11 © SEOmoz, Inc David The 7-Step Plan for Digital Domination Prioritizing Your Online Marketing Strategy

22 © SEOmoz, Inc Time vs Money Upside Competitive Opportunity Customers Your best chance to succeed

33 © SEOmoz, Inc Does your business have any major hurdles? What is your upside? Where is your competitive opportunity? Identify Organic vs Social vs Local Time vs. Money: where do you fall? Prioritize Plan of Attack What Are Your Best Digital Marketing Options?

44 © SEOmoz, Inc Identify Potential Hurdles

55 © SEOmoz, Inc Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES Online Marketing Landscape from 30,000 Feet

66 © SEOmoz, Inc An online version of this is at… …and we do all the math for you

77 © SEOmoz, Inc Organic NOT a Great Option: -If you can’t update your website in-house and don’t have the budget to outsource it Social NOT a Great Option: -If you don’t have someone to maintain your presence -If your industry is just not very social Local NOT a Great Option: -If very few people are searching in your area -Suburban locations -If you’ve moved or changed names Identify Potential Hurdles

88 © SEOmoz, Inc Determine Your Upside

99 © SEOmoz, Inc Audit Your Online Presence Where did you answer “No” the most?

10 © SEOmoz, Inc Is your Website Flash- and splash-free? Are there keywords in your Title Tags? Is your NAP in HTML? How easy is it for you to change any/all of the above? Organic Search Upside Determine Your Upside

11 © SEOmoz, Inc Compare your link profile to your competitors: Are there low-hanging links you can request: -Business groups -Neighborhood organizations -Charities you’re involved in -Distributors or wholesalers Do you have time to brainstorm and ask for all of these yourself? Organic Search Upside Determine Your Upside

12 © SEOmoz, Inc Are your customers asking you to engage with them on social media? Are you relatively social in the offline world? Are there lots of other (non-competitive) businesses to network with online? Do you have budget to promote your social profiles? Social Media Upside Determine Your Upside

13 © SEOmoz, Inc Have you claimed your Tier 1 Citations with proper category usage, photos, and website information? Have you begun to engage your customers in the review process yet? Local Search Upside Determine Your Upside

14 © SEOmoz, Inc Compare Hurdles to Upside Hurdles to Overcome Amount of Upside LOCAL ORGANIC SOCIAL Determine Your Upside GOOD BAD

15 © SEOmoz, Inc Identify Your Competitive Opportunity

16 © SEOmoz, Inc Assess Your Competition How strong are they on these criteria?

17 © SEOmoz, Inc Compare Competitiveness to Upside Level of Competition Amount of Upside LOCAL ORGANIC SOCIAL Identify Your Competitive Opportunity GOOD BAD

18 © SEOmoz, Inc You should now be able to identify whether to prioritize Organic, Social, or Local. Level of Competition GOOD BAD Hurdles to Overcome Amount of Upside LOCAL ORGANIC SOCIAL GOOD BAD LOCAL ORGANIC SOCIAL

19 © SEOmoz, Inc Which Tactics Fit Your Appetite for Time vs. Money?

20 © SEOmoz, Inc “How much can I realistically do on my own?” “How much can I realistically spend if it doesn’t work?” Time vs. Money

21 © SEOmoz, Inc No Budget Lots of Time No Time Plenty of Budget Where Do You Fall on This Scale? Do It Yourself Hire a Professional most upside biggest competitive opportunity

22 © SEOmoz, Inc Choose Your Tactics

23 © SEOmoz, Inc An online version of this is at…

24 © SEOmoz, Inc Organic Tactics

25 © SEOmoz, Inc Social Tactics

26 © SEOmoz, Inc Local Tactics

27 © SEOmoz, Inc (Other Tactics)

28 © SEOmoz, Inc A Quick Recap

29 © SEOmoz, Inc )Identify hurdles (via getlisted.org/marketing) 2)Complete Online Presence Audit (handout) 3)Determine your biggest upside 4)Assess Your Competition (handout) 5)Determine your biggest competitive opportunity 6)Visit getlisted.org/options for Time vs. Money 7)Decide what to do yourself vs. outsource A Quick Recap

30 © SEOmoz, Inc. 2014

31 © SEOmoz, Inc No Budget Lots of Time No Time Plenty of Budget Final Thoughts Do It Yourself Hire a Professional NO-BRAINERS

32 © SEOmoz, Inc Local Search Claim your Tier 1 Citations with proper category usage, photos, and website information Organic Search Install Google Analytics Get keyword ideas using Suggest and Trends Search site:yourdomain.com to view Title Tags Make sure you have a few incoming links Social Media Claim your brand at facebook.com/username Claim your brand at twitter.com Collect customer addresses No-Brainers

33 © SEOmoz, Inc. 2014

34 © SEOmoz, Inc Stay Informed LocalU.org/blog Blumenthals.com/blog Searchinfluence.com/blog Niftymarketing.com/blog Aaronweiche.com/blog Marybowling.com SmallBusinessSEM.com Sixthmanmarketing.com/blog Moz.com/learn/local Blog.ConstantContact.com SearchEngineLand.com

35 © SEOmoz, Inc THANK YOU to all who made this event possible.

36 © SEOmoz, Inc THANK YOU to all who made this event possible.

37 © SEOmoz, Inc THANK YOU to all who made this event possible.

38 © SEOmoz, Inc THANK YOU to all who made this event possible.

39 © SEOmoz, Inc SLIDES AND SURVEY localu.org/austin-survey