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Where's My F#%ing Web Presence

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by

Terrence Gordon

on 13 September 2016

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Transcript of Where's My F#%ing Web Presence

"Where's my F#%ing Web Presence"?!?
FONTS
Just 3...
Just 3 questions can help guide your digital strategy
Does My Digial Advertising Work?
How they find me...
When they find me...
89% of consumers say they have researched a restaurant online prior to dining there - NRA
MY APPEARANCE
57% indicated they visited a restaurants website before they visited the restaurant


Q: Is my website outdated? Do I need a new one??

Q: What is the most viewed page of my website?

Q: Is my website mobile-responsive??





Still Burying Your Head in the Sand?


Monitor online reviews & mentions
Including SOCIAL MENTIONS

Respond to negative AND postiive with custom responses
NOT CANNED

Implement a process for dealing with negative reviews
GET THEM OFFLINE

Implement a process for pushing positive reviews
eMails, referrals, rewards

How are they finding me?
What are they doing after they find me?
What do they see when they find me?
"Starting April 21, 2015, Google Search will be expanding its use of mobile-friendliness as a ranking signal" - Google's Official Blog

Translation: if your site ain't mobile-friendly...it ain't ranking
Retailers expected their digital marketing outlays to increase 20.3% in the next 12 months, while their traditional ad budgets were forecast to fall 12.1%. - eMarketer
MY BRAND
97% of consumers find local business info on the web - Forrester
DIRECT TRAFFIC
- The percentage of Direct traffic is
directly
and
exclusively
correlated to your online & offline branding.
ORGANIC SEARCH - Your #1 Organic keyword is almost always your brand name, and your most qualified, highest-converting term
MY VISIBILITY
Do I
OWN
Google Page 1?
On-page SEO - your website structure & content

Local SEO - directory & map listings (YELP)

Social SEO - claiming & optimizing social accounts
ON-PAGE SEO
LOCAL SEO
SOCIAL SEO
's
Do you have a brand that you can rely on?
The Importance of Updating Your NAPW Data
MY SPEND
The Top 10 Listings on Google Page 1 receives 92% of all searches
33% of all clicks go to the #1 position on Google
PAID SEARCH - Pay-Per-Click, auction-based, free until someone clicks through

PAID SOCIAL - Targeting by "interests", pay-per-performance available.

RE-TARGETING - Building lists from existing web visitors and serving them up ads accordingly

BEHAVIORAL- serving up ads to users based on a user's online behavior
"89% of Google Paid Search is supplemental" - Google ;)
7% of your users see your organic Facebook posts
MY REPUTATION
Three-quarters of retailers agreed that their digital marketing spend has a higher return on investment (ROI) than traditional offline marketing. - eMarketer
A 1-star increase in online ratings can increase a restaurants revenue by 5-9% - Harvard Business Review
One negative online review can cost a restaurant $________annually

-Harvard Business Review
92% of consumers read online reviews - Bright Local
Over half of consumers aged 18-34 say they trust online reviews more than the opinions of friends & family - Bazaarvoice
Restaurant / cafe reviews are the most commonly read by consumers - Bright Local
A 1/2 star improvement makes it 49% more likely a restaurant will fill its seats for the evening - The Economic Journal
If a business resolve its issue quickly and efficiently, 95%of unhappy customers returns back to your business - Social Media Today
MY OUTBOUND EFFORTS
SOCIAL
CONTENT
Organic social posting:

Frequency + Quality =Engagement
Blog writing
Events calendar
OUR DATA SHOWS

Facebook Video Ads: $0.03 per view / $2.43 CPM
Paid Search Ads: $1.21 Cost-Per-Click Average ($0.71 for Restaurants)
Display / Retargeting Ads: $4.01 CPM
Database Outreach
eMails / newsletters
Promotions / offers
Use Facebook as a database!
After they found me...
ENGAGE YOUR AUDIENCE
HOMEWORK
State & Allen Facebook Video Campaign
Video Cost: $750
Facebook Ad Spend $1,010.80
Results
TARGETING:
25 Mile Radius around the store
Food / Wine Enthusiasts > Restaurant Enthusiasts
Existing Fans
"Starting April 21, 2015, Google Search will be expanding its use of mobile-friendliness as a ranking signal" - Google's Official Blog

Translation: if your site ain't mobile-friendly...it ain't ranking
WIN STUFF!!
Website flow
Online reviews
Showing Up
73% of consumers lose trust in your business if you have inaccurate local business listings
Gotta Pay to Play
TAKE A GUESS
It's the least you can do
Install Google Analytics on your website
Monitor & Fix Your Citations (NAPW)
DON'T BE THIS GUY:
If you're website isn't mobile-responsive...get a new one.
Claim & optimize your social accounts
Implement real-time alerts to reviews & mentions
MONITOR YOUR REPUTATION TRENDS

DROP YOUR BUSINESS CARD
and we'll email you a free Digital Health Report
TERRENCE GORDON
terrence@214interactive.com
terrence@214interactive.com
Q&A Brandon Coleman
CMO
Willie's Grill & Icehouse + Taco Mac
One negative online review can cost a restaurant $7,000 annually

-Harvard Business Review
Full transcript