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Agenda:
• Fundamentals of Your Online Presence / Online Trends
• The Social Media Revolution
• Four Phases of Digital Marketing
• Five Things Every Local Business Should Double Check Online
• Why Digital Marketing
• The Benefits of Landing Pages
• Native Advertising
Fundamentals of Your Online Presence
Presented by:
Dena Cedrone, Senior Digital Manager
at Wicked Local
• Can build online authority – consumers have
come to expect websites, it builds credibility,
and helps you stand out amongst your
competition.
• Great method to collect customer
information like email addresses, allows for
future contact
• It is open 24/7! These doors never close
Your Website: Why is it important?
Benefits of having a good website:
58% of global online
consumers said they are
more likely to trust a
company with a website.
• 93% were missing an email contact
link and/or a phone number on the
homepage!
• An alarming 90% of local
businesses websites are not
optimized for mobile visitors
• In May 2015 – mobile surpassed
desktop search
Most Local Businesses are not succeeding with their current websites:
SMB DigitalScape -by BIA/Kelsey and vSplash 3/2013
60%
of local business websites
don’t have their phone
number on their site.
Your Website: Why is it important?
91.2% lack a Facebook widget (e.g., “like” button)
94.6% lack a Twitter widget (e.g., “follow” button)
Local Businesses are also lagging behind other businesses when it comes to
connecting their website visitors to their social media channels
Businesses have also been leveraging Facebook to replace websites. Why, I ask? The answer I hear is: Websites are expensive, Facebook is FREE, EASY TO USE, & POPULAR…
YES ….. BUT….
Not having a website could negatively impact your small business marketing. 1.) The Control is In Your Hands : Facebook constantly changes their
policies, with their best interests in mind. With your own website, you have full control of the content, it’s presentation ,and how it best serves your clients, customers, and business objectives.
The best strategy is ALWAYS a multi-channel approach anchoring all your efforts with a well built and informational website.
2.) Facebook is BIG, but GOOGLE IS BIGGER
3.) Many Facebook Visitors, may never return to your Facebook page again.
Your Website: Why is it important?
• Consumers expect all businesses to have a
website, regardless of size
• Smartphone penetration = 75% in the U.S.
• Nearly 63 percent now using multiple devices to
find a local business.
Mobile phone showed the highest conversion
rate, with nearly 80 percent of mobile phone
searches ending in a purchase.
Behaviors & Expectations:
• It’s the most important product a business can have
• It is YOUR store front
• It is YOUR 1st impression to potential buyers
• It establishes credibility
• Without it, you are losing business to your competitors
• Start with the basics, answer key questions
• Portray your business’ personality
• Surpass the consumer’s expectations
Your Website: Why is it important?
• Contact Info: How to reach your business should be displayed prominently on
each page.
• Navigation: Don’t make it difficult for users to find their way around your site.
• Aesthetics: Keep a good balance of content and graphics. Be consistent with
company branding and also visually appealing
• Content: Content should answer customer’s common questions and include
important product/service information.
• User Experience: No flash, limited animation, no music.
Some Best Practices to Keep in Mind
The Social Media Revolution
Presented by:
Paige Webster, Unit Manager
At Wicked Local
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Four Phases of Digital Marketing
Presented by:
Jeremy Dodd, Digital Marketing Consultant
At Wicked Local
Launch
Land
Explore
Engage
Launch Land Explore Engage
Web List Search Engine Marketing (SEM)
Social
Mobile Local Display Track
E-Commerce Search Engine Optimization (SEO)
Retargeting Reputation
Live Chat Leads Direct Email Interactive Video
Launch Land Explore Engage
Web List Search Engine Marketing (SEM)
Social
Mobile Local Display/Retargeting
Track
E-Commerce
Search Engine Optimization (SEO)
Facebook Ads Reputation
Direct Email Interactive Video LIVE CHAT
Launch Land Explore Engage
Web List Search Engine Marketing (SEM)
Social
Mobile Local Display Track
E-Commerce Search Engine Optimization (SEO)
Retargeting Rep
Live Chat Leads Direct Email Interactive Video
Launch Land Explore Engage
Web List Search Engine Marketing (SEM)
Social
Mobile Local Display Track
E-Commerce Search Engine Optimization (SEO)
Retargeting Reputation
Live Chat Leads Direct Email Interactive Video
Five Things Every Local Business Should Double Check Online
Presented by:
Jeremy Dodd, Digital Marketing Consultant
At Wicked Local
Five Things: #1
Note where you rank for key terms and your locations – and for the location from where your next customer is searching.
Five Things: #2
Examine how your website looks across all devices.
Five Things: #3
• Consider your URL a vanity license plate and note expiration dates and
renewal terms.
• Can you get into the back of your own website? Make sure you’re NOT
locked out.
Confirm your URL ownership and site access
Five Things: #4
Claim your “pins” and brand them
Five Things: #5
Enter your "business name reviews" on a search engine and listen with your eyes.
Why Digital Marketing
Presented by:
Jim Norton, Channel Sales Account Executive
At Propel Marketing
1) Create ads based on your Personal Goals
a) Direct Response
b) Branding
c) Video Views
d) Website Traffic
2) Who is your Target Audience
a) Location
b) Demographics (Age, Gender, Income etc.)
c) Interests: What they like online
d) Behaviors: What they search and purchase online
3) Performance
a) How are the ads performing?
b) Which ads are performing better? (A/B testing)
c) How can we adjust campaign to make your ads more efficient?
d) Who is interacting with your ads?
Campaign Performance Metrics
Objective/ Campaign Name: Website Clicks
Results: (The number of actions as a result of your ad. The results you see here are based on your objective,
offer claims)
1,699
Reach: 69,093
Impressions: 301,506
People Taking Action: (number of unique people who took an action such
as liking or commenting on your page)
1,536
Post Likes: 138
Post Comments: 7
Post Shares: 24
Page Likes: 22
The Benefits of Landing Pages
Presented by:
Jim Norton, Channel Sales Account Executive
At Propel Marketing
1. Support Your objectives or Business Goals Create Landing Pages for each Objective
2. Increase Conversions Design Landing Page to set up a clear action that you want the customer to take
3. Generate Data and Insights Discover which campaigns are bringing in most leads
Which topics and offerings are generating the most interest
Which campaigns are the Highest Performing
4. Improve Paid Search Campaigns Website pages have more general information vs Specific landing pages designed for the
customer you are looking to attract and services you are looking to offer
5. Grow Your Email List Use landing page to have consumers fill out information including email address. Include Opt-in for those consumers to receive future emails and offers from your business
6. Increase Credibility Create landing page to on one particular task, objective or path of action you want the customer to take. Optimize content based on those objectives to create a clear course of action, consumers recognize you understand their problems and can help them
Include Testimonials on the page for that specific product or service
7. Improve Brand Awareness Create landing page consistent to the type of marketing the consumer is responding to.
Native Advertising
Presented by:
Dena Cedrone, Senior Digital Manager
at Wicked Local
What is Native Advertising? Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. A form of media that’s built into the actual visual design and where the ads are part of the content. Dan Greenberg, CEO of Sharethrough
Native Advertising is designed to fit seamlessly into the content that surrounds it.
Native Advertising allows you to tell your own story
Why use Native Advertising?
Engagement is Key.
Questions?
Jeremy Dodd Digital Marketing Consultant
[email protected] Mobile: 781.364.5157
Rita Vanderbeck Key Accounts/ Multimedia Account Manager
Mobile: 774.319.2601
