Local Search Marketing Tactics – Local search doesn’t only happen in relation what’s on a map. This
session looks at a variety of local search tactics that are not necessarily tied to your physical location’s listing.
Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence
Speakers:
Scott Dunlap, CEO, NearbyNow, Inc.
Matt McGee, Assignment Editor, Search Engine Land
William Scott, President, Search Influence
Dennis Yu, CEO, BlitzLocal LLC
NOTES
Scott Dunlap, CEO, NearbyNow, Inc.
Topic: Tracking and Measuring Online/In-Store Shoppers
Local search is by def: a multi-channel opp. Search online and buy in store. There is a 9 to 1 ratio of people wanting to buy in store due to urgency. So the questions is how do you track traffic to convertion when they are finding you online, yet buying in your store.
Solutions:
- Use a concierge to gather visitor data online and then call them to provide verification of product in stock, etc.
- Claim check/apnt setting options for instore meeting.
- Coupon code only offered online for instore use.
- Bar code listed online so cause customers will print that off and come in with it for you to scan so they can buy it.
- Post-purchase consumer survey (get their email instore and then survey them). This is a very important option.
- Find local events that are taking place in your local area and then use those events to blog about and push traffic flow to your site using them. Typically you can see 10x the traffic in flow from them.
- Examples: Circuit City going out of business in Tri-Cities area in Washington.
- Leann Rimes coming to do a concert in that local area.
- About hyperlocal news too (neighborhood level, etc)
- Community swiming pool in local area.
- Community party or fund-raiser that is taking place in local area.
- Why local blogging works for you.
- Growing interest in local stuff online.
- Traditional media declining.
- Local web sites often lacking.
- Search engines love good blogs.
- Tips List from Matt Himself.
- Write about local stuff.
- Use photos and video.
- Think ahead.
- Do basic SEO on posts.
- Don’t overdo self-promotions.
- Yahoo Local
- Google Local
- Insider Pages
- Merchant Circle
- Yahoo Local
- CitySearch
- SuperPages
- InsiderPages
- Yelp
- YellowPages
- BrownBook
- MerchantCicle
- Titles and meta
- Links to local profiles
- Local search isn’t always on the map
- Use social bookmarking to build links for local profiles
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Andrew,
Great meeting you and excellent write-up!
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@Dennis Yu
Great meeting you as well. You did a great job presenting and I enjoyed hearing your presentation. I really need to get a custom Twitter background sometime soon!
Creative Marketing Tactics for Physician Offices?I would like to know of any creative “out-of-the-box” marketing tactics that anyone has used when marketing services to physician offices, medical facilities, etc.Thanks in advance.
@TriCities WSU
I am going to be answering this in a post today – hope it gives you some ideas.
Awesome and excellent write up. The Keysearch Analytics blog has tips, tricks, advice and case studies for the search marketing industry.