forum. Coinlaundry.org/claconnect

More Ways to Get to the Top

What is Adwords Express?

• AdWords Express is Google’s online advertising tool for small or local businesses.

• Once you set up Google My Business, you can advertise your store using AdWords Express.

Pro Tips: DO NOT use Google AdWords.

Experiment with different keyword combinations.

AdWords Express

How does it work? • People search on Google • They see your ad • When they click your ad, they can: Call you, get directions or visit your online listing or website

(you don’t even need a website)

Pro Tip: You only pay for ads that people click on. If people don’t click, you don’t pay.

AdWords Express

How to get started:

Specify the area you want to target (radius)

Specify your business category

You can also specify 24 Hr, Drop-Off Service, Dry Cleaning, and Self-Service

Create your ad & set your budget

Displays ads on the web, maps, mobile devices, and relevant partner websites

AdWords Express

AdWords Express Google AdWords Express for Paradise Laundry

Google AdWords Express

AdWords Express

ADWORDS EXPRESS Results of Advertising on Google AdWords Express & YP.com for Paradise Laundry:

24 Hour Store Advertising

• $200/Month Internet Advertising

• $1,995 Revenue 6 months

• 66% ROI

$90

$307

$362

$202

$423

$611

$-

$100

$200

$300

$400

$500

$600

$700

Dec Jan Feb Mar Apr May

Revenue

Linear (Revenue)

Cirby 12am - 5am

AdWords Express Google AdWords Express for Paradise Laundry See almost instant ad results & manage your campaign.

AdWords Express Google AdWords Express for Paradise Laundry

Ad results will feed into your Google Analytics account if you have one.

AdWords Express A Chance to Experiment with Incentives?

• People buy things because “they are on sale”.

• Customers want to feel like they are getting a “good deal”.

• Provides opportunities to upsell your customers.

• Free Dry vs. Other Promos

Google Alerts ALL BUSINESS OWNERS NEED TO DO THIS! google.com/alerts • Set up alerts for your business – you’ll get a daily or

instant email when something relevant comes up online. (i.e. reviews)

• Set up alerts for your competitors’ businesses.

Google Analytics What is Google Analytics?

• It’s a service offered by Google that generates detailed statistics about a website's traffic.

• It is the most widely used website statistics service. Who should use it? • Anyone with a website

Google Analytics What can Google Analytics track? • Where your visitors are coming from: Search engines Social networks Direct visits Referring sites

• How many people visited your site and compare new vs. returning visitors

• What your most popular pages are

Advertising Pay-per-click networks Email marketing

Google Analytics What can Google Analytics track? It can also tell you:

Age, gender, and location of your visitors

Visitor flow – i.e. visitor patterns on your site

What kind of browser they’re using

If they’re using a mobile device

What keyword (search term) they used to find you

Google Analytics Why should you use Google Analytics?

To make informed decisions about how to market your business online.

To better understand what information your customers are looking for.

To identify areas of opportunity or areas that you’re doing well in.

Google Analytics

The Importance of Keywords Write descriptions with strong keywords that you want your business to rank on:

– Wash dry fold – Pick up and delivery – 24 hour coin laundry – Attended laundromat

Make sure you’re using good keywords on your website, in your descriptions of your business, Facebook, etc.

The Importance of Keywords • Google Analytics will tell you what keywords people are using

to find your website.

• Google AdWords Keyword Planner can suggest additional words you should/could use in your advertising.

• When possible, use niche keywords. Ex: Ozone Wash

• Take a look at keywords that your competitors are using. (Use the Google Keyword Planner)

• Google Webmaster Tools can provide you with keyword trends.

How Do I Manage My Google Accounts? Step 1 Log in to Google

Step 2 Click on the little boxes in the right corner

Pro Tip: Use only ONE account for all your Google Tools

Honorable Mentions

• YouTube – youtube.com • Google Sites – sites.google.com • Google Webmaster Tools – google.com/webmasters • Google Translate – translate.google.com • Google Drive – google.com/drive • Google Docs – google.com/docs • Google Forms – google.com/forms • Google Wallet – google.com/wallet/business/

All of these tools are FREE!

Pro Tip: More ideas can be found in the CLA Connect Open Forum

Don’t Be Like This Guy.

Google Tips Make sure you’re getting the most out of Google!

• Do a Google search for stores in your area. Do you show up? How high do you rank?

• Experiment with different keywords ex: Wash-Dry-Fold, 24 hour, attended, etc.

• Do your competitors rank higher than you?

• Do a competitive analysis of their online presence vs. yours. What are they doing that you’re not?

GOOGLE TIPS Make sure you’re getting the most out of Google!

• Don’t forget the data! All the tools discussed today come with analytics – Don’t ignore them!

• For Google AdWords Express, calculate your ROI!

Don’t Have Time? Hire a Local Business Search EXPERT!

• OMNI Online Solutions – Website – SEO – Maps Optimization – Local Directory Optimization – Discounts for CLA Members

coinlaundry.org/omni

Other Options Yext Online Listings

– Get Found Fast in Online Directories and Maps – Serious discount for CLA Members

($349 and $299/yr depending on membership)

– Now adds listings to Apple Maps! Hire a Freelancer

coinlaundry.org/yext

Google cares about getting the right information to the right customers and enhancing the user experience – When you shape your online presence around your customers’ needs, Google will reward you.

The Bottom Line