local websites: help your clients leverage local marketing possibilities

7/31/2019 Local Websites: Help Your Clients Leverage Local Marketing Possibilities

1/14

LocaLWbsts

Local Marketing.

Automated.

Help Your Clients

leverage loCalMarketing possibilities

PaPR NtNDD FoR:

Buyg Sg:

Education&Investigation

uc:

AgenciesandotherMarketingServicesProviders

responsibleformarketingofNationalBrands

FocuS:

LocalWebsiteStrategy&Education(what,how,why)

EerciseforDeterminingLocalMarketingPresence

Ro:

DecisionMaker

Influencer

LALWEBSIES:EFISSEPINLALWEBMAEIN

ALLENESFExENDINNAINALAMPAINSELALLEEL

ExEISE:DEEMININBANDPEFMANEAELALLEEL

WSEE:DEEMININLALPESENEFYULIENSBAND
http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/


2/14

ExEUIESUMMAY 1

ISIALLENESFExENDINNAINALAMPAINSELALLEEL 1

WINIMPANEFDIIALMEDIAINLALMAES 2

ESIFFMADIINALNLINEMAEIN 2

ELALWEB 3

LALWEBSIES:EFISSEPINLALWEBMAEIN 3

AUMAINLALWEBSIES 5

NLUSIN 5

ExEISE:DEEMININBANDPEFMANEAELALLEEL 6

WSEE:DEEMINESEAEALESAEFYULIENSBAND 10

ABUBALI 12

Help Your Clientsleverage loCalMarketing possibilities


3/14

1ELPYULIENSMANAELALMAEINPSSIBILIIES

xcuv SummRyThe Internet and its mobility have undamentally changed marketing. Over the past decade, websites have

become the hub or all marketing activities, i.e. the centralized landing pages through which all tactical

programs both online and ofine can be driven, tracked and measured. Mobile phones will soon

overtake PCs as the most common Web access device worldwide. nd within the last tw ears, lal aretin has

eered as the net bi frntier in eetie deand eneratin.

As a marketing services provider, you ully understand how important a local presence is or your national

brand customers its imperative to ensure consumers can nd your clients resellers and products at the

local level. Local websites do this they are the rst step required or national brands to build a local market

presence. They ensure search engines direct customers to the right place at the right time; they make sure

local reseller messages are consistent with national campaigns; and they guarantee customers arent routed

to the competition.

This paper explains how marketing services providers or national brands e.g. ad agencies, web

development companies, direct marketing rms, etc. can use marketing automation to create and

implement local websites or their clients campaigns, and in turn:

Quickly scale and extend national campaigns to the local level

Leverage the growing importance and strength o local markets or their clients

Maintain control o clients brands urther down the sales cycle

Increase ROI o their clients marketing expenditures

pleentin aretin atatin enables aretin series priders and aenies t epand their prtfli f series

and strenthen relatinships with their lients.

HSoRc cHgS oF xg o cmPgS o H oc vFor the majority o national brands who sell through local outlets, local marketing has always been a highly

under-served marketing channel. Brand marketers, their agencies and service providers spend millions

o dollars nationally both online and ofine to build brand awareness, interest, consideration and

preerence o the consumer, with consistent messaging that builds across multiple touch points in the cycle.

(see Figure 1)

FIUE1

PrEFrENcE

NAINALMAEIN

LALMAEIN

PrEFrENcE PUASE

INtErESt coNSIDErAtIoNAWArENESS
http://www.balihoo.com/


4/14


However, when it comes to marketing at the local level, where nal preerence and purchases actually

occur, national brands and their marketing services providers oten lose control o the brand message and

the eectiveness o their marketing dollars. (see Figure 1) The reasons behind the historic struggle with local

marketing are varied, but they all into 3 categories:

mltiple eraphies bined with lts f resellers pliate stizatin and anaeent. Local marketingrequires customization o messaging and graphics across a growing number o mediums at a highly

localized level oten across hundreds o cities with multiple outlets in each one. Without technology, itssimply not cost-eective or a national brand to modiy and manage all o these elements at a local level.So until the recent advent o marketing automation, most national brands did not attempt to manage it.Rather, they implemented aliate or co-op marketing programs, hoped or the best, and then threw theirhands up in the air when local-level partners did not comply with national campaigns. The problem is thesame or marketing services partners who attempt to develop or implement aliate or co-op programsor their clients, only they also struggle to get their clients to provide access to the data needed to doeective local marketing in the rst place.

Reliane n aliates and partners delas tie-t-aret and leads t pr eetin.National brands and theirmarketing services agencies typically have to rely on aliates or channel partners to execute brandmarketing at the local level. This is problematic because otentimes, when responsibility is placed onseparate entities to nish-out marketing programs, it has a negative impact on program adoption, qualityand eectiveness. Local-level partners are usually either business owners who are time-constrained andnot ocused on marketing, and/or resellers who also sell competing brands. I a national brands programsare not extremely easy to implement, they oten get completely ignored by partners. And in best-casescenarios, there are usually time delays between when a national campaign launches and when thecampaign is embraced and executed by the local-level partners.

a f apain perfrane data aes it dilt t easre Ro and jstif spendin.National brands and theiragencies typically have to rely on sell-through or order data rom aliates and partners to gauge theimpact o local marketing eorts, and this data is typically incomplete, unreliable and dated. Withoutgood visibility into the ROI and eectiveness o local programs, its dicult to justiy spending and showthe real results o a national campaign. Having comprehensive results enables better learning or both thebrand and their marketing services partner, and it increases the likelihood o increased unding or uture

campaigns.

The disconnect between national and local marketing is particularly interesting when one considers that

local marketing is the last mile o marketing i.e. communication a potential customer receives when they

are at their closest point to making an actual purchase decision making it highly relevant when it comes

to converting consumers with purchase intent into buyers o a brands products. There is no doubt that

by closing this gap, brand-level marketers can signicantly improve leads and sales at the local level and

increase the brands top-line revenue.

gRog mPoRc oF g m oc mRkSWithin the last two years, local marketing has emerged as the next big rontier in eective demand

generation. As partial proo, Google recently announced that over 2.8 billion searches a month have a localintent.

H SHF FRom Ro o o mRkgWhen it comes to what works at the local level, the importance o online vs. traditional marketing is shiting.

Digital media is growing exponentially and is expected to represent 23.6% o advertising spending by

2015. And with that growth, the way consumers are buying is changing. From 2010 to 2011, the number o

S


5/14


aVRaGsoURcsUsD

FIUE2

sources used by consumers in making buying

decisions increased rom 5.27 to 10.4.

(see Figure 2) Consumers are embracing the

many sources o inormation and including

them in their investigation process.

(see Figure 3) And increasingly, theyre

accessing them while on the go. Gartner

predicts that by 2013, mobile phones willovertake PCs as the most common web access

device worldwide. (Gartner, 2010)

H oc BAll o these new digital outlets or marketing

and accessing inormation make up The Local

Web, an integrated growing ecosystem o

online media channels that collectively drive

online local marketing. (see Figure 4 Pg. 4)

For a national brand to succeed in todaysmarketing environment, they must claim and

at least minimally participate in the majority

o the Local Webs integrated channels or risk

being invisible in local searches.

So how does a marketing services partner

help their national brand clients take

advantage o the Local Web? The rst step is

by creating and implementing local websites

or their local resellers. Local websites are at

the heart o the Local Web.

oc BSS:H FRS SP oc B mRkgLocal websites serve as the centerpiece, or

hub, or all local marketing tactics both

online and ofine. They are smaller variations

o a national brands corporate website,

carrying through the brands image and

messages. They allow the national brand

and its local resellers to be ound at thelocal search level. Local websites unction as

centralized landing pages through which all

o the local marketing tactics can be driven,

tracked and measured. While there are other

Local Web elements that are important to

take advantage o sooner rather than later, its

necessary or local websites to be in place rst.

VoLUtoNoF MDa

FIUE3


6/14


al websites an tae ltiple frs. Here are

three eaples:

c-branded aliate sites with each o thebrands agents, distributors, dealers,etc., which allow all partner/aliatelocations to show up individually in

location searches and maps cit sites ocused on the corporate brand,

which enable all o the brand locationsor that city to be listed in a single spot,and or the nationally branded site tobe ound in organic search listings orthe city

Prtinal sites which enable a brandsnew oers or products to be ound inorganic searches in each relevant city

A brand and its marketing services partners

might choose to implement one type olocal website, or all o them simultaneously,

in order to ensure their products and resellers

are always ound in local searches. Besides

ensuring the brand is ound at the local level,

these websites provide brand-level marketers

the ability to update national campaign

messages and promotions to all the local

markets with basically a click o a button (and

a little pre-planning).

To illustrate how a brand might implementmultiple types o local websites, consider this

example: A manuacturer o utility sheds sells

through 1,000 resellers including national

home improvement stores, local mom-and-

pop hardware stores, and local remodeling

contractors in 300 dierent cities. To ensure

their products are always ound at the local market level, they or their agency might set up:

1,000 co-branded reseller/aliate sites that link to each and every resellers website

300 dierent city sites that list all their partners in a given city

300 promotional sites (one per city) per quarter to promote their most important oerings

All these local website variations will ensure the manuacturers brand and resellers are always ound at the

local level by customers who are looking to buy a utility shed, regardless o whether or not a reseller has a

good web presence or might be promoting a competitors similar product at the time.

For national brands and their marketing services partners, relying on resellers to help implement such a large

number o local websites would not be easible, but its possible to scale to this level using local marketing

automation.

LOCALREVIEWS

LOCALSEARCH

LOCATIONBASED

SOCIAL

MEDIA

MOBILE

LALWEBSIES

DAILYDEALS

tHLocaLWb

FIUE4

Reqest he al eb:he inhpin t Sessfl almaretin hitepaper at:

Balihoo.com/local-marketing-resources

WHITE

PAPER

Balihs whitepaper he al eb: he inhpin t Sessflal maretin eplains the eleents f the al eb and

prides a hih-leel iew f the ipat eah eleent an hae

n iprin lal aretin.


7/14


uomg oc BSSMarketing automation makes implementing a large number o nationally branded local websites easy.

First, brands or their agencies build and oer local website templates to the brands aliates and resellers,

providing them with as many, or as ew, customization options as they choose, along with a brand message

appropriate or each regions local presence. These templates are typically built using data provided by the

national brand inormation like reseller name, location, phone number and products carried.

Ater the templates are built, using automation, its then possible to launch hundreds or even thousands o

sites simultaneously. When its time to make campaign updates, with the same eort it would take to update

one site, hundreds o sites can be updated simultaneously.

tatin f lal websites enables aretin series partners f natinal brands t:

rie tp-line rwth and aretshare fr their lients by ensuring that a brands products, services and dealerscan be ound locally and inuencing the customer experience closer to the point o purchase.

nrease Ro f aretin ependitres. Automated local websites oer a simple way or resellers to engage inmarketing with a national brand they can even be implemented without any direct eort by the reseller.This helps increase reseller participation in marketing programs, resulting in more leads being driven to

the local level. maintain ntrl f their lients brand iae and essae urther down the sales cycle while driving leads to the

brands local resellers.

mre eientl anae a brands reseller aretin prras. Automation enables brand updates andpromotions to be quickly and easily disseminated across all websites, to all markets, at once.

ra and easre Ro at the lal reseller leel. Local websites provide outstanding, measurable perormanceas a landing page or digital marketing eorts, such as pay-per-click (PPC), email marketing and banneradvertising. This improves overall campaign results and provides real-time data to both the nationalbrand and their marketing services partner.

cocuSoWithout eective local marketing strategies that take advantage o the Local Web (i.e. the integrated growingecosystem on online media channels), national brands and their marketing services partners risk losing

visibility and sales at the local level. Local websites are a strategic way to combat this problem. They are

the hub o the Local Web and the rst step in building a local market presence. And with local marketing

automation, they can be implemented eciently and cost-eectively.

Oering marketing automation enables marketing services providers and agencies to expand their portolio

o services and strengthen relationships with their clients.


8/14


xRcS: Rmg BR PRFoRmc H oc vThe objective o this exercise is to determine the percentage o real estate your clients brand and product

categories own or strongly inuence on Page One o search engine results pages (SERPs) in brand name

searches and in searches with local intent. The higher the percentage, the better the brand is perorming at

the local level. The lower the percentage, the more they need local marketing support.

We will start with an example and then provide you with a worksheet to calculate the results or your clients

brand. One thing you may notice is that most national brands perorm well on the national level, but resultstend to decline steadily as the ocus switches to the local market.

aple: Hw t che a Brands al maretin visibilit

In this example, well use a Converse brand, Chuck Taylors, as the brand and basketball shoes as the

product category were measuring. Google will be the search engine. The search will be perormed on a

laptop. The city we will be searching in is Boise, Idaho.

We will run the three searches listed below and determine the results.

1. Brand Name Search (Chuck Taylors)

2. Brand Name + City Search (Chuck Taylors, Boise)

3. Product Category + City Search (Basketball Shoes, Boise)

Fr eah searh, we will deterine the reslts fr Paid opprtnities, al istins (e.. gle Plaes) and orani Searh b

ntin the nber f ties the brand shws p in the reslts fr eah f thse areas and diidin b the ttal nber f reslts

retrned fr eah area.

The results or our Chuck Taylors example look like this:


9/14


bRaND NaM saRcH (XaMPL)

cHuck yoRS

xRcS: Rmg BR PRFoRmc H oc v

saRcH RsULts:

Searh Reslts tal yr clients Brandowns r nenes yr clients Brand Reslts

Paid Opportunities 5 5 100%

Local Listings 0 0 0%

Organic Listing 11 11 100%

Total Search Real Estate 16 16 100%


10/14


bRaND NaM saRcH + ctY saRcH (XaMPL)

cHuck yoRS + BoS


saRcH RsULts:







11/14


The results o our example show that Chuck Taylors perormed well in the broad search or the brand name,

garnering 100% o the paid and organic listings. However, searches at the city level or both the brand name

and product category were dismal at only 18% and 0%, respectively. Its also worth noting that the local

results returned in all three examples were 0% each time. Ideally, instead o no listings, the top retailers who

sell Chuck Taylors would show up in Google Places listings.

These results are airly typical or national brands. But by shiting a relatively low level o resources and

budget to local marketing, brands will see a dramatic, positive shit in their local marketing results. And

by implementing a local marketing automation solution to ensure local partners are ound and actively

marketing the brand, channel organizations will quickly see measurable increases in channel program ROI.

PRoDUct catGoRY + ctY saRcH (XaMPL)BSkB SHoS + BoS







saRcH RsULts:


12/14


oRkSH: Rm SRcH R S FoR youR cS BRUse this worksheet to gauge the local marketing visibility o your clients brand.

o: y a want t rn the reslts ltiple ties fr dierent brand naes, prdt ateries, aret seents and ities in

whih pla. Fr eaple, in the ch alrs eerise, the eerise ld als be rn fr ch alr, cnerse ch alr,

cnerse, Ja Prell and cnerse Hdies.

nstrtins

For each search outlined below, run the search and tally the results in the corresponding spreadsheet beore

moving on to the next search. Follow these three steps or each:

1. Fr cln , nt p all f the reslts that shw p fr eah f the Paid, al and orani searh areas, reardless f if therelate t r lients brand r nt, and enter them in the appropriate row. Add the numbers in Rows 1, 2 and 3.Enter the total in Column A, Row 4.

2. Fr cln B, nt p the reslts that relate slel t r lients brand within eah f the searh areas (i.e. Paid, Localand Organic). These can be the brands paid ads or search results, ads paid or by their partners, locallistings or their partners and/or directory listings (such as Yellow Pages,) or web pages or the brand ortheir partners, as long as they clearly relate to the brand. Enter the results or your clients brand in the

appropriate row under Column B. Add the numbers in Rows 1, 2 and 3. Enter the total in Column B, Row 4.

3. Fr eah rw within cln c, divide the number in Column B by the number in Column A. The results in Rows1, 2 and 3 are the percentages o real estate your clients brand owns or each respective search area Paid, Local and Organic search. The results in Column C, Row 4 are the brands total results, or real estate,or Page One o that particular search. The higher the percentage, the better.

coum coum B coum c

Searh Reslts talyr clients Brand owns r

nenesyr clients Brand

Reslts

Ro 1 Paid Opportunities 2 1 1 2 = .5 or 50%

Ro 2 Local Listings +4 +0 0 4 = 0 or 0%

Ro 3 Organic Listing +10 +1 1 10 = .1 or 10%

Ro 4 Total Search Real Estate 16 2 2 16= .125 or 12.5%

NstRUctoN saMPL SP 2 SP 3SP 1


13/14


coum coum B coum c

Searh Reslts tal yr clients Brand owns r nene yr clients Brand Reslts

Ro 1 Paid Opportunities

Ro 2 Local Listings

Ro 3 Organic Listing

Ro 4 Total Search Real Estate

bRaND NaM saRcHyouR cS BR

coum coum B coum c



Ro 2 Local Listings



coum coum B coum c



Ro 2 Local Listings



bRaND NaM saRcH + ctY saRcH

youR cS BR + y cy HcH youR cS BR S So

PRoDUct catGoRY + ctY saRcHyouR cS BRS PRouc cgoRy + y cy HcH youR cS BR S So


14/14


Bou BHooBalihoo is the premier provider o local marketing automation technology and services to national brands with

local marketing needs and the marketing services partners who support them.

Balihoo enables enterprise-class marketing at the local level and gives national brand marketers ull visibility

into all local marketing activities and results.

Providing a combination o web-based sotware and services, Balihoo enables national brand marketers todramatically reduce marketing expenses and immediately increase local sales revenue. For local aliates,

Balihoo takes the complexity out o local marketingmaking it easy to quickly implement an expert,

integrated marketing strategy that is consistent with the national brand.

For more inormation about how Balihoo helps marketing services providers improve their clients marketing

ROI, please contact us. We are happy to schedule a time to discuss via phone or email.

866-466-9914

[email protected]

Balihoo.com

@Balihoo

Local Marketing. Automated.

2011 Balihoo, Inc.

All rights reserved.
http://www.balihoo.com/http://twitter.com/#!/balihoohttp://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/http://twitter.com/#!/balihoohttp://www.balihoo.com/http://www.balihoo.com/http://www.balihoo.com/

local websites: help your clients leverage local marketing possibilities

Documents