Nov 2016 cim presentation local digital marketing

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Local Digital Marketing
Rob Watson
@clicktosale
www.clicktosale.co.uk

Aims of the presentation
• Demonstrate how local/location-based marketing is different
• Show you some real-life examples and case studies
• Give you ideas you can take away and use for your business
• Share with you what the next phase might look like
Get the slides at bit.ly/robwatson-local
@clicktosaleRob Watson www.clicktosale.co.uk

The growth of local digital marketing
• Growth in mobile devices
continues
• Mobile bandwidth better
than ever
• ‘Near Me’ searches grew 34x
between 2011 and 2015
• Mobile searches overtook
desktop in 2015

Let’s start with Local SEO
It’s the same...
...only different

So how is Local SEO different?
• The ‘Map Pack’ 2008 – 8
local listings
• The new ‘Map Pack’ – 3 local
listings from 2015
• Local Ranking Algorithm
So how do you get to show up
in the Map Pack?

Getting in to Google’s Map Pack
You must be on Google
My Business
• Not the same as Google+
• Free to register
• Verified by postcard
Set your account up at
business.google.com

Manage your reviews:
• Ask at the right time
• Don’t write fake reviews
• Target Gmail users
• Consider a reviews page

Get good local links:
• Teams and events that you
sponsor
• Local directories
• Community sites eg schools,
churches
Needn’t be big organisations,
just local ones

• Location
• Keyword
Google does very well knowing just two things
about you….

• Location
• Past Locations
• Significant other (and past ones!)
• Travels
• Friends and Family
• Favourite bands, films, teams
…..and much, much more.
So just think what Facebook could do!

Facebook Ads can be targeted by:
• Age
• Gender
• Device Type
• Behaviour on your website
• Interests
• Page Likes
• Group membership
...and Location – so let’s explore that one in more depth…

The power of Facebook location targeting
Targeting people close to your location is pretty obvious…
…so let’s look at a more creative example:
• Sports fans are a sought-after audience
• Matchday marketing opportunities don’t come cheap…
…or do they?!…

Targeting sports fans
• Drop a map pin on a stadium
• Select a radius for targeting (min 1km)
• You have a cheap way of targeting
sports fans
But isn’t that area a bit too big?........

Targeting
sports fans
• Pick more areas around the stadium
• Exclude those areas from your targeting
• Creates a much more targeted area
Now your targeting looks more like this….

Targeting
sports fans
• Highly targeted area
• Easy to fine tune further
• Can be saved for future campaigns
An ad on the scoreboard could cost
thousands, but Facebook ads could cost
pennies per click

Now what else could
you gatecrash?…
• Exhibitions & Conferences
• Gigs and Festivals
• Competitors’ Premises or
Catchment Areas
….or anywhere else your target
audience hangs out

A real-life example –
Woodhouse Grove School
An Insurance Broker/IFA targeted
high earners for:
• Focused on their needs – eg save for
uni fees, high value home insurance
with worldwide travel cover
• Financial Advice - £173 per lead
• High Net Worth Household Insurance
- £67 per lead
So what do all these examples have in
common?

Location + Emotion is a
powerful combination
All of these examples show crowds
of people with any of these:
• Shared values
• Common wants and needs
• Things they need help with
How can you make your message
relevant, helpful and non-intrusive?

And don’t forget about Twitter
• Geo-Targeting – much like Facebook
• Combine it with areas of interest:
• Hashtags used
• TV interests
• Visits to your website

Twitter – a worked example
A Home Improvement company wants to find more
customers for conservatories, orangeries and extensions:
• Target people close to the business
• Focus on those who like/watch/tweet about:
• Grand Designs
• George Clarke’s Amazing Spaces
Watch this space to see how this one turns out

And finally, let’s look at the future
Beacons have been talked about for years…
…but for all the wrong reasons…
…and yet their true potential is huge when you look at
what else they can do…

Bluetooth Beacons – a glimpse of the future
• Tracks footfall using device IDs
• Lets you retarget store
visitors…
• …and exclude them from
other marketing
Beacons have a bright future, once people understand their real benefit

Final Thoughts
Location-based digital marketing is here to stay.
It will only get more competitive and expensive.
Where does your target audience gather, on and offline?
Think of one thing you can try for your business, and go away and try it.

Any Questions?

Nov 2016 cim presentation local digital marketing

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