As consumer behavior has changed with the rise of social media, smartphone ownership, and time spent online, it's important for small and local businesses to understand the key tactics to capture consumers.

1. Make Small Big:
Digital Strategies To Amplify Small Business
#Explore
#GetLocal
Mike Merrill
Director of Marketing
@MikeDMerrill
ReachLocal, Inc.
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

2. You’re missing consumers!
Search
Engines The Rest of the Web
Your
Site
The way consumers buy online has changed.
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

3. You need to be where the consumer is!
Blogs Content Sites
Reviews
Directories & Reco’s
Search
Engines
Social
Your Location-
Site
BUSINESS
based
Services
Your website is one way to be found, but you need a total web
presence where consumers are searching, surfing and socializing.
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

4. And Do It All…On Mobile Also…
Mobile search up 4X last year,
16% of all Google searches 2011
88% of people looking for local
information have taken action
within a day
Sources: comScore, AllThingsDigital, Internet2Go
31% of all adults use their mobile
device to find a local business or
restaurant
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

5. The Web Presence Lifecycle
5 Business listens
and engages 1
Business creates
quality content
Housebreaking
Thanks for your Your Dog
comments.
What’s worked
for you? PUBLISH
Great
advice!
4 2
Consumers Content
I’m going
comment, like, to try this! published and
review and share indexed across
Me too! the Web
Housebreaking
Your Dog
Business action Consumer action 3 Consumers discover while
searching, surfing and socializing
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

6. Benefits of Web Presence
Search Discovery Social Discovery
Discovery
Increases your discoverability on search Business
Listens &
Business
Creates
Increases your word-of-mouth through
engines and local directories Engages Content
sharing across social networks
Consumers Content
Comment & Published &
Share Indexed
Reputation Management Consumers
Discover
Brand Engagement
Perception
Improves your reputation with positive Builds positive impressions and engagement
content on search engines and review sites with your brand by bringing it to life online
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

7. Web Presence Impact on SEO
Inbound Links
Google Social Fans, Followers
Site & Blog Place Page Reviews Pages & Likes
+ Social Bookmarks
+ + +
CONTENT & LINKS REPUTATION SOCIAL AUTHORITY
Prominent Organic Rank
=
7
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

8. National Marketers Love Local
Fail At Basic Tactics
Not active on local online review sites
Not doing geo-targeted paid search
Not doing online directory ads
GMS Local
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

9. 5 Steps to Fuel Your Web Presence
1 Claim and optimize profiles and directories
2 Create and optimize content
3 Publish content across social outposts
4 Monitor, listen and engage with consumers
5 Track your success and be patient
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

10. 1. Claim & Optimize Profiles & Directories
Google Places, Directories,
Social Media Sites
& Review Sites
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

11. 2. Create & Optimize Content
• Create compelling headlines
• Optimize it for search and
social discovery
• Share photos
• Share positive reviews from
happy customers
• Ask questions and publish
polls
• Reblog industry news and
local events
Stat: 58% of Facebook users want exclusive
content, discounts and promotions
eMarketer 10/7/11
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

12. 3. Publish Content Across Social Outposts
Daily:
• Tweet 1-2 times Official Site
Weekly:
• Publish blog content across
social outposts 1-2 times
• Post to Facebook 1-2 times
Monthly: Company
Site
• Post 1-2 videos to YouTube
per month
• Create a unique and
compelling offer to share with
fans and followers
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

13. 4a. Directly Engage with Consumers
• Respond to consumers to drive
engagement and loyalty
• Personalize the brand through
conversational tone
• Identify and engage with
influencers in your local
community
• Share and comment on
content from other local
businesses and organizations
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

14. 4b. Listen For Opportunities to Engage
• Sign up for comprehensive
monitoring tools and listen
for reviews and relevant
keyword mentions
• Promote positive reviews
• Respond to and address
negative reviews
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

15. 5. Track Your Success
You build value over time as you
Track key metrics and
publish quality content, listen across learn as you go
the Web and engage with • Calls
Traffic & Engagement
• Emails
consumers. • Impressions
• Fans
• Followers
• Reviews
• Comments
1 4 8 12 • Mentions
Months • Shares
• Likes
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill

16. Takeaways
• Publishing Fresh Content Is a Must to Reach Consumers
• Follow the 5 Steps to Fuel Your Web Presence
Enjoy This? Get More on Local Web Marketing
Twitter: @ReachLocal
Facebook: http://www.Facebook.com/ReachLocal
Blog: http://blog.reachlocal.com
#Explore © 2012 ReachLocal, Inc. | Explore | 2.1712 @MikeDMerrill