the latest local seo strategies & how to effectively allocate your marketing budget!
DESCRIPTION
Green Lotus Presentation - Donate & Learn Expo! Dec 4 - 2013 By Bassem Ghali Founder of the Donate & Learn and Head of Client Strategy at Green Lotus Bassem is a search engine marketing strategist and speaker with more than 8 years of experience managing online marketing strategies for some of Canadian’s largest corporations including Canadian Tire, Direct Energy, and Toronto Star - New in Homes. Demonstrated success in online marketing has led to speaking engagements at various events including Search Engine Strategies (SES) Toronto, Newmarket Chamber of Commerce, American Marketing Association, Toronto Women’s Expo, Middle East Finance Conference Toronto, and more. Bassem is the driving force behind Green Lotus and has an knack for creating innovative online marketing strategies for small, medium and large businesses. With a desire to support the community and increase awareness of local community non-profit organizations and charities, Bassem has created the Donate & Learn Initiative organizing educational online marketing workshops for entrepreneurs, business owners and professionals, with all proceeds donated to partnering charities.TRANSCRIPT
Learn the latest local SEO strategies & effectively allocate your marketing budget!
Donate & Learn
Bassem GhaliFounder of the Donate & Learn and Head of Client Strategy at Green Lotus
@GreenLotus_CA | #DonateLearn
How Does Your Potential Customer Search for Information?
Bing Local ResultsGoogle Local
Results
Data Based in US market – by Bing
Donate & Learn
Outrank Your Competitors, Get More Local Leads & Sales Without Paying Search Engines!
Bing Local Results
Google Local Results
The potential to attract new customers via Local Search is enormous!
Donate & Learn
Improve Your Website Citation!
Citation – an online reference to business name, address and phone number (NAP).
Off-Page Best Practices:
1. Submit / claim your business on search engine map services
2. Submit / claim your business on local / industry directories
3. Make sure to choose the proper categories(s) for your business
4. Make sure to complete all profile fields (Website URL, Bio, Picture, ..)
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Google+ is now the spine of Google properties & one of your best branding tools across Google Channels.
Google Local Results
As of Oct 7th, Bing Places for Businesses is Now Available in Canada.
Submit Your Business Listing Now!
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Advanced: Improve Your Website Citation!
1. Link your Google+ profile to the content you create view how
2. Encourage your happy customers to post reviews of your business Reviews are a major factor in the local ranking algorithm on search engines!
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Improve Your Website Local Relevancy!
On-Page Best Practices:
1. Include the full street address and phone number in the footer
2. Create individual landing pages for each business location.
3. Create individual landing pages for the cities your business serves.
4. Use location-based keywords in titles & body text.
5. Create unique & fresh geo-focused content.
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Advanced: Improve Your Website Local Relevancy!
1. Link Both your website & Google+ Page View how To like your Google+ Page!
3. Use hCard Microformats for business info. hCard Code Creator!
2. Offer social sharing buttons Sharing tools AddThis & ShareThis
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How to Effectively Allocate Your MarketingBudget & Target Your Ideal Customer?
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Which Platform Works Best for My Business?
Generating instant website visits, leads, sales for almost any type of products or services or organization!
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Best ad delivery based on actual search queries!
• Search Quarries• Network (Search & Display)• Location & Language• Age & Gender• Interest Categories• Contextual Targeting
• Text & Image & Video Ads• Product Ads• Google+ Extension• Location & Call Ext.• App Downloads
Available
Which Platform Works Best for My Business?
Ad delivery based on user’s info, interests, behavior on site
Donate & Learn
• Location & Language• Relationship Status• Interests• Likes• Connections (people & Pages)• Age & Gender
• Page Likes• Sponsored Stories (image & video)• Promotion Ads• App Downloads• Event Ads
Available
Creating brand awareness, increase brand engagement and untimely sales using unique targeting tools!
Which Platform Works Best for My Business?
Ad delivery based on user’s info, interests, behavior on site
Donate & Learn
• Company Name or Category• Job Title or function or seniority• LinkedIn Groups• Skills & School• Location & Language• Age & Gender
Most effective when it comes to B2B advertising and can help generate valuable higher margin business and sales.
• Sponsored Updates (image & video)• Site Link Ad (image & video)• LinkedIn Page Ad• Job Ads
Available
Case StudyEpic Cruises - River Gambler
Green Lotus - Hybrid Strategy Analysis
Overall Visits: 114% increase
Organic Search Engine Visits: 415% increase
Avg. Organic Keyword Ranking: 281% increase
Overall Leads Generation: 674% increase
Campaign Start
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Campaign Goals:
Generate immediate leads for corporate & wedding cruise rentals.
Increase the website overall organic ranking and traffic.
Case StudyEpic Cruises - River GamblerCompetitive Keywords - Organic Ranking
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Case StudyEpic Cruises - River GamblerOverall Website Performance Analysis
16%
40%20%
25%
Traffic
Paid Traffic
Organic Traf-fic
Direct Traffic
Referral Traf-fic
18%
46%
20%
17%
Leads
Paid TrafficOrganic Traf-ficDirect TrafficReferral Traffic
Paid Traffic
Organic Traffic
Direct Traffic
Referral Traffic
5.23% 5.38%4.78%
3.17%
Conversion Rate The Green Lotus (Organic & Paid) hybrid online marketing strategy has proven successful.
Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates!
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Your Strategy Overall
Donate & Learn
Donate & Learn
Key Takeaways:
1. Improve Your Website Citation (Off Page Factors)
2. Improve Your Website Local Relevancy (On-Page Factors)
3. Link your Google+ profile to the content you create
4. Use Meta Structured Data (hCard)
Donate & Learn
1,2,3 Paid Marketing Strategy:
Step 1 Define your ideal customer Set goals & all necessary tracking for evaluation Set a reasonable budget
Step 2 Choose 2-3 platforms based the best targeting tools Create ads following best practices for each platform
Step 3 Track, Evaluate, Test & Modify!
Lead Generation & ROI Optimization Services
Search Engine Marketing Strategy
Local Search Engine Optimization
Social Media Marketing & Management
Responsive Website Design
We Love Our Clients!
Green Lotus Online Marketing Services:
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Ask The Panel#DonateLearn
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