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10 Ways To Simplify Your Local Marketing Strategy In 2016 by Wesley Young #305
Local marketing in 2016 is simplified by focusing on your top-performing 20% of channels, using programmatic ad buying, targeting specific audiences, consolidating data, and reusing high-quality content across platforms.
Key takeaways
- Use social media primarily to engage existing customers, not to find new ones through search.
- Check your own analytics before going mobile-only, since desktop can still dominate traffic for many businesses.
- Apply the 80/20 rule to find the 20% of marketing channels driving 80% of your results and invest there.
- Programmatic ad buying lets you automatically raise bids during peak conversion windows without manual daily changes.
- Automate drip campaigns and customer touchpoints, but personalize them so emails do not say 'hey, customer name'.
simplifying your marketing strategy doesn't always mean it takes less time at work
About this episode
Welcome to BestSEOPodcast with your hosts Chris and Charles! Here are 10 strategies that will help you simplify and focus your search and marketing practices and make them more effective.
Questions this episode answers
Should local businesses design mobile-only websites in 2016?
Not necessarily. The hosts checked Google Analytics for three clients and found desktop traffic exceeded mobile for two of them, including a music school in Austin and a mortgage company. They recommend responsive design and reviewing your own analytics before committing to mobile-only.
What is programmatic buying and how does it help local advertisers?
Programmatic buying means automating your ad purchases so bids rise during the times and audience segments most likely to convert. For example, if your best customers are females shopping between two and four on Android devices, you program your ads to target that window automatically.
How should local businesses handle content across multiple social platforms?
The hosts suggest creating one high-quality piece of content but tweaking it for each platform. You cannot use identical calls to action everywhere, for instance telling Twitter users to like you or Facebook users to follow you, so messaging must match the platform.
Is a high bounce rate always bad for a local service business?
No. If a visitor lands on one page, gets enough information, and calls the business directly, that registers as a bounce but is actually a conversion. The hosts say 65% is an average bounce rate and that 100% could even be a good thing if call volume is high.
In their words
social media has yet to prove its worth in the search space in helping consumers find new local businesses
Host
the more you know about your ideal customer, the better you can deliver relevant search results and advertising
Host
Terms defined in this episode
- Programmatic buying
- Automating the purchase of ad space so bids and budgets adjust automatically based on audience targeting data such as time of day, device type, and demographics.
- 80/20 rule (Pareto principle)
- The idea that 80% of your results are driven by 20% of your marketing, including search visits from keywords, calls, extensions, ads, and ultimately sales from advertising.
- Shikes
- A coined term used by the hosts combining shares and likes to refer broadly to social engagement.
- Drip campaign
- An automated sequence of personalized emails sent to contacts over time, used to introduce a business and maintain follow-up without manual effort.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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