nov 2016 cim presentation local digital marketing

Quarterly magazine

catalystand online content

hub, exchange

Become a Chartered Marketer with our

CPD programme

Extensive range of

journals, reports

and research via our knowledge hub

Membership Benefits

Monthly

webinarsand access to

on-demand archive

Online marketing

toolkitwith guides

and templates

Join our regional and sector interest

group networks

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


Let’s start with Local SEO

It’s the same...


...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?


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


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


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



• Location• Keyword

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


• 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…


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?!…


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?........


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….


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


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

Catchment Areas

….or anywhere else your target audience hangs out


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?


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?


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


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


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…


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

visitors…• …and exclude them from

other marketing


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.



Any Questions?