Top Banner

Click here to load reader

Fake it till you make it: Brand Building for Local Businesses

Apr 16, 2017

ReportDownload

Marketing

  • `

  • Brands ARE HOW YOU SORT OUT THE CESSPOOL

    - Eric Schmidt, 2008

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

    1

    2

    3

    4

    5

    6

    7

    8

    9

    10 @PAULALMKELLER #MOZCON

  • Warm Up

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON @PAULALMKELLER #MOZCON

  • Local PROOF #1

    YOU CAN DO IT

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • Attend an Estate Planning Workshop

    or

    Attend a LIFEPLANTM Workshop

    @PAULALMKELLER #MOZCON

  • Download Medicaid Whitepaper or

    Download LIFEPLANTM Report

    @PAULALMKELLER #MOZCON

  • DID IT work?

    @PAULALMKELLER #MOZCON

  • HOW CAN you DO IT?

    @PAULALMKELLER #MOZCON

  • APPLY A CATCHY NAME

    What is your most popular service?

    Do you have a unique

    technique?

    Existing events, reports,

    etc.?

    @PAULALMKELLER #MOZCON

  • SPONSORED CONTENT

    What do locals read & watch?

    Local news site:search for media

    kits

    Make some calls!

    @PAULALMKELLER #MOZCON

  • DO IT RIGHT

    Stay live

    forever?

    Social promo & tag?

    Indexable? Direct link?

    @PAULALMKELLER #MOZCON

  • Local PROOF #2

    YOU CAN DO IT

    @PAULALMKELLER #MOZCON

  • HOW CAN you DO IT?

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • PAID AND EARNED MEDIA

    THRIVE WHEN THE OWNED

    MEDIA THE content ITSELF PROVIDES THE value & engagement THAT CUSTOMERS SEEK

    - Jim Yu, 2015

  • @PAULALMKELLER #MOZCON

  • DID IT work?

    @PAULALMKELLER #MOZCON

  • APRIL

    6,149 total visits

    @PAULALMKELLER #MOZCON

  • 2,082

    SOCIAL REFERRAL ORGANIC SEARCH

    2,712 520

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • HOW CAN you DO IT?

    @PAULALMKELLER #MOZCON

  • IDENTIFY YOUR NICHE

    Industry Local Area

    Opportunity

    @PAULALMKELLER #MOZCON

  • IDENTIFY YOUR NICHE

    Large events in

    your area?

    Past clients - anything unique?

    Is it organically interesting?

    @PAULALMKELLER #MOZCON

  • DO IT right

    @PAULALMKELLER #MOZCON

  • HOW CAN you DO IT?

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • Local PROOF #3

    YOU CAN DO IT

    @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • @PAULALMKELLER #MOZCON

  • DID IT work?

    @PAULALMKELLER #MOZCON

  • 3,500 MONTHLY VISITS

    2015 795 in

    2009

    @PAULALMKELLER #MOZCON

  • MONTHLY ORGANIC SEARCH VISITS

    1,790

    240 in

    2009

    @PAULALMKELLER #MOZCON

  • MONTHLY ORGANIC SEARCH LEADS

    100

    @PAULALMKELLER #MOZCON

  • HOW CAN you DO IT?

    @PAULALMKELLER #MOZCON

  • USE REVIEWS TO GET AWESOME

    Conduct a reviews audit

    Collect & track

    customer feedback

    Check & Adjust

    @PAULALMKELLER #MOZCON

  • Develop question

    set

    Ask every customer

    Get to know your customers

    BUILD A PROCESS TO REQUEST CUSTOMER CONTENT

    @PAULALMKELLER #MOZCON

  • SO... WHERE DO I start?

    @PAULALMKELLER #MOZCON

  • WHICH STRATEGY IS RIGHT FOR YOU?

    Paid can have the

    benefits of earned if done well

    Earned is within reach if you get creative

    It all starts with the customer

    experience

    @PAULALMKELLER #MOZCON

  • Sources Sources http://www.entrepreneur.com/video/243530

    Images http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her-

    manhattan-home-1D80427845 http://www.drcopeland.com/procedures_nose.php Award icons from Thenounproject.com KTLA.com

    @PAULALMKELLER #MOZCON

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.