how to find local search marketing success for a global company
DESCRIPTION
Smx West 2014 Session #Smx #21D - Big Company/Big Brand Success Case Studiespresentation How To Find Local Search Marketing Success For A Global Company By Allie Kelly @Alliekelly Of Zeon SolutionsTRANSCRIPT
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@allieakelly@zeonsolutions#smx #21D
Finding Local Success
For a Global Company
@allieakelly @zeonsolutions
#smx #21D
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@allieakelly@zeonsolutions#smx #21D
• Introductions
• What needed to be done
• How we did it
• Why it worked
O u t l i n e
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@allieakelly@zeonsolutions#smx #21D
Introductions
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@allieakelly@zeonsolutions#smx #21D
I n t roduc t ions
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@allieakelly@zeonsolutions#smx #21D
• Fortune 500
• 170,000 employees
• 1,600 offices across 6 continents
• Optimize energy & operations in buildings
• Several business units
– Building Efficiency with HVAC Service centers
nationwide
I n t r o d u c t i o n s
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@allieakelly@zeonsolutions#smx #21D
What needed to be done…
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@allieakelly@zeonsolutions#smx #21D
They were l ook ing “co rpo ra te”
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@allieakelly@zeonsolutions#smx #21D
… a n d t h e S E R P s w e r e n ’ t
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@allieakelly@zeonsolutions#smx #21D
… t h e S E R P s w e r e l o c a l
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@allieakelly@zeonsolutions#smx #21D
We had to o f fe r somet h ing e l se !
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@allieakelly@zeonsolutions#smx #21D
W h a t n e e d e d t o b e d o n e …
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@allieakelly@zeonsolutions#smx #21D
How we did it…
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@allieakelly@zeonsolutions#smx #21D
… h o w w e d i d i t
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@allieakelly@zeonsolutions#smx #21D
Determine goal
Learn/define the business
Begin strategy development
D i s c o v e r
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@allieakelly@zeonsolutions#smx #21D
• Kickoff meeting with client
– Client is responsible for who to bring
– You are responsible for what to discuss
• Have an outline
– Cover competitors, product, market, etc.
– Identify how you will measure success
• Input vs. Output
• Begin developing strategy
D i s c o v e r
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@allieakelly@zeonsolutions#smx #21D
Finalize strategy
Identify tactics
D i s t i l l
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@allieakelly@zeonsolutions#smx #21D
• Finalize strategy
– Determine tactics required
– Determine parties responsible
– Create a roadmap
D i s t i l l
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@allieakelly@zeonsolutions#smx #21D
D i s t i l l
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@allieakelly@zeonsolutions#smx #21D
Begin implementing the tasks
D e v e l o p
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@allieakelly@zeonsolutions#smx #21D
• Research, selection & approval
– Organic visibility
– Paid visibility
– Usability
– Wireframes
D e v e l o p
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@allieakelly@zeonsolutions#smx #21D
Deve lop
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@allieakelly@zeonsolutions#smx #21D
D e v e l o p
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@allieakelly@zeonsolutions#smx #21D
• Creation
– Provide keyword targets & areas of
implementation
– Create PPC accounts
– Create local accounts
D e v e l o p
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@allieakelly@zeonsolutions#smx #21D
Finalize and launch tactics
D e p l o y
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@allieakelly@zeonsolutions#smx #21D
D e p l o y
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@allieakelly@zeonsolutions#smx #21D
Measure performance
Share measurements
Identify opportunities
D o m i n a t e
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@allieakelly@zeonsolutions#smx #21D
• Measure
– Create baselines
– Refer back to overall goal
– Work with third parties
• Share
– No surprises
• Grow
– Leverage identified opportunities
D o m i n a t e
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@allieakelly@zeonsolutions#smx #21D
Why it worked…
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@allieakelly@zeonsolutions#smx #21D
Defined process
Phone calls!
• Phone number visibility
– Local accounts
– Call extensions
– Landing page
– 57% average conversion rate
• Tracked phone calls
– Corresponding attributed revenue
– 18 : 1 ROAS
D o m i n a t e
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@allieakelly@zeonsolutions#smx #21D
Thank you!