LSA17: Developing a Marketing Prioritization Model for Greater Effectiveness (Location3)
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The document discusses developing a market prioritization model to effectively allocate digital marketing resources. It describes collecting various data points on stores like sales, search engine optimization performance, population density, and level of local competition. Stores are then ranked and placed into tiers (high, medium, low priority) based on a composite score of these factors. The model aims to start a dialogue on where to focus efforts to increase returns on investment and drive the highest performance and visibility across all locations.
LSA17: Developing a Marketing Prioritization Model for Greater Effectiveness (Location3)
- 1. Developing a Market Prioritization Model For Greater Effectiveness Nick Neels, Head of Local Search | @nickneels | nneels@location3.com #LSA17 @NickNeels
- 2. We Built a Model & Started a Dialogue #LSA17 @NickNeels +10% +561% +13% +1,200%
- 3. Digital Marketing for Multi-unit and Franchise Systems #LSA17 @NickNeels
- 4. Gone are the Days #LSA17 @NickNeels
- 5. The Competition Has Heated Up #LSA17 @NickNeels
- 6. The Competition Has Heated Up #LSA17 @NickNeels
- 7. Digital Marketers Back in the Day #LSA17 @NickNeels
- 8. Unable to React #LSA17 @NickNeels
- 9. Poor Non-brand Visibility #LSA17 @NickNeels
- 10. Poor User Experience #LSA17 @NickNeels
- 11. Poor Store Page Speed #LSA17 @NickNeels
- 13. Focus on Location Level Results #LSA17 @NickNeels
- 14. The Picture is Not Complete #LSA17 @NickNeels
- 15. It Gets to the Point Where… #LSA17 @NickNeels
- 16. Monkey Investment Portfolio #LSA17 @NickNeels
- 17. Monkey Portfolios Beat the Stock Universe #LSA17 @NickNeels
- 18. ….and a method that is a lot more safe. #LSA17 @NickNeels
- 19. Don't Rely on a Blindfolded Monkey #LSA17 @NickNeels
- 20. Tiered Market Prioritization Model #LSA17 @NickNeels
- 22. Top ROI Indicators #LSA17 @NickNeels Store Number Stability Assessment Sales 100 Open (5,000)$ 101 Open 12,000$ 102 Open (10,000)$ 103 Open 6,000$ 104 Open 6,000$ 105 Open 1,000$ 108 Future Closure (March 2017) 109 Future Closure (April 2017) 106 New Store (June 2017) 107 New Store (July 2017)
- 23. Tiers For the Win! #LSA17 @NickNeels Store Number Sales $ Sales 100 $ (5,000) 1 101 $ 12,000 3 102 $ (10,000) 1 103 $ 6,000 2 104 $ 6,000 2 105 $ 1,000 2 Middle of the Pack Low Priority High Priority High Priority
- 24. Current Local Search Performance #LSA17 @NickNeels Store Number LLM SEO PPC 100 3 2 2 101 2 2 3 102 2 2 1 103 2 3 2 104 3 3 2 105 1 1 2
- 25. Population Density #LSA17 @NickNeels Store Number Population 100 2 101 1 102 3 103 2 104 2 105 2
- 26. Real Estate Team #LSA17 @NickNeels
- 28. Scale It #LSA17 @NickNeels Location ID Group Lat Long High Competitor Count Group Lat Long Miles Apart 1 SlimGenics 39.815068 -105.081104 5 Jenny Craig 40.6667729 -73.475811 1658.9 2 SlimGenics 41.459875 -82.019666 4 Jenny Craig 41.861201 -87.975686 903.7 3 SlimGenics 41.681404 -81.296272 3 Jenny Craig 32.9411882 -97.1176371 648.9 4 SlimGenics 44.866012 -93.056131 5 Jenny Craig 34.074212 -118.37558 833.2 5 SlimGenics 44.8731253 -93.3254647 7 Jenny Craig 31.9941086 -81.1286575 1439.7 6 SlimGenics 39.749225 -105.000338 7 Jenny Craig 35.443561 -80.859494 1354.9 7 SlimGenics 41.119607 -81.47236 3 Jenny Craig 38.6702055 -121.1552884 862.6 8 SlimGenics 41.539973 -81.451364 5 Jenny Craig 42.2746069 -71.7501199 1734.0 9 SlimGenics 45.039171 -93.220902 4 Jenny Craig 39.8808624 -105.0942944 4.6 10 SlimGenics 44.9054244 -92.9240745 4 Jenny Craig 33.0154311 -96.7088565 660.8
- 29. Competitive Saturation #LSA17 @NickNeels Store Number Competition 100 2 101 3 102 2 103 2 104 2 105 1
- 30. Final Priority Score & Tiers #LSA17 @NickNeels Store Number Sales LLM SEO PPC Population Competition Priority Score Priority Tier 100 1 3 2 2 2 2 12 2 101 3 2 2 3 1 3 14 3 102 1 2 2 1 3 2 11 1 103 2 2 3 2 2 2 13 2 104 2 3 3 2 2 2 14 3 105 2 1 1 2 2 1 9 1
- 31. The Trump Card #LSA17 @NickNeels
- 32. Highest Priority, Regardless of Data #LSA17 @NickNeels Store Number Sales $ Sales LLM SEO PPC Population Competition Priority Tier The Trump Priority 100 $ (5,000) 1 3 2 2 2 2 2 - 101 $ 12,000 3 2 2 3 1 3 3 1 102 $ (10,000) 1 2 2 1 3 2 1 1 103 $ 6,000 2 2 3 2 2 2 2 - 104 $ 6,000 2 3 3 2 2 2 3 - 105 $ 1,000 2 1 1 2 2 1 1 -
- 33. Poor Performance, High Population #LSA17 @NickNeels
- 34. Poor Performance, Low Population #LSA17 @NickNeels
- 35. Edge Cases: Ranked 2, 4, 11, 21, or Page 2 #LSA17 @NickNeels
- 36. Case Study: Page 1 Visibility #LSA17 @NickNeels +10% +561%
- 37. Case Study: Top 10 Visibility #LSA17 @NickNeels +13% +1,200%
- 38. Increased ROI: Personal & Corporate Investment #LSA17 @NickNeels
- 39. Roadmap for All Locations #LSA17 @NickNeels
- 40. Build a Model. Start a Dialogue. Educate. Then Put in the Work. #LSA17 @NickNeels
- 41. Developing a Market Prioritization Model For Greater Effectiveness Nick Neels, Head of Local Search | @nickneels | nneels@location3.com #LSA17 @NickNeels