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Columbus digital media seminar august 2013

The seminar discussed strategies for businesses to grow by leveraging digital media, highlighting the importance of online visibility and consumer engagement through platforms like Google and social media. Key focus areas included mobile optimization, targeted marketing, customer retention, and creating effective online content such as videos and reviews. Attendees were encouraged to enhance their local listings and develop actionable plans for improving their online presence to attract new customers and retain existing ones.

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Grow Your Business! Welcome to the Seminar August 7, 2013
Agenda… • Changing Consumers Habits Create Opportunity • Search & Shopping • Social Media • Peer Commenting, Ratings & Reviews • Mobile • Video • Opportunities for Local Merchants • 2013 Business Outlook • New Customer Acquisition • Customer Retention
Digital Media Strategies For Acquiring and Retaining Customers 1. Make sure you Get Found by Consumers Actively Searching Online for your products & Services on leading sites like Google. 2. Leverage Social Media Best Practices to Drive More Repeat and Referral Business from existing clients 3. Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services Social is Digital Word of Mouth!
Who is Online? Everyone! Every Demo well represented Your Best Potential Customers Higher Income, Better Educated No Income, No education Take your Pick!
Some of the Marketing tools we used to employ are no longer effective
National Opt Out Site for Consumers who don’t want them delivered anymore
Google is the New Yellow Pages
We Search & Discover Online – Shop Local & In-Store
Just Googling it
95% of Web Traffic is generate from Page One Results
95% of consumers never 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.
Although some believe Google is the 2nd Best Source of Information 
Welcome to the Mobile Revolution
A Show of Hands ➙ Who here has:  unopened email in inbox?  unopened texts in inbox?  Used smartphone to look for local info?  used their smartphone to access the internet while shopping?
The Age of Mobile ➙ You’re in good company…  90% of text messages are read <3 minutes1  94% of users look for local information on their phone and 90% take action as a result2  Mobile coupons are 10x more likely to be opened3 Sources: May 2012, 1) Luxury Daily, 2) Google, Our Mobile Planet: United States, Understanding the Mobile Customer, 3)Mobile Commerce Daily
+60% among 18-49 year olds +68% among HH Income $75+
Local Consumers in “Action Mode” when conducting Mobile Search
Estimated that 85% of Local Biz Don’t Have Mobile Optimized Websites
“The number of calls 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
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!
Mobile views on YouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.
1. It’s now very affordable to “Broadcast” your Infomercial or How to Video to a very large potential audience. 2. YouTube Videos are an incredible Source of Content that get 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
Viral Power of Social Media Average # of Friends by Generation
NOW OVER ONE BILLION MONTHLY !! 55-64 year old women are fastest growing segment
Google + Social Network Experiencing Rapid Growth Google+, like YouTube…great way to significantly improve your Page Rankings! Adding 22M New Users per month 400M!!
Reached 200 Million Members January 2013
Online Ratings & Reviews are Shaping Consumer Shopping Habits
and they’re sharing those opinions everywhere
The Zero Moment of Truth 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....
The Traditional Model
The New Zero Moment of Truth
MERCHANT
" You'd never set up an 800# for your business with nobody to answer the Phone. The Internet is that 800# and its 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
What does ZMOT mean for Merchants? • You only get one chance to make a great first impression • You have to be ready for when Consumers come looking for you on whatever device they are using. • You have to be aware and respond and learn from what Consumers are saying about your business online. • With Mobile...the MOTS - Moments of Truths - are merging...when consumers can search, decide, buy and share all at once!
Are You Ready?
Grow Your Business! 2013 Business Outlook
Where do Merchants Plan to Invest? #1 & 2 – Need Help with Website!
Grow Your Business! Leveraging Digital to Grow Your Business
Action Items: Things you can do TODAY to improve your online presence • Claim your local business listings • Fully Enhance your profile page • Get Customer Reviews • Start/update your Blog • Create a Video and Post on YouTube • Consistent Social Media Posts including Google + • Optimize your Web & Mobile presence
Congratulations! The Number One Website in the World wants to give everyone in this room a FREE listing and profile page
• Claim your listings! (only 37% have) • Add Content to your listings – (photos, video, complete list of all services) • Make it easy for customers to review your business The Google 7 Pack – 3 Things You Need to Do GET ON THE MAP
Great Example of a claimed and optimized listing
Google + Optimized Local Listing • Social Posts • Photos • Videos
Search Engine Marketing drives 64% of Page One Clicks for Consumers looking to Purchase
Get Reviews for Better Places Listing Ranking Customer Referral Cards are Easy & Inexpensive to Create
Even a small incentive can pay big rewards toward future repeat business!
Beyond the Big Three – 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!
Keeping your data clean and up to date is key. There are a lot of databases on the web!
Online Videos are a Great Way to get High Page Ranking
Top Ten Reasons you Need need a Quality Web & Mobile Site 1. You only get one chance to make a Great First Impression! 2. Professional Image – level playing field 3. Be Open for Biz 24/7 – instant Customer Gratification 4. Connect with on the go Consumers 5. Sell Products 6. Promote Services 7. It’s Your Online Brochure update-able any time 8. Generate Leads 9. Stay Connected to your Best Customers with your Blog 10. Great Recruiting Tool
Smart Phone Friendly Mobile Sites that Match Look and Feel of Main Website
3 Ways to Grow Sales 1. Get More Customers 2. Raise Profit Per Sale 3. Increase Customer Frequency by Staying Top of Mind. One of these is easier than the other two.
Why Businesses Lose Customers • 1% Die • 3% Move Away • 5% Form other relationships • 9% Leave for Competitive Reasons • 14% Due to Product Dissatisfaction • 68% Stop buying because of attitude or feeling of indifference
Create a Customer Loyalty & Referral Program “What would it mean for your Business if Your Current Customers Shopped with you one more time a month?” “What it would mean for your Business if your Happy Customers became your best salespeople…telling all of their friends how much they love your products & services? News of Your Store Via Multiple Channels Your Happy Customers
Social Media Drives More 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)
Great Social Content goes 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
Right About Now…You Might be Thinking…. Wow – that’s a lot of Stuff! I’m already so busy Running my Business!
We Offer Turn Key Solutions for helping you Leverage Digital Media to Grow your Business • Choose from Variety of Value Priced Packages • Or, we can customize a program based on your needs • Special Incentives for Seminar Attendees!
1. Make sure you Get Found and Make a Great First Impression with Consumers Actively Searching for your products and services via any device 2. Create a feeling of community with your Best Customers via Social Media, Email and Text to Drive More Repeat and Referral Business 3. Take advantage of Highly Targeted Marketing options to reach the best potential New Customers most likely to be interested in your products & services Social is Digital Word of Mouth! Ways we help Your Business Grow
Affordable Web, Mobile, Social, Video
Features High Visibility High Visibility + Mobile Local Business Listings (Google, Yahoo!, Bing) 30-Day Enhanced Dispatch BizList Enhanced Listings on Top 150 Directory, Social & Search Sites Reputation Management Custom YouTube Channel & Series of 4 Montage Videos Optimized Mobile Website Self-Serve Text Messaging Platform Package Pricing $399 Set-Up & $319 per Month $349 Set-Up & $269 per Month “Digital Visibility Packages”
There are hundreds of local business listings out there! Make sure your data is 100% correct on these 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 and improving your online visibility! We claim Your Local Business Listings
Tell the Story of Your Business using Sight, Sound and Emotion! • We create One 60-90 second each quarter • Custom YouTube Channel • Professional voice talent, scripting • High Quality Images • Choice of Music bed • Optimized for 5 Best Search Key words targeted to your local city • Links to website, social media Custom Video Series
Reputation Management Real time reports let you know instantly when there has been praise or a problem, so you can demonstrate your responsiveness and customer service We Monitor Your Online Reputation!
“Social Visibility Packages” Features Basic Social + High Visibility Basic Social + High Visibility + Mobile Social Loyalty + High Visibility + Mobile Local Business Listings (Google, Yahoo!, Bing) 30-Day Enhanced Dispatch BizList Enhanced Listings on Top 150 Directory, Social & Search Sites Reputation Management Custom YouTube Channel & Series of 4 Montage Videos Optimized Mobile Website Self-Serve Text Messaging Platform Set-up & Management of Facebook, Twitter & Google+ Two Additional Social Media Sites Text Messaging Campaign Management Manage Blog & E-Newsletter In-Store Collateral Reporting Dashboard Package Pricing $399 Set-Up & $469 per Month $349 Set-Up & $439 per Month $599 Set-Up & $509 per Month
Create a Customer Loyalty & Referral Program “What would it mean for your Business if Your Current Customers Shopped with you one more time a month?” “What it would mean for your Business if your Happy Customers became your best salespeople…telling all of their friends how much they love your products & services? News of Your Store Via Multiple Channels Your Happy Customers