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Expand Your Share of Wallet Go Digital!
Will Scott, CEO, Search Influence
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About Me: Will Scott• First website online in 1994• Deployed over 2,500 customized web sites
in 18 months (with a production staff of 12).
• Former Vice President of YPsolutions (now Local Matters)
• Online Directory vendor to 20 independent Yellow Pages
• Deployed over 300 online yellow pages a year with print “look and feel”
• Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month
• Uniquely qualified to help improve media companies’ online products
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About Search InfluenceHelping customers successfully market online since 2006We work with thousands of clients, directly and as a white-label provider to major national media companies. “Scalable Solutions Powered by Experts”
Search Influence:50+ full-time employees70+ contract writers12 AdWords Certified Staff
Reputation:2011 Inc. 500 honoreeRecognized leader in search and social for local businessOver a decade in online media
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Newspapers seem to have the same old problem…
http://gawker.com/5063259/old-newspapers-had-enough-news-to-kill-a-dog
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The Volume of Print Advertisers is Decreasing…
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While the Digital Opportunity is Increasing…
(incrementally)
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How Much Increase?
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The Opportunity
“Some estimates see this as a ~$2B newspaper opportunity by 2016, accounting for ~40-50% of all digital revenue.” -BIA Kelsey
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The Pie Is Growing with Digital
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So, How Much Market Share Do You Already Have?
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Chances Are...
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@w2scott Presented to PAGE CooperativeImage Source: http://www.dogster.com/the-scoop/survey-says-people-hug-dogs-more-than-other-people
Because…
Your Advertisers Trust You!
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And…
Your Advertisers Know You!
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Customers
Plus…
You’ve Been Feeding Them for Awhile
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But, Are YOU Giving THEM Everything they NEED?
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You Should.
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@w2scott Presented to PAGE CooperativeImage Sources: http://skymallrev.blogspot.com/2011_05_01_archive.html; http://www.whig.com/story/14292061/save-money-on-your-dogs-medicine; http://www.dogsandbabieslearning.com/2011/01/09/help-my-dog-is-sulky-with-toddler/
Your Advertisers Needs Are Changing
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Are You Meeting Your Advertisers’ Growing Needs?
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If You Aren’t…
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Chances Are…
Someone ELSE Already is!Image Source: http://www.cartooncliparts.com/picture/dog-817/000033865657
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@w2scott Presented to PAGE CooperativeImage Source: http://frattallones.com/twincitiespetfoodwarehouse.com/
There are Many Choices…
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Are You the Obvious One?
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How Will You Stand Out?
Image Source: http://www.redbubble.com/people/chockstone/works/5717100-sheep-dog-working-the-flock-logan-australia
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How Will You Position These Solutions?
Image Sources: http://www.funny16.com/funny-dog-pictures/cute-puppy-dogs-wearing-sweaters/ http://supercuter.com/cute-dog-in-shopping-card/
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How Will You Train Your Team?
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How Will You Educate your Advertisers?
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What Will You Sell?
SEOSocial Media
DisplayPPC
E-mailMarketing
Reputation
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What is Your Current Digital Share of Wallet?
Image Source: http://www.sarahbundy.com/mcommerce-digital-wallets-performance-marketing/
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“If you don’t like change, you’re going to like
irrelevance even less.”
David F. Jakielo
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Why Do You Need to Do It?
Image Source: http://www.spokesman.com/blogs/hbo/2013/jan/24/canine-conga-line/
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Expanding Your Share of Wallet by Going Digital: Social
How Can You Do It?
Image Source: http://naturaldogtales.com/paying-attention-to-dog-skin-problems/
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Search engine optimization Also known as SEO
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Search Engine Market Share
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Understanding the Search Results
PAIDSearch Results
LOCAL Search Results
ORGANIC Search Results
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Source: Optify Study, December 2010
37% of clicks go to the #1 position
60% of clicks go to the top 3
90% of clicks go to sites on page 1
Why is SEO Important?
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Local Search:More Important Than Ever
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Local Search:More Important Than Ever
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The Anatomy of NAP
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Content – Invisible Content• Title Tag
• MOST IMPORTANT TEXT ON PAGE
• Meta Description• Low ranking value; high marketing value
• Meta Keywords• Widely ignored; still useful in lesser search engines
• Image Alt Tags• Most valuable in image search; critical for search in image based
navigation
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Title TagURL Permalink
Call to Action
Heading Tags
Anchor Text & Internal Links
Optimized Content Contact Form
ALT Tags
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Offsite SEO Tactics
•Quality Links•Quality Content•Viral Content•Infographics•Video•Guest Blogging•Social Bookmarking
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SEO Client Success
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The History:• The client had little to no online presence prior to SEO• Goal = improve local visibility and volume of phone calls & walk in clients
The Approach: • 10 Keyword Package• Keyword-rich content and optimizations on site. Off-site link building and
directory submissions
The Results:• After 1 year, the client ranked on the first page of Search Results on Google,
Google Maps or Bing for 202 tracked keywords
SEO Success
Keyword May 2011 May 2012
Mazda 6 Reading PA Not in first 30 1
Used Mazda Reading PA Not in first 30 1
Reading PA new Mazda Not in first 30 1
Mazda Dealership in Reading, PA
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The History:• Goal = improve local visibility and volume of phone calls & walk in clients
The Approach: • 5 Keyword, 1 Location Package• Keyword-rich content and optimizations on site. Off-site link building and
directory submissions
The Results:• After 1 year, the client ranked on the first page of Search Results on Google,
Google Maps or Bing for 36 tracked keywords
SEO Success
Keyword Feb 2012 Feb 2013Pediatric Dentist Maine 16 2
Mainecare Pediatric Dentistry
Not in first 30 1
Pediatric Dentist Mainecare Not in first 30 1
Falmouth Pediatric Dentistry in Falmouth, ME
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FACEBOOK, KIND OF A BIG DEALWhy the social network with 1.1B members?
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Content Vehicle
Image Source: http://www.flickr.com/photos/natechristenson/3446947540/
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Most Visited
http://goo.gl/ZiSwq
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Most Searched
http://goo.gl/YMjcI
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http://www.checkfacebook.com/
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http://goo.gl/c2YFU
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how quickly things changeRewind
55Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.
Primary Purpose of Facebook Page For SMBs
Sample Size = 113Some cell sizes may be small and/or findings not statistically significant.Source: LCM Wave 15, Q4 2011 (and prior waves, if relevant). Methodology: Online panel. Cosponsor: ConStat.
To better understand the purpose of SMBs’ business-specific Facebook Pages, we presented several potential purposes to respondents with Pages, and asked them to tell us which was their primary purpose of their Facebook Page.
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Not All Content Is Equal
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Not All Images Are Equal
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Not All Updates Are Equal
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SOME PEOPLE HAVE TO PAY FOR ITTying a Steak Around Your Neck
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Just because you paid for it, doesn’t make it less satisfying
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Why Pay for It?• EdgeRank – Facebook’s Visibility Algorithm
• Affinity, Time Decay and Weight• The more connections and the more interaction, the more likely your
content is seen
• Organic EdgeRank has been diminished• Only ~10% of your fans will see an update
• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one there to hear…http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank EdgeRank is Dead!
http://s
earchenginewatch
.com/artic
le/2291146/EdgeRank-is-D
ead-Long-Live-Face
books-EdgeRank-A
lgorithm
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PAYING FOR LOVEKick-starting Discovery
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What are Facebook Ads?
Image Source: http://www.intouchsol.com/insights/articles/03-09-12/The_Evolution_of_Facebook_Advertising.aspx
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Marketplace Ads
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Sponsored Stories
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Like Ads
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Promoted Posts
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Does it work?
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CREATIVITY COUNTSCatch their attention
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Custom Branding
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CASE STUDYProof, Meet Pudding
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The Swan Center for Plastic Surgery
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The Situation
• The Swan Center was barely on Facebook• Posting and responding were not driving Likes• As a promotional tactic, the Swan Center
decided to host an open house• We offered to help drive sign-ups from
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Rubber, Meet Road
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Swan Center
Potential Customer
Existing Customer
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How does this Translate to ROITotal Forms: 141 Total Calls: 42Total Leads: 183Cost per Lead: $16.39
Revenues for Facebook: $135,000Goal Conversion Rate for Facebook campaign of 4.72% is 25.52% higher than the site average of 3.76% Conversion Rate: 25%
Swan Center
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SELLING DIGITALThe Challenge of The Local Digital Market
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Changes are Coming
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The Pie Is Growing with Digital
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Everyone Focuses on the Problem
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You Need to Focus on the SOLUTION.
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You Will Need to Answer:• Is this something my advertisers want?
• Answer: YES!
• Who will manage the process?• How will we measure success?• Can I make money with this?
• Again, YES!
• Should we in-house or outsource?• Will my sales force sell digital?
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Considerations for Going Digital
•Can you sell it like traditional advertising?•To bundle or not to bundle•Can you build it in house?•Building it:
• Need experienced digital talent• Must invest to build to scale• Must be ready to adapt to change
•Investment to build team: $200,000 - $5 million
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Give Your Advertisers the Competitive Advantage…They Need
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Make Digital Your Cash Cow
Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary
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Why You Want to Do It
•Easy way to stay relevant in a digital world•Wider Reach
• Sell to more advertisers•Recurring Revenue•Give the people what they want•Good margins•Millenials Are Coming•Your Advertisers Want Digital
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Benefits to Media PartnersWhite Label Customer Dashboard
Branded Marketing Materials
On-site Sales Training (optional)
Monthly Reporting
Dedicated Corporate Support
Expert In-House Fulfillment
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How Can We Help?
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Customer Dashboard
Advertiser view of success metrics.
May include:•Website Visits•Calls / Emails•Search Engine Rank•Historical Comparisons
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Expanding Your Share of Wallet by Going Digital: Social
What Does All of This Mean?
Image Source: http://thelittlethings14.blogspot.com/
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It Means…
• Local search is a critical advertising medium. Your advertisers need it.
• Your advertisers are getting sold Online Marketing Products already.
• Because of your relationships, advertisers rely on you as the expert in local advertising.
• We can make you the expert in Online Marketing too!
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Keep Advertisers Happy
Image Source: http://doblelol.com/3/smiling-dog-funny.htm
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Listen to Their Needs
Image Source: http://www.boomtowne.com/Blog/post/2012/09/25/How-to-get-your-Dog-to-Pay-attention-to-you.aspx
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Change to Suit Their Changing Needs
Image Source: http://www.costumecraze.com/DOG133.html
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Don’t Leave Them Out in the Cold
Image Source: http://blog.lookbetteronline.com/2012/05/does-online-dating-make-you-feel-like-a-lonely-dog-left-out-in-the-rain/
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And They Will be Your Best Friend
Image Source: http://blog-photos.dogvacay.com/wp-content/uploads/2012/03/Photoxpress_23796349.jpg
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SEARCH INFLUENCEScalable Solutions Powered by Experts
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Our Team
55Employees(In-House)
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Account Management
19Account
Managers
Google AdWords Certified
Google Analytics Certified
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Online Advertising
2Online
Advertising Specialists
Google AdWords Certified
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Sales & Administration
Google Analytics Certified
8Sales/AdminEmployees
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Production Team
17Production &
Quality Assurance
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Development Team
9Web Developers
Google Analytics Certified
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Extended Team
70+Contract Workers
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White Label Partners
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White Label Partners
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Thank you!
Will Scott• searchinfluence.com/blog• wscott@searchinfluence.com• twitter.com/w2scott