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Guarantee Digital Seminar for Delafield Chamber June 2014
This document summarizes a seminar about growing a business through digital marketing strategies. It discusses how consumer habits have changed with the rise of mobile devices and social media. It also outlines opportunities for local merchants, including search engine optimization to improve online visibility, claiming business listings on directories and review sites, using video and social media to engage customers, and implementing email and text marketing to stay connected to current customers and acquire new ones. The seminar promotes the services of Guarantee Digital to help businesses implement these digital strategies.
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Guarantee Digital Seminar for Delafield Chamber June 2014
- 1. Grow Your Business! Welcometo the Seminar June 10, 2014
- 2. About Guarantee Digital •Founded 2011 • Based in Delafield @ 440 Wells St • 26 Employees • Work with over 1000 merchants & media partners in 45 markets around the US • Specialize in White Glove Agency Solutions for Merchants of all Sizes! GD Account Management Team
- 3. A few ofthe Digital Agencies we’ve launched!
- 4. Today lets talkabout… • Changing Consumer Habits • Search • Mobile • Video • Social Media • Opportunities for Local Merchants • New Customer Acquisition • Customer Retention
- 5. How we Searchedin 2013…
- 7. Bat Kid GoesViral! 406,960 Tweets 14% outside the US from 117 countries Crashed Make A Wish site 21,683 Instagram and Twitter Photos seen an estimated 120,439,533 times Total World Wide Reach: Estimated over ONE BILLION People!
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- 10. We Live ina Multi-Screen World Smartphone + Tablet = More time than Desktop!
- 13. Some of theMarketing tools we used to employ are no longer effective
- 14. Google is theNew Yellow Pages
- 15. Google Remains Dominant with75% + Market Share
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- 17. 85% Research Onlineand Only 6% go past page one!
- 19. 94% of WebTraffic is generated from Page One Results Visits by Search Engine Results Page across the “Big Three” Search Engines
- 20. 94% of consumersnever go past the first page of their search result. Every business needs to know: 1. What Page are we on for our Best Keywords? 2. Where is our Competition? Google does a great job of returning relevant search results.
- 22. The Power ofMobile & Email
- 28. More Local Searchingis now done via Mobile than Desktop!
- 29. Mobile Traffic to MajorRetailers • Amazon sites – 43 million • eBay – 22 million • Walmart – 19 million • Apple.com sites – 11 million • Target – 14 million • Best Buy sites – 10 million • Ticketmaster – 9 million • The Home Depot – 7 million • Etsy.com – 6 million • Lowe’s – 6 million
- 31. “The number ofcalls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey • Mobile is about to unleash a massive increase in call-based advertising…which will be so vast that many established companies will scramble • 61% of Local Merchants rate inbound telephone calls as excellent leads. • Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device • U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones. Mobile Driving Increased # of Valuable Leads
- 33. Estimated that 85%of Local Biz Don’t Have Mobile Optimized Websites
- 34. American pets have bitten,chewed, licked, drooled upon (or worse) more than 8 million devices this past year. -SquareTrade Everyone Loves a Good Mobile Device!
- 35. Welcome to theVideo Revolution
- 37. Mobile views onYouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.
- 39. 1. It’s nowvery affordable to “Broadcast” your Infomercial or How to Video to a very large audience. 2. YouTube Videos are an incredible Source of Content that are indexed well on sites like Google (did we mention that Google owns YouTube?) 3. Video is an incredible Source of Quality Content for Social Media and Your Website – a great way to communicate with current and future customers What this means for Local Merchants
- 43. Social Media Adoptionby Age Group 89% 72% 60% 43%
- 44. Viral Power of SocialMedia Average # of Facebook Friends in their Network by Generation
- 45. Now over 225Million Members
- 46. Why Social Mediafor Business?
- 49. and they’re sharingthose opinions everywhere
- 52. Over 30% ofConsumers Regularly read customer reviews
- 53. Over 70% SayPositive Reviews make them Trust a Business More
- 55. The Zero Moment ofTruth They have fundamentally changed the Rules of Marketing and the way Merchants need to approach Connecting with them to earn their business. Clearly, The Consumer is now in Charge! Our friends at Google call this....
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- 58. " You'd neverset up an 800# for your business with nobody to answer the Phone. The Internet is that 800# and it has been set up for you even though you didn't ask for it! People are "calling" you with their web searches everyday. If People search for your product or services and you don't "answer" that search...who do you think will?" - Jim Lecisnki, Managing Director Google
- 59. Many Best Practicesfor Business in 2014 Remain the Same… Great Location – Make Sure you are Easy to Find You Make Customers feel welcome and you are easy to do business with You have a Solid Reputation & Great Word of Mouth from happy customers You Stay in touch and Reward Existing Customers to drive more repeat business Constantly Looking for New Customers
- 60. However, the BestTools for Business have changed a great deal! Great Location – Can new customers find you online? Welcoming Establishment - does your Online Presence Match the Real World? Solid Reputation - Great Word of Mouth What are they saying about you online? Are You Staying Connected to your Best Customers? Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!
- 61. Grow Your Business! DigitalStrategies to Grow Your Business
- 62. 2014 Digital Strategiesfor Merchants • Quality Multi-Screen Web Presence • Optimized Online Directories • Tell Your Story – Fresh Content Wins • Reputation Matters • Leverage Digital Targeting Capabilities
- 63. Who are wereally trying to please?
- 64. • Your Sitereflects the quality of your business and looks as good or better than your competitors • You update your site is regularly with: • latest promotions/specials • Fresh Blog Posts • Latest Product/Service updates • Social Media Posts • Easily allows customers to browse or buy your Products and Services Fresh Quality Multi-Screen Web Presence
- 65. • In BoundPhone Calls • In Bound Emails • Online Purchases • Appointments • Email Newsletter Sign Up • Loyalty Clubs • Grow Social Media Fans • 24/7 Customer Service • Key Recruiter Put Your Website to Work! More than just an online brochure
- 66. Make Sure YourSite Looks Good on All Screens Even if you are happy with the look of site on Desktop or Laptop….make sure you are optimized for the Mobile Consumer
- 67. Smart Phone FriendlyMobile Sites that Match Look and Feel of Main Website
- 68. Congratulations! The NumberOne Website in the World wants to give everyone in this room a FREE listing and profile page
- 69. : “Google Plus isGoogle itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contributes to our understanding of who you are.” Bradley Horowitz, Google Plus’s vice president of product
- 73.
- 77. Beyond the BigThree – Claim and Verify your Listings Make sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!
- 78. Get Reviews for BetterPlaces Listing Ranking Customer Referral Cards are Easy & Inexpensive to Create
- 79. How to GetMore Positive Ratings & Reviews • Just Ask. Remember “Tell Your Friends” • Referral cards • Website, Email • On Invoices • Loyal Customers • Friends and Families • Business Network
- 80. Online Videos area Great Way to get High Page Ranking
- 81. Social Media DrivesMore Repeat & Referral Business Free or Nearly Things You Can Do! • Most Important: Commit to the Content! – Consistent, varied two way communication via multiple channels. If you don’t have time, find someone who does. • Improve/Create Your Social Presence – Facebook, Twitter & Google+, LinkedIn – they all are free! • Use offline promotion to drive online fans • Create Online Contests to grow your fan base • Add Social links to all web promotions (site, email, video, PR etc)
- 82. Great Social Contentgoes well beyond Promotional Offers Rule of Threes 1. Valuable Tips & Ideas – Position yourself as expert – Connect to complimentary businesses – Success Stories 2. Establish Community – Recognize customers – Recognize employees – Recognize Community Events & Your Charitable Efforts 3. Promotions and Special Offers – Loyalty Club Offers – Sync Offline with online
- 85. Tell Everyone YouAre Social! Post signs in your Business, Put Social Media logos in your Print Ads, On Your Trucks, Website, Email Signature – let people know!
- 88. Customers for Life LeveragingCustomer Connections to Grow Revenue Today 1 Year 3 Years 200 Connections 600 Connections 3600 Connections 100 Text Club VIP’s 75 Newsletter Subscribers 1000 Text Club VIP’s 3000 Text Club VIP’s 300 Newsletter Subscribers 600 Newsletter Subscribers
- 89. Staying top ofmind! Social Text Email = Affordable Frequency! Today 1 Year 3 Years 2400 Posts Month 7200 Posts Month 43200 Posts Month 400 Text Offers 150 Sends 4000 Text Offers 12000 Text Offers 600 Sends 1200 Sends Total Potential Connections = 2950 8200 54,400
- 90. Create FRESH SEOblog posts that are informational but also promote your business Post to Your Google Blog Content used for Social Posts, linking to site, also used in weekly Text Marketing Use as copy points to create search optimized video (FYI: Google owns YouTube) MARKETING STRATEGIES Improve SEO, Drive Traffic & Repeat & Referral Business Used in monthly e-newsletter Content is then distributed via multiple channels including…..
- 91. Right About Now…YouMight be Thinking…. Wow – that’s a lot of Stuff! I’m already so busy Running my Business!
- 92. Digital Solutions toGrow Your Business
- 93. Essential Digital MediaStrategies For Acquiring and Retaining Customers 1. GET FOUND: Make sure your business is visible to Consumers Actively Searching Online for your Products & Services 3. STAY CONNECTED: Leverage Social Media Email & Text Marketing Best Practices to Drive More Repeat and Referral Business from existing clients 2. FIND NEW: Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services Social is Digital Word of Mouth!
- 94. Custom YouTube Channel &Video Series Optimized, Updated Business Listings Reputation Management We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. Mobile Essentials Smart Phone Friendly Website For Merchants who love the design of their existing website, but wish it were optimized for Mobile, this is a perfect option. Your new Smart Phone friendly site will match the look and feel of your existing site, with one click to call, click to map and feature products, services, specials and social media links. 24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation! 3/31/2014
- 95. Custom YouTube Channel &Video Series Optimized, Updated Business Listings Reputation Management We’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH content improves your rankings and are important signal to Google. Web Essentials We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture. Multi-Screen, Quality ,Optimized & Updated Web Presence 24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation! 3/31/2014
- 97. Social HotSpot: Offer FreeWi-Fi to Grow Your Customer Base! Text Marketing: Create a Text VIP Club Did you know that your average consumer will check their Mobile phone for text messages within 3 minutes of receiving? That’s why text marketing is effective for your getting your message in front of your best customers. We create and send your promotional message 4x per month to your opt-in list of Text Club Subscribers. Program includes up to 800 messages per month + in store signage to help grow your list. Turn key email newsletter program includes: • Create custom e-newsletter template that can be update each month • Update newsletter graphics, photos and content each month • Manage your list and conduct the monthly sends Content Marketing & Management Email Marketing Newsletter Social Media is Digital Word of Mouth…on Steroids! Our turn key management program includes: • Optimize your Social Media Business Pages on up to 5 channels • Write/Post to 2-3x week to your channels on your schedule. • Manage monthly Facebook Contests & boosted posts • Includes in store signage to alert your customer to be your Fan on Social Media Consumer love free Wi-Fi. Our program allows you to offer it in exchange for your customers logging in with their Social Media passwords. This quickly grows your Fan Base while providing consumers with a service they appreciate. Requires that merchant have internet access in their store. Social Media Management 3/31/2014
- 98. Custom YouTube Channel &Video Series Optimized, Updated Business Listings & Rep ManagementWe’ll create a custom YouTube Channel and series of Videos that promote your company and products. Each quarter we’ll produce a new video using professional voice talent, scripting, music and high quality images. Videos are optimized for search, distributed on your YouTube channel as well as business listings. Web & Social Essentials We’ll create a modern frequently updated website that looks good on any screen and serves to drive leads for you business. Site will promote products, services, latest specials and features Blog, Photo Galleries, Video, Social Media, Email sign up and lead capture. Multi-Screen, Quality ,Optimized & Updated Web Presence Social Media ManagementWe will manage your Facebook, Twitter and Google+ presence for you: • Social Media postings 2-3x per week on your schedule. • Communicate with client monthly, then manage postings for next 30 days based on needs/news of the business. • Includes monthly Facebook approved contest, which also helps to grow email database We optimized and update the top 50 Search, Directory and Social sites to ensure your latest promotions are featured, creating a profile page, adding photos, video and more. Great for Search Authority, as leading sites are quality source of back links plus FRESH improves your rankings and are important signal to Google. 3/31/2014
- 100. Targeted Marketing DeliversMessage to Best Potential Customers Site & Search Retargeting Search Engine Marketing Geo Targeted Mobile Geo Targeted Video Email Marketing Blasts Social Media Targeting Target top 3 positions on Google, Yahoo and Bing for best keywords. We establish an estimated # of impressions, clicks and your budget - you only pay when someone clicks; Reach best potential customers on leading b2c and b2b social media sites. Target by user interest, occupation, geography on web & mobile. Target former visitors to your site and also by most recently searched keywords on sites like Google. Conquest retargeting serves your ads to consumers who were searching for your competitors. Target consumers based on their proximity to their store. Mobile ad expands to full screen mobile splash page with multiple track-able calls to action Reach best potential customers with email blast targeted by variety of demographics at the zip code level. B2B lists available too. Geo Target best potential customers on leading content sites that include local, regional, national publishers, including YouTube.
- 101. 1 Consumer performs a KeywordSearch & is anonymously “cookied” for their search term. 2 Search Retargeting to reach Consumers who are Actively in the Market to Buy Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers.Beach Weddings
- 102. 1 Consumer performs a KeywordSearch & is anonymously “cookied” for their search term. 2 Retarget the Competition! Consumer later visits their favorite sites on the Web and is served your ad based on their past search history of key words, brand names and the names of our competition Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Myrtle Beach Weddings
- 103. Reach Consumers Nearyour Store Mobile Geo Fencing pinpoints customers when they are near your store and serves them ads relevant to their location
- 104. Facebook Targeting &Re-Targeting Target Consumers by variety of demos…or retarget those that have already been to your site
- 105. Email Marketing Solutions GeoTargeted Email Marketing: Geo target your message to reach local consumers via our huge opt in database of email addresses. Target by Metro, City or Zip Code level to reach customers in your key trading areas. Demo Targeting: Reach Local Consumers by wide variety of Demographic selections, including: • Gender • HH Income • Veterans • Political Affiliation • Presence of Pets • Presence of Children • Occupation • Own Home/Rent • Marital Status • Religion
- 106. Special Seminar Incentive SignUp for a Digital Package before end of June and receive… 50,000 Search Retargeting Impressions OR 50,000 Facebook Marketing Impressions The Perfect Way to Promote Your New Website or Social Media Promotion! Plus, all Delafield Chamber Members receive 15% off all products and services
- 107. Questions? Daryl Hively Founder &CEO 414-234-8529 [email protected] Craig Sweeney Sr. Digital Growth Strategist 262.744.0557 [email protected]