local marketing in te atatu auckland
TRANSCRIPT
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Local Marketingfor Te Atatu Businesses
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Digital Transformation
What is it?When will it come?Who will this affect?Does it matter?
A Threat and a Promise for Business Owners
FACT: you cannot rely on word of mouth…… unless you plan to fail in business
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Marketing and Sales - the new way
1. Customers expect you to be available to receive messages 24/7 2. Customers expect to be able to contact you the way THEY choose3. Many Customers do not want a one-size-fits-all relationship (unless you sell gas
or groceries)4. New marketplaces, new networks and new technologies are opportunities you
have to test out
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8 Local Marketing tactics for success1. Google My Business2. Key Words3. Directory Listings4. Google Alerts5. Business Associations6. Networking Events7. Testimonials8. Articles in the local media
Two Bonus tactics at the end
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1. Google My Business
Google looks at 4 aspects of your site• words• pictures• video• maps
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How to edit display listings
Register your site in Google My Business• https://business.google.com/ • Get verified• Link Analytics, Maps, YouTube, Reviews, G+
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2. Key WordsChoose more than one data sourceGoogle is well known but supports its own objectivesSelect an independent key word tool• We use SBI https://sbiapps.sitesell.com • https://moz.com/explorer/ • https://www.wordtracker.com/
Learn how to research key wordshttps://moz.com/beginners-guide-to-seo/keyword-research
Ensure city/ town / suburb / state or county are all included in meta data
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3. Directory Listings
Online directories do matterGet yourself listed - general & niche• Write a standard one sentence / short paragraph• Start with yell.co.nz• www.brightlocal.com citations is worthwhile buying• Keep a record of your logins• Review annually
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4. Google Alerts
Receive alerts for key search phrases https://www.google.com/alerts • business name• key staff• competitors• new business opportunities
Objectives: • to comment • contact prospects • build a mailing list
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Search Operators
https://support.google.com/websearch/answer/2466433?hl=en
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5. Business Associations
Invaluable way of meeting local businesses• Networking• Public speaking• Promotions• Mailing list
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6. Networking events
Consider niche groups too• Affiliated Industries Group http://www.businessnz.org.nz/about-us/aig • www.eventfinder.co.nz • www.eventbrite.co.nz • https://www.meetup.com/cities/nz/
Have a post-event process for following up contacts - the cards in pocket trick
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7. TestimonialsHow do I know you are a reputable business?Where are your testimonials and case studies?What is the value of independent reviews?
• Set up a testimonials page on your website• Put the most recent testimonial at the top• Make a long & short version.
• Put the short version on the Testimonials page.• Copy the long version to a blog post – and link to it
• Link to the client website• Set up the business process to get new testimonials regularly • Ask for testimonials on your Google My Business page and LinkedIn
recommendations (NOT endorsements)
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8. Local Advertising
Brand building Product/service promotion
• Google Adwords• Google AdSense• Yellow Pages• Facebook• LinkedIn
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Facebook Advertising
The best free resource to tutor yourself
DigitalMarketer.comPodcast - weekly episodes reproduced as blog posts on the website
Key episodes• http://www.digitalmarketer.com/facebook-advertising-for-local-business/ • Fitness studio http://www.digitalmarketer.com/local-advertising-on-facebook/ • Financial services http://www.digitalmarketer.com/local-facebook-advertising/
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FIRST BONUS - Local press relations
Use media relations to get articles in • Local newspaper• Local radio / podcasts• Local newsletters• Yahoo Groups for local lists• Neighbourly• Columnists (Robyn Pearce, Graham MacGregor, Terry Baucher)
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SECOND BONUS - Referrals
Ask for Referrals• Send two business cards with your invoice• Make specific requests for Social Sharing• Do this at the point of rejection
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BONUS - Surprise and Delight
What can you do to give more at little or no cost?
Whangarei ToyotaBooks