Expand Your Share of Wallet & Go Digital!

Confidential, Property of Search Influence, LLC © 2013

@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



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

http://goo.gl/ZiSwq



Most Searched

http://goo.gl/YMjcI

http://goo.gl/YMjcI



http://www.checkfacebook.com/

http://www.checkfacebook.com/



http://goo.gl/c2YFU





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.



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

http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank




http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm





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



Sponsored Stories



Like Ads



Promoted Posts



Does it work?





CREATIVITY COUNTSCatch their attention



Custom Branding



CASE STUDYProof, Meet Pudding



The Swan Center for Plastic Surgery



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

Facebook



Rubber, Meet Road



Swan Center

Potential Customer

Existing Customer



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



SELLING DIGITALThe Challenge of The Local Digital Market



Changes are Coming



The Pie Is Growing with Digital



Everyone Focuses on the Problem

Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary



You Need to Focus on the SOLUTION.

Image Source: http://www.eimacs.com/blog/2012/02/math-detective-story-max-the-lost-dog/



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?



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



Give Your Advertisers the Competitive Advantage…They Need

Image Source: http://www.onedirt.com/news/friday-racing-funny-racing-dog-teaches-us-all-a-lesson/



Make Digital Your Cash Cow

Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary



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



Benefits to Media PartnersWhite Label Customer Dashboard

Branded Marketing Materials

On-site Sales Training (optional)

Monthly Reporting

Dedicated Corporate Support

Expert In-House Fulfillment


How Can We Help?



Customer Dashboard

Advertiser view of success metrics.

May include:•Website Visits•Calls / Emails•Search Engine Rank•Historical Comparisons



Expanding Your Share of Wallet by Going Digital: Social

What Does All of This Mean?

Image Source: http://thelittlethings14.blogspot.com/



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!



Keep Advertisers Happy

Image Source: http://doblelol.com/3/smiling-dog-funny.htm



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



Change to Suit Their Changing Needs

Image Source: http://www.costumecraze.com/DOG133.html



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/



And They Will be Your Best Friend

Image Source: http://blog-photos.dogvacay.com/wp-content/uploads/2012/03/Photoxpress_23796349.jpg



SEARCH INFLUENCEScalable Solutions Powered by Experts



Our Team

55Employees(In-House)



Account Management

19Account

Managers

Google AdWords Certified

Google Analytics Certified



Online Advertising

2Online

Advertising Specialists

Google AdWords Certified



Sales & Administration


8Sales/AdminEmployees



Production Team

17Production &

Quality Assurance



Development Team

9Web Developers




Extended Team

70+Contract Workers



White Label Partners



White Label Partners



Thank you!

Will Scott• searchinfluence.com/blog• [email protected]• twitter.com/w2scott

mailto:[email protected]

Technology

Expand Your Share of Wallet & Go Digital!