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This was an hour-long webinar presented on 6.21.11 by ElementsLocal CEO & President, Jeremy LaDuque, and franchisEssentials CEO & President, Paul Segreto. The presentation focused on how franchise organizations can effectively utilize Google in key areas of business today including Productivity, Local Search, Social Media, Mobile and Analytics.
Citation preview
Today’s presenters:
Jeremy LaDuquePresidentELEMENTS, Inc.
10 Things Franchises Can Do to
Market More Effectively Using Google
Paul SegretoPresidentfranchisEssentials
10 Things Franchises Can Do to
Market More Effectively Using Google
• Reputation and crisis management– National and local reach– News, social media and pr channels
• Real-time results• Good for repurposing
– Not only for brands• Just launched “Me on the Web” for personal reputation
management
Google Alerts
Google +1
• Positively affects traffic– Increases site visibility– Makes content more compelling
• Positively affects search results– Helps discover relevant content from known and trusted
searches• Positively affects Google ads
– Appears next to headline showing # of +1’s
Google Places
• Reach millions of Google users, quickly and for free• Edit your listing and speak for your brand• Practical and easy to manage• Premium options, all for free• Incorporate with Google Places Reviews
• Connect with Your Customers Anytime, Anywhere • Enhance brand awareness, preference and
engagement • Drive customer acquisition, conversions and leads • Promote mobile applications
Google Mobile Ads
Google has added location extensions to their AdWords:• Similar to how you can leverage
‘negative keywords’ • Allows franchises to display their
PPC campaigns to specific locations• Helps consumers be aware that
a product or service they are looking for is local
Google Location Extensions
Google Keyword Tool & Trends
• Google Keyword Tool: http://google.com/adwords – determine what keywords people are searching for
» Shows the searches and competition around keywords – determine which keywords are not worth it
• Google Trends: http://google.com/trends – determine search traffic trends – compare yourself to competitors
Google Social Signals
• Postings Effect Rank– Recently Bing and Google have admitted that ‘mentions’ of
and links to webpages found in public social media postings can effect a website’s rankings
• Some Postings Worth More– Search engines look at the “social authority” of users that
share links and give more value to links shared by users with more credibility
• Google has various other search types• One of these variant searches is Google’s
‘Realtime’ search• Realtime searches are up to the second and
come from social media outlets• Leverage current trends in marketing efforts• React quickly to protect your brand
Google Realtime
In the Eyes of Google, Brands Are:• More likely to make searchers happy
• More likely to have the answers searchers want
• Less likely to contain spam
• Less likely to link out to manipulative sites
• Less likely to contain malware/spyware
• The way to “sort out the cesspool”
Google & Brands
Shoes.com, Puma.com and Amazon.com may
earn preferential treatment in the
results
Establish Your Locations
Contribute Content to Prestigious Publishers
Suggest your site on Wikipedia discussion pages for a citation/link
Write a book w/ an ISDN number
Provide content for Google Scholar
– Encourage employees to create personal Linked In profiles and link them back to your brand
– Use brand name in Blog, Facebook and Twitter posts– Encourage partners & customers to refer to your Brand– Claim your brand at:
» http://www.crunchbase.com» http://www.business.com/directory/» http://www.crunchbase.com/companies» http://learn.linkedin.com/company-pages/» http://www.hoovers.com/business-inform» http://www.manta.com/
More Things You Can Do
– Encourage employees to create personal Linked In profiles and link them back to your brand
– Use brand name in Blog, Facebook and Twitter posts– Encourage partners & customers to refer to your Brand– Claim your brand at:
» http://www.crunchbase.com» http://www.business.com/directory/» http://www.crunchbase.com/companies» http://learn.linkedin.com/company-pages/» http://www.hoovers.com/business-inform» http://www.manta.com/
More Things You Can Do
– Encourage employees to create personal Linked In profiles and link them back to your brand
– Use brand name in Blog, Facebook and Twitter posts– Encourage partners & customers to refer to your Brand– Claim your brand at:
» http://www.crunchbase.com» http://www.business.com/directory/» http://www.crunchbase.com/companies» http://learn.linkedin.com/company-pages/» http://www.hoovers.com/business-inform» http://www.manta.com/
More Things You Can Do
• A Google Group is a user-owned group created using the Google Groups service.
• Google Groups allows you to manage and archive your mailing list
• Google Groups provides a method for true communication and collaboration with group members.
• Unlike other free mailing list services, Google Groups offers generous storage limits, customizable pages, and unique management options.
• Google Groups displays only relevant text ads (never banners or pop-up ads).
Google Groups
• Used by many franchises to share marketing brochures and documents
• Not franchise disclosure documents which require specific e-delivery in accordance with franchise laws
• Google Docs is great for collaborative effort when working with multiple partners and when collateral documents like confidentiality agreements, leases, etc need to be shared and reviewed.
Google Docs
Next WebinarFranchise Social Media SummitComing in September
Jeremy LaDuquePresidentElementsLocal
Web: www.elementslocal.comBlog: www.franchisemarketingdaily.com
Email: [email protected]: 805-471-5454
Paul SegretoPresidentfranchisEssentials
Web: www.FMDpro.com Blog: www.franchisEssentials.com
Email: [email protected]: 832-838-4822