Playbook
4370 PEACHTREE RD., ATLANTA, GA 30319 (847) 201.1203 • LOCALXMARKETING.COM
WHO WE ARE LOCALX LocalX Marketing is a branch of Gray Television Group, Inc., created to provide a full suite of digital marketing solutions and strategies taking the BEST of the BEST experts in each piece of the digital marketing wheel. Fully supported teams of specialized experts in each category provide fully-customizable solutions to meet any and all needs for local businesses to growth and thrive in the digital space. Each local TV station in the Gray Television Group, Inc. organization brings proven success for nearly 30 years in providing local businesses advertising and marketing strategies and solutions to continue to maximize the growth of their businesses and impact in their local market.
LocalX Marketing, powered by Gray Television Group, Inc.
WHAT IS LOCALX? LOCALX Mobile & Responsive Website Creation At LocalX, we create dynamic responsive websites that look great and convert leads on desktops, tablets and mobile devices. Our creative experts will design you a website that supports your brand, helps you be found online and enables website visitors to review and shop your company’s offerings. Each site includes online form submission, helping convert visitors into customers. Google analytics code standard.
LOCALX Social Media Management Word-of-mouth marketing is arguably one of the most effective but hardest to measure forms of advertising, but social media has changed that. We create and configure your accounts on the world's top social networking sites including Facebook, Twitter, Foursquare, Yelp and Google+. Let us manage your social media, assist in the creation of content and monitor your social presence.
LOCALX Search Engine Optimization Search has drastically improved over the years, making business lookups specific to locale. If you have your website, social media and local directories properly set up, you put yourself at a huge advantage. . We combine the best practices across all of your web properties for local search results. Analytic reports help document your investment’s performance.
LOCALX Search Engine Marketing Search engine marketing is online advertising in which an ad for your product or service appears on the first page of a search engine when people look up keywords associated with your business. The results are 100% measurable. Google’s reporting displays key performance indicators like goals, page views, time spent on site, percentage of new site visitors and more.
★
LOCALX Reputation Management
Our reputation management software allows you to see what people are saying about your brand all across the web in one easy-to-manage portal. Gaining favorable reviews is crucial for the success of your business, and we make it easy to aggregate current reviews and capture new ones.
LOCALX Database Marketing Send email blasts to zip code targeted lists of pre-qualified consumers and/or businesses. We generate lists of potential customers using opt-in databases of national consumers and business-to-business records. We have the capability of reaching your business’s prospective customers in an extremely precise and cost-effective manner. Choose from a spectrum of options, from total market coverage (TMC) to any combination of over 100 database filters. UTM codes help track your investment’s performance in your analytic reports.
LOCALX Call Tracking Call tracking is the type of ROI your client’s can hear. As a feature that can be tethered to many of our existing services, call tracking allows you to find out how the customer heard about your client. Tracking phone calls with real-time data empowers your client to adapt their Internet marketing strategy to the evolving market and provides the ability to audit customer service and lead acquisition.
LocalX builds
• Adapts to desktop, laptop, tablet
responsive
websites. The number of people
and smartphone screen sizes
viewing websites on mobile devices has skyrocketed, making
• Converts visitors
it mandatory that your website is
into customers
presentable in any form factor. Responsive design means that your website will look great no
• Brand supporting
matter what screen it is viewed
Mobile & Responsive Website Creation
creative
on, from a smartphone to a television. As a user switches from one platform to another, the website will automatically adjust to accommodate the change in screen size.
Your website is a direct reflection of your business. The statistics are clear: First impressions are 94% design related. At LocalX, we create responsive and mobile websites that look great and draw customers on desktops, laptops, tablets and smartphones. Our creative experts will design you a website that supports your brand, helps you be found online and enables website visitors to review and shop your company’s offerings. Each site includes online form submission, helping convert visitors into customers. Google Analytics tracking is standard.
Create a Dynamic and Responsive Website. Maybe you already have a website that you like and don’t
want to commit to an entire redesign, but it doesn’t look quite right on mobile devices. LocalX can also create an independent website that will only load on a mobile device. A poor user experience will have visitors quickly fleeing your website. Mobile websites put your most important call-to-actions right at the
fingertips
of
potential
customers, maximizing lead conversion.
4370 PEACHTREE RD., ATLANTA, GA 30319 (847) 201.1203 • LOCALXMARKETING.COM
SocialMedia Management
Social media is a world unto • Social media is word-of-mouth itself. It’s now easier than marketing for the digital era ever for customers to share how they feel about your • Foster an online community business with their friends of pre-qualified customers and family. Social media is a two-way channel of • Control your brand’s communication—don’t let the digital narrative conversations be one-sided. Taking advantage of social media gives you digital portal into customer service and brand advocacy.
Don’t let social media be a one-sided conversation.
Word-of-mouth marketing is arguably one of the most effective but hardest to measure forms of advertising, but social media has changed that. We create and configure your accounts on the world's top social networking sites including Facebook, Twitter, Foursquare, Yelp and Google+. Let us manage your social media, assist in the creation of content and monitor your social presence. We consider your business goals, and then survey the social landscape for you. We deliver a detailed map that calls out winning strategies and tie that into your current initiatives.
Social Media Is Measurable Word-of-Mouth Marketing.
Our dedicated team of digital experts will work with you to develop communications unique to your business (special events, new products or services, contests, etc.) and incorporate them into your posts. Your account rep is at your disposal to help craft your business’s most important messages and offers. We help guide your growth by continuously evaluating the effectiveness of your cam4370 PEACHTREE RD., ATLANTA, GA 30319 paigns and building on their (847) 201.1203 • LOCALXMARKETING.COM successes.
SOCIAL MEDIA ONBOARDING DOCUMENTATION
Our dedicated team of digital experts will work with you to develop communications unique to your target market and incorporate them into your posts. Your social media manager is at your disposal to incorporate the messages and offers most important to your business. Depending on the package you’ve purchased, our social media manager will assist you with: • Communicating with your staff to determine promotions • Keeping your social events current & up-to-date • Replying to customer questions & bring concerns to your attention • Sharing relevant content: photos, articles, videos, audio, events, & local community content • Referencing relevant local community articles and web links as it relates to your brand • Engaging questions: We ask questions to your fanbase in order to gain valuable insights and show that we are listening • Listening: regularly monitoring comments about your brand and offerings • Thanking community members for social praise • Running social competitions & engage your audience
YOUR SOCIAL MEDIA PROGRAM WILL BEGIN UPON PAYMENT AND COMPLETION OF THE INFORMATION BELOW. Please provide the username and password for any of the following social media platforms you already have an account with: FACEBOOK
GOOGLE+
YELP
Username: Password: Username: Password: Username: Password: Username: Password:
FOURSQUARE
BING
YAHOO
Username: Password: Username: Password: Username: Password: Username: Password:
Please also provide us with the following information as soon as possible: • Email Address for All Inquiries
• Logo
• Google Analytics Login Information
• Marketing Materials
(IF APPLICABLE)
Username: Password: • Date & Time Availability for On-Boarding Conference Call
• URLs Website Address: Other Landing Pages: • Current Service Offers/Incentives To promote on social media
Search Engine Optimization
Onsite optimization of the Increase Visibility In Local Searches: website includes the adjustment to each of the website’s • Location-Based attributes which depict the Search Engine Results keyword phrases that major • Business Directories search engines will consider relevant to its content. Onsite • Local Listings optimization is the first step in building a website’s rele• Maps vance towards the targeted keywords before beginning the complementing offsite optimization campaign.
SEO is the foundation of an excellent web presence. Is your business found online when you search for its name? Better yet, how about for your industry? LocalX combines the best practices across all of your web properties to get your company found online. It used to be that if you wanted to be found for say “pest control” you would have to compete with every website being indexed. Search has drastically improved over the years, making business lookups specific to locale. We combine the best practices across all of your web properties for local search results. Analytic reports help document your investment’s performance.
SEO Converts Local Traffic.
Offsite optimization is getting other resources across the web to reference your website and is a critical part of achieving first-page rankings for competitive keywords. These references are made through links back to your website and can be established through a variety of methods. We work to get your website linked to by other websites of higher rankings, boosting your search engine relevancy.
4370 PEACHTREE RD., ATLANTA, GA 30319 (847) 201.1203 • LOCALXMARKETING.COM
SEARCH ENGINE OPTIMIZATION
RECOMMENDATION: Search Engine Optimization (SEO) is the practice of developing a website into a relevant information source for major search engines using keyword opportunities. Once established as a relevant source for information, the website will begin ranking above its competition.
SEO is comprised of two main elements: 1. Onsite optimization of the website includes the adjustment each of the website’s attributes which depict the keyword phrases that major search engines will consider relevant to its content. Onsite optimization is the offsite optimization campaign. 2. Offsite Optimization
-
sources across the web refer to a website. These references are made through links back to the website and can be established through a variety of methods.
ONSITE STRATEGIES
OFFSITE STRATEGIES
• Keyword List Development • Keyword Page Assignment • Content Adjustments • Meta-Tag Authoring • HTML Site-Map Adjustments • Header Tag Authoring • Image Alt-Tag Optimization • Web Copy Threading
• General Directory Submissions • Niche Directory Submissions • Social Bookmarking • Article Submissions • Press Release Syndication • Blog Creation
*ONLY WHITE-HAT METHODS USED **EACH MONTH AN UPDATED ANALYTIC REPORT WILL BE PROVIDED SHOWCASING THE MOVEMENT UP OR DOWN OF ALL SELECTED KEYWORDS ON: GOOGLE, YAHOO & BING.
• Optimize keyword performance
At LocalX, we use A/B testing to optimize your ads. With sitelink extensions,
users
will
• Target campaigns precisely
be
presented direct access to
• Limit wasteful spending
deep-linked pages on your website, giving them more options. With call extensions, users are given your phone number with the ability to “click
Search Engine Marketing
to call” on mobile devices. With locations extensions, your address and mapping information are dynamically populated, giving users directions immediately. In addition, your ads are dynamically
The fast track to page-one search results.
served across all screens: desktop, tablet and mobile.
Pay-Per-Click, or search engine marketing, is online advertising in which an ad for your product or service appears on the first page of a search engine when people look up keywords associated with your business. The results are 100% measurable. Our reporting software displays goals, spend, cost-per-click, and cost per conversion. We can tell you which keywords and ads sent traffic to your site, and where to shift your budget to higher-performing searches.
SEM Guarantees Page-One Results.
SMB marketing Web
Images
Maps
Shopping
Search engine marketing has an immediately measurable impact. Your ads begin running the day
About 30,000,000 results (0.18 seconds)
the campaign is launched. Your campaigns can be targeted to precise geographic areas and set to run on the days and times of
LocalX Marketing-National www.localxmarketing.com (847) 201-1203
Online marketing for small to medi
your choice. In addition, you push your ads to websites that are relevant to your products and services using Google’s Display
Network. You can even run retargeting campaigns that aim to bring
previously
interested
visitors back to your website.
4370 PEACHTREE RD., ATLANTA, GA 30319 (847) 201.1203 • LOCALXMARKETING.COM
SEARCH ENGINE MARKETING
Search Engine Marketing, or Pay-Per-Click, page of Google when people search on keywords that are associated with your business. Social media platforms (Facebook) and other search engines (Bing) offer PPC opportunities too. You are charged each time someone clicks on your ad.
• Works fast! Your ad can begin running the day the campaign is launched. • You set your budget and maximum cost-per-click you’re willing to pay. • Campaigns can be targeted to precise geographic areas and set to run on days/times of your choice. • Retargeting campaigns show highly targeted ads to people who have visited your website. • Google Display Network campaigns show your ads on websites that are relevant to your products and services. • Ads can be targeted to mobile devices. • Cost per lead is often less than other forms of advertising. • Keyword performance can be strategically utilized to increase effectiveness of SEO campaign. • Ideal supplement to an SEO campaign—immediate online visibility while your SEO campaign is ramping up.
• 100% measurable results. Google’s reporting displays goals, spend, cost-per-click and cost-per-conversion. • Projected and actual results. • Comprehensive monthly report.
PPC FEATURES
DESCRIPTION
Mobile Marketing
The goals for a desktop search differ from a mobile search, which is why we create separate campaigns for both desktop/tablet and mobile devices.
Conversion Goals
We help you identify your goals so we can report your exact return on investment. Tactical campaign adjustments keep results in line with goals.
Conversion Optimization
We monitor the marketing metrics and adjust your campaign in an effort to reduce your cost-per-conversion.
Budget Control
Opportunities exist for very small to very large budgets. We pace the campaign to hit the budget you set.
Targeted Reach
Target a small geographic area, the entire world, or anywhere in between.
Controlled Ad Exposure
Keywords are carefully selected and grouped so that your ad will show only when a searcher is likely to be interested in your products and services.
Targeted Keywords Creative Ad Copy Fast and Flexible
who are looking for a business like yours. Ads can start showing the day the campaign is launched and set to run on a precise schedule (your business hours, during a special event or holiday, etc.).
Advanced Algorithms Monthly Report Campaign Review
Regularly scheduled account review meetings ensure campaign is meeting your goals.
• Easily collect reviews from
Customers rely on local reviews
★
ratings to determine engagements
customers on and offline
with local businesses. Quality online reviews affects customer
• Monitor multiple reviews
engagement, as well as local
websites at one login
search engine results for a brick-and-mortar business. 86% of Internet users use the Internet to find local businesses. 72%
Reputation Management
of
businesses
rated
• Aggregate actual
reviews across the web
their
preparedness to handle PR issues as average or below average, and 20% believe they are completely unprepared. Are you prepared?
Managing your online reputation has never been easier. LocalX’s reputation management software allows you to see what people are saying about your brand all across the web in one easy-to-manage portal. Gaining favorable reviews is crucial for the success of your business, and we make it easy to aggregate current reviews and capture new ones. It is overwhelmingly clear that online reviews affect a local business. Customers are taking online reviews and ratings into serious consideration, and you should be too.
Be Found, Be Favorable, With Reputation Management. All local businesses, whether a single rooftop or part of a
corporate brand, must have an online reviews strategy. However, having great online reviews does not come easy. It starts with providing the best possible pre- and post-sales customer experience. Signing up and claiming
important
review
websites are beneficial as it provides additional features to interact with reviewers and allows for the correction of business information.
4370 PEACHTREE RD., ATLANTA, GA 30319 (847) 201.1203 • LOCALXMARKETING.COM
REPUTATION MANAGEMENT
Take control of your online reviews with LocalX’s reputation management software. LOCAL DIRECTORY SUBMISSION
Do you know where your business is listed online? Our software makes it easy to submit your business information to local directories and monitor the status of your listings.
REVIEW MONITORING
Do you know what people are saying about your company? Review monitoring allows you to see every review left about your company including the distribution of positive, neutral and negative comments.
STANDALONE REVIEW WEBSITE
Make it easy for customers to read and leave positive reviews. By choosing a standalone review website, you can dominate the search results for your company’s reviews and make sure the most relevant testimonials are displayed.
• Promote specific
First impressions are always a lasting impression. That is why
products or services
LocalX has selected the best in-house team for designing and
• Generate valuable leads
implementing websites, WAP sites,
• Low overhead cost
and HTML creative services that go beyond today's industry standards. No matter what design service you
Database Marketing
might need, LocalX is the link to get your audience to react. Our experienced in-house team can also develop user friendly lead generation forms with impressive call to action design. LocalX will set out to distinguish you from your
Responsive and deliverable data is what makes us different.
competitors while presenting your information in a clear and entertaining way.
Send email blasts to zip code targeted lists of pre-qualified consumers and businesses. We generate lists of potential customers using opt-in databases of national consumers and business-to-business records. All of our data is self-reported and compiled in accordance with the CAN-SPAM guidelines, guaranteeing that no emails will be sent to someone who has not signed up to receive them. LocalX has the capability of reaching your client’s prospective customers in an extremely precise and cost-effective manner.
Target Your Audience Precisely With Database Marketing. LocalX’s
lead
generation
solutions are unmatched in our ability to generate clean, fast responses to sell your products and services. Our networks and partners deliver the highest rate of satisfaction for pay-perperformance marketing, making the project a win-win for both the buyer and seller. Conversion rates on leads that we deliver often have a higher success rate than cold contacts because the prospect is pre-qualified, before you ever receive the lead.
4370 PEACHTREE RD., ATLANTA, GA 30319 (847) 201.1203 • LOCALXMARKETING.COM
ANALYTICS DASHBOARD
View your investments in one place, with LocalX’s all-in-one marketing dashboard. ONE LOGIN TO VIEW THEM ALL
One login to view all of your investments. It’s easy to get overwhelmed with reports when you advertise across many different channels and mediums. We make performance analysis fast and simple.
COMPARATIVE SCORING
Turn complicated campaigns into easy-to-understand results. Scores give you quick insight into how your marketing is performing, from day-to-day, week-to-week and campaign-to-campaign. View your results at a glance.
ADVANCED TRENDING INSIGHTS
Real-time analytics helps you make better marketing decisions. LocalX stores data locally and lets you do lightning-fast data mining for business intelligence. Displays trending metrics in real-time, with alerts to help keep track of all important components.