Expand Your Share of Wallet & Go Digital!

@w2scott Presented to PAGE Cooperative

Expand Your Share of Wallet Go Digital!

Will Scott, CEO, Search Influence

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

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

Newspapers seem to have the same old problem…

http://gawker.com/5063259/old-newspapers-had-enough-news-to-kill-a-dog

The Volume of Print Advertisers is Decreasing…

While the Digital Opportunity is Increasing…

(incrementally)

How Much Increase?

The Opportunity

“Some estimates see this as a ~$2B newspaper opportunity by 2016, accounting for ~40-50% of all digital revenue.” -BIA Kelsey

The Pie Is Growing with Digital

@w2scott Presented to PAGE CooperativeImage Source: http://www.dogs4dogs.com/truth4dogs.html

So, How Much Market Share Do You Already Have?

@w2scott Presented to PAGE CooperativeImage Source: http://www.myteacherpages.com/webpages/room103/literature.cfm?subpage=371461

Chances Are...

@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!

@w2scott Presented to PAGE CooperativeImage Source: http://coupons-kingdom.com/alpo-dog-food-coupons/

And…

Your Advertisers Know You!

@w2scott Presented to PAGE CooperativeImage Source: http://www.howtobuydogfood.com/

Customers

Plus…

You’ve Been Feeding Them for Awhile

@w2scott Presented to PAGE CooperativeImage Source: http://www.things4yourdog.com/puppy-packages

But, Are YOU Giving THEM Everything they NEED?

You Should.

@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

Are You Meeting Your Advertisers’ Growing Needs?

@w2scott Presented to PAGE CooperativeImage Source: http://www.petango.com/Forms/Bloglanding.aspx?month=042012/

If You Aren’t…

Chances Are…

Someone ELSE Already is!Image Source: http://www.cartooncliparts.com/picture/dog-817/000033865657

@w2scott Presented to PAGE CooperativeImage Source: http://frattallones.com/twincitiespetfoodwarehouse.com/

There are Many Choices…

@w2scott Presented to PAGE CooperativeImage Source: http://www.dogblogpedia.com/avoid-table-scraps-in-your-dogs-diet-2

Are You the Obvious One?

How Will You Stand Out?

Image Source: http://www.redbubble.com/people/chockstone/works/5717100-sheep-dog-working-the-flock-logan-australia

@w2scott Presented to PAGE CooperativeImage Sources: http://zumbawithjennyk.wordpress.com/

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/

@w2scott Presented to PAGE CooperativeImage Sources: http://www.doginstructor.com/

How Will You Train Your Team?

@w2scott Presented to PAGE CooperativeImage Sources: http://realestategeezer.com/2011/08/30/co-op-board-interviews-for-pets/

How Will You Educate your Advertisers?

What Will You Sell?

SEOSocial Media

DisplayPPC

E-mailMarketing

Reputation

What is Your Current Digital Share of Wallet?

Image Source: http://www.sarahbundy.com/mcommerce-digital-wallets-performance-marketing/

“If you don’t like change, you’re going to like

irrelevance even less.”

David F. Jakielo

Why Do You Need to Do It?

Image Source: http://www.spokesman.com/blogs/hbo/2013/jan/24/canine-conga-line/

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/

Search engine optimization Also known as SEO

Search Engine Market Share

Understanding the Search Results

PAIDSearch Results

LOCAL Search Results

ORGANIC Search Results

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?

Local Search:More Important Than Ever

The Anatomy of NAP

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

Title TagURL Permalink

Call to Action

Heading Tags

Anchor Text & Internal Links

Optimized Content Contact Form

ALT Tags

Offsite SEO Tactics

•Quality Links•Quality Content•Viral Content•Infographics•Video•Guest Blogging•Social Bookmarking

SEO Client Success

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

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

FACEBOOK, KIND OF A BIG DEALWhy the social network with 1.1B members?

Content Vehicle

Image Source: http://www.flickr.com/photos/natechristenson/3446947540/

Most Visited

http://goo.gl/ZiSwq

Most Searched

http://goo.gl/YMjcI

http://www.checkfacebook.com/

http://goo.gl/c2YFU

how quickly things changeRewind

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.

Not All Content Is Equal

Not All Images Are Equal

Not All Updates Are Equal

SOME PEOPLE HAVE TO PAY FOR ITTying a Steak Around Your Neck

Just because you paid for it, doesn’t make it less satisfying

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

PAYING FOR LOVEKick-starting Discovery

What are Facebook Ads?

Image Source: http://www.intouchsol.com/insights/articles/03-09-12/The_Evolution_of_Facebook_Advertising.aspx

Marketplace Ads

Expand Your Share of Wallet & Go Digital!

Technology

Stay connected Share your experience Expand your horizons Act … · 2019-05-07 · Stay connected Share your experience Expand your horizons Act on your passions Shape society. What

Anthony Iannarino - Value Creation: How to Win More Deals, Increase Wallet Share, and Improve Margins by Leading Value

Expand Market Share on Linked In

Customer Wallet Share Estimation for Manufacturers based ...zbyszek/Papers/AusDM_2019.pdf · Customer Wallet Share Estimation 5 the manufacturer’s sales database. The transaction

Winning the Battle for Share of Wallet

How FHA Can Expand Your Purchase Business Today: Two FHA Experts Share Their Insights

Dealing With The Competition - rofianto.files.wordpress.com fileMarket Leader Strategies Expand total market Protect market share Expand market share Market Challenger Strategies Full

New trends - Vanguard Canada€¦ · expand the share of wallet that you manage for your clients. You can enhance ... Millionaire UHNW 55% 46% 40% 30% 38% 38% 15% 1 % 2% ... (less

How Can Market Leaders Expand the Total Market and Defend Market Share

How can Market Leaders expand the total market and defend market share?

Gaining Greater Share of the Wallet with Millennial Travelers

Winning the battle for share - Strategic Market Research · 2017. 1. 5. · Share this Winning the battle for share A share of wallet strategy is about getting your customers to allocate

A Strong Bank, Delivering Growth · Outlook: Stable ... Wealth Management share is on mutual funds as at 30.6.15; Corporate Banking share is the share of wallet on loans as at 30.6.15

Apple Wallet Android Pay Google Wallet WeChat Wallet ... · PDF fileApple Wallet Android Pay Google Wallet WeChat Wallet AliPay Wallet MyWallet Pass2U Fingerprint ID Fingerprint ID,

Meeting Materials for First-Half of FY2015 Summary ... · Russia: Secure 30% market share Expand sales in the Africa market Increase share of the Mekong market Expand sales in the

Expand your share of the small business market through

Size and Share of Customer Wallet - Fuqua School of Businessmela/bio/papers/Du_Kamakura_Mela … · Size and Share of Customer Wallet Abstract Many companies collect substantial information

SOCIAL IMMEDIATELY Connect, Share, Expand

The Wallet Allocation Rule - LEAD Marketing Conference · The relationship between a firm’s/brand’s rank and share of wallet follows a clear pattern that can be predicted by two

Share your USB printer and expand your network with one ...0.pdf · Share your USB printer and expand your network with one compact box! The Linksys PrintServer for USB with 4-Port