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Local Internet Marketing
August 25, 2010
About
Experience• 5+ years developing and executing new online and campus marketing
• Learn by doing: from marketing and growing OCM proprietary websites like
Marketing Services• Campus marketing
• Social media marketing
• Search engine marketing
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Agenda
• What is “search engine marketing”?
• Step 1: Discovery
• Step 2: Own Your Brand Online
• Step 3: Engage & Monitor
• Step 4: Hyper Local Targeting
• Q&A
What is Search Marketing?The most accountable marketing on the planet.
• Data: Impact is 100% quantifiable when done right
• Advertising: “Pay per click” or “Pay per action,” not just “eyeballs”
• Optimization: Targeting keywords/phrases to rank, earn free traffic
Step 1: DiscoveryResearch and analysis to make informed decisions.
• Keywords: How people use search engines to find your business
• Competition: review websites, social spaces and keywords
• “At a Glance”: What’s my first impression the web?
“At A Glance”There’s a lot you can find.
Step 2: Own Your Brand OnlineAcross search engines, social media and third party sites.
• Search Ranking: Rank #1 for searches on YOUR business
• Local Listings: Create new and claim existing (Yelp, Google etc.)
• Don’t Get Social, Get Busy: Social media can rank in brand search
• Content: Online press releases, blog posts, articles & more
Step 3: Engage & MonitorProtect your brand online (and offline).
• Create Value: What does my audience find valuable?
• Communicate: Multiple daily interactions (not one way dialogue)
• Local Web Influences: Bloggers, offline media, prolific tweeters
• Content: Online press releases, blog posts, articles & more
• Review Sites: Watch what people are saying! Learn + respond
• Google Alerts: Automatically monitor your brand online
Engage & Monitor (example)
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Step 4: Hyper Local TargetingHighly targeted, focused marketing.
• SEO: Update website coding & content for target keywords
• Participate: Engage with local forums, blogs, newspapers
• Paid Search Ads: Create test campaigns, monitor and optimize
• Paid Web Ads: Advertise on local and relevant websites
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Thank you
If you have additional questions or comments please contact us at your convenience.
Mark SawyierPresidentOff Campus [email protected](917) 238-0162
http://www.movingoffcampus.comhttp://www.offcampusmedia.com