Taking Your Local Business To The Next Level With Location-Based Services
Post on 10-May-2015
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Taking Your Local Business
To The Next LevelWith
Location-Based Services
Twitter: @BrendaHorton -- Facebook: facebook.com/BrendaTelloHorton Fan Page: facebook.com/HwareFB -- blog: www.hware.com/blog -- email: info@hware.com
Presented by Brenda Horton
www.hware.com
Outline
• Statistics on local search.
• Why your local business should pay attention to location-based services.
• Engaging your target audience with location-based services.
• A 6 step high-level location-based marketing action plan.
A short story on how I stumbled upon technology
marketing tools for my small business...And how it forever
CHANGED the way I do business.
What Is
Location-Based Services?
Think of location-based services
as bridging the gap between social networks, the internet, and real social life.
Local Search Is Changing
the game for businesses who want to market locally online.
If You Are A LocalSmall Business
Then pay attention to the following statistics.
80% of searchers research online
before purchasing in a 10-20 mile radius
Almost every local search
Includes mapped results.
Local Search Stats
90% of online commercial searches result in offline brick and mortar purchases.
Local Search Stats
82% of local searches follow up offline via an in-store visit, phone call, or purchase.
Local Search Stats
74% of internet users perform local searches.
Local Search Stats
73% of online activity is related to local content.
Local Search Stats
80% of budgets are spent within 50 miles of the home.
Local Search Stats
66% of Americans use online local search like Google Local Search, Bing and Yahoo.
Local Search Stats
54% of Americans use the internet for local search instead of the phone book.
Local Search Stats
35% of all searches are local.
Local Search Volume is growing exponentially
at 50% every year.
• 1 billion local searches per month in 2009
• 1.5 billion local searches per month in 2010 (projected)
• 2.3 billion local searches 2011 (projected)
• 3.45 billion local searches 2012 (projected)
Search used to be strictly a desktop affair.
That’s changing!
We are currently experiencing a mobile REVOLUTION.
The #1 access methodfor local information is the mobile browser with 20.7 million users per month.
50% of connections
to the internet are from mobile phones.
90% of adult shoppers
carry a phone while shopping.
Mobile redemption rates
are already 10X higher than mail or newspaper
coupons.
In 5 years
more than half of all brands will
spend 25% of their budgets on mobile.
Mobile is the most broadly used media in the world (more
than TV or internet).
That means we are connected 24/7.
What does that mean
for your local business?
Your customers are looking for you.
Are they finding you?
Google Places
http://www.google.com/local/add/businessCenter
By claiming your your business on Google Places
it tells the search engines that they have the most accurate and up-to-date information about your business location.
Google Places
It gives YOU, the business owner an opportunity to out-rank competitors by optimizing your business listing for targeted keyword sets and geographic areas.
Google Places
Claiming your place page is important, but adding relevant content to it is what will help with rankings.
Your customers are talking about you.
Are you listening?
Yelp
Yelp
Over 38 million people visited Yelp in August 2010 to make spending decisions.
Yelp
• Communicate with your customers privately or publicly.
• Track how many people view your biz page.
• Add photos, detailed biz description.
• Announce special offerings.
• Post up-to-date information and specialties.
Yelp
• Added check-in capabilities in 2010
• iPhone app version 4
Are you following the conversation?
Postling is like
Google Alerts meets Ping.Fm
Are you following the conversation where 3 million people are?
Foursquare
• Bills itself as 50% friend finder, 30% social guide, 20% nightlife game.
• Links digital and real worlds
Foursquare users check-in to places like
• Airports
• Bars
• Restaurants
• Starbucks
on their smart phones
Foursquare
• Check-in functionality
• Earn points
• Get badges
• Social City Guide
• Friend Finder
Foursquare
• Specials - discounts, prizes
• Point and reward system
• Signs at entrances and windows
• Incorporates gaming elements
• Mayor
Top 3 Categories on Foursquare
• Tv Network or Tv Show
• Newspaper, Magazine or News Website
• City Guides - LOCAL BUSINESSES
Big Brands jumping on Foursquare
• Zagat - 62,573
• Bravo 61,237
• MTV - 58,494
• The History Channel - 57,136
• Bastard Jeans - 43,863
Learn from big brands! Check out how they are using
Foursquare.
• Enticing users with timed incentives
• Special badges
• Curated hot spots
NFL using Foursquare
Facebook Places
Are you connecting
with a highly targeted audience online?
Are you reaching out to them?
where they are hanging out?
Are you giving them incentives
to buy from you?
Merging Technologies
Foursquare + Groupon = GroupTabs
You know what the best part is?
Most location-based services are cheap or
FREE!
Questions to ask yourself
before you jump on the bandwagon.
Is your online presence already optimized?
• SEO Search Engine Optimization in place?
• Social media tools already being used?
• Clear on your message/content?
• Clear on your target audience?
A 6 Step Location-Based
Marketing Action Plan
1. Be clear on who your target audience is.
...and where they are hanging out online and offline.
2. Set clear and realistic goals.
3. Identify the best location-based services
for your business.
4. Take Action!
• sign up for key location-based services
• start engaging, promoting, incentivizing
• monitor your biz online
• respond
• convert to sales
5. Track and measure results.
6. Adapt
• Review
• Revisit
• Rethink
• Revise
• Repeat
The ultimate ROI Return On Investment
The LBS you implement needs to increase sales and revenue.
Otherwise, it’s just another online tool to distract you
from your Small Biz.
This concludes Taking Your Local Business
To The Next LevelWith
Location-Based Services.
Thank You!
For more FREE Small Biz tips and strategies sign up for Hware’s Blog at
www.hware.com/blog
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