In this third and final post on last minute Web marketing strategies for the 2010 Holiday Season, we tackle mobile.  There’s a number of ways you can position yourself for success vis-à-vis mobile devices, and because more and more people use their smart phones to locate products and services on the go it’s in your best interest to make sure your mobile strategy is in place.

1. Search, Source, Activate

The primary way shoppers use their smart phones while on-the-go is to search for a product or the location of a particular retailer, or both.  Which is why it’s critical you’re optimized for local search, particularly if you have multiple locations.  Google and Bing are emphasizing local search results and maps more than ever in search results.  Mobile users are also doing quick comparisons either of similar products or similar retailers of those products, so make sure you’re also optimized on Yelp and other review sites.  The more good reviews you can show for your products or service, the better.

2. Optimize PPC Ads to Drive Retail Traffic

Use headlines and ad copy that talk about in-store promotions.  You can also include a local phone number that folks can tap to instantly generate a phone call to a store.  Make sure whatever click-through URL you use will take folks to a light-weight, mobile-optimized landing page so that it loads fast and is easy to read.  When combined with natural search listings that highlight local, maps and reviews, a smart PPC campaign may just tip the scales in your favor.

3. Sync Online and Offline Inventory

If you offer a product or service online, make sure it’s also available in your retail store.  Folks will often look to see if you offer something online and then dash into your store to buy.  If it’s not in stock, you’ll have an irritated customer on your hands, so make sure inventory is coordinated between online and in-store locations.

4.  Mobile Coupons and Promo Codes

Use coupons and promo codes to seal the deal and get folks through your doors. Use promo codes in PPC ads.  Make a mobile coupon available on your Web site that folks can show a cashier at check-out.  Also make use of Foursquare, which offers a number of features that provide incentives for shoppers to choose your store.  And, use services like Groupon to drive coupon adoption (and viral sharing of your offers).  As we discussed before, consumers are more cost-conscious than ever and are looking for deals around every corner.

5. Make Check-out Easy (and Mobile)

If your employees have smart phones (and I’m sure most do), put a Square credit card processor on each one to enable everyone in your store to do check-outs wherever they may be helping a customer. If you’ve got the budget, you can provide an iPod Touch to each employee with a Square attached. You can also use Square on iPads.  Not only does this avoid lines at the check-out counters, it provides another level of intimacy between your shoppers and the person in your store helping them.  And because you’ll need to email receipts, you also get to collect your customers’ email addresses for future marketing uses.

Black Friday and Internet Monday are just a few days away.  By putting a few last minute touches on your Holiday 2010 marketing program, you might just make a good holiday season into a great one.  Good luck and Happy Holidays!

In August we ran a post about getting your site listed in Google’s 10-pack.  This post has been our number one read post to date, so I thought you might appreciate additional tips on tweaking your local business center listings across Google, Yahoo, and Bing.

1. Submit complete forms.

All three local search centers include a wealth of information that’s of use for people doing searches (i.e. your prospects!), so be sure to fill out each form completely (the hyperlinked “Google”, “Yahoo” and “Bing”, above, will take you to each).

For example, if you have a bricks and mortar storefront, you can indicate your operating hours. If your site then appears in Google’s 10-pack listing and someone clicks on your listing, it will say whether or not you’re open for business – in real time!

Also be sure to choose the appropriate categories for your business – and yes, you can choose more than one. Choosing more than one category helps ensure you site is shown in local searches for those categories (nevertheless, show restraint: only choose those categories that genuinely refer to your business).

As you can see in the screen shot below, Spa Bar, a day spa in San Francisco, has included its operating hours (and as I write this, the spa is open – hmmmm . . . maybe it’s time for a facial) but is listed for one category only.

Its competitor, Tru Spa, also located in San Francisco, lists its operating hours and six categories, as you can see in the screen shot below.

2. Ask all of your customers to give you a review – on multiple sites.

Customer reviews comprise a major component of the local search algorithm. And, as you can see in the screen shot below, Google is now including a link for “Reputation Trend,” which links to a trending analysis on the review site Judy’s Book.

This means it’s becoming increasingly important that you become very strategic about getting your customers to leave reviews for you – on multiple review sites.

In this shot for Luminous Day Spa, you can see that Bing is pulling information from the CitySearch directory, including “menu” and “reservation” hot links, and it’s showing that the spa has a rating of 9/10 (we’re not sure how that is calculated).

Other review sites you’ll want to consider include:

Local review sites for your city/region – These include CitySearch and Yelp, to name just two popular review sites.

Travel sites — Fodor’s and HotelTravel.com are two popular sites.

Google Reviews – Anyone with a Google account can leave a review simply by clicking on the little “comment” icon that follows any search engine listing (provided the person is logged in to Google).

Yahoo! and Bing Reviews – The review function works similarly to Google’s.

3. Upload your own images.

Although all three search engines let you upload images, you can upload more than just one or two to Google’s local business center. If you don’t upload your own images, you leave to chance exactly what image Google is going to show – which could be unflattering, to say the least.

For our day spa example, many of the spas used photographs of people getting facials and massages or images of their interiors. You can also upload your logo and YouTube videos.

Small plug: If all of this sounds a little overwhelming, consider putting Yield Software to work. With our new Local Listings JumpStart package, we can get you on the map and in your local search results quickly and effectively. To get started, schedule a free 20-minute consult with a Yield Software Services Expert today.

SES Show Update and Three 10-Pack Strategies

We’ve been at Search Engine Strategies–San Jose since Tuesday. The themes we’re hearing repeatedly: mobile is going to be huge, review sites are going to be huger, and social media is now part and parcel of the SEO / search fabric.

Because we love you, our small and mid-sized business customers, we attended the session, “Search Engine Optimization on a Dime,” and pricked-up our ears when we heard this stat from David Mihm, Director and COO of GetListed.org: more than 40% of all searches had a local (or geographic) intent.

What was eye-opening was his statement that Google sees potentially 500 million local searches per month! (No one is quite sure of the exact number.)

Local search is when someone uses a search phrase, such as “plumbers” plus a city, region, or state. When you search for just “plumbers,” Google will give you results based on your IP address – which is also considered a “local search.”

For local search, the end all and be all is getting into the Google 10-pack, the name for the map and its ten website links that often takes up the #1 listing position for many local searches.

According to David, the 10-pack levels the playing field for mom and pop businesses – which makes sense as it propels ten lucky sites to the #1 listing. So how do you get your site listed in it? David outlined a few strategies:

1. Get listed in Google’s Local Business Center.

Submitting your site is free, but you must do this step manually as it requires that Google verifies your company via an automated phone call. At the same time you claim your business listing, you’ll claim your Google map listing as well.

When listing your company name, include one or two keywords that describe your company – i.e. A1 Plumbing and Heating Services versus A1 Plumbing.

Be sure to complete all the fields within the Google Local Business Center form, including whether you have free parking, your storefront hours, and if you accept credit cards.

“But I’m a virtual company, I don’t have a storefront!” I can hear you saying. “Or, I sell to companies all over the US, I’m not concerned with local.” Given nearly half of all searches have a local intent, it behooves you to ensure your company is listed in Google’s (and Yahoo’s) local business centers as people will often look for companies near them when sourcing products or services.

Also, Google’s Local Business Center just isn’t for bricks and mortar businesses –anyone can list a business as long as you can verify that it is a business.

2. Get listed in third-party directories.

Google sees its own Local Business Center listing as a trusted resource when it comes to local search. It also depends on information provided by third-party data providers. According to David, your site should be listed in the following:

InfoUSA – To get listed with InfoUSA and other huge databases, you must post your business name to Universal Business Listing. Submission is not free – you’ll need to pony up $30 a year.

Localeze – Submission to Localeze is free.

Best of the Web – A directory, BOTW features categories (much like the Yahoo! Directory, in which you should also get listed, and which also costs something to join). The cost for submission is $99.95 a year or a $299.95 one-time charge. Use the “Submit Site” link to add your site to the directory.

3. Get cited “locally.”

According to David, citations, that is, mentions of your company name, in the local press is a huge factor in ensuring your site is part of Google’s 10-pack. (Again, this makes sense.)

To get mentioned, volunteer for local community events and/or sit on civic committees. Attend local business fairs or hold contests. Sponsor community beautification programs. Send out press releases whenever you have company news or hire someone new.

You’ll also want to ask your customers to leave reviews on opinion sites such as Yelp as these reviews are now part of Google’s local search algorithm. (Notice in the screen shot above that all 10 sites have reviews.)

Small plug: the Yield Web Marketing Suite helps small and growing businesses target their local markets through search engine optimization and via PPC ad campaigns on Google, Yahoo! Search and Bing.  Give our free 30-day trial a test drive if you’re not already subscribed.