Go TrueLocal: Marketing in a

Community Context April 19, 2016

I’m not a 3-pack or 7-pack expert.

Nor am I here to talk

about business citations.

I’m here to talk about TrueLocal* marketing & content development.

*this term is still in beta

WTF is TrueLocal? TrueLocal is a term we use to identify entities organic to a particular location. This could mean: → nonprofits in Gotham, created to serve people in Gotham

→ neighborhood associations in Gotham

→ local directory curators (Gotham Chamber of Commerce)

→ events taking place in Gotham (the Gotham 5K!)

→ Gotham bloggers (Moms of Gotham)

→ journalists covering news relevant to Gotham

TrueLocal goes beyond optimization to neighbor engagement.

BUT WHY?Traditionally, local marketers have 2 primary vehicles of exposure:

1. Digital- ppc- display ads - social media ads

2. Physical - billboards- magazines/newspapers

But...Neither option embraces the spirit of local. Neither brings brands to “shop next door” status.

A 2014 survey by brandmuscle asked “hundreds of local dealers, agents and franchisees across a wide range of industries” to report their satisfaction rating for various local marketing tactics. Here are the results:

local events 80% [satisfaction]coupons 77% email 76% direct mail 75% paid search 73%billboards 72%community sponsorships 71%

BUT WHY?

Facebook 71%television 65%radio 68%Twitter 61%Yellow Pages 48% local newspaper advertising 46% local magazine advertising 44%

Many local marketers are already seeing these benefits. It’s time for the rest of us (including web-national companies) to get on board.

Meet Raleigh’s TrueLocal Web

where your brand’s neighbors live.

the TrueLocal web = a city’s fingerprint

local [web] interaction is how you meet customers where they live.

TrueLocal Organizations & Events

local orgs & events - who→ local nonprofits serving the local community

→ local branches of national nonprofits serving the local community

→ parades

→ festivals

→ races

→ conferences

→ for-profit entities that take sponsorships (i.e. - advertising)

local orgs & events - who

local orgs & events - benefits→ sponsorships can come with

● social media shout-outs● booths @ events● free tickets (for engaging with locals or local customer rewards)● links to local web pages● blog post or email newsletter mentions● PR mentions● branding on tshirts, signage, bulletins, rubber ducks, etc

local orgs & events - how

Our recent RDU research resulted in 9,300 potential

opportunities.

local orgs & events - where

TrueLocal Clubs & Associations

warning: unsexy

sponsorships ahead

local clubs & associations - who→ local associations are centered around

● neighborhoods● sports● professions

○ hello SEO meetup group!!

● common interests/life circumstances ○ rock climbers, stay at home moms, board gamers, furries, runners, midwestern women in RDU

→ they’re highly targeted

local associations - how→ local associations offer marketing opportunities in exchange for monetary or in-kind sponsorships:

● shoutouts on social media● on-site advertising + links● email newsletter mentions● invites to meetings & fundraisers

local clubs & associations - how

local clubs & associations - how

local associations - how

local associations - where

local associations - where

TrueLocal Directories

local directories - who

local directories - who→ Usually, citation building services are not getting down to this level of submission. At the TrueLocal level, directories can be expensive, and they should be expensive.

→ Often you do have to be a local business with a local address.

Web national organizations need not apply, unless you have a brick and mortar local location.

local directories - how

TrueLocal Blogger & Journalist Outreach

local writers - the traditional

local writers - the digital

local writers - the next generation

local writers - how→ sponsor events that promise media coverage

→ invite local influencers to attend an event on your company’s dime

→ develop content journalism pieces by interviewing local customers, or people with subject matter expertise and share your findings on the web

→ hire journalists to write and develop content journalism pieces

→ develop stories with local bloggers (and beware of Google’s nofollow mandate)

local writers - how

local writers - how

local writers - where

local writers - where

TrueLocal Campaign Examples

holy local marketing batman!

how to take over Gotham Batman wants more positive among the citizens of Gotham, but Superman is beating him in Gotham’s SERP for “best superhero.”

So he starts a TrueLocal campaign.

how to take over Gotham He hires a local journalist to interview Gotham citizens and to create a piece for Batman.com and issues a press release on his findings.

how to take over Gotham Batman then uses the findings to start an in-person event marketing campaign to relaunch his local brand. He visits kids at local hospitals and participates in a Relay for Life team.

how to take over Gotham Batman’s support for local organizations results in email newsletter and social media mentions.

He even encourages his employees to participate, furthering his brand’s Gotham area reach.

Batman becomes a TrueLocal superhero.

Other examples → Interviews with local associations, leading to a content piece on their needs, working with a local reporter to write it.

→ App downloads from a booth at local events, with word spread via the event’s email newsletter & social media networks.

→ Local advocate engagement via free tickets to a local event.

→ Local club sponsorship, including product discount for members and a link on the organization’s website.

What about links?→Links happen because you get involved, with local sponsorships or PR opportunities. They follow naturally, and they can be easily worked into campaigns.

Key Takeaways

Key Takeaways● If you’re just thinking links, go home.

○ There are cheaper ways to get quick links, but TrueLocal marketing is an entire campaign.○ As you build a local campaigns, your mission builds on itself.

● This method works best as a silo-less approach.○ You’re getting benefits for the entire marketing team.

● Define your mission before you go TrueLocal hunting.○ Citation Labs talks a lot about mission. What does your company care about? What local orgs

are in line with your personality? This will help you find the right opportunities.

Key Takeaways● You’re probably sitting on top of links and don’t realize it.

○ Small businesses here - are you donating or involved in the community already and not asking for a link (or the right link)? Do you know local bloggers or reporters?

○ Regional/national businesses - ask your local customers what events they’re planning to

attend (so you can find more of them!). What do they care about? More of your customers will be there.

● I’ve focused on Raleigh, but every location is different. ○ We’ve learned that San Diego has more pet-friendly events than Charleston. Sponsorships in

Atlanta are much less expensive than those in Hawaii. Nonprofit organizers in Los Angeles are more aggressive than in other cities. Go figure.

○ Depend on your on-the-ground folks and research to tell you what’s going on there.

“There’s no such thing as a national customer, just lots of local ones.”~Antony Young, Adage

Welcome to the neighborhood.

learn more http://zipsprout.com/raleighcontact megan@zipsprout.com

thank you