Eric Kozlik
CEO, Embitterment Bitters
CEO, Embitterment Bitters

Legal and Food/Bev. Marketing Experience

SEO Nerd
General
Digital

BEING LOCAL ISN’T GOOD ENOUGH

“LOCAL” needs to stand for something
greater than itself.

What does “LOCAL” mean for your company?
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Convenience? Authenticity? Personal Service?
Freshness? Special Knowledge?
?

Have a Mission Statement?
 Revisit it.
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Don’t Have One?
 MAKE ONE.

Make your value proposition available.
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Evaluate Your Local Network

Who do you know?
Who do you need to meet?

 INTRODUCE YOURSELF.

Are there external benefits for being a local
business instead of a corporation?

Full list of local resources at the end of this
slide deck.

WHAT IS A KEYWORD?
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A word or phrase people use to find
information when searching online.

WHAT IS A HASHTAG (#)?

A digital bumper sticker that helps us put
content (and people/brands) into categories.
#EatLocal
#OutdoorLife
#FlyEaglesFly
#Democrat

Tips for Keywords
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Who is your ideal customer (and why)?

If you were your ideal customer, what would
you type into Google to find your company?

Make a list of your top 10 Keywords
 ACT ON IT.

Tips for Hashtags (#)

What social media platforms work well for
your business (or your business type)?

Make a list of the top 10 hashtags being used
by similar brands on those platforms.

ProTip – Don’t invent. Use existing hashtags.

ROI = Return On Investment

2 Camps When it Comes to Measuring ROI
 1.) IT CAN’T BE DONE!
 2.) IT MUST BE DONE AT ALL COSTS!

Does anyone else see a middle ground that’s
being completely ignored?

SEO and Social Media work best for small
businesses using a “Test” and then “Assess”
model.
 Explore Google Analytics, Social Listening

Litmus Test: Could you explain to someone, in
simple terms, why you’re doing what you’re
doing on digital and social?

IF YOU DON’T KNOW…
 How search engines work
 What a mobile-friendly website is
 What to post on social media (and when)
 How many people visit your website each month

LEARN. IT’S AS SIMPLE AS THAT.

Let’s take the notion that people over 30
don’t understand the digital space…and
absolutely obliterate it.

Program learning time into your weekly
schedule. Like, right now. On your phone.

MOZ, MOZ, MOZ…(and other resources)
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Instagram: @quixologist
@dcembitterment

Website: embittermentdc.com
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Twitter: @king_koz
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D.C. Chamber of Commerce
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Made in D.C. (Certifications + Networking)

WDCEP 2016/2017 Doing Business Guide
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D.C. Bar – Legal Help (some Pro Bono!)

Business Startup Checklist (DCSBDC)

MOZ
 Beginner’s Guide to SEO
 Local SEO Learning Center

Search Engine Land (More SEO)

Answer the Public (Keyword Research)

RiteTag & Hashtagify.me (#research)