lsa17: developing a marketing prioritization model for greater effectiveness (location3)
TRANSCRIPT
Developing aMarket Prioritization ModelFor Greater EffectivenessNick Neels, Head of Local Search | @nickneels | [email protected]
#LSA17 @NickNeels
We Built a Model & Started a Dialogue
#LSA17 @NickNeels
+10%
+561%
+13%
+1,200%
Digital Marketing for Multi-unit and Franchise Systems
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Gone are the Days
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The Competition Has Heated Up
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The Competition Has Heated Up
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Digital Marketers Back in the Day
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Unable to React
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Poor Non-brand Visibility
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Poor User Experience
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Poor Store Page Speed
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Squeaky Wheels
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Focus on Location Level Results
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The Picture is Not Complete
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It Gets to the Point Where…
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Monkey Investment Portfolio
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Monkey Portfolios Beat the Stock Universe
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….and a method that is a lot more safe.
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Don't Rely on a Blindfolded Monkey
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Tiered Market Prioritization Model
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#LSA17 @NickNeels
Top ROI Indicators
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Store Number
Stability Assessment Sales
100 Open (5,000)$
101 Open 12,000$
102 Open (10,000)$
103 Open 6,000$
104 Open 6,000$
105 Open 1,000$
108 Future Closure (March 2017)
109 Future Closure (April 2017)
106 New Store (June 2017)
107 New Store (July 2017)
Tiers For the Win!
#LSA17 @NickNeels
Store Number Sales $ Sales
100 $ (5,000) 1
101 $ 12,000 3
102 $ (10,000) 1
103 $ 6,000 2
104 $ 6,000 2
105 $ 1,000 2
Middle of the Pack
Low Priority
High Priority
High Priority
Current Local Search Performance
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Store Number LLM SEO PPC
100 3 2 2
101 2 2 3
102 2 2 1
103 2 3 2
104 3 3 2
105 1 1 2
Population Density
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Store Number Population
100 2
101 1
102 3
103 2
104 2
105 2
Real Estate Team
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Estimate It
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Scale It
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Location ID Group Lat LongHigh Competitor
Count Group Lat LongMiles Apart
1 SlimGenics 39.815068 -105.081104 5 Jenny Craig 40.6667729 -73.475811 1658.92 SlimGenics 41.459875 -82.019666 4 Jenny Craig 41.861201 -87.975686 903.73 SlimGenics 41.681404 -81.296272 3 Jenny Craig 32.9411882 -97.1176371 648.94 SlimGenics 44.866012 -93.056131 5 Jenny Craig 34.074212 -118.37558 833.25 SlimGenics 44.8731253 -93.3254647 7 Jenny Craig 31.9941086 -81.1286575 1439.76 SlimGenics 39.749225 -105.000338 7 Jenny Craig 35.443561 -80.859494 1354.97 SlimGenics 41.119607 -81.47236 3 Jenny Craig 38.6702055 -121.1552884 862.68 SlimGenics 41.539973 -81.451364 5 Jenny Craig 42.2746069 -71.7501199 1734.09 SlimGenics 45.039171 -93.220902 4 Jenny Craig 39.8808624 -105.0942944 4.6
10 SlimGenics 44.9054244 -92.9240745 4 Jenny Craig 33.0154311 -96.7088565 660.8
Competitive Saturation
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Store Number Competition
100 2
101 3
102 2
103 2
104 2
105 1
Final Priority Score & Tiers
#LSA17 @NickNeels
Store Number Sales LLM SEO PPC Population Competition Priority
ScorePriority
Tier
100 1 3 2 2 2 2 12 2
101 3 2 2 3 1 3 14 3
102 1 2 2 1 3 2 11 1
103 2 2 3 2 2 2 13 2
104 2 3 3 2 2 2 14 3
105 2 1 1 2 2 1 9 1
The Trump Card
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Highest Priority, Regardless of Data
#LSA17 @NickNeels
Store Number Sales $ Sales LLM SEO PPC Population Competition Priority Tier
The Trump Priority
100 $ (5,000) 1 3 2 2 2 2 2 -
101 $ 12,000 3 2 2 3 1 3 3 1
102 $ (10,000) 1 2 2 1 3 2 1 1
103 $ 6,000 2 2 3 2 2 2 2 -
104 $ 6,000 2 3 3 2 2 2 3 -
105 $ 1,000 2 1 1 2 2 1 1 -
Poor Performance, High Population
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Poor Performance, Low Population
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Edge Cases: Ranked 2, 4, 11, 21, or Page 2
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Case Study: Page 1 Visibility
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+10%
+561%
Case Study: Top 10 Visibility
#LSA17 @NickNeels
+13% +1,200%
Increased ROI: Personal & Corporate Investment
#LSA17 @NickNeels
Roadmap for All Locations
#LSA17 @NickNeels
Build a Model.Start a Dialogue.
Educate.Then Put in the Work.
#LSA17 @NickNeels
Developing aMarket Prioritization ModelFor Greater EffectivenessNick Neels, Head of Local Search | @nickneels | [email protected]
#LSA17 @NickNeels