Understanding What's Working (Closely, Where2GetIt)
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This document discusses Brandify's platform for measuring local marketing performance. It provides an example case study of how Brandify helped Alfred Angelo, a bridal retailer, improve their local marketing. Brandify conducted an audit of Alfred Angelo's online presence, reviews, and store data. They then provided insights into improving listings, reviews, and other metrics. Brandify's platform allows companies to track key metrics like reviews, ratings, and foot traffic to evaluate local marketing campaigns.
Understanding What's Working (Closely, Where2GetIt)
- 1. Identifying the Offline Connection Brandify: The New Platform for Location Marketing
- 2. About Me ► Twitter @ManishW2GI • Should I change this? • Follow me! ► Vet in Local search • Is that possible? • An overnight success ► Apparently crazy
- 3. About Us ►18 Years in Business ►Serving more than 500 Brands ►4.5 million managed locations ►20 million analytics rows inserted daily Our Clients @ManishW2GI #knowyourscore
- 6. Sometimes Digital Marketing feels like this….
- 7. What success looks like…
- 8. Let’s not lose sight of our goals.…
- 10. Decade of the CMO
- 11. Situational Marketing : Using Data to tell a story
- 12. The Offline Solution Local ROI Attribution
- 13. THE Organizational Challenge ► The one and only challenge for the enterprise ► Understanding how location-based digital solutions affect in-store purchases: what is the offline connection? @ManishW2GI #knowyourscore
- 14. The Path to Purchase @ManishW2GI #knowyourscore
- 15. The Path to Purchase @ManishW2GI #knowyourscore
- 16. Solution: The Offline Connection ► Demonstrating the effectiveness of location-based marketing begins with better measurement. @ManishW2GI #knowyourscore
- 17. Metrics that Matter Know your Brand Score
- 18. Local Pages as SoLoMo Hub Local Page Locator Mobile Locator Organic Search Syndication Listings Claimed Yahoo Listing Claimed Google Listing Display Ads AdWords Campaign
- 19. The 6 Pillars of Brand Score @ManishW2GI #knowyourscore
- 20. The Client: Alfred Angelo ►Retail bridal shop with 60+ locations across the US ►Serves hundreds of customers daily ►Depends on maintaining strong relationships with these local customers who invest in bridalwear ►Has a competitor with 300+ locations ►Looking for a way to gain local competitive intelligence while servicing customers. @ManishW2GI #knowyourscore
- 21. The Challenge/ Opportunity ►CHALLENGE- Creating a campaign in the context of: • Expanding number of locations with no solid hold on its location data for all of its locations • Online reviews growing at a quick rate, and unable to monitor these reviews at scale. ►OPPORTUNITY- Creating a campaign for: • Enhance the customer experience both online and offline • Encourage and incentivize employees within individual locations • Allowing brand managers to monitor the stream of incoming reviews @ManishW2GI #knowyourscore
- 22. The Solution ►We gave Alfred Angelo a step by step method to cleanse and ensure data quality/incoming reviews for all locations ►Qualitatively-Brandify gave the Alfred Angelo an understanding of underlying reasons of customer sentiment ► Quantitatively- Brandify helped Alfred Angelo digest this information by structuring the location data sets to be understood at both a national and individual location level. ► After providing these insights, Brandify gave Alfred Angelo competitive insight across The Six Pillars @ManishW2GI #knowyourscore
- 24. Store Locators ►Mobile traffic has reached parity with Desktop
- 25. Local Pages ►Strong performance with non- branded searches • 7 of top 10 searches are non-branded ►Average position of 3.0 in Google search results. ►60% Mobile, 30% Desktop, 10% Tablet ►75% of traffic coming from Google ►Yellowbook providing 4,686 inbound links • These URLs are fed to Yellowbook via Syndication • Strong organic ranking signal Query Impressions wedding dresses 70,559 alfred angelo 66,602 alfred angelo bridal 12,198 wedding dress 8,897 bridal gowns 7,950 wedding gowns 7,185 bridal dresses 2,511 wedding 2,447 alfred angelo locations 1,975 wedding dresses san diego 1,851 alfred angelo san antonio 1,667 alfred angelo bridesmaid 1,582 wedding dresses indianapolis 1,574 bridal shops 1,341 wedding dresses miami 1,183 wedding dresses las vegas 1,170 angelo 1,059 alfred angelo las vegas 1,046 bridal shops buffalo ny 1,035
- 26. Yelp – Profile Views Trends: 1. 276% Increase over 2013 levels 2. 59% Mobile traffic 0 20 40 60 80 100 120 140 160 Yelp Location Profile Views Profile Views 2013 Profile Views 2014
- 27. Brand Score – Listing Management 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 Jul Aug Sep Oct Nov Dec Jan Feb Data Quality Score
- 28. Brand Score – Reviews 17.0 18.0 19.0 20.0 21.0 22.0 23.0 24.0 Jul Aug Sep Oct Nov Dec Jan Feb Review Score
- 29. Yelp Reviews 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Jul Aug Sep Oct Nov Dec Jan Feb Yelp Review Count
- 30. Place Ratings on Google & Yelp 2.65 2.70 2.75 2.80 2.85 2.90 2.95 3.00 3.05 3.10 3.15 Jul Aug Sep Oct Nov Dec Jan Feb Place Ratings on Google & Yelp Average Yelp Rating Average Google Rating
- 31. Facebook Likes 0 500 1000 1500 2000 2500 Jul Aug Sep Oct Nov Dec Jan Feb Facebook Pages - Like Count
- 32. Brand Score – Engagement 10.0 10.5 11.0 11.5 12.0 12.5 13.0 13.5 14.0 Jul Aug Sep Oct Nov Dec Jan Feb Engagement Score
- 33. The Results (Quantitative) ► Overall Increase as a result of data cleansing ► More proliferation to relevant listings and directories ► Basis for getting found 0.0 20.0 40.0 60.0 80.0 100.0 Jul Aug Sep Oct Nov Dec Jan Feb Data Quality Score 10.0 11.0 12.0 13.0 14.0 Jul Aug Sep Oct Nov Dec Jan Feb Engagement Score 0 500 1000 1500 2000 Jul Aug Sep Oct Nov Dec Jan Feb Yelp Review Count ►Steep increase after peak season ►More engaged customers to begin Q1 with ►Engagement as a result of visibility on review directories ►Month over month increase of review count ►Increased review count helped organic SERP rankings ►Contributed to repeating campaign on Google+ @ManishW2GI #knowyourscore
- 34. ROI • Conversion rate indicates estimated portion of actions that result in appointments. • Per appointment value = $700. Action Count Est. Conversion Rate* Est. Sales Notes Business Locator Store Info / Directions sent via text or email 1,361 25% $238,000 E-mails & SMS sent Yelp Mobile Phone Calls 2,583 50% $903,700 Strong indicator of interest Google Various actions on listing TBA Initiating project 2015 Social Facebook and Foursquare 587 25% $102,200 Increase in check-ins/likes over previous monthly average TOTAL 6,610 $1,029,700 15% attribution to W2GI $154,455 @ManishW2GI #knowyourscore
- 36. Discover and Analyze: A Signal or Noise? ► Understanding the difference between a digital signals and noise • Gather relevant data - Your brand/consumers - Competitors - Industry Influencers @ManishW2GI #knowyourscore
- 37. Consumers Don’t Think Channels – Why Should you?
- 38. Thank you contact@where2getit.com 888.377.2767 5101 E. La Palma Ave, Suite 107 Anaheim, CA 92807
- 39. MEASURING YOUR LOCAL MARKETING PROGRESS
- 40. Building Blocks of Local Marke3ng Success § Construct the right founda@on for a sustainable ROI from your marke@ng campaign spend. § Where to go to assess your performance of the key building blocks § All free, some come with sales calls aKached ;)
- 41. Building Blocks of Local Performance § Presence – assess your quality § Claim your pages in all of the cri@cal places that consumers might discover you § Keep your data consistent and up to date § Get the basics right: § Customer contact details & techniques § Answer: what you do, where you do it, when you’re open, how to buy. Do-‐it-‐yourself Presence Management Service
- 42. Building Blocks of Local Performance Mobile Readiness Word-‐of-‐Mouth Performance § How do you look when you’re being comparison shopped? § Track and Compare on key WOM elements § Social Audience § Campaign Engagement § Customer Reviews § Inbound ChaKer § Do you look good to the mobile 50%
- 43. Building Blocks of Local Performance § The ideal @me to have/get a clean customer list. § Data-‐driven “marke@ng automa@on” delivers highly measurable online-‐offline ROI, if you can connect customers to transac@ons. § Cull your customers into “best customer lists” to create high efficiency campaigns. § Tag for sub-‐lists: nearby, high spenders, regulars, off-‐peak customers, nasty yelpers ;) Do-‐it-‐yourself Do-‐it-‐for-‐me
- 44. Building Blocks of Local Performance SEM Performance Facebook Advisor § Search marke@ng is s@ll #1 for connec@ng to shopping consumers. Grade your performance to op@mize your spend. § Google, Yelp, Bing all have tools § A new crop of FB campaign performance tools are forming that make it easier and more measurable.
- 45. FOR A COPY: PERRY.EVANS@CLOSELY.COM TWITTER: @PERRYEVANS