Your Marketing Frame

1. Your Marketing
Frame
Laura Simis
Coalmarch

2. Here’s Me.
● 3 years at Coalmarch
● Branding & Communications Manager
● I should cut my hair like this again, right?

3. Website Visitors
Leads
Customers

4. Build it, and
they will come?

5. Build it, and
they will come?

6. The tools that fit into your
framework will change.

7. The tools that fit into your
framework will change.
Quickly.

9. “You’ve got to start with the customer
experience and work back toward the
technology, not the other way
around.”
- Steve Jobs

10. AWARENESS ATTRACTION ACTION RETENTION

11. AWARENESS ATTRACTION ACTION RETENTION
EVENT

12. AWARENESS ATTRACTION ACTION RETENTION

13. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
DISPLAY
CAMPAIGNS
SOCIAL
MEDIA
PPC
YOUR
WEBSITE

14. AWARENESS

15. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
SOCIAL
MEDIA
DISPLAY
CAMPAIGNS
PPC
YOUR
WEBSITE

18. “82% of consumers will select a
brand that they're already familiar
with in search results, regardless of
that brand's actual ranking within
the SERP.”
Source: https://www.redcmarketing.com/app/uploads/2018/10/The-Secret-Life-of-Search

19. Online awareness efforts:
● Social ads
● Display/video ads
● PR & publicity
● Hyperlocal presence (Nextdoor)

20. Nextdoor
1. Free
2. “Hyperlocal”
3. Authentic

21. Nextdoor
1. Free
2. “Hyperlocal”
3. Authentic

22. Offline awareness efforts:
● Truck wraps
● Direct mail/flyers
● Sponsorship
● Newspaper/TV/radio

23. Offline awareness efforts are
difficult to measure.

24. Offline awareness efforts are
difficult to measure.
But they are STILL IMPORTANT.

25. Consider:
● Reach/impressions
● Placement
● Target audience demographics

26. Branding has to be
cohesive and memorable.

28. Will your audience recognize you when they
need a solution?
1. “Hyperlocal” opportunities.
2. Offline branding ≠ ROI.
3. Consistency is key.
AWARENESS

29. ATTRACTION

30. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
PPC
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
SOCIAL
MEDIA
DISPLAY
CAMPAIGNS
YOUR
WEBSITE

31. Attraction is all about being in the
right place at the right time.

32. Attraction is all about being in the
right place at the right time.
(Hint: The right place/time is where and
when the customer is looking.)

33. 97% of consumers looked online
for local businesses in 2017, with 12%
looking for a local business online
every day.
Source: https://www.brightlocal.com/learn/local-consumer-review-survey/

34. 92% of searchers will pick
businesses on the first page of local
search results.
Source: https://www.searchenginejournal.com/seo-101/seo-statistics/

36. Stressed?

37. Step One:
Be visible.

38. 2018 Local
Search Ranking
Factors
Source: https://moz.com/local-search-ranking-factors

39. Paid spots can give you visibility
in competitive markets.

40. Rankings are an implicit brand
endorsement – but NOT the only
thing consumers look at.

41. Step Two:
Don’t ignore your presence on
other platforms.

44. 1) Existence of reviews
2) Keyword relevance of reviews
3) Business categories
4) Name of the business
5) Quantity/Quality of reviews
6) Reviews by “Elite” reviewers
7) Check-ins
8) Freshness

45. Step Two-and-a-Half:
Reviews (REALLY) matter

46. Step Three:
Connect brand awareness & service
awareness layers together.

49. ATTRACTION
Be the solution that stands out.
1. Are you visible on Google?
2. Are you visible on other platforms?
3. If you are, are you communicating your value?

50. ACTION

51. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
SOCIAL
MEDIA
DISPLAY
CAMPAIGNS
PPC
YOUR
WEBSITE

52. There are dozens of signals on-site
and off-site that influence whether a
searcher will contact your company.

53. Step One:
Focus on the funnel.

54. Website Visitors
Leads
Customers

55. Can this company fix my problem?

56. Does this company service my area?

57. What can I expect from this company?

58. Can I trust this company?

59. Step Two:
Pay attention to offsite
conversion factors as well.

60. Can I trust this
company?

61. 85% of consumers trust online
reviews as much as personal
recommendations.
Source: https://www.brightlocal.com/learn/local-consumer-review-survey/

62. 85% of consumers trust online
reviews as much as personal
recommendations.
49% of consumers need at least a
four-star rating before they
choose to use a business.
Source: https://www.brightlocal.com/learn/local-consumer-review-survey/

63. 1. 2.
3.

67. Step Three:
Make it easy for people to
sign up.

73. Step Four:
Contact didn’t bite?
Don’t let them off the hook.

77. ACTION
Prove that you’re the BEST solution.
1. Put users into the funnel.
2. Offsite signals matter more than ever.
3. Make it easy to sign up.
4. Don’t let them forget you.

78. RETENTION

79. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
SOCIAL
MEDIA
DISPLAY
CAMPAIGNS
PPC
YOUR
WEBSITE

80. Continuous communication with
your customers about how you
can give them MORE.

83. DON’T FORGET:
The “end” of this customer
journey plays a part in the next
customer’s journey.

84. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
SOCIAL
MEDIA
DISPLAY
CAMPAIGNS
PPC
YOUR
WEBSITE

85. RETENTION
Prove your value - again and again.
1. Communication about additional value
2. Communication that promotes loyalty
3. Current customers can impact the next
customer’s journey

86. AWARENESS ATTRACTION ACTION RETENTION
WORD
OF MOUTH
REFERRALS
COMPANY
TRUCKS
DIRECT
MAIL
DISPLAY
ADS
SOCIAL
ADS
PR/
LOGOS
THUMBTACK/
HOMEADVISOR
ORGANIC
SEARCH
LOCAL
SERVICES
BY GOOGLE
GROUPON
YELP/
GOOGLE
REVIEWS
BBB
SOCIAL
MEDIA
REMARKETING
EMAIL
MARKETING
DOOR
HANGERS
DISPLAY
CAMPAIGNS
SOCIAL
MEDIA
PPC
YOUR
WEBSITE

87. Questions?